Social Platforms: The Hottest New Search Engines

If you had to guess what the most used search engine among younger generations like Millennials and Gen Z is, would you guess TikTok? One of the most significant shifts in online behavior in 2024 is the transformation of Social Media Platforms into Search Engines. This trend is reshaping how users discover content, how businesses reach their audiences, and how information is disseminated online. Let’s delve into how two mutually exclusive platforms have merged into one.

The Shift Towards Social Search

Social media platforms are no longer just about connecting with old and new friends or sharing photos: they’re becoming powerful search engines. Over a decade’s worth of information has been absorbed, shared, repurposed, and archived for public viewing. Local bloggers are now able to reach an audience beyond their physical limits. Users are increasingly turning to platforms like Instagram, Twitter, and LinkedIn to find information, whether it’s the latest news, product reviews, or professional advice.

This shift can be seen just by the convenience and immediacy that social platforms offer. Users can type a query into the search bar and instantly receive a wealth of videos spanning from user-generated content (UGC) to first-party content. UGC is often more diverse, up-to-date, and personalized than traditional search engine results you’d find from Google or Bing.

The Power of User-Generated Content

One of the key factors driving the success of social search is the power of user-generated content (UGC). This type of content, which includes posts, comments, reviews, and videos, is generally perceived as more authentic and trustworthy than traditional advertising or corporate messaging. Think about situation, are you going to trust your friend with a product recommendation or turn on the TV hoping that a commercial will sway you? User-generated content also offers a wealth of diverse perspectives, allowing users to gain a more rounded view of the topic they’re researching. This diversity is particularly valuable in areas like product reviews, where users can benefit from hearing a range of opinions before making a purchase decision.

The Rise of Visual Search

Another factor contributing to the rise of social search is the growing importance of visual content. Platforms like Instagram and Pinterest have long recognized the power of images, and they’re now becoming go-to destinations for visual search. It’s important to take note of a byproduct of Google Search that pushes Visual Search: Google Lens. Originally debuted in October of 2017, Google Lens provided a way to search for something without having to type a description about what it is.

Users can search for a particular style, product, or location, and be instantly presented with a wealth of relevant, visually appealing content. This visual approach not only makes the search process more enjoyable, but it also allows users to discover new ideas and inspiration that they might not have found through text-based search.

The Impact on SEO and Digital Marketing

The rise of social search has significant implications for SEO and digital marketing. Businesses can no longer rely solely on traditional search engine optimization strategies. They must also consider how their content can be discovered and shared on social platforms.

This requires a shift in mindset, from focusing on keywords and backlinks to creating content that is genuinely engaging and shareable. It also means businesses need to be active on the social platforms their target audience uses, and they need to understand how the search algorithms on these platforms work.

The Future of Social Search

Looking ahead, the trend towards social search is likely to continue. As social platforms evolve and introduce new features, they will become even more integral to the way we search for information online.

One area to watch is the integration of e-commerce features within social platforms. As users become more comfortable with social search, they’re also becoming more comfortable with social shopping. Platforms like Instagram and Pinterest are already capitalizing on this trend, allowing users to purchase products directly from their platforms.