New research from Forbes Advisor has revealed a significant shift in how different generations use social media as a search engine, urging businesses to adapt their digital strategies accordingly. Traditionally, social media was primarily used for social interactions and brand awareness through organic and paid impressions. However, it has now evolved into a tool for discovering new brands and products, rivaling traditional search engines like Google.
The study, conducted across 2,000 Americans, found that a quarter of respondents now use social media as their primary search tool. Additionally, 18% use both social media and traditional search engines depending on their search needs, while 24% primarily rely on search engines but occasionally turn to social media. Only 34% stick exclusively to traditional search engines. Notably, Gen Z has shown a 25% decrease in Google usage compared to Gen X, reflecting a marked shift towards social media platforms for search purposes.
Brand discovery on social media is becoming increasingly prevalent. The research indicated that 24% of users discover new brands daily through social media, 25% weekly, and 16% monthly. This means 65% of social media users find a new business or product at least once a month. Gen Z is the most engaged, with 44% discovering new brands daily and 33% weekly, followed closely by Millennials. Despite this trend, 84% of people still prefer searching for brand names through traditional search engines, with Boomers showing the highest preference at 94%.
The most popular social media platforms for searches vary by generation. YouTube tops the list, with 57% of people using it for various queries, followed by Facebook (56%), TikTok (38%), and Instagram (36%). Users turn to these platforms for specific searches, such as news and current affairs on Facebook, fashion on Instagram, and recipes on TikTok.
Users are shifting to social media for search because it offers convenience, quick results, and personalized content. About 29% of respondents find social media more convenient as it integrates seamlessly into their routines. Additionally, 22% appreciate the quick, engaging video content, and 19% value the personalized results social media provides over traditional search engines.
For businesses, this trend underscores the importance of integrating social media into their digital strategies. Brands should not abandon traditional SEO but should adjust their approach to cater to where their target audiences are most active. Younger generations might be more effectively reached through dynamic social media strategies, while older generations might still prefer traditional search engines. Regularly assessing and aligning marketing strategies with evolving consumer behaviors is crucial for staying relevant and effective in the digital landscape.