Social Search: How Gen Z & Millennial Search Habits Are Changing
July 22nd, 2024 by
Key Insights
- Gen Z and Millennials increasingly favor social search over traditional search engines like Google.
- As social search becomes more prominent, brands need to optimize their presence on social media platforms to capture the attention of younger, tech-savvy audiences.
- Social search engines prioritize visual content, which resonates more with younger audiences. Platforms like Instagram and TikTok emphasize images and videos, making it crucial for brands to invest in high-quality visual media to capture attention and drive engagement.
As has been true for countless generations, young people find their own unique way of doing things.
From turning rhythm and blues into rock and roll to developing new ways to dress, youth always finds a way to adapt the norm.
You can see this same trend in how this new generation searches the web.
Gen Z and Millennials are moving away from traditional search engines like Google in favor of what they consider a more authentic experience — social search.
Understanding and adapting to these changes is crucial for digital marketers trying to reach this ever-elusive demographic.
As social SEO becomes increasingly important, brands need to optimize their presence on social media platforms to capture the attention of these younger, tech-savvy audiences.
At Search Influence, we are committed to staying ahead of these trends and ensuring our strategies evolve to reach all audiences. Whether it’s optimizing for traditional search engines or harnessing the power of social media platforms, we dedicate ourselves to continual learning and adaptation.
Just as previous generations adapted to Elvis and high-waisted jeans, today’s businesses must evolve with social search.
What Is Social Search?
Social search refers to using social media channels to find information, discover products, and learn about services. This approach leverages social media platforms’ dynamic and interactive nature, where users can tap into a wealth of real-time, user-generated content (UGC).
Traditional search engines like Google and Bing operate by crawling the web, indexing pages, and ranking them based on factors such as backlinks, page speed, keywords, and domain authority.
Users input relevant keywords, and the search engine returns a list of websites and pages that best match the query while also considering the above ranking factors.
Issues arise because the best answer to a searcher’s query can get overshadowed by big, trusted (by Google), websites’ desire to capitalize on the searches regardless of their relevance.
And for generations obsessed with authenticity, it feels particularly shady that a search for “best hiking gear” yields results from The New York Times, CNN, and Forbes.
These websites have the online authority and know-how to satisfy Google’s ranking factors, not necessarily the user’s query.
In contrast, social search harnesses the power of social media channels and engagement to surface content that is often more current and contextually relevant.
Reddit, for instance, enables users to find information through community discussions and “upvoted” posts, often providing more nuanced and diverse perspectives. Platforms like Instagram and TikTok allow users to search for content using hashtags, user profiles, and trending topics, providing results that are influenced by real-time interactions and community interests.
Let’s contextualize this with a real-world example.
Say you’ve had a long day at work and are on the hunt for an easy recipe.
A simple search on TikTok for #quickrecipes will produce a bounty of popular, easy-to-follow, short-form videos based on past content you’ve interacted with, all from authentic sources in your community.
This makes the search for dinner simple and satisfying.
TikTok’s powerful algorithm has led to countless viral recipes, like Feel Good Foodie’s Baked Feta Pasta.
@feelgoodfoodie If you love my Baked Feta Pasta recipe, you can now order it for pickup or delivery from the Creators Kitchen As Seen On TikTok! It’s a new brand that features my viral #bakedfetapasta ♬ original sound – Feel Good Foodie
In contrast, a search for “quick recipes” on Google opens a floodgate of 3,000-word blogs from the likes of Food Network and Taste.
While some might not mind this result, for many Gen Z and Millennials, all they see is hard-to-digest content from their parents’ favorite brands.
Social media platforms show results based on what users engage with in their online communities, leading to a more personalized and trusted experience.
This is an experience that Gen Z and Millennials can’t get enough of.
Gen Z and Millennials Are Driving the Social Search Revolution
There has been a significant cultural shift in how younger generations seek information. The phrase “Google it” is gradually being replaced with “Search it up” on social media.
This change in language reflects a broader trend: Traditional search engines are no longer the default for discovering new products, services, and information for young people.
Instead, Gen Z and Millennials are turning to social media search for visual content, peer reviews, and influencer recommendations.
According to Persuasion Nation, 97.5% of Gen Z use social media as their primary source of shopping ideas, underscoring the dominance of these platforms in influencing purchasing decisions.
Reasons behind the preference for social search
- Visual content and peer reviews: Social media platforms offer rich visual content that resonates with Gen Z and Millennials. From Instagram stories to TikTok videos, visual media captures attention and conveys information quickly and effectively. Peer reviews and influencer recommendations add an extra layer of authenticity and trust, making it easier for users to make informed decisions based on real experiences.
- Direct interaction and community engagement: Social media enables direct interaction with brands, influencers, and peers. Comment sections, likes, and shares facilitate community engagement and discussion, creating a sense of belonging and active participation. This interactive element is something traditional search engines cannot replicate, making social media search more appealing to younger users.
- “Junk” in traditional search results: There is growing dissatisfaction with the commercialization and spam often found in traditional search results. Users are increasingly wary of ads and sponsored content that can clutter their search experience. While similar ads can be found on social media, they are often delivered by influencers users trust — not a pop-up while scrolling through a blog.
Concerns about social media search
While Hubspot reports that 29% of Gen Z and Millennials prefer to use social search engines, it’s not all sunshine and rainbows.
There is an erosion of trust in social media platforms due to concerns about privacy, misinformation, and the authenticity of content.
