What's Happening?
Search advertising is evolving beyond traditional search engines, now encompassing social and video platforms, and accounts for nearly a quarter of all media budgets. According to data from WARC Media and TikTok, global search advertising spend is projected to reach $248.6 billion this year, increasing to $265.5 billion by 2026. The study highlights that Gen Z and Millennial consumers are increasingly using social and video platforms for search, with 86% of Gen Z internet users searching on TikTok weekly. This shift is driven by the platforms' ability to offer cultural and community-driven content, particularly in categories like beauty, fashion, and lifestyle. The research also indicates that users are inspired to search based on content seen on these platforms, with TikTok users often transitioning from traditional search engines to the app.
Why It's Important?
The expansion of search advertising to social and video platforms signifies a shift in consumer behavior, particularly among younger demographics. This trend impacts how brands and marketers approach advertising strategies, emphasizing the need for multi-platform engagement to capture diverse consumer intents. The ability of social and video platforms to inspire discovery and purchase behavior presents new opportunities for brands to connect with consumers earlier in their decision-making process. As Gen Z and Millennials prioritize in-app discovery and influencer recommendations, brands must adapt to these preferences to remain competitive. This evolution in search behavior also challenges traditional search engines to innovate and maintain relevance.
What's Next?
Brands are advised to adopt the MAP framework to optimize search strategies across traditional and emerging platforms. This involves balancing platform strengths, aligning with diverse consumer intents, and priming platforms for quick access to search functions. As search behavior continues to evolve, marketers will need to build agile and flexible advertising strategies that integrate social and video platforms. The focus will be on creating content that inspires curiosity and discovery, leveraging the full-funnel impact of these platforms to drive consumer engagement and purchase behavior.
Beyond the Headlines
The shift in search behavior highlights the growing influence of creators and influencers in shaping consumer perceptions and decisions. As search becomes more about discovery and perspectives, brands have the opportunity to engage consumers in more meaningful ways. This trend also underscores the importance of understanding behavioral science in marketing, revealing insights into consumer motivations and preferences. By embracing these changes, brands can gain a competitive advantage in connecting with audiences on a deeper level.
