Gen Z and the Rise of Social Search

Gone are the days of "Googling it." For Gen Z, recommendations and answers about products, services and destinations are increasingly found by scrolling on TikTok and Instagram.  

A staggering 97.5% of Gen Z cite social media as their primary source of shopping ideas, according to Persuasion Nation. Studies by SOCi show 67% of Gen Z have used Instagram and 62% have used TikTok to find local businesses, however the data doesn’t show that they are using it to replace Google, most users search across multiple platforms. 

A study by Adobe found the following: 

• Nearly 1 in 10 Gen Zers said they were more likely to rely on TikTok than Google as a Search Engine. 
• 41% of consumers have used TikTok as a Search Engine.  
• 64% of Gen Z respondents have used TikTok as a Search Engine.  
• However only 20% of consumers searched for travel destinations or experiences on TikTok, with the main searches being for recipes, music, DIY and fashion. 
• 91% of people surveyed (across all generations) found Google most helpful when searching for information compared to 17% for TikTok. 

Nearly 40% of Gen Z prefers using ‘visually rich’ platforms like TikTok and Instagram for search over Google (Tech Crunch), and video-based search results tend to achieve a 41% higher click through rate than text results (Digital Marketing Institute).  

Gen Z are also searching on TikTok and Instagram because they feel at home on the platforms. They feel a sense of community, and these digital natives easily spot and dismiss salesy content in favour of user generated reviews, organic content showing them what they can expect from a destination or product, and value driven & authentic brand content. 

“[TikTok] feels genuine. I think a lot of people are having this counter-reaction towards being sold to for so long. People don’t like to be advertised to. So a lot of the complaints I’ve heard—and Google acknowledges it sometimes—the results seem gamified. It seems like it’s just brands selling you their affiliate links. And what people found from TikTok or micro influencers was a genuine experience or a genuine review.”— Luke O’Leary  

This digital shift presents an opportunity for brands to connect with this influential demographic, but requires a new approach to search engine optimisation. 

How Do Users Search on TikTok? 

• Discover Page: This curated feed showcases trending topics, personalised recommendations, and themed categories based on your watch history, likes, and comments.  
• Hashtag Search: Search for specific terms to uncover a world of related videos. The algorithm prioritises popular and relevant content, ensuring you find both trending challenges and niche communities (think #OOTD for fashion or #lifehacks for clever solutions). 
• Keyword Search: Search Beyond Hashtags - Need a quick "how-to" or an answer to "what is...?" Use keywords for broader searches. TikTok analyses captions, profiles, and other info to surface the most relevant content. According to Statista, "how to" and "what is..." were top keywords in 2023! 
• Sound Search: Find Content Through Audio. Search the ever-expanding "Sounds" library to discover videos featuring your favourite audio clips or songs. 
• User Search: The user search function lets you find creators directly, and discover new creators based on your interests and behaviours. 
• Trending Now: TikTok highlights trending hashtags, sounds, and challenges, making them easy to find and interact with. 
• Search Bar: TikTok’s search bar sits at the top of the app, allowing you to search for anything from any screen. 
• Advanced Filters: Use the advanced filters based on video type, duration, and upload date to narrow down your search and find exactly what you're looking for. 

Optimising Your Content for Social Discovery 

Unlike traditional SEO, social media search prioritises engagement over keywords. Here's how to optimise your content for engagement in the TikTok and Instagram search algorithms: 

• Get Comfortable With Video: Gen Z consumes video content at an alarming rate. Utilise high-quality visuals, short-form storytelling, and creative editing to grab attention and hold it. Think explainer videos, product demonstrations, or user-generated content collabs. 

“A recent study has shown that Gen Z adults narrowly prefer YouTube (25.7%) over TikTok (25%), with Instagram (20%) a close third place (Forbes). And all available evidence indicates that, across the platforms, it’s short-form video (TikTok, Instagram Reels/Stories, YouTube Shorts) that is resonating best.”  

