Social Media Steals the Spotlight: Gen Z Ditches Google for Local Search

A new report suggests a changing of the guard in how people find local businesses. While Google remains the king for older generations, a surprising twist reveals Gen Z (aged 18-24) favoring social media platforms like Instagram (67%) and TikTok (62%) for their local search needs.

Social Media Takes Center Stage

This information, from marketing platform SOCi, highlights a potential threat to Google’s dominance in search. Social media’s popularity as a search tool is rising across all demographics, not just Gen Z. Facebook holds the third place for local searches overall, followed by Instagram and TikTok. Notably, Facebook remains strong among older demographics (35-44 and 25-34 year olds), while Instagram attracts a similar audience.

The Rise of New Search Contenders

The report also identifies emerging threats beyond social media. The much-talked-about ChatGPT, a generative AI tool, is making waves and could potentially challenge Google. Google, however, is not sitting idle. They’re pushing their own AI solution, Gemini, which has shown promise in creating high-quality ad campaigns for advertisers.

Google Fights Back

Facing these challenges, Google is taking steps to improve its search experience. Recent algorithmic tweaks and stricter spam policies aim to reduce low-quality content in search results by 40%. Google Search and Google Maps remain the top choices for local searches among older demographics (55+), showcasing continued loyalty.

The Takeaway

While Google maintains a strong position, particularly with older users, social media is rapidly changing the local search landscape. Businesses that want to reach younger consumers need to prioritize a strong presence on platforms like Instagram and TikTok. The future of search seems to be integrating AI and prioritizing user experience, with both Google and emerging players vying for dominance.