This duality highlights the complex relationship younger users have with social media as both a valuable resource and a potential source of mistrust.
Impact of Social Search on Traditional SEO
Traditional SEO involves optimizing a website’s content to improve its ranking on search engines. This includes:
- Keyword research
- On-page optimization
- Building backlinks
- Ensuring technical elements like site speed and mobile-friendliness are up to par
The primary goal is to enhance visibility in search engine results pages and drive organic traffic to the website.
On the other hand, social search SEO focuses on optimizing content for discovery on social media platforms. This involves creating engaging, shareable content that resonates with the target audience. Keywords still play a role, but the emphasis is more on user engagement, video content, and social sharing.
The success of social search SEO is measured by the level of interaction and community engagement a post receives rather than just its ranking position. And, where those social posts might rank in Google and Bing.
How social search is influencing changes in SEO strategies
Social search is driving changes in SEO strategies by emphasizing the importance of creating content that is not only relevant but also highly engaging and shareable. Traditional SEO strategies are increasingly incorporating elements of social SEO, such as focusing on video content and community authenticity. This hybrid approach aims to enhance both search engine rankings and social media visibility.
Brands now recognize that creating compelling visual content and leveraging influencers isn’t just for social media — it’s an integral part of SEO strategy as well.
By mixing the powers of social media’s community-driven, user-generated content with the strengths of SEO, marketers can now grasp what has long eluded them… authenticity that ranks across all platforms.
These strategies help increase brand identity and drive traffic from social platforms back to the website, enhancing overall SEO performance.
Potential challenges and opportunities presented by social search
The rise of social search presents several challenges for traditional SEO, particularly in adapting to the preferences of younger audiences.
One significant challenge is creating content that Gen Z and Millennials trust and want to interact with.
These generations prefer easily digestible, straightforward content that quickly satisfies their search queries.
For example, short, informative videos or visually appealing infographics are more likely to engage these users compared to lengthy, text-heavy articles.
Additionally, traditional SEOs must develop strategies for platforms outside of Google. While Google remains a dominant player, platforms like Instagram, TikTok, and Reddit are increasingly important for reaching younger audiences.
This requires a shift in content marketing strategy to include the creation of shareable, engaging content tailored to these social media platforms.
How to Adapt to This New Era of Search
Optimize for social search
To increase discoverability on social media sites, it is essential to conduct thorough research on relevant keywords and hashtags to include in your post captions and your profile bio.
See? Some things never change.
Utilizing keywords and hashtags can significantly enhance your social SEO performance.
Ensure that your content descriptions and hashtags align with the latest search trends on social platforms.
This strategic approach will help your brand appear in more search results on social media sites.
Optimizing your social media profiles is crucial for strengthening your brand identity and enhancing your social media efforts. Use relevant keywords in your profile descriptions, and include clear, concise information about your brand.
Make sure to link back to your website from your social media pages to drive traffic and improve your overall SEO strategy. Consistency across all social media accounts is key to creating a cohesive and recognizable brand presence.
Understand the platform
Each social media platform has unique features and algorithms, requiring tailored strategies to maximize your reach and engagement.
For example, Instagram and TikTok both rely heavily on visual content, such as short-form videos, while Reddit relies on community interaction and conversation engagement.
Developing specific strategies for each platform will allow you to leverage their strengths and connect with your target audience effectively.
Social media algorithms and features are constantly evolving.
To keep your strategies relevant, stay informed about these changes by following digital marketing news and updates. Regularly updating your knowledge ensures that your social media efforts remain effective and aligned with the latest trends and best practices.
Create engaging visuals
Investing in high-quality images, videos, and graphics is crucial for capturing attention on social media.
Professional and visually appealing content stands out and attracts more engagement. Platforms like TikTok and Instagram Reels have popularized short-form video content, making it a powerful tool for social discovery. Create short, engaging videos that are informative, entertaining, and easily shareable.
View this post on Instagram
Keeping your feed active with fresh content, even if it seems repetitive, helps maintain visibility and keeps your audience engaged.
Leverage influencers and user-generated content
Collaborating with influencers who align with your brand values and target audience can significantly boost your social media interactions with Gen Z and Millenials.
Influencers can create authentic content that resonates with their followers, enhancing your brand’s reach and credibility. Influencer partnerships can also drive more brand mentions and improve your social media signals, ultimately benefiting your SEO strategy.
Promoting user-generated content is an effective way to increase engagement and build community around your brand.
Encourage customers to share their experiences using branded hashtags, making it easier for others to discover and engage with your content. UGC not only provides authentic, relatable content but also boosts your brand’s visibility and trustworthiness.
Trust the Search Engine Experts at Search Influence
No matter the year or the platform, marketers will always have to adapt their sails to the winds of young people.
Before SEO and digital marketing, brands spent millions on 30-second spots between music videos on MTV.
Before that, the mad men of ad agencies bought entire pages in Rolling Stone, trying to grab the ever-fleeting attention of youth.
Allow Search Influence to be your first mate as you navigate the seas of social search.
Our knowledgeable team has years of experience getting results for brands just like yours.
As SEO thought leaders, we take pride in leveraging the latest industry trends to build result-driven campaigns for our clients.
Get in touch with us today to learn more about all the services we offer.
Image Credits
Group of Social Media Logos, Credit to Alexander Shatov
Phone on Brick Wall, Credit to Karsten Wingeart
