Social Search: Redefining Brand Discovery in 2024

Picture this: You're planning a trip to Europe and need restaurant recommendations. Instead of firing up Google, you open Instagram and type "best restaurants in Paris" into the search bar. Or maybe you're craving mac and cheese, so you hop on TikTok to find the perfect recipe.

Welcome to the world of social search – it's changing the game for both consumers and brands in 2024.

So, what exactly is social search? It's simple: looking up information directly on social platforms using their search tools. And because much of the content on these channels is user-generated, it's like having a cool friend who always knows the latest hot spots and trends, right at your fingertips.

Why are people loving social search? Let's break it down:

• It's real: Content isn’t typically overly polished. What you see is what you get.
• It's quick: Find info fast on platforms you're already using.
• It's all-in-one: Discover, check out and save stuff without leaving the app.
• It's visual: Video content? Yes, please! It's what we all want.

Here's an interesting stat according to HubSpot: 29% of Gen Z and millennials prefer social platforms over traditional search engines. That's huge! TikTok, Instagram and YouTube are leading the pack for Gen Z.

Also, social platforms are evolving to meet the demand. Instagram recently introduced "For You" search results to better customize search results for individual users, rather than focusing on top posts.

So, how can your brand best optimize for these tools? Here’s a look at a few social SEO strategies:

• Use keywords in your post captions: Think about what your audience might search for.
• Hashtag it up: Mix popular tags with niche ones to boost discoverability.
• Create content that pops: The algorithm loves posts that get people talking and sharing.
• Go visual: Video content is king in the social search world.
• Consider each platform's preferences: For example, get savvy with Instagram's updated hashtag search.

Here's the bottom line: Social search is reshaping how brands connect with their audience. It's not just a trend; it's the future of digital discovery.

Are you optimizing for social search? If not, it's time to jump on board. By embracing this shift, you'll keep your brand front and center in the ever-changing digital landscape of 2024 and beyond.

Ready to dive deeper into social search strategies? Let's chat. Your brand's next big breakthrough might be a social search away.