Written by Hoozu CEO, Natalie Giddings.
Are the days of scouring Google results for key information over? Well, there’s a new form of search rearing its head, and it seems to be taking over.
What is Social Search?
‘Social Search’ refers to the increasingly popular process of using social media platforms or social networks to find information, recommendations, or content shared by other users within the network.
Social Search is undoubtedly revolutionising how we discover, explore, and connect with information. Unlike traditional web search engines like Google or Bing, which rely on algorithms to index and rank web pages, social search leverages the collective wisdom and activities of individuals within social networks to surface relevant results. In other words, it’s a more human-centric discovery tool.
Social Search & Gen Z
A recent survey conducted on 1,006 Australian consumers sheds light on a notable shift in search preferences among Generation Z. The findings reveal Instagram and TikTok emerging as Gen Z’s favoured platforms, surpassing Google’s popularity.
Within the 18-29 year old cohort, TikTok stands out as 51% of respondents’ top choice for search purposes. YouTube trails behind, chosen by 37% of 18-29 year-olds. Interestingly, Instagram finds itself in the third position, with 34% of the same respondents turning to it for search queries. It’s worth noting that 35% of all individuals 18-60-year-olds, turn to social media before family and friend recommendations.
We are Savvy Shoppers
With Hubspot Research suggesting 1 in 3 go to social media to find answers, I definitely foresee Social Search taking over search engines in the very near future. In some product and service verticals, it probably already has. How often do you go straight to a restaurant’s social media to check out the vibe and look of the food? I certainly do this every time.
The rise of Inflation has made us all intensely savvy shoppers. We’re now far less interested in what a brand has to say about its own products, and more keen to hear what actual users of the products are saying. Take clothing as an example, buyers want to truly know the quality, longevity, fit, materials, how it washes etc… customer reviews are where we’re looking.
So, What do Brands Need to Know?
1. Consider your Social Footprint
Consumers seek social proof and validation from their peers before making purchasing decisions. Social Search allows users to see what others in their network are saying about your product or service, which can significantly influence their trust and confidence in your brand
2. Harness the Power of Personalised Recommendations
Social networks often use algorithms to analyse a user’s interests, preferences, social connections, and past behaviour to provide personalised recommendations. These recommendations can include content shared by friends, pages followed, groups joined, or trending topics relevant to the user’s interests. This poses a great opportunity for brands to replace targeting efforts thwarted by the death of the cookie.
3. Opportunity for Strategic Engagement
As social search gains momentum, brands must adapt. This involves creating content that resonates with audiences, leveraging influencer partnerships, and navigating the dynamic social media landscape to stay ahead.
The Influencer Impact
Try as they might, brands find it extremely difficult to create the style of content their audiences are actually looking for, at the volume of breadth they need too. Influencers and Content Creators are a great solution.
Influencers play a significant role in social search, as their recommendations and endorsements can influence the purchasing decisions of their followers (Hoozu Insights, Trust in Influencer Marketing 2024). Brands should invest in building strong relationships with relevant influencers within their industry or niche. Collaborating with social talent to create authentic and engaging content can help brands increase their visibility, credibility, and reach within social networks.
To meet the constant demand for content that leans into social search, brands should also explore the opportunities granted by Creator Generated Content. The perfect balance between brand-necessity and social media expertise.
Brands need to be connecting with their potential consumers beyond traditional search engine results pages. In order to stay relevant and discoverable as the landscape shifts, ensuring they’re optimising for social search discovery is key. My advice is to first and foremost, forge strong partnerships with content creators on social media platforms. Engage them to help your brand venture into social channels, produce captivating content, gain attention and foster meaningful engagement around your products/services.
For more insights like these, download the Hoozu Insights Trust in Influencer Marketing Report or Get in touch with us today and we can help you build out a strategy to maximise your social discoverability through influencer and content marketing.
