Social media platforms have become essential tools for searching and shopping, far beyond their original social interaction purpose.
Mobile-Only Users
In 2024, a third of Americans now access the web exclusively through smartphones. People are changing the way they engage with content and commerce online. Platforms like TikTok and Facebook Marketplace are now used by 24% of people for activities we used to do on search engines, and 13% are even making purchases directly within these apps.
This indicates a growing need for businesses to integrate social media into their digital strategies. It’s also crucial that your website be optimized for mobile purchasing and social media integration. You want to capture this mobile-first audience effectively.
Social-First Searches
There’s a notable decline in using Google for search among Gen Z, who use Google 25% less than Generation X. Instead, Gen Z is turning to YouTube and TikTok for searching a variety of topics.
Social media is actively shaping consumer habits and preferences.
24% of people said they find new brands through social media. Social media isn’t just about staying connected anymore; it’s actively shaping consumer habits and preferences.
For those who exclusively use mobile devices for internet access, 38% are using social media to search online. This really shows how mobile and social media are becoming key for contemporary information retrieval. So, what does this mean for local businesses?
Local Business Impact
It means that local businesses need to be where their customers are. With more people using social media platforms as search tools, it’s vital to have a strong presence on these platforms. Regularly update your profiles, post engaging content, and make it easy for users to find information about your business and purchase directly within these apps where possible.
It’s not just about being present on these platforms, but also making sure your content is engaging and tailored to the platform. Short-form videos, posts with social proof, and collaborations with micro-influencers can make a huge difference.
Make sure your content is engaging and tailored to the platform you’re on.
Businesses should think about their content strategy from a mobile-first and video-first perspective. That’s where people are searching and discovering new brands today.
The bottom line is this: the way we use the internet is changing rapidly. With Gen Z leading the shift away from traditional search engines towards social media platforms for their search and shopping needs, it’s crucial for businesses to adapt.
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Links in this episode: Is Social Media The New Google? Gen Z Turn To Google 25% Less Than Gen X When Searching
Local Business Content That Gets Noticed
Do You Search For Videos First?