Google might still be the king of the search engine castle, hoarding a majestic 92.12% of New Zealand search traffic like a dragon sitting on a pile of clicks. But something curious is happening – people are increasingly turning to social media for their search needs. Yep, the same place where you go to watch dog videos and scroll past your aunt’s inspirational quotes is now a full-blown search engine.
So, what gives? Why are people trading Google’s clean, info-driven results for TikToks and posts? Let’s unpack it.
1. Google = Homework. Social Media = Entertainment.
Google is like your serious, fact-loving school librarian-efficient, organised, and not here for your nonsense. You search something, and boom: links, stats, and the occasional Wikipedia rabbit hole.
But social media? It’s the cool friend who spills the tea, cracks jokes, and shows you what’s trending right now. The results vary by user, location, and what you double-tapped last night at 2 a.m. on Instagram. It’s targeted, it’s personal, and frankly, it’s a lot more fun.
2. On Google, You Do the Work
Google gives you a buffet: blog posts, videos, shopping links, news stories. Great, but… you still have to pick what to eat.
Social media, on the other hand, is like a waiter who knows your order before you sit down. The algorithms have been silently watching your every scroll (in a non-creepy, mostly helpful kind of way), so when you search something, they dish up exactly what they think you want. Creepy? A little. Convenient? Absolutely.
3. Google Sends You Away. Social Media Keeps You Cozy.
When you click a result on Google, you’re whisked off to another site—off you go, little wanderer. But on social media, you stay in one place.
It’s a self-contained universe, where you can search, find, comment, like, and immediately fall into a video hole without ever leaving the app. It’s like a hotel with room service, a gym, and a rooftop bar—you never have to leave.
Why Everyone’s Hopping on the Social Media Search Train 🚂
Everyone’s on Social Media (Seriously, Everyone)
There are 79.1% of New Zealanders on social media. That’s not far off being nearly everyone. At this rate, your toaster might have an Instagram by 2028.
It’s Built for Real-Time
It takes five seconds to post, ten to post a video, and fifteen for it to go viral. When you want the latest scoop – whether it’s breaking news, a celebrity breakup, or whether that new bubble tea place is actually worth it – social media has it faster than Google can say “Search Engine Results Page.”
Brands + Consumers = BFFs
Social media isn’t just for selfies and food pics. It’s where brands get chatty, build relationships, and try their hardest to be relatable. And surprisingly, it works. People feel closer to brands that post memes, respond to comments, and show some personality.
(Just don’t call it “vibing” if you’re over 30.)
Authenticity > Perfection
Social media is raw, real, and (mostly) unfiltered. People trust other people, not stock photos and corporate lingo. Whether it’s someone reviewing skincare or ranting about a blender, the content feels honest—which makes search results feel way more legit.
The Perks of Using Social Media as a Search Engine
Dynamic Content
Want news, reviews, behind-the-scenes takes, or an influencer doing yoga with goats? Social media delivers it all—plus bonus memes.
Take North Face’s TikTok, for instance: mountaineers, regular folks, and maybe even your cousin show up in North Face gear doing their thing. It’s authentic, engaging, and very scroll-worthy.
Real People, Real Opinions
Forget reading stiff product descriptions – on social, you get real reviews, real reactions, and real unboxings with chaotic commentary. It’s like having a giant focus group in your pocket.
Personalised to You
Algorithms, machine learning and AI know what you’ve liked, followed, and lingered on. So when you search “best hiking boots,” you’re more likely to see recommendations from outdoorsy folks you follow, not just some generic listicle from 2017 (so last decade).
Eye Candy Galore
Let’s face it—Google’s mostly text. Social platforms like Instagram and TikTok are visual playgrounds. You get video tutorials, photo how-tos, and reels that show products in action. It’s like seeing the menu with pictures.
Built-In Communities
Search on social media, and you don’t just get results—you get opinions, conversations, and debates.
Comment sections, DMs, Facebook groups—these are places where people share experiences, ask follow-ups, and even fight about which air fryer is superior. It’s chaotic. It’s helpful. It’s weirdly beautiful.
In short, social media search is fast, visual, and eerily good at reading your mind. It’s not replacing Google just yet, but it is giving it a run for its money—with more emojis. 💁♂️
Want help making your brand more searchable on social? Slide your contact details into our inbox – we’ve got memes, strategy, and way too much caffeine.