Social Media: The New Search Engine?
Exploring the rise of social media as search engine, we delve into how platforms like TikTok and Facebook are reshaping information discovery. From TikTok’s influence on younger audiences to Facebook’s role in news dissemination, we examine the trends and challenges.
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In recent years, the use of social media as a search engine has been well documented. Beyond connecting people, platforms such as Facebook, X, Instagram and TikTok have emerged as key news sources influencing online search behaviours, challenging traditional search models, and creating new paradigms for SEO strategies. However, there is still the question of how legitimate the news documented on social media platforms is and has been met with criticism.
Social Media As A Search Engine
Platforms such as X have been documenting the latest news for several years – first introducing the ‘news’ tab in 2015. Since then, other platforms have emerged such as TikTok which will be a key topic of this piece – and you’ll see why!
What Platforms Are People Using To Get News?
A recent report from Pew Research Centre found that more people are now getting news from TikTok with 14% of US adults regularly getting their news from the platform. In addition, people getting their regular news dose from TikTok has risen from 22% to 43% showing its impact over the years.
The majority of these adults consuming news from TikTok are women aged between 18-29. However, this shifts slightly when looking at data of those who use Facebook for news – with 40% of US adults aged 30-49 consuming news via the platform.
How Does This Impact Businesses?
While it’s still widely recognised that search engines such as Google can support getting your business seen (60% of marketers say that inbound SEO is their highest quality source of leads), 82% of businesses believe that consumers will find brands using social media rather than traditional search engines, according to HubSpot’s 2023 Global Social Media Trends Report.
In simple terms, this means that it is arguably more important than ever for your business to be present and active on social media. By establishing yourself on various platforms, you can create an engaged community which can help your growth and reach new customers – particularly those searching for your product or service.
Search Behaviour On Social Media
As we have already established, a large number of people use social media to search for new brands and businesses, however, search behaviour also goes wider than this.
TikTok has become massive for people trying to find travel recommendations and documenting their favourite places to dine or visit from their recent trips away. In fact, the senior vice president in charge of Google’s Knowledge and Information organisation said: “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, don’t go to Google Maps or Search. They go to TikTok or Instagram.”
Other uses of social media for news also include recipes, fashion and beauty tips and tutorials. And what do a lot of these platforms have that other ‘traditional’ search engines lack? Short and long-form video.
The Impact Of Video On News Via Social Media
It’s no secret that the rise of TikTok has had an impact on short-form video with other platforms such as Instagram and YouTube following suit with their own short-form video features. As a digital population, we are more inclined to engage with short-form video with 59% of short-form videos being watched for 41-80% of their length, while 30% of them have an average watch rate of over 81%.
With the rise of short-form video and audiences being more accustomed to video content, video content has revolutionised news delivery and engagement. It allows for immediate, visually compelling storytelling, making news more accessible and relatable.
This shift enables not just traditional media but also individuals to share real-time news, broadening perspectives. However, it also raises concerns about information accuracy, as rapid video sharing can lead to misinformation. Despite these challenges, video’s impact in making news more dynamic and diverse on social media is undeniable.
The Drawbacks Of Social Media As A Search Engine?
As touched on above, misinformation is a big challenge when using social media as a search engine. With anyone being able to set up and post to a social media platform, there are ethical concerns which could arise.
For example, approximately 28% of those who view social media negatively cite the spreading of misinformation and made-up news as the main reason. Moreover, the search results on social media are heavily influenced by engagement metrics like likes and shares, which prioritise popularity over accuracy or relevance. These factors collectively contribute to a less reliable and more biased information environment, challenging the integrity of social media as effective tools for objective search and discovery.
Social Media As A Search Engine: FAQs
Social media platforms often provide news based on user engagement (likes, shares) and personalisation algorithms, which can create echo chambers. Traditional search engines typically prioritise relevancy and source authority, offering a broader range of perspectives.
TikTok, with its unique format and wide reach among younger audiences, has become a significant source of news, especially for lifestyle, travel, and entertainment topics. The platform’s algorithm priorities engaging and trending content, making it a popular choice for quick, visual news consumption.
Yes, many businesses are adapting their marketing strategies to include social media due to its increasing role in news dissemination. Platforms like Facebook and TikTok offer targeted outreach and engagement opportunities, making them valuable for brand visibility and customer interaction.
The rise of video content, particularly short-form videos, has made news consumption more dynamic and engaging. Platforms like TikTok and Instagram allow for quick, visual storytelling, making news more relatable and accessible, but also raising concerns about the accuracy of rapidly shared information.
The main challenges include the spread of misinformation due to the lack of rigorous fact-checking and the tendency of social media algorithms to prioritise popular content over accurate information. Users must critically evaluate news sources on social media to avoid misinformation.
Social Media As A Search Engine: The Round-Up
While social media platforms like Facebook, TikTok, and Instagram have become pivotal in shaping our news consumption and online search behaviours, their rise as news sources is not without significant challenges. The growing reliance on these platforms for news, particularly among younger demographics, underscores a shift in how information is disseminated and consumed.
Yet, the prevalence of misinformation and the influence of engagement metrics on content visibility raise critical concerns about the credibility and objectivity of news on social media. As businesses increasingly turn to these platforms for visibility and engagement, understanding and navigating the complexities of social media as a search engine becomes crucial.
