In today’s rapidly evolving digital landscape, social media platforms are no longer simply a place to connect and catch up with friends. Where consumers previously solely consulted platforms like Google Search to seek out information, social media has metamorphosed into a new kind of search engine, holding its own alongside more traditional search engines, particularly with younger audiences.
TikTok and Instagram, both platforms with strong visual appeal and little reading time required, have fast become the new go-to method for consumer research and peer recommendations on everything from fashion to home décor, recipes to restaurants, and beauty to music and events.
According to Statista, Google still retains over 81% of the global search market. However, when it comes to Gen Z, Vogue Business reports that social media has become the main source of inspiration for fashion and beauty product searches, with 80% agreeing that they are exposed to more brands and advertising than any other generation.
And it’s not just Gen Z that are turning to social media for brand discovery, inspiration, and information, with 76% of the Gen X demographic in the US and 83% of over-65s in the UK regularly using Facebook.[i]
Speed and convenience are just two of the reasons people are converting to social search. Recent research from GWI reveals that the average user spends nearly 2.5 hours every day on social media platforms, meaning they are much more likely to turn to these platforms for information as they are there anyway and don’t want the added hassle of having to switch platforms or log on to another search engine.
On TikTok users are greeted with relevant and engaging personalised content. Easy-to-digest live streams and short-form videos, often with subtitles, provide a more interactive experience than a traditional search engine, enabling users to quickly access information and answers in an appealing format.
The search bar feature allows searches for specific items, or hashtags tailored to specific interests. When searching for a pink dress for a wedding, for example, the TikTok search results shown below mean the user can actually see the dress being worn, whilst the list on the right-hand side suggests other relevant search terms, making for an easy, engaging, and visually appealing user journey.
TikTok has managed to put together a platform that does everything by integrating the most popular features from other social media channels, essentially making it a one-stop-shop for users. By incorporating Instagram's visual aesthetic, Facebook's community-driven approach, LinkedIn's educational content, Google's search capabilities, and Amazon's e-commerce functionality, TikTok has created a seamless and convenient experience for users, becoming the go-to destination for entertainment, social interaction, education, and shopping.
User-generated content on social media gives users a real sense of community and authenticity, offering honest connections and authentic information on products, brands, and services from real people with real opinions and experiences. And TikTok Shop enables consumers to view content and purchase showcased products in a matter of seconds.
An active presence on social media channels allows brands to become more human and fosters a sense of trust and loyalty, both on and off-platform, between those brands and their existing and potential customers. TikTok’s 2024 Trend Report cited that their users are 1.8 times more likely to agree that it introduces them to topics they didn’t previously know they liked, whilst 41% trust a brand more and 31% are more likely to be loyal after viewing an advertisement on the platform.
SEO, or Search Engine Optimisation, is all about enhancing your brand's online presence and boosting web traffic by achieving better visibility on search engines – in short, the higher your site ranks, the more traffic it drives. According to Semrush’s 2023 State of Search findings, of the billions of Google searches carried out every day over 45% of desktop users click on an organic search result as opposed to a paid one.
And optimising your social media via Social Media Optimisation, or SMO, follows a similar process, making it equally important for boosting brand visibility and attracting organic traffic. As a digital marketing strategy, SMO can positively enhance a brand’s online presence, connect with consumers, increase awareness of products and services, encourage faster follower growth, and boost brand engagement.
Here are just a few of our top tips for effective SMO:
As social media evolves, its role as a search engine continues to become more pronounced. It offers a more interactive and personalised way for users to find information and presents new digital marketing opportunities for businesses. Embracing this shift and adapting your strategies accordingly can ultimately lead to greater engagement, visibility, and success in the digital age.
At Hop&Co. we craft bespoke social media strategies that will resonate with your audience, boost your brand awareness, and yield tangible results, ensuring that your brand’s story stands out in the ever-evolving digital landscape.
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