Social Media platforms as the new Search Engine

In viral tweets, Instagram posts, and everyday conversations, the sentiment "I don't Google anymore, I TikTok" has become a norm. Are social media the new search engines? With the introduction of features such as the tile tab Explore and hashtags on Instagram, users can now find new content and accounts aligned with their interests. Pinterest also evolved into a visual search engine, allowing users to discover ideas, products, and inspiration. And now, with TikTok, gen Z finds information on TikTok to be more personalized, authentic and much more valuable than a search result on Google. Social media is clearly shifting power from Google and changing how we discover information.

Real-Time Information: Social media platforms offer immediate updates and breaking news, allowing users to promptly access the most recent events and stay abreast of current affairs. This functionality proves especially valuable in emergencies, fast news or rapidly evolving news scenarios.

Niche Information: Platforms facilitate the creation of specialised communities focused on particular interests or subjects. Users have the opportunity to join groups, track relevant hashtags, and interact with individuals who share similar passions. This aspect of social media search enables the retrieval of targeted and specific information.

For example, social media platforms like Instagram and Pinterest showcase a visual feast of stunning hotel accommodations. Through enticing images and user-generated content, you can virtually tour luxurious suites, picturesque resorts, and boutique escapes. Real-time reviews and comments provide authentic insights, helping users make informed decisions tailored to their desires.

SEO strategies shift and adapt

As social media platforms become prominent search engines, it inevitably affects traditional search engine optimization (SEO) and content creation strategies. Brands and businesses have to adapt to social media’s unique search algorithms by creating engaging content tailored to each platform’s audience. Social media platforms often prioritize visually appealing content. Brands must pivot towards incorporating more visual storytelling elements in their content marketing strategies. High-quality images, videos, and graphics become essential tools for capturing audience attention and conveying brand narratives effectively.

Real Estate is another niche market that is trending on social media search. Potential home buyers and investors seek to explore real estate portfolios online, often searching for real-time information on specific developments and photos that have not been curated to perfection. By examining customer pain points, property developers can create content that resonates with their audience and provides them with something they need depending on which stage of the buyer journey they are in.

The inclination towards utilising social media as a search tool is on the rise, despite the ongoing competition between tech giants such as Google and Microsoft for supremacy in generative AI. According to a survey encompassing 1,000 Americans, 55% identified Instagram as their primary choice for social media searches, closely trailed by YouTube (54%), Facebook (51%), and Twitter (44%). Although TikTok ranked the least popular as a search engine (42%), its primary user demographic consisting of young and affluent consumers is precisely the audience marketers are keen to engage with.

Considering the increasing integration of social media into the landscape, it could potentially be the next significant leap in enhancing visibility - a combination of owned, earned and paid media in this respect is incremental in brand development and strategic marketing.

To find out more about how FamigliaEight can help you with your digital strategy and use of social media, visit www.famiglia8.com