Why Social Media is Fast Becoming the New Search Engine.

While you’re optimizing your content for Google, younger generations are turning to social media to search for information

Look around you and what do you see? The younger generation on their phones, scrolling through social media posts, and (inadvertently perhaps) redefining the way we search for information.

Almost 40% of the younger generation use social media as their search engine! Is Google taking a backseat? These younger folks want genuine content and real experiences delivered personally, short and sweet. So, with social media platforms becoming the new search engines – it should definitely give you pause to rethink your content strategy.

What’s driving the shift?

It seems to boil down to two factors - speed and authenticity. In today's fast-paced world, young people want answers and they want them fast. But it's not just about speed. They crave authenticity; they want proof that the answers they're getting are real. And where better to find this authenticity than in real people sharing real experiences on social media?

While it might sound like a trend that spells doom for traditional search engines, it’s quite the contrary. Giants like Google are swiftly adapting to this shift. They're evolving, becoming more like social media - less text, more visuals, and more experience-based stories. In essence, they're striving to show more authenticity to compete with social media platforms.

Are we witnessing a seismic shift in search toward social media? Or is it a trend? At the very least it might be a good time to review your social media presence. Is your content genuine, authoritative, short but engaging? Does it tell a compelling story? If not, a new approach might be in the offing.

What’s the big appeal?

The chaos of the internet can be mind-numbing, so young people use social media as a faster way to find what they want. This applies particularly to Gen Z.  Genuine content, videos made by real people, especially people they can relate to. When topics, products, and services are presented in an authentic, shared format, they find it more relevant and believable. 

Why social media?

While there are still people out there who question the value of social media, the facts about the importance of it tell a compelling story. 

• Do you know how many people use social media? The answer is around 56% of the world’s total population. 
• The average individual spends 2 hours and 25 minutes on social media every day. 
• Even though that stat pales in comparison to the 6 hours and 37 minutes people spend on the internet in general, that time includes staying in touch with friends and loved ones, keeping up with the latest news, and finding entertainment among other things. 

They rally to brands they trust!

Research has shown that brand image has become more important than ever to consumers. In fact, they are willing to pay more for the brands they trust. When businesses can show the faces behind their company, they are building trust in the brand. And even if social media is not your main focus, it continues to prove to be an ideal place to make a positive impression on your audience.

Where do we go from here?

The future of search will not only be about faster, more direct access to our searches, but also more entertaining, creative ways to capture and retain audience appeal. The landscape of search is changing, and it appears the young generation is leading the charge, reshaping the way we search for information. It's a trend we need to embrace, not just for the sake of staying relevant, but for the sake of staying ahead.

So, next time you're looking for answers, don't just Google it. Go on social media, find real people sharing real experiences, and see the difference for yourself.

Witmer Group is active in social media marketing. If you want to gain more effectiveness with your social media marketing or if you’re new to the concept, let Witmer Group show you how to develop social media content that will boost your brand awareness, nurture leads, and find new customers. Contact us for a discovery call!