Recent studies show that more than 40% of Gen Z prefer using TikTok over Google or other search engines for finding local businesses. Even one Google executive has commented that, when looking for a place to eat, many in Gen Z prefer to go to TikTok or Instagram over Google Maps or Search. It begs the questions: why? And what does social SEO mean for local businesses?
Familiarity with Social Media
Generation Z consists of people born between 1997 and 2012, so at the time of writing are between 26 and 11 years old. Gen Z grew up in a very different world to earlier generations, with the internet already in place, and social media ingrained into their daily lives from a young age. With the rise of apps like TikTok, which targets individuals with a very specific algorithm, online video is not a novelty for Gen Z but an integral part of life.
Authenticity of Social Media
In this blog on community, we discussed the importance of being a face that people can trust. Gen Z form parasocial relationships with many content creators online. Showing your genuine face and product on video is a much more effective way to communicate with Gen Z than a long, wordy article. You can capture qualities of your product, service and personality that would not come through otherwise. If you can convince a local influencer to come sample your products on video, you can tap into their community as well.
Community on Social Media
Also discussed in the earlier blog was the importance of community to engage your audience with content. Tiktok allows users to comment on the short video, giving their opinions and interacting with each other. This build a kind of social cohesion on the platform which makes people enjoy using it. It’s also a great way for users to quality control content. This gives users a feeling that social media may be less biased than search engines.
Attention Driven Content
Gen Z’s short attention span and distaste for reading has become a trope. But jokes aside, there is a reason that some need to limit their time on social media and not their time on search engines. The visual format is much more engaging and holds attention for longer. Google have even added images to a lot of their searches in recent years, to tap into attention-grabbing visuals. But seeing as Tiktok holds Gen Z’s attention so firmly, it’s important for your business to have a solid presence there. Your rural business may be in an area that does not get much foot traffic, but if you create a strong, targeted presence in a high attention area (TikTok and Instagram), you can drive footfall towards your business.
Just Tiktok it!
In short, for some in Gen Z, social media is a room full of people they trust, showing them the businesses they recommend, whereas search engines feel like a bias textbook – too much work and untrustworthy. Make sure your business is present in both.
