Tiago Bianchi
Research expert covering internet & gaming in Latin America and Spain
Social search - statistics & facts
Despite the dominance of search engines like Google and Bing, social platforms' search functionalities have gradually established themselves as powerful tools in the online search realm. The multifunctionalities of networks underpin their effectiveness across several online activities, including personal information, news consumption, networking, and professional opportunities. Among its many possibilities, the potential of social search is best explored by online advertising, especially considering the extensive usage of social platforms for brand and product research.
Flourishing digital industries such as online commerce recognize this practice and are increasing investments in paid social advertising, expanding their reach through social platforms’ highly personalized targeting tools. With a higher usage and adaptation to the social digital world, younger generations are among those who most employ social search, indicating a long-term strengthening of the trend even amidst the rise of new possibilities like AI-powered search.
For example, consumers in United States tend to employ both search engines and social platforms simultaneously. But for matters of personal information, social platforms are already among the most popular worldwide online channels for searching content and news consumption. In this regard, platforms owned by Meta and TikTok typically take a multi-purpose approach to their content, indexing users’ networks and online content simultaneously.
As platforms like Instagram and TikTok continue to increase the presence of video content, the integration of "buy now" buttons in its platforms helps convert user engagement into immediate sales. Recognizing this trend, social media is the area most likely to receive an increase in retail advertising spending worldwide. With the global boom of social commerce, investments in digital video advertising are also likely to receive a boost adjoined to paid social investments.
The increasing use of AI chatbots for online searches is already shaking the foundations of the online search industry, impacting how engines deliver results. However, social search currently offers a more dependable alternative, as it is based on the preferences and contributions of user communities. Since search features vary across social platforms, improving and refining these functionalities could give a distinct advantage in the ever-changing global online environment.
Flourishing digital industries such as online commerce recognize this practice and are increasing investments in paid social advertising, expanding their reach through social platforms’ highly personalized targeting tools. With a higher usage and adaptation to the social digital world, younger generations are among those who most employ social search, indicating a long-term strengthening of the trend even amidst the rise of new possibilities like AI-powered search.
What is social search?
Social search refers to the behavior of finding online information on user-generated content platforms, including social and video channels like Facebook, Instagram, Pinterest, TikTok, X (formerly Twitter), YouTube, and others. Unlike the traditional focus of search engines on website content, social search relies on users' connections and uses algorithms to provide extremely personalized results. Social search features and functionalities vary depending on each platform and can change over time due to partnerships and developments within the platforms themselves.For example, consumers in United States tend to employ both search engines and social platforms simultaneously. But for matters of personal information, social platforms are already among the most popular worldwide online channels for searching content and news consumption. In this regard, platforms owned by Meta and TikTok typically take a multi-purpose approach to their content, indexing users’ networks and online content simultaneously.
The choice among younger generations
While social search does not overlap traditional search engines while foraging online information, younger generations have a higher tendency to use social platforms for this purpose. Around 46 percent of Gen Z internet users worldwide employed social platforms to find information on the internet. In the United States, around 46 percent of adults in this generational cohort used social media as their first option for online search. In comparison, 35 percent of U.S. millennial adults did so, with rates decreasing accordingly among older generations.Product research and marketing
On average, around 78 percent of global internet users reported using social media platforms to research brands and products, making social search an imperative tool for online businesses. The preference for social search during online shopping is again stronger among younger generations, with approximately 35 percent of Gen Z adults in the United States stating that they use social platforms for product research, the highest rate among all generational groups.As platforms like Instagram and TikTok continue to increase the presence of video content, the integration of "buy now" buttons in its platforms helps convert user engagement into immediate sales. Recognizing this trend, social media is the area most likely to receive an increase in retail advertising spending worldwide. With the global boom of social commerce, investments in digital video advertising are also likely to receive a boost adjoined to paid social investments.
The increasing use of AI chatbots for online searches is already shaking the foundations of the online search industry, impacting how engines deliver results. However, social search currently offers a more dependable alternative, as it is based on the preferences and contributions of user communities. Since search features vary across social platforms, improving and refining these functionalities could give a distinct advantage in the ever-changing global online environment.
