Why You Should Start Caring About Social Media as a Search Engine

Here’s the truth: Gen-Z isn’t using Google at the same rate as previous generations.

Nearly half (46%) prefer social media over traditional search engines.

This is good news for businesses creating social content. For a long time, social media was fleeting and took a lot of resources to stay current.

But now, your content can start to serve your business similar to a great blog post.

You create something once, and your content can be evergreen—being seen by prospective customers daily.

So, how do you do this? The strategy is simple:

1. Identify the top 50 questions your ideal customer is asking.

2. Create content that answers these questions better than anyone else

Here's the twist: This content might not rack up likes or have flash-in-the-pan virality. Instead, think of it as a slow burn.

Why is this so powerful?

Because you're capturing attention at the crucial moment—when a potential customer is actively seeking information, inching closer to a purchase decision.

With social search, your content isn't just seen; it's discovered.

It's not just consumed; it's sought after.

That makes all the difference in turning viewers into customers.

Thanks for reading this week. If someone forwarded this to you, subscribe here for weekly social media tips.

If you want your company’s content to show up in social search, schedule a call with my team.

Cheers,
Jordan