Social search: Are Gen Z (and Gen Alpha) still even using Google?
Imagine you want to look something up, maybe you want to look up information and reviews about a product you’ve been eyeing, or maybe you want to look up a restaurant. For some, the first instinct will be to do a search on Google, but social media often serves as an alternate search engine as well.
This brings us to the question, Are Gen Z (and Gen Alpha) still even using Google?
First, let’s dive into some of the platforms that may be used over traditional search engines and why/how they’re useful:
TikTok - Great for tutorials, reviews, trends, product discovery, etc.
YouTube - Shorts offers short form content like TiKTok/Reels for quick reviews, tutorials, etc, while longer form videos are can be watched for more detailed or thorough videos
Instagram - Similarly to TikTok, it is great for tutorials, reviews, trends, etc.
Reddit - Encourages discussion, users can share their experiences, give personalized and individualized recommendations, and more.
According to one survey by Sprout Social, 41% of GenZ say they turn to social platforms first when it comes to searches, which makes it the #1 place they search.
This also extends beyond social media platforms into AI tools like ChatGPT. According to a survey by Adobe, 77% of users who use ChatGPT say they use it as a search engine, with GenZ being the most likely to use it as a search engine. Additionally, 36% of those surveyed said they have discovered new brands and products through ChatGPT. Let me give you a simple example of how someone may use it as a search engine. Let’s say someone wants to find a new sunscreen for summer, they may type something like “I need sunscreen, can you please suggest some products for combo skin, that doesn’t leave a white cast, and won’t burn my eyes.” ChatGPT will then generate a list of products with information about them and will also likely share some of the feedback from users online about the recommendations.
Why social search works
If you’re wondering why social search works and why younger generations are using it so frequently, here are a few reasons why it works:
Short form content like TikTok videos and reels are more engaging than text and are easily digestible.
Content comes straight from real people and, in many cases, trusted influencers which gives it credibility and feels authentic.
Online spaces like Reddit and comment sections allow for discussion, users can ask questions, read comments, and also get validation.
While social is great for search, it does have its downside and it can even be harmful. Let’s take a look at a few of the disadvantages of social search:
Trends can be fleeting, so consumers may jump on a product they’ve seen on social media to later realize the product isn’t very good.
There is a ton of misinformation, especially in health and wellness spaces. This also goes for AI!
Content may be deceiving/dishonest - There are so many amazing and honest creators out there and we’ve been lucky to work with many of them. Unfortunately, this isn’t always the case. There are many influencers/creators who are publishing undisclosed ads or sponsorships, using deceiving filters, and more. For example, the popular TikTok creator Mikayla Nogueira faced backlash a few years ago because users believed she was wearing false lashes in a mascara ad without disclosing it.
Despite the popularity of social search, Sprout Social’s report also says that 32% still use traditional search engines as well.
What this all means for brands and marketers
These findings highlight the need to be adaptable and present across channels. If you’re able to have your website rank high in Google and are on social media, and are able to adapt to changing habits, this gives users more opportunities to research and interact with your brand.
Bonus tip: Tailor your content for search based on individual platforms, for example, use the keywords section on YouTube, use relevant hashtags on TikTok and Instagram, etc.
The bottomline: Social search may be the leading choice for search and we can’t ignore the growing use of AI tools like ChatGPT, but that doesn’t mean Google has disappeared. Habits have just changed and we can adapt with them!