Embracing the Digital Shift: Why Brands Must Adapt to Gen Z’s Social Media Search Habits

Chris Brownlee, the SVP of Product at Yext, explains why brands must adapt to Gen Z’s social media search habits to remain relevant and competitive. This article originally appeared in Insight Jam, an enterprise IT community that enables human conversation on AI.

Recent data has shown a fundamental change in how Gen Z discovers and evaluates products and services. More than two-thirds of Gen Z consumers now start their search journeys on social media platforms like Instagram and TikTok, bypassing traditional search engines altogether. This behavioral shift signals a broader evolution in digital habits and raises urgent questions for brands about how and where they appear online.

A Generational Shift in Information Search

The trajectory of digital interaction across generations shows a clear shift in how information is sought and processed. Generation X grew up in an era of analog technology, where information was often accessed through physical means like newspapers and directories. Millennials witnessed the advent of digital technology during their formative years, using early computers and mobile phones, which shaped their search behaviors and communication styles.

In contrast, Gen Z represents the first truly digital native generation. Now in their early to late twenties, they have grown up with high-speed internet, social media, and instant access to information. This generation is now entering the market as influential consumers with disposable incomes and purchasing power. Though Generation Alpha (born 2010 to 2024) is still emerging, it is evident that this group will be influenced by advancements in AI and voice technology.

The Rise of Social Media as a Search Tool

The rise of social media platforms as primary search tools for Gen Z is a game-changer for brands. Unlike previous generations, which primarily relied on traditional search engines like Google, Gen Z users increasingly turn to platforms like Instagram and TikTok for product recommendations, service reviews, and brand discovery. This shift highlights the need for brands to cultivate a strong presence on these platforms to capture the attention of this demographic.

Older generations are also adapting to these new search habits. With advancements in technology, users are now accustomed to receiving direct answers from AI assistants like ChatGPT and voice-activated devices rather than sifting through lists of links. This emphasizes the importance for businesses to ensure that all their online information, such as addresses, opening hours, and other factual details, is accurate and up-to-date. Inaccurate information can lead to misinformation and diminish trust, making it critical for companies to maintain control over their digital footprint.

The Multi-Platform Approach

In today’s digital landscape, information is accessible within seconds, setting high expectations for quick and accurate results. Research indicates that 50 percent of Google users, regardless of age, abandon a search result within nine seconds, and only 9 percent venture beyond the first page of results. Additionally, recent data suggests that discoverability is influenced by the breadth of platforms a brand utilizes. Brands that maintain a presence across multiple publishers see increased click-through rates from Google.

Interestingly, around 17 percent of website traffic originates from sources other than Google. This statistic highlights the importance of not relying solely on one platform for data management and visibility. Brands must ensure they are present and consistent across various digital channels to maximize their reach and engagement.

The Impact of Data Consistency

For Gen Z, authenticity and trustworthiness are pivotal factors in their purchasing decisions. They scrutinize brands based on their product offerings and how they present themselves online and engage with customers. Any inconsistencies in a brand’s digital information can lead to negative reviews and damage its reputation. This generation is especially vocal about their experiences on social media and review platforms, which can significantly influence other potential customers.

Furthermore, search algorithms like Google prioritize accuracy and consistency. Discrepancies in information, such as conflicting opening hours across various platforms, can confuse algorithms and negatively impact a brand’s search ranking. Companies that appear lower in search results are less likely to be noticed by users, regardless of age.

Navigating the Digital Landscape

Many businesses find maintaining accurate and consistent information across numerous digital platforms daunting. The complexity increases with the number of locations and information points a company needs to manage. To effectively navigate this challenge, businesses should consider employing a knowledge graph – a comprehensive tool that consolidates all data and information in one place. This allows brands to manage their digital footprint efficiently, ensuring consistency across all touchpoints.

A knowledge graph enables businesses to track and update information in real-time, ensuring that potential customers receive accurate details when they search for products or services. This proactive approach not only helps in reaching Gen Z but also caters to customers across all generations.

The evolving digital landscape requires brands to adapt their strategies to meet the expectations of a new generation of consumers. With Gen Z leading the shift towards social media as a primary search tool and the rise of multi-platform information sources, businesses must prioritize their digital presence. Ensuring data accuracy and consistency across all platforms is crucial for maintaining trust and enhancing discoverability. By leveraging advanced tools like knowledge graphs and embracing a multi-platform approach, brands can effectively engage with today’s digitally savvy consumers and stay ahead in the competitive market.