![]() ![]() It’s also worth stressing that many people actively visit social media platforms with the specific intention of learning about brands.įor example, GWI’s data reveals that “finding products to purchase” is one of the primary reasons why adults use social media, with more than a quarter of worldwide survey respondents selecting this option. That’s in quite stark contrast to the relatively anonymous nature of the results we see in SERPs, where searchers need to open various different links before they can identify whether the results are really what they’re looking for. Moreover, on platforms like TikTok, users can quickly and easily identify whether a search result reflects – or is at least relevant to – “people like me”. Rather than trying to deliver a single, all encompassing answer, brands may have greater success if they help people to learn and discover answers for themselves.įor example, in contrast to the hierarchical ranking of search engine results pages (SERPs), search results on social media tend to be a lot more “messy”, offering searchers a variety of different kinds of answers and perspectives. ![]() ![]() This suggests that younger internet users are looking for more serendipitous discovery, in addition to looking for more “conventional” answers to predefined questions.Īnd one way for marketers to approach these shifting expectations is to rethink the somewhat didactic paradigm of conventional online search. “ Younger audiences start their search from a place of curiosity and expect to be led down a fun rabbit hole of new ideas, rather than be directed to a list of brands or products.” ![]() In her article in GWI’s 2023 “ Connecting the Dots” report, Shauna Moran offers some valuable insight: ![]()
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