Our love affair with social media platforms affects many aspects of our lives, including our old online search habits like going on Google to find information. Search engines are slowly becoming replaced by built-in search capabilities of social media services.
A recent study showed that more than 70% of Gen Z use TikTok to search, and over half of those asked prefer TikTok over Google for searching. It’s not just young people, either, as 35% of millennials follow suit.
The emerging reliance on the likes of YouTube and Instagram also impacts product searches. When trying to look up information on a product of their interest, more than 80% of users trust social media.
Yet, the question remains: why is it happening?
The decline of traditional search
Searching is no longer needed
Social media platforms use smart algorithms to show content that matches each user’s interests and past actions. This makes it so users don’t have to search as much. Instead of searching, the content is chosen and shown to users based on what they like and have done before.
The endless scroll feature on many platforms makes it easy for users to find new information without even trying to search. Users can find relevant content, like products, without much effort, making the search process simpler and more natural. According to statistics, nearly 8 out of 10 consumers have bought a product after seeing it on social media.
Many platforms also show ads based on what users like and have viewed before. These personalized product suggestions mean users don’t need to search for products manually, because they are shown items that fit their interests.
Apps are just more convenient
Many apps, including those for maps, messaging, and e-commerce, have integrated search functionalities, making it incredibly convenient for users to find information without having to leave the app. It streamlines the user experience, allowing for seamless access to relevant information within the context of the app’s primary function.
A significant factor that further contributes to the in-app searches is the growing use of mobile devices. The number of mobile visits to websites in 2023 was 313% greater than the number of desktop visits. Many users prefer searching within the apps they’re using instead of switching to a web browser, as it saves time.
Social media platforms provide more convenient access to up-to-date information on current events, trends, and topics of interest compared to traditional search engines, which often present a long list of sources.
How brands need to adapt
Content optimization
Creating visually engaging content tailored to each platform’s aesthetics is essential. Short-form videos, Reels, and Stories are particularly effective in capturing attention and driving engagement. More than 85% of marketers acknowledge the effectiveness of content marketing for generating leads.
Encouraging users to share their experiences with your brand and leveraging user-generated content (UGC) can build trust and authenticity, making your brand more relatable and appealing to potential customers.
Social listening
Monitoring conversations and tracking mentions of your brand and industry keywords can provide valuable insights into customer sentiment and identify opportunities for engagement.
More than 70% of consumers who have had a positive social media interaction with a brand are likely to refer the brand to their network.
Responding promptly to comments, questions, and concerns demonstrates your commitment to customer satisfaction and helps build a positive brand image. Engaging with customers in this way can foster loyalty and enhance your brand’s reputation.
Paid advertising
Utilizing targeted ads on social media platforms allows you to reach specific demographics and interests, ensuring your marketing efforts are seen by the right audience. For every dollar spent on PPC, brands can expect to earn an average of two dollars in return.
Collaborating with influencers who align with your brand values can further extend your reach, as these partnerships can introduce your brand to a wider and more engaged audience. Influencer marketing can significantly boost your brand’s visibility and credibility.
Mobile-first approach
Ensuring that your website and social media content are optimized for mobile devices is crucial, as a significant portion of social media usage occurs on smartphones. In 2023, the mobile e-commerce market was valued at over $2 trillion.
A seamless mobile experience can enhance user engagement and satisfaction, making it more likely that users will interact with your brand and ultimately convert into customers.
Analytics and measurement
Using social media analytics tools to track performance can help identify areas for improvement and optimize future campaigns. Analyzing key metrics like engagement, reach, and conversions allows you to refine your strategies based on data-driven insights, ensuring that your marketing efforts are as effective as possible.
Conclusion
The trend of in-app searches shows that brands need to adopt a more proactive approach to reaching their audience. Relying solely on website SEO no longer cuts it. To effectively engage consumers, brands must actively seek them out through a solid content marketing strategy. In the long run, investing in a strong social media presence will let you reap the benefits in the form of loyal and engaged clients for years to come.
