The way we all search is constantly evolving, but there's a transformation happening right now that’s worth reflecting on.
Many SEO agencies remain hyper-focused on traditional search engines like Google, yet two emerging trends are reshaping how people, particularly younger generations, find information online: social media platforms as search engines and the rise of Large Language Models (LLMs) for more complex queries.
We might need a new name for Search Engine Optimisation or, at the very least, a rethink of how we approach it.
How Social Media Is Becoming a Search Engine
TikTok, once solely associated with viral trends and short-form entertainment, is quickly becoming a go-to search platform for Gen Z. A 2022 Google study found that nearly 40% of young people aged 18-24 use TikTok or Instagram for search instead of Google when looking for something as simple as a place to eat.
This shift in search behaviour extends beyond restaurant recommendations:
- Fashion and Style Inspiration
TikTok is becoming a primary hub for outfit ideas, makeup tutorials, and fashion trends. At Push, we’ve seen this firsthand through our work with numerous fashion brands.
- Travel Recommendations
Short, visual content on TikTok offers quick and engaging insights into travel destinations and tips. For example, we recently ran a successful campaign on TikTok to raise awareness of day trips for one of the largest trip platforms in the market.
- Product Reviews
Users increasingly trust the authenticity of TikTok product reviews over traditional websites, relying on real-time user experiences rather than curated content.
TikTok has recognised this shift and is actively enhancing its search capabilities. Their recent partnership with IMDb to improve movie and TV show searches demonstrates a serious commitment to developing as a search engine.
And if you think TikTok is just for Gen Z, think again: even Gen X and Baby Boomers are spending more time on the platform. In fact, the over-45 age group spends almost twice as much time on TikTok compared to Instagram.
The Rise of LLMs in Search: Beyond Traditional Queries
Since the launch of ChatGPT in late 2022, the way people seek information has undergone a seismic shift. Large Language Models (LLMs) like ChatGPT, Claude, and others are becoming increasingly popular for answering complex questions and synthesising information.
Platforms like Perplexity AI reported over 10 million monthly active users in 2023, showing the rising demand for AI-powered search tools. LLMs offer several advantages over traditional search engines:
- Natural Language Understanding - Users can phrase their queries in everyday language, making it more conversational.
- Contextual Responses - LLMs provide answers based on the context and nuance of the question, offering a more tailored experience.
- Information Synthesis - Instead of giving you a long list of links, LLMs pull information from multiple sources to deliver concise, direct answers.
What These Changes Mean for SEO and Marketing
The rise of TikTok as a search engine and the increasing use of LLMs like ChatGPT have serious implications for digital marketing and SEO strategies. To stay ahead, marketers need to adapt their tactics to meet the demands of these new search paradigms.
Here are a few key areas to focus on:
1. Content Format Diversification
As platforms like TikTok grow in popularity, brands need to diversify their content formats. Creating short-form, visually engaging content that resonates with users on these platforms will be crucial for visibility.
2. Influencer Partnerships
Collaborating with influencers is a great way to boost your brand’s search visibility on social media platforms. By partnering with creators who already have a strong following, you can position your brand directly in front of potential customers.
3. Conversational Content
With LLMs driving the shift towards more conversational search, it’s important to optimise your content for natural language queries. Craft content that answers common questions your audience may ask in a conversational tone.
4. Structured Data
Implementing schema markup on your website helps LLMs understand your content better. By making your site’s data more accessible to AI, you can increase the likelihood of your content being featured in responses generated by tools like ChatGPT.
The Future of SEO: Adapting to a New Era of Search
While Google still dominates the search market with a 91.9% market share as of 2023 (StatCounter), the landscape is evolving rapidly. Forward-thinking marketers and SEO professionals must adapt their strategies to include these emerging trends.
As we enter this new era of search, one thing remains constant: the goal of providing valuable and accessible information to users. Whether your audience is using a traditional search engine, a social media platform, or an AI-powered chatbot, meeting user needs remains at the core of all SEO efforts.
By embracing these changes in search behaviour and aligning your marketing strategies accordingly, your business can ensure its content is reaching audiences through the channels they prefer—be that TikTok, ChatGPT, or good old Google.
PS: Amara prefers TikTok, while Zac regularly defaults to LLMs like ChatGPT and Claude.
How about your kids? Are they shifting how they search, too?
