Is Google dying? How Social Media is Transforming the Way We Find Information

What is Social Search?

Social search refers to the use of social media platforms as search engines. Instead of relying solely on traditional search engines like Google, users are increasingly turning to social media to find the information they need. This shift is driven by the growing trust in peer recommendations and the desire for more personalized, relevant search results.

According to Frankfurter Allgemeine Zeitung (FAZ), "For many, googling is no longer the first choice when it comes to researching products or planning trips. Instead, they use TikTok, Instagram, and other social media platforms to find the information they need."

How Social Search Works

When users search for information on social media, they tap into the collective knowledge and opinions of their network. For example, if someone is looking for a new restaurant to try, they might search for recommendations on TikTok or Instagram. The results they receive are based on the experiences and opinions of their friends, family, and other trusted sources.

In fact, social media platforms hold a significant edge over Google due to their extensive user data and behavioral analysis, which enables them to deliver search results that are far more tailored to each individual's unique needs and interests.

The Benefits of Social Search for Businesses

Social search presents a significant opportunity for businesses to increase their visibility and reach. By creating engaging, shareable content and encouraging user-generated content, businesses can improve their chances of appearing in social search results. This increased visibility can lead to higher website traffic, brand awareness, and ultimately, more conversions.

Our Tips for Optimizing Your Social Media Presence for Social Search

While it can be overwhelming to navigate through all the different channels and options you got, there are some "quick wins" that help you to be found more easily on social:

1. Create high-quality, relevant content that resonates with your target audience

High-quality content is essential for attracting and retaining your target audience's attention. When your content is informative, engaging, and relevant to their interests, they are more likely to share it with their network, increasing your visibility in social search results. If you're looking for a new lipstick on Instagram, you can't go past the cosmetics brand MAC. 90% of the content is posts by or about the brand.

2. Encourage user-generated content, such as reviews and testimonial

User-generated content (UGC) is highly trusted by consumers and can significantly influence their purchasing decisions. By encouraging your customers to share their experiences with your products or services on social media, you can improve your visibility in social search results and build trust with potential customers. Also highly reputed Influencer-cooperations like No-Cosmetics x xScincare within your industry can be a good option to step into the social search game.

3. Use relevant hashtags to make your content more discoverable

Hashtags are a powerful tool for increasing your content's discoverability on social media platforms. By using relevant, targeted hashtags, you can make it easier for users to find your content when searching for specific topics or keywords. This can lead to increased visibility, engagement, and ultimately, conversions. Fashion brand Zara

4. Engage with your followers and build a strong, active community

Building a strong, engaged community on social media is crucial for success in social search. By regularly interacting with your followers, responding to their comments and questions, and fostering a sense of community, you can increase brand loyalty and encourage more user-generated content. This, in turn, can improve your visibility in social search results. Fashion brand Zara, for example, has a really strong community that repeatedly presents dresses on TikTok. Today, there are various "viral Zara dresses".

5. Leverage paid social media advertising to reach a wider audience

While organic reach on social media can be limited, paid advertising allows you to target specific demographics, interests, and behaviors. By leveraging paid social media advertising, you can expand your reach beyond your existing followers and attract new potential customers. This increased visibility can lead to higher engagement, website traffic, and conversions, ultimately improving your performance in social search. Especially Cosmetic Brands like Sephora are currently testing the possibility of paid ads in the search function on TikTok.

The Future of Social Search

As social media platforms continue to evolve and integrate more search capabilities, the importance of social search will only continue to grow. Businesses that adapt to this trend and optimize their social media presence will be well-positioned to succeed in the digital marketplace.

"the trend towards social search is unstoppable. Companies that want to remain visible to their customers in the future must therefore rethink their strategy and invest more in their presence on social media platforms." - FAZ

Oh, and one more thing to add...

When people talk about social search, they are usually talking about platforms such as YouTube, Instagram or TikTok. However, there are also more niche social media platforms that can be very interesting for brands: ​
​​
​Pinterest is extremely popular and not only offers the opportunity to place your own products. Thanks to the zoom function in the individual "pins", Pinterest also has a built-in search function that provides a direct link to the products shown in the picture. So if you are focusing primarily on inspiring content, this could be the right platform for you. ​
​​
​Reddit is probably one of the most underrated social media. Users share solutions to all kinds of problems and, above all, they look for product recommendations, tips and tricks. Important for brands at this point: Reddit is still primarily a user platform. This means that brands alone have little chance of visibility here. However, a brand can emphasize its credibility here through well-placed "influencer" posts or user-generated content.

When in doubt, ask a professional.

If you have any questions about social search or how to optimize your social media strategy, please don't hesitate to reach out. Our H&K team of digital marketing experts will be happy to help you navigate this exciting new opportunities.

Want to learn more?

or get in touch with us at ContentPublishing-Germany@hillandknowlton.com for any questions! We’re happy to advise you on the best digital strategy for your brand.