What was a skeptical buzz last year has become a trend even Google itself won’t ignore: the rise of social search. When Gen Z and Millennials are already spending hours of their day on social media, finding near everything they could ever need, why not use the built in search bars? These gens love video content, so it’s natural they’re seeking results in this format over articles and websites written by people they don’t know if they relate to. And the platforms they started utilizing for search are going full steam to keep this role—though, it would be a stretch to say Google is at risk of losing its crown completely.
For brands, being searchable on socials is crucial to not only a good brand identity, but to making social sales. In this report, we dive into what topics each social media platform is best suited for when Gen Z and Millennials want information, why social search is thriving, and the truth about “ditching” Google.
Report Length: 46 pages, North America report is based on trend and behavioral surveys conducted among 1500 13-39-year-olds in the U.S. and Canada.
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