How Tik Tok and Instagram Eat Into Google Search
As the digital landscape continues to evolve, the way people search for information is changing rapidly. While Google has long been the dominant force in search, social media platforms like TikTok and Instagram are increasingly becoming go-to destinations for information and discovery. In fact, these platforms are now eating into Google search, as people turn to them for everything from product recommendations to news updates.
Prabhakar Raghavan, Senior Vice President at Google, backs this up as he mentioned in an interview recently that 40% of young people hit Tik Tok or Instagram when searching for a restaurant for lunch before Google.
The Rise of Social Media Search
Social media search is not a new concept. Platforms like Facebook and Twitter have long offered their own internal search engines, allowing users to find content within the platforms. However, the rise of TikTok and Instagram has brought a new level of sophistication to social media search. Both platforms use powerful algorithms to surface relevant content, making it easier for users to discover new information and engage with content that is tailored to their interests.
For example, on TikTok, users can search for videos using hashtags or keywords. The platform's algorithm will then surface relevant videos based on a variety of factors, including the user's past behavior, the popularity of the video, and the relevance of the content. Similarly, on Instagram, users can search for content using hashtags, keywords, or by browsing through user-generated content. The platform's Explore tab also uses algorithms to surface content that is likely to be of interest to the user.
Why Social Media Search is Overtaking Google
There are a few key reasons why social media search is becoming more popular than traditional search engines like Google. For one, social media platforms are designed to be more visually appealing and engaging than search engines. Videos and images are often more compelling than text-based search results, making social media a more appealing destination for users.
Additionally, social media platforms are more personalized than search engines. Users have the ability to follow accounts that are of interest to them, creating a curated feed of content that is tailored to their preferences. This makes social media search feel more personalized and relevant than traditional search engines.
Another factor contributing to the rise of social media search is the rise of influencers. Many people now turn to social media influencers for product recommendations and advice, rather than conducting a Google search. Influencers often have large followings and are seen as trusted sources of information, making them a valuable resource for people looking for information and recommendations.
What This Means for Marketers
As social media search continues to eat into Google's dominance, marketers will need to adjust their strategies accordingly. Brands that are able to create engaging and informative content on social media will have an advantage over those that rely solely on traditional search engine optimization (SEO) tactics. It will also be important for brands to partner with influencers and other trusted sources of information to reach consumers who are turning to social media for product recommendations and advice.
In conclusion, the rise of social media search is a trend that is likely to continue in the coming years. As users turn to platforms like TikTok and Instagram for information and discovery, brands will need to adapt their strategies to remain relevant and visible. By embracing social media search and creating engaging, informative content, brands can stay ahead of the curve and reach consumers in new and exciting ways.
