The digital landscape is continually evolving, with younger audiences reshaping the way they search for information online. Recent trends show a significant shift from traditional search engines like Google to social platforms such as TikTok and Instagram. This change is not just a fleeting trend but a fundamental shift in how customers are engaging with digital content, particularly when searching for specific types of information.
Understanding the Shift: Why TikTok and Instagram?
Younger audiences, particularly Gen Z, are moving towards TikTok and Instagram for various reasons:
- Visual Appeal: Social media platforms like TikTok and Instagram cater to the preference for visual content, making them ideal for searches related to fashion, travel, and lifestyle. Google have disclosed that 40% of Gen Z prefer searching on TikTok or Instagram over Google for these categories.
- Peer Influence and Authenticity: Gen Z values authenticity, and they trust peer recommendations more than traditional search results. 86% of Gen Z say they trust influencers' recommendations on these platforms . This trust drives them to use TikTok and Instagram for more personalised and relatable search experiences.
- Community and Trends: TikTok and Instagram thrive on trends and community-driven content. This dynamic environment keeps users engaged and coming back for more. According to Google’s own research, nearly 50% of Gen Z turn to TikTok for product recommendations and local discoveries .
The Changing Customer Journey
These trends highlight a broader shift in the customer journey, emphasising the need for businesses to adapt their digital strategies to meet consumers where they are. This is where Pomegranate’s expertise becomes invaluable. Our insight-driven digital experiences and behavioural science approaches allow us to create connected, multi-channel marketing campaigns and digital experiences that engage audiences across the relevant platforms for your target audience.
Leveraging Insights for Better Engagement
Understanding platform-specific trends and behaviours is crucial for businesses aiming to capture this audience. For example, knowing what content works on TikTok or Instagram can guide your marketing strategy to be more effective and resonate with younger demographics.
Looking Ahead
As the digital landscape continues to shift, businesses must remain agile, adapting to the changing nature of customer journeys. TikTok and Instagram are not just social media platforms; they are becoming essential tools in the consumer's search. By understanding and leveraging these shifts, businesses can create compelling digital experiences that resonate with today’s audiences.
At Pomegranate, we’re here to help you navigate these changes with innovative, data-driven strategies. We’d love to discuss this further, reach out to us via email to continue this conversation and how we can support your business in this evolving environment.
