Maybe… But Google’s Not Dead Yet
Remember when Google was the go-to for everything? Well, things are changing. More and more, Gen Zs and millennials are swapping search engines for TikTok and Instagram to get the latest news, product reviews, and local recommendations.
Social search isn’t just a trend—it’s becoming the norm. One in three people now turn to social media first for answers, and platforms like TikTok are gaining ground on Google when it comes to search behavior. Whether it’s finding a new brunch spot, shopping the latest must-have, or diving into viral trends, social search is quick, visual, and packed with real-life experiences.
For example, look at Childcare in Australia on the TikTok Platform, it has grown 12% in search volume in 12 months!
For brands, this means social SEO is the new frontier. If you’re not optimising captions, video text, and content for search-ability, you’re already behind.
TikTok’s algorithm thrives on engagement, meaning smart marketers will double down on social-first search strategies in 2024.
So, is this the end of Google? Not quite. But the tide is shifting. As younger generations rely more on social search, brands need to adapt or be left behind.
It’s time to ask: Where do you search first? If the answer isn’t Google, well… you’re not alone.
Our advice here is to start leaning in to the fragmentation of Search – its no longer about Google. Its about multi-search discovery.
We have helped Care For Kids, a child care comparison site for parents, adapt how they find and educate parents on search platforms that are not Google. To-date, they have seen 10K growth in their ability to reach parents outside of Google search.