Google Search vs. Social Search: The New Era of Consumer Discovery

In 2024, a remarkable shift in consumer behavior is reshaping the marketing field. According to HubSpot’s Global Social Media Trends Report, 87% of social media marketers have observed that customers are increasingly looking for brands on social channels rather than through traditional search engines.

This trend signals an important change,  nearly 40% of Gen z nowadays prefers using TikTok and Instagram for search over Google, according to Google's internal data which shows that social media is not just engagement platforms, it’s becoming a vital search tool. 

The rise of social discovery

For years, Google has dominated the search engine space, serving as the go to tool for finding products, services, and information. However, as consumer preferences evolve, social media platforms like Instagram, Facebook, TikTok, and Pinterest are emerging as powerful search engines in their own right. Users are not just scrolling through feeds; they are actively discovering brands, products, and services through social channels. This shift is driven by several factors:

• Visual Appeal: Social media platforms offer visually rich content that captures attention more effectively than text-heavy search results. Users can see products in action, view customer testimonials, and engage with dynamic content.

• Community Influence: Recommendations from friends and influencers often feel more authentic than traditional advertising. Additionally Social media enables users to connect with their communities and discover brands that resonate with their visions, values and interests.
  
  
• Integrated Shopping Features: Many social platforms now are adding shopping features that allow users to purchase directly through the App, making the journey from discovery to purchase very easy and intuitive. 
  

Proven tactics to make your content shine in social search algorithms

As consumers turn to social media for brand discovery, it’s crucial for businesses to adapt their marketing strategies accordingly. Here are some ways to leverage social search effectively:

1. Optimize Your Social Profiles: Ensure your brand’s social media profiles are fully optimized. Use relevant keywords in your bio, include links to your website, and provide clear calls to action. This makes it easier for users to find you when searching on social platforms.
   
   
2. Create Engaging Visual Content: Invest in high-quality images and videos that showcase your products and services. Experiment with different formats, such as stories, reels, and live streams, to engage your audience.
   
   
3. Leverage User-Generated Content: Encourage your customers to share their experiences with your brand. User-generated content not only builds trust but also increases visibility as users share their posts with their networks.
   
   
4. Utilize Hashtags Strategically: Research and use relevant hashtags to increase your content's discoverability. Hashtags help categorize content and connect you with users searching for specific topics.
   
   
5. Invest in Social Advertising: Paid social media advertising can significantly enhance your brand's visibility. Utilize targeted ads to reach specific demographics and drive traffic to your social profiles or website.

Stay relevant with powerful tools

To navigate this evolving discovering era successfully, consider utilizing powerful marketing tools like HubSpot. HubSpot’s marketing software can help you manage your social media presence, analyze engagement metrics, and create data-driven strategies to connect with your audience effectively. With features like social media scheduling, performance tracking, and customer segmentation, HubSpot empowers marketers to stay relevant in a world where social media is becoming a primary search tool.

The way consumers discover brands and products is changing, and businesses must adapt to stay competitive. With the rise of social search, it’s essential to rethink your marketing strategies and embrace the power of social media as a search tool. By optimizing your social presence and utilizing innovative marketing solutions, you can effectively reach and engage your audience, ensuring your brand remains top-of-mind in this dynamic landscape.

Are you ready to embrace the future of search? Let’s connect and explore how to elevate your current marketing strategy today!