The evolution of search behaviour and its impact on marketing strategies

If you aren’t thinking about your social media accounts as a search engine (like using Google) you are leaving money on the table, and here’s why.

Google reports that 40% of young people now use apps like TikTok and Instagram for search purposes instead of traditional search engines. Translation - they are heading to TikTok and Instagram to find what they need and to research and are bypassing Google. But don't worry, Google are smart, they are indexing social media posts so they don't miss out (listing your posts on Google, if you are using keywords and SEO) - which is WHY you need to treat your social media like a search engine. Are you following?

This significant shift in search behaviour emphasises the need for businesses to optimise their presence on these platforms to stay relevant and reach their target audience effectively.

So why has there been a significant shift in search behaviour?

My opinion behind why, is because of TikTok.

If you have followed me for a while, you would have heard me talk about how TikTok sets the tone for the digital world. What happens on TikTok waterfalls down to the other platforms.

Even if you are NOT on TikTok, it is important to know these reasons as it is flowing on through to the other platforms now.....

So why did this shift start over on TikTok? It is because of their engagement and user base.

TikTok boasts a massive and highly engaged user base, making it a prime platform for reaching and interacting with younger audiences. This engagement is driven by TikTok's format, which focuses on short, engaging videos that capture attention and encourage interaction - short form video content...it has been a winning content strategy for over 2 years now!

More reasons why are as follows -

Visual and interactive content

• Engagement: TikTok’s video format is highly effective for storytelling and demonstrating products or services in a dynamic and interactive way. The more interactive you can make your content, the more success you will have
• Algorithm: The platform's algorithm promotes visually appealing and engaging content, making it ideal for creative marketing strategies

Trend anticipation and virality

• Trends and challenges: TikTok allows brands to participate in trends and challenges, significantly increasing visibility and engagement
• Virality: Content that goes viral on TikTok can lead to substantial organic reach and brand exposure. *My suggestion - although TikTok does push for viral content, please do not chase this! I had a video of mine reach 5.3 million on TikTok about 18 months ago...to this day I am STILL trying to 'fix' my algorithm after that. What tends to happen after a viral piece of content is, first of all, you gain a ton of followers not necessarily in your niche, and secondly, the algorithm says after your next pice of content is uploaded 'hmmm they can do better' and you never really get your rhythm back. Frustrating.

Audience reach and engagement

• Young demographics: The younger demographic, which heavily uses TikTok, represents a significant market portion. Successfully engaging this audience can build long-term loyalty and brand recognition
• Algorithm advantage: TikTok's algorithm is designed to surface engaging content, regardless of the follower count, allowing even new or smaller brands to go viral if their content resonates with users

Content format

• Video-First Approach: The video-first format is highly effective for storytelling and demonstrating products or services dynamically, leading to higher engagement rates compared to static content

Trend integration

• Timely content: TikTok's emphasis on trends allows brands to join conversations and cultural moments, making their content more relevant and timely

SEO and discoverability

• Optimisation Techniques: Optimising for TikTok SEO involves using popular hashtags (although not as important now), keywords, and engaging with trends. This can lead to improved visibility within the app and potential spillover into other platforms and search engines

By focusing on these aspects, brands can leverage TikTok not just as a social media platform but as a critical part of their overall SEO strategy. This approach can help capture a significant and engaged audience, drive more organic traffic, and ultimately achieve better marketing outcomes.

Other social media platforms with significant search behaviour that you need to be aware of!

1. Instagram

• Search Features: Instagram offers robust search capabilities for hashtags (although this has died now! Use only 2-3, but don't bank on them...), locations, and user accounts
• Visual discovery: Like TikTok, Instagram's visual-first approach with images and short videos makes it a preferred platform for discovering content
• Explore page: The Explore page curates content based on user preferences and interactions, making it easy for users to find new content and accounts

Source: Hootsuite

2. YouTube

• Video content: As the second-largest search engine, YouTube is crucial for video content discovery
• SEO Optimisation: Videos can be optimised with keywords in titles, descriptions, and tags, making them more discoverable
• Algorithm and recommendations: YouTube’s algorithm recommends content based on user behaviour, enhancing the chances of videos being discovered organically

Source: Backlinko

3. Pinterest ( the MOST under-rated platform!)

• Visual Search: Pinterest allows users to search for pins, boards, and accounts related to specific topics
• Keyword optimisation: Optimising pin descriptions with relevant keywords can enhance discoverability
• Personalised Feeds: The platform uses user data to personalise feeds and recommend content

Source: Sprout Social

4. LinkedIn

• Professional Networking: LinkedIn is essential for professional content and job-related searches
• Content Discovery: Users can search for companies, job postings, and professional content using keywords and hashtags - keywords are more important, if using hashtags stick to only a few
• Algorithm: The platform’s algorithm suggests content based on professional interests and connections.
• Articles - these are fabuous for longevity on LiinkedIn

Source: LinkedIn

Why all of these these platforms are important for search behaviour

1. User intent
2. Content variety
3. Algorithm driven recommendations
4. SEO optimisation

By understanding and leveraging the search behaviours on these social media platforms, businesses can enhance their visibility and engagement, much like they would with traditional search engines.

To wrap it all up

Embracing SEO on TikTok and other social media platforms is crucial for modern marketing strategies. In fact, it’s more than crucial, it’s essential. This change is already happening. Get on board, understand how social media is used, how consumers are using it, and your brand will flourish.

As search behaviours evolve, businesses must adapt by optimising their content for these platforms to capture and engage their target audience effectively. By doing so, they can stay ahead of the curve and achieve better marketing outcomes.

If you are not sure where to start with your marketing and need some help, get in touch with us! Shoot us an enquiry via [email protected]

Thanks for stopping by!

Melissa

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