Will social media search pip search engines?
While Instagram, Thread, X and Snapchat are strengthening their Search Ad feature, some industry experts say commerce search will be keenly fought between the social platforms
"Search” has emerged as a new battleground for Social Media firms amid slump in ad demand. Leading players like Instagram, X, Snapchat, and Threads have begun honing their search algorithms through the utilization of AI.
A recent study by Hubspot has unveiled a compelling trend: 24% of consumers aged 18 to 54 opt to explore brands via social media platforms rather than conventional search engines. Among the Gen Z demographic, this proportion surges to an impressive 36%.
X (formerly Twitter) has announced that it is delving into semantic search techniques to elevate its search functionality. Rival Meta is set to introduce the concept of 'Search' to Threads, following its prior launches of 'Search Ads' and 'Reminder Ads' on Instagram.
Snapchat is poised to integrate sponsored links into its My AI chatbot, while Reddit is gearing up to launch its own rendition of Search ads.
The sudden rise in social search holds the potential to impact Google Search in the long run, industry leaders believe.
Google has been the market leader in online advertising for well over a decade and commands nearly 1⁄3 share of digital ad spending globally. Search and other ads constitute over 80 percent of Google’s advertising revenue.
Emerging space
While social search ad spends aren’t substantial at present, experts believe the momentum will grow, especially since users’ consumption of social media and the opportunities presented to local businesses by new social media search functionalities both have changed significantly over the past couple of years.
“Commerce search will be keenly fought between the social platforms, search engines and retail media sites. Each platform will have a specific role, social platforms at an early stage to generate interest, search engines for evaluation and information search and finally retail media for lower funnel, cost comparison and ease of business,” says Sajal Gupta, CEO of Kiaos Advertising.
Gupta noted, “Hyper-local searches for restaurants, entertainment shows and venues, etc will move towards the social platforms, while searches related to education and work will remain with the search platforms.”
In India, digital is the fastest-growing segment though TV, print and OOH continue to be relevant. New internet users will primarily be mobile users who will interact with digital, video and social media among others, shares Ashish Bhasin, Founder of The Bhasin Consulting.
“Despite incorporating AI features, Google and Meta are likely to lose their duopoly soon. Going forward 3-4 players such as Amazon, Google and Meta will command the digital ad market in the country. However, AI driven-Social media search is still evolving. We are not sure how it will unfold over a period of time,” Bhasin noted.
Sharing what may not work, Rahul Vengalil, Executive Director, Everest Brand Solutions, a Rediffusion Group company, said while Google search is intent-driven, social media search can’t offer such desired results for brands.
“Users go on social media to consume content, which may be their hobby. They are not going to check social media apps before going for dinner or buying anything. Hence, Search spends will unlikely to shift from Google to Instagram or X anytime soon.”
As for Amit Dhawan, Partner & CEO, Art-E, "As Instagram, Thread, X, and Snapchat bolster their Search Ad features, a dynamic shift in digital advertising unfolds. While Google's supremacy stands strong, these platforms are carving niches with precise audience targeting. The evolving competition sparks a healthy race for innovation, enhancing user experiences. Google's worry might be less about immediate threat and more about staying agile in an evolving landscape. This metamorphosis ultimately ushers in a new era of ad personalization and engagement, benefitting both advertisers and the diverse digital populace."
Why social search?
Last July, Google’s senior vice president Prabhakar Raghavan created a sensation when he said that 40 per cent of the youth turned to TikTok or Instagram when looking for a place to dine instead of Google Maps.
“In our studies, almost 40% of young people don’t go to Google Maps or Search when they’re looking for a place for lunch. They go to TikTok or Instagram… These users don’t tend to type in keywords but rather look to discover content in new, more immersive ways.” His admission came much before the launch of ChatGPT later in 2022.
Young people turn to social platforms because they seek content from other humans rather than a publication or website. They search for tutorials on make-up techniques or healthy cooking or fitness. Social media helps them to get direct feedback on services and products, said an Indian ad executive.
