Gen Z’s buying behaviours have been reshaping the digital landscape for a while, with 40% of users now turning to social media for online searches. Platforms like YouTube, TikTok, Instagram, and Pinterest are where they go to find everything from fashion inspiration and dining recommendations to holiday ideas, home improvement tips, and even financial advice. Gen Z are no longer just relying on Google or brand messaging—they are avid researchers, seeking trusted, peer-driven sources when making purchasing decisions.
What is social media search?
Social media search refers to using the built-in search functions on social platforms rather than traditional search engines like Google. Instead of relying on SEO results, users now turn to platforms such as Instagram, TikTok, and YouTube for more engaging, authentic, and timely content that reflects the latest trends. Short-form video content, in particular, offers quicker, more digestible insights compared to long-form blog posts from top-ranking brands. Gen Z craves insider knowledge and real-world experiences over traditional, often generic, search results. Social media platforms are becoming key sources of inspiration and decision-making.
Examples of social media search
What’s increasingly clear is that social media search isn’t limited to the inspiration phase. Users are leveraging it across the entire customer journey—whether they’re researching products, comparing features, or making quick, impulsive purchases. Platforms like TikTok, with its seamless shopping experience and Apple Pay integration, make it incredibly easy to purchase directly from video recommendations. TikTok’s evolving search functionality, now with results similar to Google’s, provides users with multiple content options such as videos, images, users, and even shop tabs, catering to different preferences.
Gen Z and social media
Gen Z are seasoned digital natives, and their habits shape how brands approach social commerce. TikTok, with an average use of 58 minutes per day, is the most popular platform for this demographic in the UK, followed by YouTube, Instagram, and Snapchat.
Far from being impulse buyers, Gen Z are research-driven consumers. They turn to social media to find authentic reviews and real-life experiences, often seeking “dupes” of high-end products on TikTok shop or Amazon. Price sensitivity is also a key factor in their buying decisions. In fact, 70% of Gen Z and 69% of millennials only trust a brand after conducting their own research. Influencers, particularly micro-influencers, play a pivotal role—thanks to their high engagement rates, their content often ranks highly in search results. With TikTok shop’s smooth purchasing experience, influencers can inspire immediate purchases directly from their videos.
Social media has become Gen Z’s primary source of recommendations, from holiday ideas to product reviews. They trust social media more than traditional search engines and rely on peers rather than paid ads for advice. Gen Z values transparency, making the research phase a crucial element in establishing brand trust.
Introducing Everysearch™ approach
At Found, we understand that the search landscape is evolving. Users are increasingly shifting away from traditional search engines. To address this, we’ve introduced the Everysearch™ approach, recognising the importance of gaining visibility across all searchable platforms. Today’s consumers are searching on a variety of channels beyond Google, and it’s essential for brands to capture attention on all these platforms.
Learn more and watch the video here.
How to optimise for social search?
Optimising content for social search is essential for improving online visibility and driving organic traffic to your social media pages. With social platforms becoming powerful search engines in their own right, understanding how to optimise your content for each platform is crucial. Here are several strategies to enhance your social search rankings:
- Profile Optimisation
Ensure your social profile is fully optimised for search. Choose a memorable profile name and handle that reflect your brand or identity, and include essential information such as a link to your website and contact details. A bio rich in relevant keywords will help your profile appear in search results related to your content, ensuring you’re easily discoverable across multiple platforms. - Video Optimisation
Videos receive higher engagement and rank better on social platforms. Optimise your video content by ensuring file names and metadata include relevant keywords. On platforms like YouTube, Instagram, and TikTok, video descriptions and tags play a significant role in searchability. Including your target keywords in titles, descriptions, and tags can improve video rankings. Also, create eye-catching thumbnails to increase click-through rates. - Keyword Research and Search Terms
Effective keyword research is the foundation of any successful social media strategy. Identify the terms and phrases your audience is likely to search for using tools like Google Keyword Planner or by exploring social media search bars. Incorporate these keywords naturally into your captions, descriptions, and text overlays, ensuring they enhance both visibility and user experience. - Hashtags
Hashtags are essential for discoverability, but should be used strategically. Avoid overusing them, and instead, focus on 2-6 highly relevant and niche hashtags per post. Research industry-specific hashtags and consider using less competitive but highly targeted ones to attract the right audience. - Captions and Descriptions
Well-crafted captions and descriptions are critical for boosting engagement and improving search results. Use your captions to incorporate relevant keywords, but keep them conversational and engaging. Captions are an excellent opportunity to reflect your brand’s personality and encourage audience interaction. - Alt Text for Accessibility and SEO
Alt text for images improves accessibility and social media SEO. Although platforms like Instagram generate alt text automatically, it’s best to write your own, including relevant keywords where appropriate. This helps both users and search engines understand your content, contributing to better visibility. - Analysing Competitor Content
Review high-performing content in your niche to identify successful strategies. Assess factors such as keyword usage, video style, and engagement tactics. This analysis will give you insights into what’s working well and help you refine your approach to stand out in the competitive social media landscape.
By applying these optimisation strategies, you’ll significantly improve your social media visibility and attract more organic traffic. Remember, each platform has its unique algorithm and audience, so tailor your content to suit the specific features and characteristics of each channel.
As social media continues to shape the customer journey, Found’s Everysearch™ approach ensures your brand is visible across the most relevant platforms for your audience. By embracing social search, you can stay ahead of the curve and maximise your brand’s visibility in this evolving landscape. Get in touch with our teams to discuss how we can support your growth.
