According to the Senior Vice President of Google, Prabhakar Raghavan, 40% of young users (18 - 24) prefer to begin their searches on TikTok or Instagram. This number jumps to 60%, according to Sprout Social, for Gen Z individuals.
Not only does this data support the change we are already seeing in the way people search, but it also reinforces the importance of incorporating social media and video content into your marketing strategy.
But, why have we seen such a change and what does it mean for you? Let’s explore.
Why Are Younger People Straying From Traditional Search?
There are a number of potential reasons why the younger generations are favouring social platforms and video content over traditional search engines:
- Speed and convenience - a video typically allows a user to get a comprehensive view of a topic, place, product, or service quickly and without the need to sift through pages and pages of search results.
- Digestibility - short-form videos are incredibly engaging and easy to consume, making them much more appealing than reading a long-form article.
- Authenticity - user generated content is a powerful tool in this day and age, with younger generations putting more emphasis on authenticity and relatability than ever before. Videos are often perceived as more honest and reliable thanks to the trust people put in their peers.
- Personalisation - algorithms are incredibly advanced, meaning users are given a completely personalised feed based on their interests, demographics, and behaviour. Users are instantly met with relevant and personalised content the second they open the app.
What Can You Do to Adapt?
Thankfully for you, there are a number of things you can do to keep up with this shift in user behaviour:
- Prioritise short-form video content - capture a user’s attention with a short, engaging, and easy to consume video. You don’t need fancy equipment or editing software, as the more relatable and human your content is, the more likely you are to see success.
- Partner with influencers - people trust people much faster than they trust the direct message of a brand. Even creators with a relatively small following can make a huge difference. Just remember to stick to influencers who are relevant to your brand or offering.
- Create a seamless path to purchase - you’ve got your audience hooked, now you need to make it easy for them to buy. Shopping features like Instagram shopping tags andTikTok product links allow users to buy a product directly from the video or image they are viewing, making purchasing effortless.
- Engage with your audience - a study from The Verge found that people expect brands to engage and collaborate with the community more so than offering exclusive benefits. People care more about human connection more than ever - establishing a strong connection with your audience is crucial.
Don’t Get Left Behind
Search is shifting, there’s no doubt about that, and it's critical that you keep up with these changes. Particularly with people putting more emphasis on authenticity, focusing more on human-centric marketing is going to be key to long-term success.
If you’re worried about how this could affect your business, don’t hesitate to get in touch with us today. We can offer expert advice on navigating this new era of marketing and keep you up-to-date with the latest in search.
