Social media sites witness increased queries from Generation Z users on a regular basis
In the ever-evolving world of marketing, the success of search advertising hinges on agile and flexible strategies, as revealed by recent research conducted by WARC in partnership with TikTok. This study offers valuable insights into the transformation of search and its impact on marketing.
The research has identified three key opportunities for marketers in this new era of search. Firstly, search habits are diversifying, with consumers turning to social and video platforms more frequently. Nearly half (48%) of Gen Z consumers have increased their search frequency on these platforms in the last three years, compared to 19% who use AI-assisted search.
Secondly, search is no longer just about finding information. It has become a tool for discovery and curiosity. People are no longer just looking for answers; they are seeking perspectives. As Alexis Wolf, Head of Advisory, Americas, WARC, stated, "Search is no longer a destination for finding answers, but a doorway that starts a digital journey."
Thirdly, social and video platforms offer an appealing cultural and community-driven layer to search. These platforms provide quick access to search functions, inspiring more consumers to start a search. In fact, just over one-third (35%) of TikTok users are inspired to search based on content they see on the platform.
The landscape of search is evolving beyond traditional search engines to social and video platforms, outpacing AI search. This shift is reflected in the global search advertising spend, which is forecasted to reach $248.6 billion in 2025, rising to $265.5 billion in 2026.
The future of search is multi-platform, requiring marketers to balance traditional and emerging platforms like social and video. Sissi Xu, Product Lead for Search & Discovery at TikTok, commented that users scan a chorus of creators, friends, experts, and brands before deciding what resonates. To plan for intent-led search, brands should follow the MAP framework: Mix, Align, and Prime.
The MAP framework advises marketers to lead with inspiration, relational, and experiential intents; layer on research, learning, and solutions; and prime for purchase. Exploratory search offers an opportunity for brands to be discovered before consumers' bias has set in.
The research also reveals some interesting behaviours among search users. Search users are 1.2x more likely to believe a claim when it comes from a creator rather than the brand itself. Furthermore, seven in ten social and video platform users have bought a product or brand they had never purchased before after seeing content on TikTok.
Among weekly US search users, 72% do so at least once a day. Among these users, 86% of Gen Z internet users said they search on TikTok weekly. Among those who use TikTok to search, 38% start on traditional search platforms before coming to the app to search, and 34% start on TikTok before moving to traditional search platforms.
Richard Shotton, behavioural scientist and author, added that behavioural science helps understand the reality of search behavior and reveals why people do it. Understanding these behaviours is crucial for marketers to adapt their strategies and thrive in this new era of search.
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