Download our free white paper on “SEO for social search engines — win the battle for the favor of Gen Z” now. In it, our content creation team shows you what matters when it comes to SEO for social search engines. You’ll also receive helpful tips for suitable content formats.
A restaurant for a delicious dinner, household tips for removing a stain from your new favorite item of clothing, or help with a noisy washing machine—these are just three examples of situations where the course of action used to be clear: turn on your laptop, open Google, and “google” for the right answer. Today, that has changed. Google’s search engine throne is under serious threat. The usurpers are social search engines such as YouTube, Instagram, and TikTok, which are heralding a new era of Internet search with their search algorithms and visual content offerings.
Have you ever thought about how much social media platforms and their clever algorithms are changing all of our lives? Imagine that you are part of a digital revolution in which not only technology, but also you and your generation play a decisive role. The way you use the internet is constantly changing, and the new generations, especially Generation Z, are in the process of replacing traditional search engines with social search engines.
Imagine instinctively reaching for TikTok, YouTube, or Instagram, not only to stay in touch with friends, but also to find answers to your most burning questions. You are not alone!
This shift also has a lot to do with the change in how you consume content. It may sound surprising, but attention spans have fallen from 12 seconds to just 8.25 seconds over the last two decades.
What does this mean for you? Your content needs to be faster, more entertaining, and easier to digest. Video and audio content are perfect for meeting this need for quick information while conveying knowledge and tips in an appealing way.
The social search engines you use every day are not just a collection of colorful and diverse content. They are a place of inspiration and information where you can find reviews, tutorials, and recommendations in formats that are tailored to your needs. The social component of these platforms is particularly important for Generation Z. Authenticity and trust in the community influence how they perceive and accept content.
The shift in user behavior opens up new opportunities, particularly for small and medium-sized enterprises, to compete with the established players in their industry or competitive environment for the top spots on Google. Social search engines give these brands the chance to position themselves more prominently and interact directly with their target audience.
Social search engines now play a central role in the way information is found and shared online. Traditional search engines, such as Google or Bing, search the entire web for answers to search queries. Social search engines, on the other hand, limit their searches to social networks.
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