Our love affair with social media platforms affects many aspects of our lives, including our old online search habits like going on Google to find information. Search engines are slowly becoming replaced by built-in search capabilities of social media services.
A recent study showed that more than 70% of Gen Z use TikTok to search, and over half of those asked prefer TikTok over Google for searching. It’s not just young people, either, as 35% of millennials follow suit.
The emerging reliance on the likes of YouTube and Instagram also impacts product searches. When trying to look up information on a product of their interest, more than 80% of users trust social media.
Yet, the question remains: why is it happening?
The decline of traditional search
Searching is no longer needed
Social media platforms use smart algorithms to show content that matches each user’s interests and past actions. This makes it so users don’t have to search as much. Instead of searching, the content is chosen and shown to users based on what they like and have done before.
The endless scroll feature on many platforms makes it easy for users to find new information without even trying to search. Users can find relevant content, like products, without much effort, making the search process simpler and more natural. According to statistics, nearly 8 out of 10 consumers have bought a product after seeing it on social media.
Many platforms also show ads based on what users like and have viewed before. These personalized product suggestions mean users don’t need to search for products manually, because they are shown items that fit their interests.
Apps are just more convenient
Many apps, including those for maps, messaging, and e-commerce, have integrated search functionalities, making it incredibly convenient for users to find information without having to leave the app. It streamlines the user experience, allowing for seamless access to relevant information within the context of the app’s primary function.
A significant factor that further contributes to the in-app searches is the growing use of mobile devices. The number of mobile visits to websites in 2023 was 313% greater than the number of desktop visits. Many users prefer searching within the apps they’re using instead of switching to a web browser, as it saves time.
Social media platforms provide more convenient access to up-to-date information on current events, trends, and topics of interest compared to traditional search engines, which often present a long list of sources.
How brands need to adapt
Content optimization
Creating visually engaging content tailored to each platform’s aesthetics is essential. Short-form videos, Reels, and Stories are particularly effective in capturing attention and driving engagement. More than 85% of marketers acknowledge the effectiveness of content marketing for generating leads.
Encouraging users to share their experiences with your brand and leveraging user-generated content (UGC) can build trust and authenticity, making your brand more relatable and appealing to potential customers.
Social listening
Monitoring conversations and tracking mentions of your brand and industry keywords can provide valuable insights into customer sentiment and identify opportunities for engagement.
More than 70% of consumers who have had a positive social media interaction with a brand are likely to refer the brand to their network.
Responding promptly to comments, questions, and concerns demonstrates your commitment to customer satisfaction and helps build a positive brand image. Engaging with customers in this way can foster loyalty and enhance your brand’s reputation.
Paid advertising
Utilizing targeted ads on social media platforms allows you to reach specific demographics and interests, ensuring your marketing efforts are seen by the right audience. For every dollar spent on PPC, brands can expect to earn an average of two dollars in return.
Collaborating with influencers who align with your brand values can further extend your reach, as these partnerships can introduce your brand to a wider and more engaged audience. Influencer marketing can significantly boost your brand’s visibility and credibility.
Mobile-first approach
Ensuring that your website and social media content are optimized for mobile devices is crucial, as a significant portion of social media usage occurs on smartphones. In 2023, the mobile e-commerce market was valued at over $2 trillion.
A seamless mobile experience can enhance user engagement and satisfaction, making it more likely that users will interact with your brand and ultimately convert into customers.
Analytics and measurement
Using social media analytics tools to track performance can help identify areas for improvement and optimize future campaigns. Analyzing key metrics like engagement, reach, and conversions allows you to refine your strategies based on data-driven insights, ensuring that your marketing efforts are as effective as possible.
Conclusion
The trend of in-app searches shows that brands need to adopt a more proactive approach to reaching their audience. Relying solely on website SEO no longer cuts it. To effectively engage consumers, brands must actively seek them out through a solid content marketing strategy. In the long run, investing in a strong social media presence will let you reap the benefits in the form of loyal and engaged clients for years to come.
Get in touch today to discuss how we can help your brand stay ahead
