Google, the long-reigning king of search, has been usurped by social media giants Instagram and TikTok for Gen Z seeking local businesses. A report by marketing platform SOCi reveals a stunning shift in search behavior, with Instagram (67%) and TikTok (62%) taking the top two spots for Gen Z local searches, pushing Google down to third (61%).
While Google maintains a strong grip on older demographics, social media is gaining traction across all ages for local business discovery. This trend coincides with Google’s efforts to bolster its search offerings, including the recent integration of its powerful Gemini AI into Google Ads.
Social Media’s Rise: A Seismic Shift
SOCi’s findings confirm a growing suspicion: Google’s search dominance is under siege. Social media is rapidly becoming the preferred platform for younger consumers, echoing concerns raised in leaked Google internal research.
“A fundamental change is happening in how people find local businesses,” declares Damian Rollison, SOCi’s Director of Market Insights. “Traditional search engines face a challenge as younger consumers flock to Instagram and TikTok for discovery.” Businesses must prioritize a strong presence on these platforms to capture the Gen Z market share.
Social Search Goes Mainstream
The dominance of social media for search extends beyond Gen Z (18-24 year olds). While Google Search and Maps remain the top choices overall, Facebook nabs the third spot, followed by Instagram, TikTok, and Snapchat. Notably, Facebook holds sway among 35-44-year-olds (nearly two-thirds) and 25-34-year-olds (60%), while Instagram attracts 50% and 54% of those groups, respectively.
AI Disruptors and Google’s Counterpunch
The report identifies disruptive AI like ChatGPT as another potential threat to Google’s search throne. However, Google is actively developing its own AI solution, Gemini. Early tests of Gemini’s conversational capabilities in Google Ads show promising results, with advertisers building higher-quality search campaigns with greater efficiency. Yet, Gemini faces challenges similar to other generative AI tools – combating misinformation.
To counter these threats, Google recently announced algorithmic improvements to search rankings and stricter spam policies to eliminate low-quality content. These changes aim to reduce irrelevant content by 40%.
Google Maintains Hold on Older Demographics
Despite the social media surge, Google remains the preferred local search destination for older demographics. It retains the loyalty of 79% of the 55-64 age group, 76% of 35-44 year-olds, and 74% of those aged 45-54. Google Maps further strengthens Google’s position, with 60% of 55-64 year olds and 57% of 45-54 year olds relying on it. SOCi’s findings are based on a survey of over 1,000 U.S. consumers, part of their 2024 Consumer Behavior Index.