• Hook 'em Early: The first few seconds of video content are crucial. Use strong visuals, engaging text headlines and questions, or intriguing storylines to make users stop scrolling and watch/comment/save/share your video. 
• Captions: Write clear, concise captions that capture viewers' interest and encourage interaction. Ask questions, spark conversation, and use relevant keywords naturally. 
• Follow Trends (where relevant!): Stay on top of trending topics, hashtags, and challenges on both platforms. This allows you to piggyback on existing interest and gain wider visibility. According to a YouTube report, 70% of Gen Z watches YouTube daily, making it a great platform to identify trends that might translate to TikTok or Instagram. The key here is to only jump on trends that align with your brand – using an emotive trending audio might be a good fit, where a dance challenge might not.  
• High-Quality Content: Visuals are paramount. Invest in high-quality photos and videos that showcase your product or service in an engaging way and create a recognisable aesthetic for your brand – whether that’s polished & luxurious, or raw & authentic.  
• Post Consistently: The algorithm rewards active accounts. Develop a consistent posting schedule to stay top-of-mind with your audience.  

Incorporating Keywords 

While keywords aren't the sole focus, strategically incorporating them can still boost discoverability.  

Here’s some things to keep in mind when optimising your social content with keywords: 

• Focus on Search Intent: Think about what Gen Z might be looking for when searching for your product or service. Use relevant terms without keyword stuffing. 
• Captions and Bios: While not a traditional search function, TikTok and Instagram use captions and bios to understand your content. Include relevant keywords that describe your brand, products, or services to improve discoverability. 
• Leverage Location Tags: For local businesses, location tags are crucial for local search on both platforms. 

The Future of Hashtags: More Relevance, Less Spam 

Hashtags have long been a cornerstone of social media discovery, but with changes to social media algorithms their future is unknown. For the moment, Hashtags are still a potent tool for categorization.  

Here's what you need to know: 

• Quality over Quantity: Focus on a handful of highly relevant hashtags over a laundry list of generic ones.  
• Variety: Use a mix of popular and niche hashtags relevant to your content. Research trending hashtags to ride the wave of user interest. But remember, don't overdo it – focus on quality over quantity. 
• Embrace Branded Hashtags: Create a unique branded hashtag to encourage user-generated content and build brand awareness. Ensure your hashtag aligns with your brand and audience, and makes sense to be used on user generate content.  
• Stay Informed: Both platforms are constantly evolving their hashtag algorithms. Keep an eye on best practices and adapt your strategy accordingly. 

The future of hashtags likely involves increased platform control to prevent spam and improve search accuracy. We might see: 

• Smart Hashtags: Platforms could suggest relevant hashtags based on your content, improving searchability. 
• Topic Clusters: Hashtags might be grouped into thematic clusters, allowing users to explore broader topics and discover related content. 

Tracking Your Social Success 

To understand what's working and what's not, leverage built-in analytics tools. Third party tools can provide additional insights and grouped data, including side-by-side comparisons of content performance across multiple platforms: 

• TikTok Analytics: Tracks video views, engagement metrics (likes, comments, shares), and follower demographics. 
• Instagram Insights: Provides data on post reach, profile views, engagement on specific posts, and follower growth. 
• Third-Party Tools: Social media management platforms like Hootsuite or Sprout Social offer comprehensive analytics tools for both TikTok and Instagram. These allow you to track performance across platforms and refine your strategy for maximum impact. 

By understanding how Gen Z searches for information and creating engaging, informative content optimised for discovery, we can leverage the power of social search engines like TikTok and Instagram to connect with this influential audience and achieve your digital marketing goals. It's about more than just likes and shares – it's about building genuine connections and brand loyalty with a younger, digitally savvy and advertising-wary audience. 

If you need assistance with developing your social media strategy and content to effectively target the Gen Z audience get in touch with our team to make a plan!

References and further reading: 

• Digital Marketing Institute: Is TikTok a Search Engine
• Tech Crunch: Instagram and TikTok are Eating into Googles Core Products 
• Story Stream: Gen Z Art of Social Persuasion
• Digital Marketing Institute: The Evolving State of AI Search Podcast by Luke O'Leary 
• Adobe: Using TikTok as a Search Engine 
• Forbes: Gen Z Dumping Google for TikTok & Instagram as Social Search Wins