Why brands should see social media platforms as search engines
Social media has long since developed from a pure communication platform into a central source of information. For Generation Z in particular, searches on platforms such as YouTube, TikTok and Instagram are increasingly replacing conventional search engines. This development represents a great opportunity for brands that can break new ground with a targeted social media strategy.
Social media as the new search engine
A recent survey by eMarketer shows that over 60% of Gen Z use social media as their primary source for product recommendations, while only 35% use traditional search engines. This is not only due to a preference for visual content, but also the authenticity that these platforms offer. Influencers who present products in short videos or posts often appear more credible than anonymous reviews on e-commerce sites.
YouTube, TikTok and Instagram each have specific strengths that make them attractive for search. YouTube is the place to go for in-depth tutorials and detailed product reviews, while TikTok is particularly good at spreading trends quickly with its short-form content. Instagram, on the other hand, serves as a source of inspiration for fashion, interior design and lifestyle, where visual aesthetics play a major role.
Brands should capitalise on the change
For brands, this change in search behaviour means that they need to rethink their online presence. A successful social media strategy goes beyond simple advertising and focuses on valuable, search engine optimised content that is tailored to the needs of the target group. According to a study by HubSpot, brands that invest in social channels achieve up to 78% higher engagement rates compared to traditional forms of advertising.
Examples of successful strategies
A good example of a successful social media strategy is the cosmetics brand Glossier. Instead of relying on traditional advertising, Glossier has built a strong community that actively shares and reviews products on Instagram and TikTok. This user-generated content ensures organic reach and makes a significant contribution to brand awareness.
Another example is the travel industry, where platforms such as Instagram and TikTok serve as the main sources of travel inspiration. Brands active in this sector use influencer collaborations and targeted hashtag campaigns to maximise their reach.
Conclusion
The increasing importance of social media as a search engine requires brands to rethink their approach. It is no longer enough to rely on traditional SEO methods; instead, they need to strengthen their presence on platforms such as YouTube, TikTok and Instagram. Investing in a well-thought-out social media strategy pays off, as it not only offers the opportunity to interact directly with the target group, but also to establish itself as a relevant source of information in the minds of consumers. By understanding and capitalising on these new search habits, brands can significantly increase their reach and influence.
