Every day, Google processes 8.5 million web searches and, thanks to its clever algorithm, provides users with their answers. This incredible power has turned Google into a verb.
However, with 60% of the world's population using social media for an average of two hours and twenty-four minutes daily, it's no surprise to see more and more people are using social search as their primary search engine. According to Google's internal data, nearly 40% of Gen Z prefer searching on TikTok and Instagram over Google Search and Maps.
The rise of social search
As social media usage continues to rise, so does social search. With every second spent on social media, users are digesting endless amounts of information on everything from the latest fashion styles to healthy recipes to make at home.
In 2023, when audiences see something they like on social media or see their favourite influencer recommending a product or service, they're searching for that product or service on the same social platform they were marketed on - as it's more convenient than opening another browser and searching Google.
People want short and snappy streams of information, and likewise, they want seamless searching. Social media platforms provide just that with the ability to search and find content quickly and easily.
Improve your online visibility
Although more and more audiences are choosing to discover products and services on social platforms, search engines like Google are still the number one choice for search.
However, as more people turn to the search bar on their favourite social platform to discover new products and services, optimising your content for social search to improve your overall online visibility and be discovered by customers is more important than ever.
If you want your brand to succeed in 2023, it's time to step up your social media strategy. Contact Lemon Pip Digital today for more information.