What Marketers Need to Know about Social Search

Platforms like Facebook, Instagram, and TikTok are no longer just places for brands to engage with customers - they're powerful search channels.

Recent data from Yext shows that 67% of Gen Z turn to social media platforms to search for products or services - signaling a shift in how customers discover, evaluate, and interact with brands.

While this isn't surprising to social media professionals, it presents a new opportunity that marketing leaders can embrace and incorporate into their digital marketing strategy.

For years, traditional search engines like Google and Bing were the primary channels customers used to discover products and services online. Brands relied heavily on these platforms to drive traffic to their websites. But as the broader digital landscape evolved, social media emerged as a key search engine—especially for younger generations.

Today, people across age groups are turning to social platforms to find everything from restaurants to healthcare providers. And though Gen Z leads the way, with 67% using social media to search, they're not alone. Yext research reveals that 52% of Gen X, 60% of Millennials - and even 33% of Boomers - are also searching on social platforms.

Unlike traditional search engines, which primarily deliver text-based results, social media provides a richer, more interactive experience. Users can follow influencers, engage with expert-created content, and explore visual posts tailored to their interests.

Put simply, social media can engage users in ways traditional search engines cannot.

As more customers turn to these platforms, marketers must rethink their digital strategy and optimize their brand's social media presence to remain relevant and discoverable.

Social isn't just for socializing anymore - and #TikTokMadeMeBuyIt is a popular hashtag for a reason. From falling in love with a prom dress to finding a great new local restaurant, customers regularly stumble upon new brands, products, and services as they scroll social platforms.

Here's where customers from different age groups are searching for brands:

• Gen Z is 6x more likely than Boomers, 3x more likely than Gen X, and 2x more likely than Millennials to start their customer journey on social media

• Nearly 3 in 4 Zoomers use Instagram to search for brand info, and 2 out of 3 turn to TikTok

• More than half of Gen Z (and Millennials!) use YouTube for brand discovery

Social media offers a dynamic, multi-touchpoint experience that invites platform dwellers to discover, engage with, and buy from brands—all in one place.

Across the board, social media offers a dynamic, multi-touchpoint experience that invites platform dwellers to discover, engage with, and buy from brands—all in one place.

Customers trust brands with an active social presence. Customers are 59% more likely to trust a brand that regularly engages on social media (81% for Gen Z). Unlike traditional search engine result pages, social media allows brands to interact with customers in real time and build authentic relationships.

Social media lets brands get creative. Platforms like Instagram and TikTok thrive on visually rich content that grabs attention. In contrast to the text-heavy results of traditional search engines, social media captivates users with images, videos, and interactive content. Dynamic visuals repeatedly draw customers in, increasing brand stickiness.

Social platforms keep customers coming back for more. Yext research shows that 96% of multi-location marketers consider social media to be crucial to customer acquisition. Why? Publishing a healthy blend of education and entertainment ("edu-tainment") keeps customers engaged, encouraging them to explore more brand content and take action.

Social media builds authentic connections. Brands have the unique ability to engage in authentic, two-way conversations with customers on social media. Over half (55%) of multi-location marketers use social to engage with customers on a daily basis, using the platform's immediacy to build stronger relationships.

The shift to social search should fundamentally change how brands prioritize digital channels.

Marketers who understand that social is now the first stop for many customers have a competitive advantage. But simply having a presence on Instagram or Facebook is no longer enough. To succeed, brands must optimize their profiles, double-check for data accuracy, and regularly publish visually engaging content.

Leading marketers are building a comprehensive digital presence by focusing on the core elements of brand visibility: accurate listings, expertly managed reviews, a strong social presence, local pages, and SEO optimization across channels.

Meeting customers where they are is the key to success in today's fragmented search landscape. Brands must combine a solid listings strategy with a strong social media presence to successfully connect with customers - wherever they search.

With Yext Social and Yext Listings, brands can seamlessly manage their information across platforms while engaging directly with customers. Focus on social engagement and accurate listings to help your brand outrank and outshine the competition on search and social.

*Survey details: The results are from an online survey of 2,312 adults who purchased something online within the past year. The survey was conducted from June 14 to 25, 2024, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from five countries: France, Italy, Germany, the United Kingdom, and the United States.

**Survey details: The results are from an online survey of 379 marketing professionals from companies with more than 10 locations. The survey was conducted from July 23 to August 20, 2024, by Researchscape International on behalf of Yext. Respondents were from three countries: France, the United Kingdom, and the United States. Topline results were weighted to be representative of the overall population.