New research from Forbes Advisor has highlighted the need for businesses to integrate social media into their digital strategies.
It’s no secret that the importance of social media for brands has been rising over the past few years, but the way consumers use social media platforms has now shifted, taking the role of a traditional search engine.
There will be mentions of different generations throughout this blog post. Since the cut-off points for each often vary depending on the source, these are the time frames specified for this particular piece of research:
- Boomers: 1946 – 1964
- Gen X: 1965 – 1964
- Millennials: 1981 – 1996
- Gen Z: 1997 – 2006
It’s also important to note that this research was conducted across 2,000 general population Americans, but it still provides some interesting trends that businesses in the UK should take note of.
Social media becomes a primary search tool
The research found that a quarter of people now use social media as a primary search tool, reflecting a broader trend where traditional search engines are supplemented, or even replaced, by social network searches.
- 18% of people use both social media and traditional search engines, choosing between the two based on the needs of their search
- 24% primarily rely on search engines but occasionally turn to social media
- 34% only use traditional search engines for this purpose
Younger generations are pivoting their search habits to alternatives that better suit their informational needs or lifestyles. Gen Z showed a marked decrease of 25% in Google usage compared to Gen X.
Discovering brands on social media
A big portion of many brands’ social media strategy is focused on brand awareness. Social media has always been a place for discovery, but traditionally this discovery was through a mix of organic and paid impressions. With the use of social media platforms evolving towards that of a search engine, it’s becoming easier and easier for users to discover new brands and products.
- 24% of social media users discover new brands daily through social media platforms
- 25% discover new brands weekly
- 16% discover new brands monthly
- This means that 65% of all social media users discover a new business or product on social media at least once a month
Out of these users, Gen Z is the most engaged across social media platforms, with 44% discovering new brands daily and 33% weekly. Millennials follow closely, with 35% discovering new brands daily and 29% weekly.
One in ten people begin their brand searches on social media, later refining their searches for traditional search engines.