Will Social Search Replace Search Engines?
For years, whenever we had a burning question, were searching for the perfect gift, or wanted to find some tasty grub at a local restaurant, our go-to source has been Google or other search engines like Bing! and Yahoo. These digital giants provided an endless well of information at our very fingertips. But now, recent trends are suggesting a new contender in the world of information discovery, and it’s not what you might expect.
Recent studies show that social media apps, such as TikTok and Instagram (IG), are capturing the attention of a significant share of searches previously conducted on search engines, especially among younger users. Searches range from financial advice to newsworthy events to looking at places to go on holiday. So yes, there’s far more to these platforms than just videos of cute animals and trendy dances.
This finding raises intriguing questions about the future of our search habits: will social search replace conventional search engines? And how will this transformation impact the search and advertising landscape? Understanding this shift is crucial not only for users but also for businesses trying to navigate this ever-evolving digital environment.
In 2022, Prabhakar Raghavan, Google’s Senior VP responsible for the company’s knowledge and information organisation, disclosed that: “40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or search. They go to TikTok or Instagram” (Source: TechCrunch). While many initially believed that YouTube would be the primary service threatened by Instagram and TikTok due to their short, easily consumable video content, it appears these platforms are also luring users away from Google’s core products like search and maps. The reason? They are offering a fresh and immersive social search experience.
Prabhakar highlights how younger generations are straying from traditional keyword-based search habits, favouring “visually rich forms” of search and discovery. Google recognises that search must evolve to meet changing habits and expectations, actively working on making search results more “visual, snackable, personal, and human” (Source: The Wall Street Journal). Will these changes be enough to recapture younger users? Or will social search become the new way we discover new information? The future is uncertain, but social search is definitely a space to watch at the moment.
Social Search & Advertising
What we do know is that the rise of social search among younger users offers a new opportunity for businesses to reach more customers. Particularly, TikTok’s new advertising features have opened doors for marketers.
Google’s pay-per-click (PPC) ads have long helped businesses stand out among the crowded online landscape by bidding on relevant keywords tied to their industry. However, in light of these studies into search behaviour, PPC ads may no longer be the most effective route when targeting younger audiences. So, what other ways can marketers improve their reach?
In a highly anticipated move, TikTok introduced a search ads toggle to their platform in August of this year. This feature enables ads to be generated from the in-feed content already present on a business’s TikTok profile. These ads blend seamlessly into the app environment, indicated by a “sponsored” label.
TikTok ads appear before other organic posts in the search results, with their positions determined by relevance, user intent and insights from user behaviour – this is usually within the first four results. TikTok acknowledges that, at present, advertisers have limited control over these ads compared to PPC. However, they anticipate giving advertisers more control over specific keywords in the future.
Here’s what Shaun, our social media expert, thinks about the future of social search:
“I think in the next couple years, we will see adults using TikTok more than they do other social media platforms such as Facebook and Instagram. TikTok offers a unique way for users of all ages to digest the content that they’re seeing – often more engaging and relative than what you’re used to seeing on other platforms. For businesses and marketers this is great, as it means TikTok will be suitable for more businesses other than the ones that have a predominantly younger target audience.”
Final Word
These developments are in their infancy, and their ultimate implications remain uncertain. However, one thing is clear: social search is gaining more traction than we might have initially assumed. As platforms like Instagram and TikTok examine their users’ search behaviour, they are embracing sponsored ads as a means for businesses to extend their reach and are intensifying the competition with Google.
While Google remains a dominant force, the rise of social search is reshaping the online marketing game, and the future holds exciting possibilities for advertisers and users alike. Whether social search will completely replace traditional search engines is yet to be seen, but it’s clear that the way we search for information and businesses advertise is in the midst of a significant transformation.
It’s essential to remember that different demographics may continue to rely on traditional search engines for more complex queries or research-oriented tasks. As such, a balanced approach to advertising that combines social search and traditional methods may be the most effective strategy for businesses looking to reach diverse audiences.
