Traditionally considered a source of leisure, connections, and fun, social media is also becoming a powerful tool to help consumers discover and purchase new products, according to Meta’s findings.
Recently, Meta published a three-part series of articles on how the online search landscape is changing. In its opinion, shoppers are switching from traditional search engines to a more content-driven approach. This statement is supported by a 16-page report, containing insights derived from user surveys and studies.
Social Media Redefines Online Searches
For decades, Google has been the first address for every search. However, as explained by Meta, today’s consumers do not necessarily look for search engines, social platforms, or any specific site. Instead, they are searching for helpful, amusing, and reliable content.
In addition, consumers’ behavior is changing as they spend more time inside social networks that provide entertainment, recommendations made by creators, product content, and brand information. Moreover, Google searches per U.S. user declined about 20% over the last year, pointing at a broader search approach.
It does not mean that search engines are losing popularity. Actually, discovery processes are getting increasingly complex. For instance, consumers may use Google to conduct direct searches but switch to Instagram, TikTok-like videos, or Facebook for product demos and recommendations.
Short-Form Videos Accelerate Discoveries Made on Social Media
Among the factors accelerating this trend is short-form video content. The popularity of short videos on social platforms has been growing due to fast, informative, and entertaining demonstrations of products.
Consumers may learn about products’ qualities by watching creators testing various options or explaining their benefits and disadvantages in videos.
Moreover, Meta underlines the growing importance of content created by regular users as well as creator content. Unlike branded posts, such content seems more authentic to consumers making it much more influential.
Why This Trend Is Important for Business
From the marketer’s point of view, the above changes mean that social media becomes an integral part of online search.
Brands need to look at social networks not only as awareness platforms. Additionally, they have to start treating Facebook, Instagram, and others as discovery platforms where consumers discuss, compare, and form opinions regarding certain products.
That is why creating posts that provide answers to consumers’ questions becomes very important. Such types of content may include videos, collaborations with creators, testimonials, product tutorials, comparisons, and educational material. All of them increase the chances of being noticed during the discovery stage.
Meta also suggests that marketers should consider changes in social search activities and adjust product listing and promotions accordingly.
AI Will Transform Online Searches in Social Media
Another significant change discussed by Meta is the upcoming role of artificial intelligence. As it incorporates search engine functionality along with social activity, content related to products, and recommendations made, the introduction of AI-powered features may help to match consumers with relevant content and products.
It will give the company another reason to believe that social media will significantly influence shoppers’ actions and make the buying process easier and faster. AI technology may be able to transform social media platforms into powerful tools for helping consumers discover products and then make purchase decisions.
In its turn, this may mean that social media optimization will play a crucial role for businesses in addition to search engine optimization.
Online Searching Moves Into Social Media
As seen above, modern consumers are developing a new attitude towards search engines. They use a variety of tools including videos, posts, comments, recommendations, and even content recommended by AI algorithms for searching products.
At the same time, it may be difficult for business owners to follow this trend and adjust their marketing strategies. Still, brands that ignore social media trends and opportunities may miss the opportunity to engage consumers while they are in the middle of their discoveries.