In this episode of Digital Now and Next, the team explores how search and social media are converging and how changing consumer behaviours, especially among Gen Z, are driving this shift.

Key Points:

1. Shifting Consumer Behaviour:

   • Over 50% of Gen Z now prefer using TikTok and Instagram for search over Google. This change is transforming how users discover and consume content online.

2. Impact on Search and Social Strategies:

   • Social platforms like TikTok and Instagram are becoming more search-oriented, while Google is incorporating more visual content and AI-driven results to stay competitive.

3. Planning Holistic Strategies:

   • To stay effective, brands must integrate search and social strategies, using consistent messaging and unified planning to leverage the strengths of both channels.

4. New Opportunities for Advertisers:

   • Platforms are enhancing features like visual search and in-platform e-commerce, creating fresh avenues for brands to engage users and drive conversions.

5. Focus on Authentic Content:

   • As consumers become more discerning, content should be people-first, not algorithm-first, to build trust and engagement.

The episode concludes by highlighting the need for a holistic approach to digital strategies, embracing the symbiotic relationship between search and social to optimise brand visibility and engagement.