Gen Z is bypassing Google Search
August 28, 2022 , BY Eric Elliott
Gen Z is the first generation to have been born digital and has never known life without the internet, smartphones, or social media. These young adults will change marketing and advertising forever, as they expect businesses to adapt and provide them with exactly what they want. This means that video search will become even more important than it already is, as Gen Z will expect businesses to use video search to appeal to them and their generation.
What Is Social Search?
Social search is the act of searching for information on social media platforms like Instagram and Facebook. For Gen Z, social media is the first stop for finding information about brands, products, and services. This new way of search is changing the landscape of digital marketing. Social Media video used for search over google by Gen Z: Gen Z prefers to watch a product video on Instagram before making a purchase decision instead of using Google to find reviews. Brands need to be sure they have a solid social media presence so their audience can get what they need through social search. Instagram videos are one of the most effective ways to promote products and services on social media because it appeals to Gen Z’s visual nature. A study from Tapad found that 75% of Instagram users are more likely to buy a product if it has an Instagram video. Social media videos for businesses should focus on answering consumers’ questions about the product or service offered. A good example is Coke’s Share a Coke campaign, where they answer common questions people might ask while drinking Coke in 30 seconds or less.
A Visual Way To Explore And Share Information
Most of us are familiar with Google as the go-to search engine for finding information online. But what about when we want to find a video? For Generation Z, social media platforms like YouTube and TikTok are where they turn first when they want to watch a video. Keep in mind that YouTube is a Google company, but Gen Z doesn’t go to Google for entertainment as they do with social platforms. Don’t be surprised when a Google search ad becomes as relevant as a phone book ad.
The Era Of the Snap
We’re in the era of the snap. Gen Z uses social media platforms like TikTok, Snapchat, and Instagram for search instead of Google. And big corporates are starting to take notice. They’re investing in search engine optimization to include social media platforms and rethinking their digital marketing strategies. For Gen Z, it’s all about convenience and being able to find what they’re looking for quickly and easily. With a few taps on their phone, they can access videos on any topic they want. Considering that the Gen Z audience utilizes the platform daily, it can soon become a trusted resource for Gen Z ers. The media this generation most commonly uses, such as Tik-Tik and Instagram, allow people to quickly learn about brands through clips from influencers, leading them to make purchases or download apps from brands. These interactions help establish relationships with brands, so companies need to get creative with video campaigns because this is how Gen Z uses search!
The New Rules Of Video Discovery
If you’re marketing to Gen Z, you need to be where they are: on social media. And when it comes to social media, video is king. That’s why platforms like TikTok and Instagram multiply in popularity while Snapchat lags. It is essential to make content that is native to the platform that your video is on. For instance, a TikTok video might not go well with the Linkedin audience. The same goes for YouTube videos on Instagram. TikTok has different audiences than YouTube or Instagram, meaning that what works for one platform may not work for another. As a marketer, you must understand your target audience and optimize your content to suit their needs and preferences.
How Video Changes Content Strategy
Social media video used for search over google by Gen Z has caused a shift in digital marketing. This means that content strategy has to adapt to this new way of search. Facebook and Instagram are two examples of platforms where the video is prevalent. Because YouTube is the second most popular website, it is important to consider how videos rank on it. This generation uses videos for entertainment, education, and inspiration purposes, so businesses need to create videos that are catered to these needs. For example, Instagram allows business accounts to post 15-second videos without text, making them great for quick branding messages or informational commercials. Facebook allows up to 60 seconds per video with ads and captions, which makes them perfect for tutorials or product reviews. YouTube offers an even wider variety of time limits as well as different types of advertising available depending on what kind of audience you want to reach
Customer Service On Demand
Customers constantly look for new ways to find and consume content in today’s digital age. Video search is one of the latest and most popular methods, especially among Gen Z. This demographic is not only using social media for search, but they’re beginning to bypass Google in their search query. This shift in how people search for information presents a challenge for businesses that rely on Google for their digital marketing efforts. They must now adapt their strategies to reach potential customers where they are spending their time – on social media. Regarding video search, brands can create short videos with unique captions or use YouTube as a platform for their product or service demonstrations. However, other factors may complicate these marketing strategies: many social media platforms have created video search features (such as Facebook). These video search features allow businesses to promote themselves by uploading videos relevant to social media users’ interests.
The Rise Of Chatterbots
Video search is rapidly becoming the preferred method of search for Gen Z. While Google still dominates search overall, video search is how Gen Z uses it to search. Tik-Tok, in particular, has become a powerful tool for Gen Zers looking for product recommendations and reviews. This shift has significant implications for digital marketers who need to adapt their strategies to reach this new generation of consumers. For example, they can no longer rely on ads as the primary way to engage with customers. Brands now use chatbots – virtual assistants that provide answers through text messages or voice commands – to have more personalized interactions with potential customers. In 2020, it was estimated that chatbots would handle 80% of all customer service inquiries. In addition to interactive features like artificial intelligence (AI) bots, brands are also making use of live streaming videos via Facebook Live or YouTube Live, which allow them to show off products while providing advice. Chatbots will only grow in popularity in the coming years as companies continue experimenting with different ways to create more tailored experiences for Gen Zers while adapting content distribution methods accordingly.