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For years, search engines like Google and Bing have been the go-to source for finding answers and discovering products. However, according to a recent article in Sprout Social, social media is now emerging as a powerful alternative. Users are increasingly heading to platforms like Instagram, TikTok and X (formerly Twitter) to find brands, get real-time updates and read reviews.
Why the shift?
Nearly 82% of global search engine traffic comes from Google with the remainder coming from Bing and Yahoo. However, 24% of users now search and discover answers on social media, according to Forbes Research. That percentage is much higher with 46% of Gen Zers turning to social media as their main information source.
So, why are users turning from traditional search engines to social media? Three reasons include:
Real-time updates: Social media provides instant information and updates.
Influencer insights: Users can follow influencers and industry experts.
Tailored content: Social media algorithms offer personalized content based on user interactions and location.
The power of social media search
Maintaining a constant presence across social networks may greatly raise brand visibility, which is one of the many advantages social media search offers. Additionally, it strengthens ties as social media is the most effective platform for establishing interactions with customers/members. Users also value the customized experiences that social media offers. This allows brands to create more focused content and gain a deeper understanding of their audience by utilizing social media data.
Strategies for success
To stay ahead in an ever-changing digital landscape, organizations need to implement innovative strategies. Embracing a mobile-first approach is crucial, as one-third of users now access the internet exclusively through mobile devices. This shift underscores the importance of optimizing digital strategies to ensure a seamless mobile experience. Additionally, platforms like TikTok are reshaping how organizations connect with their consumers/members, with influencers driving significant engagement and inspiring new career paths. Meanwhile, digital advertising continues to surge, with projections reaching nearly $836 billion by 2026. The focus on digital video and user-generated content highlights the dynamic nature of modern marketing strategies.
With nearly five billion users globally, social media is more than just a place to share photos—it’s a powerful tool for searching information and making purchasing decisions. Contact AOE today to discuss how your organization can maximize your social platforms as a search alternative!