A whopping 82% of businesses believe that consumers will find brands using social media over the next year. Many are relying on social media to promote and sell stock – often directly through certain platforms. Is this the end of traditional search engines as we know it?
The last few years have certainly been a huge shift for marketers. They were previously so used to tailoring their content for Google and search engine optimisation (SEO). As social media continues to gain power, ignited by consumers who want better and faster customer experience, more brands need to pay close attention to emerging trends and be aware of who is using these platforms and why.
The first step here is determining a new plan of action. This should be a plan to increase brand awareness and engagement on the likes of Instagram and TikTok.
In this byline, I’ll step through how marketing and customer service teams can respectively navigate the decline of the search engine. Let’s look into what they need to do to establish a strong presence elsewhere.
The clock is TikTok’ing
With an uptick in social media shopping, businesses are beginning to see value in reaching consumers via this medium. They are embracing the latest trends and staying ahead of the curve to attract and retain key audiences that will help them grow.
Meanwhile consumers are soaking up specific content on platforms as it’s pushed in their direction thanks to the algorithm. They can also simultaneously buy these products and services in one click which feeds into the appetite for efficiency and convenience. Quite a contrast with the search engine.
As a result of this, 70% of brands are selling products directly via social media. Nearly 80% are buying advertising on the big four platforms (Facebook, YouTube, Instagram and TikTok). This enables brands to showcase their products in a more innovative way than ever before which adds to the idea of authenticity and in turn this will drive sales and brand awareness.
To succeed in a world where search engines have been put on the backburner for marketers, teams must be a part of this conversation and act on what they hear and see. Adapting consumer engagement strategies to meet people on their preferred channels.
The future of marketing lies in the hands of consumers now, it is no longer about interrupting what people are interested in. It’s about being what people are interested in. Though driven by the younger generation it is naïve to think that these channels are only appealing to them.
Jumping on the latest trends
Deciding to switch to these platforms is not just about the appeal of shopping either. 74% of organisations stated that social media will become consumers’ preferred means of customer service this year.
People are turning to direct messages and chatbots over speaking to a real person on their devices. Again, these shifts make it clear that consumers are opting for the more convenient routes. This evidently makes for a well-rounded experience for the customer who keeps returning time and time again.
It’s clear that social media is an asset to businesses, and not just for the customer service tools either. They can provide brands with valuable, golden data sets that determine what consumers want – it’s a win-win. Brands can then create content that aligns with their target audience and become known for understanding their customer.
TikTok, the relatively new kid on the block, allows marketers to create bite-sized content that is easily digestible to a busy consumer. Marketers can innovate and devise fresh approaches to storytelling. But these crafty videos are just a slice of the action as the platform merges social and search.
Tactics of marketers need to slot into the way that these platforms work which will ultimately open new doors. You may even try your hand at a few TikTok trends that will garner all the attention. With all this talk of social media, you’ve forgotten about the traditional search engine in the time it’s taken you to open the app.
Moving forward
Marketers have always shifted focus and strategies as new platforms have emerged. Within that, finding new ways of using them to reach customers.
The key is to remain flexible and up to date with customer preferences. Hire or train creative talent and embrace the benefits that these platforms can bring. This is also true for new tools such as artificial intelligence that will soon filter into everyday life much like Instagram and TikTok. Social search is more important than ever.