For years, Google has been the undisputed king of internet searches. However, trends are changing rapidly, with social media emerging as the new go-to search engine, particularly for younger generations. Platforms like TikTok, Instagram, and YouTube are replacing traditional search engines, redefining the way users discover information, products, and brands. Want to know more? We explain it below.

Social Media VS. Search Engines: Key data on the shift

The HubSpot Social Trends Report 2024 reveals striking data on this phenomenon:

  • 1 in 2 Gen Z users prefers searching for information on social media rather than on Google.
  • TikTok has surpassed Google as a search tool in certain segments, particularly for visual content and trends.
  • 64% of social media users use these platforms to research brands and products before making a purchase.
  • Instagram and YouTube are key for finding product reviews and tutorials.

This data highlights an undeniable reality: brands that fail to optimise their presence on social media are losing visibility to their competitors.

Why is social media replacing Google?

  • Visual and interactive search: Users no longer want just text; they crave videos, images, and interactive content. TikTok and Instagram allow users to discover trends in seconds through engaging, direct content.
  • Trust in User-Generated Content (UGC): People trust the opinions of other users more than traditional advertisements. Video reviews, testimonials, and real experiences have a greater impact than a generic search result.
  • Personalised algorithms: Unlike Google, where results are largely SEO-dependent, social media content adapts to users’ interests and behaviour, creating a more relevant experience.

How to optimise your brand for social media searches

If social media is the new search engine, your brand needs to be optimised for this shift. Here are some key tips:

  • Use keywords in titles and descriptions: Just as SEO is essential for Google, Social SEO is crucial on platforms like TikTok and Instagram. Research the terms your audience uses and incorporate relevant hashtags.
  • Create short-form, vertical content: Short videos (Reels, Shorts, and TikToks) dominate searches. Ensure your content is clear, dynamic, and answers key questions.
  • Leverage UGC and real opinions: User-generated content (UGC) boosts your brand’s credibility. Share reviews, influencer collaborations, and authentic testimonials.
  • Measure and adjust using data: Use platform analytics to identify top-performing content and refine your strategy.

If you also want to boost your social media with Paid Media, check out this year’s trends.

Social media has changed the rules of the game. If your business is not optimised for this new search behaviour, you are missing out on key opportunities. At Jelliby, we help enhance your digital presence with Social SEO strategies, optimised content, and social media marketing.