Internet users are turning to social media for search
Google is widely used as a resource for seeking information online.
Google is so popular, the household name morphed into a verb with people commonly using phrases like, “I’ll just Google it!”
What if people started saying, “I’ll just TikTok it”?
It’s not so far-fetched considering how social media platforms like TikTok and Instagram are evolving as search engines.
Turning to social media for search
While social media platforms aren’t technically search engines, people are increasingly using them as such.
Today more people are turning to social media to find what they’re looking for.
According to recent research by Hubspot, 31% of consumers use social media to find answers to their questions with 15% of consumers choosing social media over search engines.
Gen Z and TikTok as a search engine
Gen Z is specifically turning to TikTok.
Making up about 40% of TikTok’s users, Gen Z not only uses the platform for entertainment and shopping, but also search.
A recent Adobe study found that 64% of Gen Zers have used TikTok as a search engine.
That study also found that 1 in 10 Gen Z respondents said they were more likely to rely on TikTok than Google for search.
SEO opportunities on social media
Despite some interest in TikTok as a search engine, this doesn’t mean brands should shift their SEO focus away from Google.
Rather, this points to the opportunities for SEO that live within social media platforms.
TikTok, for example, offers several search features, from its Discover page to hashtag, sound, user, trending and keyword search capabilities.
Don’t miss out on these opportunities to connect your brand with its target audience.
three seo tips for social media
You must be intentional with your content and captions, optimizing creatives for what your target audience is likely to search.
How do you optimize your content for social media?
Include keywords in your captions and videos
Include relevant hashtags
Use trending audio and effects
Need help with marketing your business?
Coghill Communications is a full-service marketing agency, offering video production, social media and public relations support, among many other marketing services.
Connect with us today to schedule a free consultation and receive a personalized proposal in support of your marketing needs.
