Don’t get carried away with the statistics, either. Yes, Google insights show roughly 40% of Gen Z use Instagram or instead of Maps or Search to find a place to eat at lunch. That’s still a minority, though – and a split between two rivals.
That leaves 60% of Gen Z, most of whom will probably turn to Google or other search platforms for this purpose.
A 2022 study from local SEO software provider, Rio SEO, backs this up:
- 47% of Gen Zers said they very frequently use Google Search and Google Maps to find information about businesses in their area.
- 68% of Gen Zers conduct multiple online searches per day.
- 65% of Gen Zers want to travel 10 miles or less for a business’s products or services.
Search engines are still the primary source people turn to for information. The difference is more people are getting their information from a wider variety of sources (primarily Gen Z from social media) and this reduces the share for traditional search.
The rise of content discovery & exploration
One of social media’s biggest influences list to data on the web is how it serves content to users. With traditional search, users are actively looking for content and typing in queries. They have to have an idea of what they’re looking for and a specific need in mind – otherwise, they’re staring at a blank page.
With social media, users are scrolling through an endless feed that constantly recommends content for them. Meanwhile, social algorithms constantly learn about user preferences so they can deliver relevant content and keep users scrolling or interacting with the platform.
Google isn’t in denial that the modern
web centres around content discovery 7 ways to get more email subscriptions from your blog and exploration. It has launched a series of apps and experiences aimed at satisfying these demands over the past decade, including the Discover app, the Google News app and SERP features bringing content discovery to Search.
More recently, Google has teased a new AI search experience that will place greater emphasis on topic exploration over traditional queries.
As the web shifts towards content discovery and exploration, marketers also need to recognise the type of content people are engaging with is also changing. Influencer marketing was one of the biggest trends of the peak Millennial age, shifting the focus away from brands and placing it on individuals.
While the earlier days of influencer marketing lost their shine, they’ve been replaced by a new era of content creators who are less promotional and more authentic to their audiences.
The age of content creators is here
Brands and marketers that don’t have taiwan lists a plan for the age of content creators need to develop one – and soon. Millennials and Gen Z flock to YouTube, TikTok and Instagram to watch content from their favourite creators – and discover new ones.
Until users have a reason to actively search for something, this is how they’re spending most of their time online.
As content preferences continue to change, marketers need to adapt their strategies to maintain visibility for their brands. If your target audiences are spending most of their online time engaging with content creators, you’ve got three core approaches:
- Become a content creator: For brands with the right kind of image, becoming a content creator will be the best way to build and engage with a community directly.
- Partner with creators: Brands can also tap into the community of existing content creators by partnering with them through sponsorship and other means.
- Advertise on creator platforms: One of the easiest ways to tap into creator communities is to advertise on the platforms they use etc.
