A recent study from Forbes reveals a 25% decrease in Google search usage between Generation Z and Generation X. The trend is clear: young people want quick answers, preferably in video form. Therefore, social SEO needs to be high on marketers' priority lists.

Many of us can relate to using video platforms to find 'local hidden gems' for our next trip, cleaning tips, or recipes. Gen Z has pioneered this new search behaviour, but there's no doubt that what we're seeing is the start of a broader change in consumer behaviour that includes older generations as well. In fact, a quarter of people report discovering new brands daily through social media, according to Forbes.

This means there's great potential – and a competitive advantage – for brands that quickly act on this shift and leverage the SEO features that these platforms offer.

Let's take TikTok as an example. Depending on the source, data shows that the average user spends about an hour per day on the platform – a timespan where there's ample opportunity for brands to capture attention, but also a risk of getting lost in the crowd. The platform isn't a search engine in the traditional sense, but it is used to find answers to questions and discover new products, services, and tips. This means the same principles used to optimise website content can also be applied to increase visibility on video platforms.

How exactly this is done varies by platform, but it starts with keyword optimisation – being able to identify relevant keywords related to your brand and industry and include these in the video, within the content itself, and optimize wherever possible. In beauty and DIY, interest is high on video platforms; this we know. But even in areas like finance, insurance, and cleaning, there is a high demand for information, which means there are opportunities for various types of brands.

Use trendy songs, sounds, and hashtags that are both broad and niche. Remember, what is said and shown in a video, along with the right captions, is noticed by the algorithm – provided the video covers the right topic, of course. Keeping track of what the right topics are requires continuous tracking and analysis of viewing and search behaviour data.

Gemini and the Future of Search

The line between social media, AI, and search is becoming increasingly blurred. While Google’s introduction of Gemini is primarily a response to the rise of AI tools like ChatGPT, Google is also enhancing its SERPs by including more social videos in their search results. As stated in Search Engine Land: "Google is giving TikTok videos some prominent SERP real estate."

Simply put, Gemini represents a shift in the future of search and AI, indicating that these technologies will play a crucial role in how users find and interact with content. As Google continues to enhance its search results with social videos, the convergence of social media and search engines will likely define the next era of digital discovery. The fact that YouTube is owned by Google serves as their silver bullet to keep up with the shift to social search.

Simply creating content and hoping algorithms will appreciate it means missing out on potential new followers, engagement, and customers. Video platforms today are the perfect tool for brands to engage their target groups in the online discovery phase. Gen Z's way of searching for information is the beginning of a broader definition of what a search engine can be, and brands that act on this in time will be at the forefront.