Celebrating 10 years : 2013 - 2023

How social is redefining search

March 21st 2024

By Emily

As ever, the digital landscape’s shifting under our feet, and it’s time to talk about the elephant in the room: social media‘s bold leap into the realms of online search and discovery. Gone are the days when social platforms were mere playgrounds for sharing dances, memes, and holiday snaps. Today, they’re the new frontier in how users hunt down content, products, and pretty much everything under the sun.

The social search revolution

This isn’t just a fleeting trend; it’s a full-on user behaviour evolution. TikTok, Instagram, Twitter, Pinterest – these platforms are now where people turn to dig up the new, the now, and the next. Here’s why:

  1. Curated just for you: Social media’s pulling users in with the promise of discovery experiences tailored to their tastes, past likes, and who they’re following. It’s personalisation on steroids, making every find feel like it was meant just for them.
  2. A picture’s worth a thousand searches: Enter visual search, with Pinterest leading the charge. Fancy finding a new sofa? Just upload an image, and bam, you’re browsing through a gallery of options. It’s a game-changer for visual-centric industries.
  3. Influencers as trendsetters: The power of influencers in shaping what’s hot and what’s not on social media can’t be overstated. A nod from them can catapult a brand from obscurity into the spotlight.

Adapting marketing strategies for the social search era

The rise of social search demands we marketers rethink our playbooks. Here’s how:

  1. Get savvy with platform search: Dive deep into how each social platform’s search works. Harness the right hashtags, keywords, and tags to make your brand pop up like a friendly wave in a sea of content.
  2. Champion user-generated content: There’s gold in user-generated content – it’s raw, real, and resonates with authenticity. Amplify it to build trust and bump up your discoverability.
  3. Invest in eye candy: With visual search on the rise, skimping on visual content is like showing up to a gunfight with a slingshot. Up your game with top-notch photos, graphics, and videos.
  4. Team up with influencers: Find influencers who vibe with your brand ethos. Their shoutouts can act like beacons, guiding new audiences to your doorstep.
  5. Stay on top of trends: Keep your ear to the ground. Riding the wave of trending topics can catapult your brand into the social media spotlight.

The future of social search

The boundary between social media platforms and traditional search engines is getting fuzzier by the day. With AI and machine learning thrown into the mix, personalised discovery is set to become even sharper, smarter, and more seamless.

For us marketers, this means one thing: adapt or get left behind. Navigating the nuances of social search is no longer optional; it’s essential. By tuning into this new rhythm of discovery, we can connect with our audiences in more meaningful ways, unlocking new opportunities for engagement and growth in the digital wilderness.

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