
In today’s digital landscape, “SEO” is no longer just about optimising your website for Google. A new powerhouse has emerged, demanding attention and a shift in strategy: Social Search. More and more, consumers are turning to social media platforms like TikTok, YouTube, and Instagram to research products, discover brands, and, crucially, find reviews.
A significant shift is underway, with social media platforms becoming primary search tools, especially among younger demographics. This change has profound implications for brands aiming to maintain visibility and relevance.
Think about it: when you’re considering a new gadget, a trendy piece of clothing, or even a restaurant, where do you go? Chances are, you’re not just heading straight to Google. You’re diving into TikTok for quick demos, scrolling through YouTube for in-depth reviews, or checking Instagram for user-generated content. This behaviour isn’t a fleeting trend; it’s the new normal. Social media platforms have become powerful search engines in their own right, and brands need to adapt.
The Rise of Social Search
A recent Forbes study highlights this trend:
- Approximately 46% of Gen Z users prefer platforms like TikTok and Instagram over Google for searching information.
- 44% of Generation Z find new brands daily on social media
These statistics underscore a pivotal shift: consumers are increasingly turning to social platforms for authentic, user-generated content and reviews. This behaviour is reshaping the traditional SEO landscape, placing greater emphasis on social search optimisation.
So, what does this mean for your influencer marketing strategy? It means that high-quality video reviews, prominently displayed at the top of social search results, are as crucial as a robust SEO strategy for your website. Just as you invest time and resources in optimising your website for search engines, you need to invest in optimising your presence on social search.
The Power of Authentic Video Reviews
In this new paradigm, authentic video reviews have emerged as a cornerstone of effective social search strategies. Here’s why:
- Authenticity: In a world saturated with polished ads, consumers crave authenticity. Video reviews from everyday people feel genuine and relatable, building trust and influencing purchasing decisions. People are far more likely to trust the opinion of someone “like them” than a perfectly crafted advertisement.
- Enhanced Engagement: Video is inherently more engaging than text. It captures attention, conveys emotion, and showcases products in action. A dynamic video review can demonstrate a product’s features, benefits, and flaws far more effectively than static images or written descriptions.
- Improved Discoverability: Social media algorithms prioritise video content. This means that well-optimised video reviews are more likely to be discovered by users searching for relevant products or services. Think of it as social SEO!
- Share-ability: Compelling video content is highly shareable. When users find a review they resonate with, they’re more likely to share it with their network, expanding your reach and amplifying your message.
How to Leverage Social Search for Your Brand:
To capitalise on the rise of social search and the impact of authentic video reviews, brands should consider the following approaches:
- Partner with Influencers: Collaborate with relevant influencers to create authentic video reviews of your products. Focus on micro and nano-influencers who have a strong connection with their audience and are known for producing genuine content.
- Encourage User-Generated Content: Empower your customers to create their own video reviews. Run contests, offer incentives, or simply encourage them to share their experiences with your brand.
- Optimise for Search: Just like website SEO, social search requires optimisation. Use relevant keywords in your video titles, descriptions, and tags. Encourage engagement by asking questions and prompting viewers to share their thoughts.
- Repurpose Content: Don’t let your video reviews live in isolation. Repurpose them across different social media platforms, embed them on your website, and even use snippets in your marketing materials.
- Monitor and Analyse: Track the performance of your video reviews. Pay attention to metrics like views, engagement, and click-through rates to understand what’s working and what’s not.
The Takeaway:
Social search is reshaping the way consumers discover and research products. For brands that want to stay ahead of the curve, investing in authentic video reviews is no longer optional—it’s essential. By prioritising social search optimisation and partnering with influencers to create genuine video content, you can tap into a powerful new engine for growth and connect with your target audience in a meaningful way. It’s time to embrace the new SEO and unlock the potential of social search.