For decades, people have turned to Google, Yahoo, or other major search engines to find answers to their most burning (or somewhat random) questions. Even the term "Google" has become a verb to refer to looking something up to find the answer online. If you want to know something, just Google it!
Online Search is certainly the primary way most users are comfortable finding what they are looking for on the internet, but there is a new method of discovery rising in popularity that's important to highlight: Social media. Almost 76% of consumers have searched using a social media platform to discover or search for a new product at least once (Tint).
Here is a brief overview of how people are using various Social platforms to search to internet:
Reddit is well-known for its more detailed information in topics like news and current events because they can get more candid reviews or answers from other Reddit users. People can have a back-and-forth discussion with others to get to the answers they're looking for. But, if there's a preference not to engage with other users, non-users can still scroll through other existing threads to find answers. Either way, the content from social platforms like Reddit often comes from users, so searching social platforms can help people find more authentic results.
If someone were in the market for new running shoes, they could search "best shoes for running" on Reddit, and dozens of threads will pop up with users' recommendations.
People use Facebook in similar ways as Reddit, but instead of a fully public forum, Facebook has thousands of groups to choose from. Users can join groups relevant to their interests and ask questions within that group to gain insight.
For example, almost every city has a group that acts as a forum for those residents to ask for recommendations on anything from local activities and restaurants to finding the best dry cleaner. These group pages can help users get answers to their questions directly from other peoplpe in their community who have gone through similar experiences. So, when looking for a place to go to dinner when family is visiting, Facebook groups are a great place to find local recommendations.
The search results on Instagram can bring in tons of added value for users, especially for informative posts with longer captions or Reels that actually take "show don't tell" to a whole new level.
If looking for a recipe to bake cupcakes, Reels are a great option to walk through the recipe in a more visual way accompanied by a longer caption with the full recipe. This gives peoplpe the option to either read through a caption to get more information or watch a video to paint a more visual picture (or both).
This platform has been incredibly common for search engine alternatives. Finding a few quick videos to track down your answers can be an energy saver for someone who doesn't want to read a long articule, for example. You also get the added benefit of seeing things in action.
For instance, when looking for luggage that accommodates efficient packing, people can find dozens of videos creators have put together showing the bags they own and the brands of packing cubes they use to save space in their luggage. Creators will post videos of the packing process to show just how much they're able to fit in their luggage. Creators will post videos of the packing process to show just how much they're able to fit in their luggage. These videos are full of recommendations for efficient packing strategies and the best luggage to purchase fro traveling, providing more in-depth reviews for potential customers searching for new luggage.
Many people tend to turn to YouTube for search with its longer-form, in-depth videos. Need a tutorial on how to change a tire? Check! Whil eother social platforms trend with short-form video content, anythng that requires a video that's longer than ten minutes makes YouTube a great place to search for answers.
So what are some tips and tricks to capitalize on this new movement? Using the same SEO best practices for social search as are in place for Google search is a great way to start. Monitoring relevant content that's performing well in the industry can serve as a guide for the kind of content to use or creators to work with to boost social search appearances. Including keywords in hashtags on posts can boost chances of appearing in social searches as well.
By no means should anyone abandon Google search strategies. As mentioned above, Google is not going anywhere anytime soon. It will remain a crucial part of any marketing strategy. But adding some more thought behind social search will go a long way toward overall marketing strategies.
Following this strategy means cross-channel alignment when it comes to search. At Spaceback, we're huge advocates of cross-channel alignment with content on social and bringing it to open web and CTV environments. Taking a cross-channel approach can help boost brand awareness and engagement, bring more relevant content to audiences, and help to establish trust and a connection with brands.
