Once upon a time, all roads led to Google. There wasn’t a product or brunch spot you couldn’t find without typing the right keywords into the search bar.
Looking for the best five-star restaurants in Johannesburg? Just Google it! Trying to find an affordable arts and crafts place to keep the kids busy? A quick Google search will point you in the right direction!
But now, whispers of an impending dethroning have turned into full-blown shouts, and everyone is asking: is Google still king? The search engine has dominated internet searches for more than two decades now, with Google processing more than 8.5 billion searches each day. However, a new generation is skipping the search engine in favour of social media platforms like TikTok and Instagram.
This shift is largely driven by how much time people spend on their phones, with studies suggesting that the average person clocks around four hours of screen time everyday. Half of this time is spent scrolling social media, with around 2.5 hours allocated to various platforms. These statistics are a clear indication that social search isn’t just a passing trend. It’s fundamentally reshaping how people discover products, services, and places.
What is social search?
Social media platforms like Facebook are no longer just a place to share your grandkid’s matric ball pictures, and TikTok isn’t just dancing videos either. Around 46% of Gen Zs and 35% of millennials are choosing social media over traditional search engines for information searches.
Instead of typing “easy dinner recipe” into Google’s search bar, these users are choosing to use social platforms to search and find what they’re looking for. Convenience is the main driver, but visual appeal is what’s keeping users hooked.
We’re living in the age of instant gratification and short attention spans, where scrolling through large blocks of text to find what you’re looking for has become very inconvenient.
Why Social Media is Becoming The New Search Engine?
Social media combines the best of both worlds: your phone and social media scrolling. It’s so much easier to search for your next breakfast idea or gym workout without ever having to leave TikTok.
While convenience may be a leading factor, there are few other aspects that are making this shift happen:
It Offers Social Proof
Younger users don’t just want information, they’re looking for validation from real people. Platforms like YouTube, TikTok and Instagram provide visible feedback and commentary from creators and fellow peers. This form of social proof allows you to spot any “red flags” when researching a product thanks to the comments, but it also helps users build trust with a brand when something is worth trying. This shows that users are now placing their faith in people rather than Google search results.
Social Media is Tailored to Each User
Have you ever scrolled through Instagram’s discover page and found content and accounts that matched your interests? This isn’t an accident, as these platforms have created algorithms that create a tailored experience for users. Unlike Google, which serves content to everyone based on their search terms, social media platforms tailor their content based on your past searches, location, interactions, and demographics. This provides you with information that’s specific to what you’ve searched for in the past. As such, users are now relying on these social algorithms to provide them with content and products that are tailored to their needs.
It Has Visual Appeal
Research shows that visuals help us understand information faster. Social media engines present results in image and video format, this allows users to see how a product is used. This can help them decide quicker whether they want to purchase a product or service. Visuals are also a great way to capture attention quickly, while also providing relevant information without losing a user’s interest.
Real-Time Information
Social media delivers information in real-time. It takes just seconds for someone to post a product review on TikTok or a restaurant recommendation on Instagram. While Google prioritises relevant and up-to-date information, social media platforms are slowly gaining the upper hand, especially when it comes to consuming news in real-time.
Is Google Still King?
Google commands 89.74% of search traffic, and it’s still second nature for us to say: “just Google it” when asking questions. While Google remains the king, social media platforms like TikTok and Instagram are right behind it, as users seek convenience and a community-driven experience.
Social media is no longer a digital marketing medium that can be pushed to the side, especially when it comes to providing users with valuable content.
Gone are the days where brands could just make things look pretty on these platforms. Users are now craving genuine interaction and valuable content that resonates with them, and brands will need to adapt their strategies to keep up with these evolving needs.
As the lines between social media and search engines continue to blur, the goal of every marketer and business is to meet their users where they are and with meaningful, authentic and valuable content in their arsenal.
