Since the early 2000s, Google has been the leading search engine. However, over the past few years, we've seen a shift in the demand for the type of content produced by search engines, and simultaneously a decline in usage from younger demographics.
Platforms like TikTok and Instagram are growing at a rapid pace, and as their audience expands, so do the varied use cases. More than ever before, people are using Instagram and TikTok as search engines rather than just social media platforms
According to Forbes, 67% of Gen Z say they use Instagram to search, 62% of 18-24 year olds search on TikTok, and 61% of people use Google, putting the search behemoth firmly in third place.
But why is Gen Z choosing Instagram and TikTok over Google?Â
In no small part, it’s the result of the “social media-fication” of the internet, or at least the spaces Gen Z typically engages with. They have been raised on an internet where content is rich, flashy, and personalised. Text and links are no longer appealing, and there has been a rise in demand for information in a more interactive style, such as short videos and engaging carousels. Older generations may have turned to Google to research a restaurant for dinner, but Gen Z is more likely to turn to social media for their recommendations.
And this isn’t a new trend. In 2022, it was reported by Google that nearly half of the younger generation, 40% to be precise, chose TikTok or Instagram as their go-to platforms for hunting down a lunch venue, bypassing Google and Google Maps.
Word of mouth has always been a useful marketing technique, but Gen Z holds it in particularly high regard. Content from influencers promoting, recommending or just reviewing a product can have a significant impact on their purchasing decisions. The pre-existing connection with the creator, their honest and personalised content, and the actual evidence of service and goods make for compelling viewing, and help inform decisions. It’s particularly useful for searches like hair salons, restaurants for lunch, or a new product, given their visual appeal and immediate accessibility. These aspects combined create a sense of trust and relatability that traditional search engines may struggle to replicate, thereby influencing Gen Z's preference for social media platforms when seeking information or making purchasing decisions.
Growing up with social media already entrenched, Gen Z (and even Gen Alpha) have become accustomed to personalised feeds and don't want to sacrifice this in the pursuit of knowledge. It’s also true that social media platforms want to be as sticky as possible – the longer you’re in-app, the more ad revenue they can generate.
This mutual relationship has been recognised, and businesses have taken to social media in an attempt to make their products more accessible to younger generations. Platforms such as Simple Politics (a donation-funded account) have gained almost 900,000 followers, using their profile to create a clear and unbiased platform where today's youth can access easy and informative information about politics in the United Kingdom. Accounts like this recognise younger generations' need for easy access to information in real time.
I have used Instagram and TikTok as search engines for some time now, as have many of my friends, something which often surprises my colleagues. Platforms such as Instagram allow you to see who your friends follow if you click on someone's profile. This makes them appear more trustworthy and reliable, especially if people you know or admire follow businesses. Even LinkedIn has this feature now. I think a big reason I personally gravitate towards platforms like these rather than Google is the fact that I have a love for user-generated content. If I'm buying clothes or a beauty product, I want to see it on a real person, rather than a model. This is something that I think the majority of my generation can relate to; we crave authenticity in a world filled with staged products, AI-enhanced images and filters. User-generated content (UGC) takes the forefront with social media, something that on a platform like Google you have to actively search for. Of course, Google still has its place and I personally don’t think it is going anywhere soon, but something needs to change for Google to keep the attention of Gen Z and Gen Alpha.
How can businesses optimise their social media to get recognised?
Ensure you maintain a regular posting schedule
Be open and honest with your followers to build trust
Strive to post engaging content that captures attention and encourages interaction
If you're offering agency work or aiming to attract local clientele, don't forget to tag your location
Make use of trending sounds and relevant trending hashtags, but remember to keep the relevance paramount
Take advantage of the free analytic tools available to you to track performance and gain insights
Never neglect the importance of SEO in increasing visibility and reach
