Social media SEO: Social is the new search engine
According to new research, consumers, especially 16- to 34-year-olds, are more likely to turn to sites like Instagram or Facebook — instead of Google or Bing — to search for information about brands and products. And instead of clicking on keyword-rich landing pages, they’re more likely to prefer short-form videos, like those popularized by the social media platform TikTok.
This shift in search preferences is in part generational. Younger people use social media more than previous generations do. Almost 85% of people aged 18 to 29 and 81% of those 30 to 49 are active on at least one social media site — compared to 73% of those 50 to 64 and 45% of those 65 and older.
But the shift toward social search is also powered by technological advancements, including voice search, AI-powered algorithms, and more intuitive video-creating and editing tools, as well as the rise of new social platforms. Since 2020, new sites like Threads and Spotify Live — as well as more niche platforms like Clubhouse, Lemon8, and Polywork — are giving consumers more options when it comes to connecting with friends, family, colleagues, and brands.
Brands and retailers that want to capitalize on the shift to social media SEO need to embrace these new search engines with a social search strategy that keeps up with consumers’ evolving preferences for discovering new products.
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