From “best cheap meal recipes” to “how to use a drill,” searching TikTok, Instagram, X, and other similar platforms is becoming the norm.

This is especially true for Gen Z. Google has said that almost 40% of young people don’t go to Google Maps or Search when looking for a spot for lunch. They go to TikTok or Instagram. That’s a massive portion of Gen Z using social media as a search engine, and brands need to tap into this flow of consumers to reach a wider demographic.

So, why are consumers taking to social media for information in the first place? As we mention in our Digital Marketing Trends 2024 report, people view social media as less biased than Google, and younger audiences are migrating their searches to platforms where they are already spending significant time. 

Consumers are also all about short-form content, with 96% of consumers preferring to watch short-form videos to learn about products or services. If they have a question, they want it answered as quickly as possible. That’s where a snappy TikTok video or a quick Instagram post can help.

TikTok has even recognized and leaned into this trend of people harnessing social media search, introducing search insights for account holders. Now, brands and creators can understand how many views and engagements came from search results in their analytics.

So, in a world where social media platforms are leaning into search optimization, why should brands be paying attention?

Why brands need to optimize for social media search

Still not convinced? Here are some reasons why optimizing your brand to appear in social media search results will benefit your brand.

To build customer trust

As we mentioned above, a key reason consumers use social media to search for brands or products is the unparalleled access to genuine user reviews. It’s not just the reviews themselves but the ability to humanize the reviewers and put a face to the feedback, which is priceless.

Since consumers prefer to purchase from a brand they trust, brands can benefit from working on their social media strategy to positively impact their bottom line.

Plus, by sharing informative content like this regularly, brands can position themselves as thought leaders in their industry – appealing to potential and existing customers alike.

To grow your customer base

40% of Gen Z are using social media to search for products, brands, and services – that’s almost half of an entire demographic that you can optimize for. Ignoring this means you’re missing out on a huge portion of potential consumers.

Don’t market to Gen Z? Other generations are just as interested – 49% of millennials are turning to TikTok as a search tool. On top of this, 70% of Gen X follow accounts that influence their purchasing decisions, and 78% of millennials have purchased a product after seeing it on social media. Creating content that appeals to social media search engines should be a priority for all businesses with an online presence.

As we know from traditional search engine optimization (SEO), publication date and quality of content is vital. And the same can be said for social media search. So, optimizing your social media platforms for search results by generating up-to-date, relevant, handy, and engaging content will help maximize your brand’s social media ROI.

And the sooner you start, the better. This way, you’ll develop a social presence full of optimized and relevant content that appeals to the increasing number of consumers taking to social for search.

To showcase your product

Ranking in social media search results is the perfect way to showcase your product and expertise in your industry. Whether you’re sharing employee recommendations or exhibiting how your product can help solve a real-world problem, optimizing your platforms for social media search results can help you see excellent results.

So, what can brands do?

Social media search is growing. Whether you’re hoping to market to a wider demographic or you want to build consumer trust through consistent, informative content, optimizing for social media search can help your brand thrive.

Stay ahead of the competition, grow your engagement, and convert more customers – all by being aware of these key social media search tips.

We’ve added some actionable tips to our blog on social media search here, so check it out if you’d like to learn more about how you can use it to your advantage.