Introduction: Changing Search Behavior
It is no longer a secret that social media is widespread and has a major influence on users. However, the trend of social media is now shifting towards using the various platforms not just for entertainment, but as a search engine. As a brand manager, you need to understand this change and respond to it. Users, especially younger generations, no longer use platforms such as Instagram or TikTok just for entertainment. They also search for products, services and information. This article sheds light on this trend and shows you how you can position your brand optimally.
Who uses Social Media as a Search Engine?
The trend towards social media as a search engine is particularly pronounced among Gen Z. These digital natives have grown up with social media and use it intuitively for various purposes. According to a study by Meltwater and We Are Social, around 31% of all active users in Germany use social media platforms to find out more about brands or products. Visual platforms such as TikTok and Instagram are particularly popular.
However, it is important to emphasize that this trend is not limited to the younger generation. Millennials and increasingly older generations are also discovering the benefits of searching for products on social media. They appreciate the authentic testimonials and visual impressions that these platforms offer.
The Myth of exclusive Social Media Research
There is a myth circulating that social media has become the main source for product research. This is not entirely true. In fact, most users continue to use traditional search engines such as Google. Many also combine both approaches: They start their search on Google and then delve deeper on social media. Or they discover a product on Instagram and then continue their research on Google.
As a brand manager, you should therefore pursue a balanced strategy. Don’t neglect your SEO efforts or your social media presence. Both channels are important and complement each other. A strong online presence on all relevant platforms is the key to success.
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The Importance of Online Stores and Retailers
Despite the trend towards social media as a search engine, online stores and retailers remain of great importance. Users often use social media for inspiration and preliminary research. However, they often make the actual purchase in the online store or from the retailer. As a brand manager, you must therefore ensure that your content is consistent and of high quality everywhere.
Make sure that your product information is up-to-date and detailed on all channels. Ensure a seamless user experience, regardless of whether the customer accesses your online store via social media, search engines or directly. The smoother the transition between the different platforms, the higher the likelihood of a purchase.
Trust in User-Generated Content
An important aspect of social media search behavior is trust in user-generated content. Surprisingly, users often trust the brand’s own content less than posts by influencers or normal users. Authentic testimonials and honest reviews have a strong persuasive power.
As a brand manager, you should take advantage of this trend. Promote UGC by encouraging customers to share their experiences. Work with influencers who are an authentic fit for your brand. Note, however, that transparency is key here. Users appreciate it when collaborations are clearly labeled.
How do People search on Social Media?
Search behavior on social media platforms differs from that on traditional search engines. Let’s take the search for new clothes on Instagram or TikTok as an example. Users often enter general terms such as “outfits” or “clothing”. To be visible in such a broad search, a strong social media presence is essential.
As a brand manager, you need to ensure that your content is regular and relevant. Use popular hashtags that match your brand. Encourage your customers to tag your products in their posts. The more UGC is associated with your brand, the higher the likelihood of appearing in search results.
Strategies for a successful Social Media Search
To be successful in social media searches, you should pursue the following strategies:
- Optimize your profiles: Make sure your brand profiles are complete and include relevant keywords.
- Create visually appealing content: On visual platforms such as Instagram and TikTok, the content of your content is just as important as the image quality. Find out about current trends or use popular sounds. This massively increases the likelihood of going viral on social media and thus generating more reach.
- Use hashtags strategically: Research relevant hashtags and use them consistently.
- Promote UGC: Encourage your customers to tag and share your products.
- Be active and interactive: Respond to comments and questions to increase visibility.
- Use platform-specific features: Each platform has unique functions. Use these to maximize your visibility.
Conclusion: The Future of Product Search
The trend towards social media as a search engine is likely to continue. As a brand manager, you need to remain flexible and adapt to these changing search habits. Don’t forget that traditional search engines and online stores remain important. The key to success lies in a balanced, cross-channel strategy.
Use the strengths of social media: authenticity, visual appeal and direct interaction with your target group. At the same time, don’t neglect your SEO efforts. By making the most of all channels, you ensure that your brand can be found – no matter where and how your potential customers search.
