Roxanna Account Executive 09 August, 2024 • 5 mins Social media = the new Google? Data suggests that social media may be the new ‘Google’ or preferred search engine for Gen Z. Social Media Trends What's the trend? With social media platforms prioritising visually appealing and easily digestible content, as well as being easily accessible, people are shifting the way that they gather information. Key Stats A recent study found that young people are changing the way they search for things online. 25% decline in using Google for Search between Generation Z and Generation X 29% of people use social media for Search as they find it more convenient than traditional search tools Our thoughts This user behaviour highlights an opportunity for organisations to be discovered via social media search on platforms such as TikTok, Instagram and LinkedIn, which could in turn help grow awareness of their brand and mission, especially amongst younger audiences. Organisations could benefit from using key hashtags and keywords that would boost their content in the social media search algorithm, as hashtags are still effective in making posts appear in a search. As well as being convenient, the rise of social media as a search engine may be due to audiences trusting the authenticity of social accounts, with a survey conducted by Social Media Today revealing that 86% of people say that authenticity is important when deciding what brands they choose to support. Human-led content that further enables trust – such as user-generated content and talking head videos – may well work hand in hand with some well-researched keywords. “Gen Z are turning to social media as a search engine instead of Google – but what does this mean for Empower’s clients? A social media strategy tailored towards this could potentially help optimise content – such as using specific hashtags and key words to boost content in the search algorithm.” Roxanna Vatandoust What next? Take a look at these related insights. View content Social Media Digital fundraising stats and benchmarks for charities and nonprofits Read more View content Careers [Applications closed] Job Opportunity: Senior Marketing Executive / Junior Marketing Manager (Maternity Cover) Read more View content SEO [Now closed] Job: SEO Trainer for Empower Team Upskilling Read more View content Climate Change Events Beyond Boundaries: What the Northern Sustainability Summit Reveals About Effective Climate Communication Read more View content Climate Change Events “Diversity grows resilience”: Lessons from Groundswell for climate communicators Read more View content Climate Change Empower Agency joins the Ethical Agency Alliance Read more View content SEO YouTube SEO and Video Optimisation Best Practice Read more View content Climate Change Events Hope, Love, Nature, Diaspora – London Climate Action Week 2025 Highlights Read more View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more Subscribe for updates Keep updated with our latest news, trends and case studies. Email(Required) NameThis field is for validation purposes and should be left unchanged.
What's the trend? With social media platforms prioritising visually appealing and easily digestible content, as well as being easily accessible, people are shifting the way that they gather information.
Key Stats A recent study found that young people are changing the way they search for things online. 25% decline in using Google for Search between Generation Z and Generation X 29% of people use social media for Search as they find it more convenient than traditional search tools
Our thoughts This user behaviour highlights an opportunity for organisations to be discovered via social media search on platforms such as TikTok, Instagram and LinkedIn, which could in turn help grow awareness of their brand and mission, especially amongst younger audiences. Organisations could benefit from using key hashtags and keywords that would boost their content in the social media search algorithm, as hashtags are still effective in making posts appear in a search. As well as being convenient, the rise of social media as a search engine may be due to audiences trusting the authenticity of social accounts, with a survey conducted by Social Media Today revealing that 86% of people say that authenticity is important when deciding what brands they choose to support. Human-led content that further enables trust – such as user-generated content and talking head videos – may well work hand in hand with some well-researched keywords.
“Gen Z are turning to social media as a search engine instead of Google – but what does this mean for Empower’s clients? A social media strategy tailored towards this could potentially help optimise content – such as using specific hashtags and key words to boost content in the search algorithm.” Roxanna Vatandoust
What next? Take a look at these related insights. View content Social Media Digital fundraising stats and benchmarks for charities and nonprofits Read more View content Careers [Applications closed] Job Opportunity: Senior Marketing Executive / Junior Marketing Manager (Maternity Cover) Read more View content SEO [Now closed] Job: SEO Trainer for Empower Team Upskilling Read more View content Climate Change Events Beyond Boundaries: What the Northern Sustainability Summit Reveals About Effective Climate Communication Read more View content Climate Change Events “Diversity grows resilience”: Lessons from Groundswell for climate communicators Read more View content Climate Change Empower Agency joins the Ethical Agency Alliance Read more View content SEO YouTube SEO and Video Optimisation Best Practice Read more View content Climate Change Events Hope, Love, Nature, Diaspora – London Climate Action Week 2025 Highlights Read more View content Climate Change Events Serviced emissions: the hidden climate impact of professional services Read more View content Climate Change London Climate Action Week 2025 – in person and digital highlights Read more View content Climate Change Events Will AI Make or Break the Energy Transition? Insights from Nature and Climate House Read more View content Climate Change Events Has the Climate Emergency Backfired? SXSW London Debate Read more View content Digital Strategy Events Engaging Digital Comms: How charities, higher education and local government are creating connection Read more View content Digital Strategy Cutting through the noise at COP30 Read more View content AI SEO Google AI Mode: A Guide for Charities and Nonprofits Read more View content Social Media Video Meta publicly launches Edits, their answer to CapCut Read more
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