TikTok and Instagram used as search engines by the younger generation

In his column on Lux Radio, Amancio Luis, presenter of the show "Quel talent!", tells us about a growing trend among the younger generation that is upsetting the giant Google.

The world of search engines has been turned upside down by the arrival of Generations Z (1996 to 2010) and Alpha (from 2011) and their new information-seeking habits.

Google is no longer king

Long the undisputed leader, Google is now being challenged by young people's favorite platforms: TikTok and Instagram. When looking for a place to have lunch, almost 40% of young people don't go to Google Maps or Search. They go to TikTok or Instagram.

Why the change?

Young people are looking for fast, visual and interactive information. They are used to the short format of TikTok videos and Instagram stories, and appreciate the personalized recommendation and community aspect of these platforms.

Numbers that speak for themselves

In the U.S., Forbs Advisor published a study showing that 46% of Gen Zers prefer these social networks for research, compared with 35% of Millennials.

The impact of Google's Search Generative Experience (SGE)

The arrival of Google's Search Generative Experience (SGE) accentuates this trend. This new AI-based feature delivers comprehensive, informative answers directly to search results pages, reducing the need to click on links.

What should brands do?

To adapt to these new habits, brands must :

- Create high-quality, informative content on social networks.
- Optimize their website for search and make sure it's mobile friendly.
- Use video and images to make their content more engaging.

Conclusion

Google's hegemony is being challenged by the arrival of new players on the information search market. Platforms like TikTok and Instagram are gaining in popularity with younger generations, who appreciate their short, visual and interactive format. Digital marketers need to adapt to these new trends if they are to continue to reach their target audience.