Google Search Is So Yesterday

That’s what the Gen Z says. Not us.

When we first read a TechCrunch report that said TikTok and Instagram are eating into Google’s Search, we weren't surprised. We honestly don’t remember when was the last time we discovered or looked up a certain thing on Google. And not Instagram.

But ask yourself — when someone mentions a new restaurant or a brand, what’s the first place you look it up?

During the Fortune’s Brainstorm Tech 2022 Conference, Prabhakar Raghavan, Senior Vice President of Google’s Knowledge & Information, said, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search. They go to TikTok or Instagram.”

TechCrunch's report covers this conversation further.

Google Search’s biggest advantage is of course its ability to fetch answers to absolutely any query. We mean, do you all remember that Google Search advertisement that brings two friends from India and Pakistan together? You can show the ad to any Gen Z internet user, and all they'll ask you is: does Google still got it?

The information consumption shift

How users consume information has changed now! Users now discover events, local businesses, and places on Snapchat, TikTok, Amazon, or Instagram.

Journalist and Gen Z creator Suchitra says, “I think it is because we grew up with the internet, we are used to content that gives us quick solutions. 30-60 second videos cover all the highlights we need, and when endorsed by an influencer or blogger, we trust their recommendations. News portals and websites share their story links on social media and we can access them without looking them up on Google. We can save all these details in just one place. While Google has a bookmarks option, it is not the most fitting pick. Also, with one hashtag, if I can find everything in one place, why should I take the effort of Googling it? I use Google Search only when I don't find useful information on Instagram.”

Read: 53% of millennials have ordered from a restaurant after seeing it on TikTok

This creates another question — is Gen Z only interested in consuming bite-sized content or concise content? That's why social media is taking precedence over Google search, right?

Not exactly!

Traveller Anirudh Kasibhatla says, “When I travel I tend to follow relevant hashtags on Instagram, and its algorithm does the rest. But Most places I discover on Instagram can be overcrowded or underwhelming, albeit a gateway to finding so many spots while travelling. Videos play a major role in choosing (or not) place, and I move on to Google Search or Google Maps after discovering certain areas on social media. But search and Google Earth offer better discovery to those who prefer going to lesser-know areas. During my latest trip to Bali and Singapore, I discovered some of the best places through Google Earth.”

Talking about the current state (whether it's open, functional, closed or relocating) of any location, we think it’s usually Google that comes to rescue. But not anymore — one tap on the location and social media gives you the latest updates. Because it’s user-generated, you get honest reviews. Also say you’d like to know a waterfall’s level of water flow or learn what’s the wildlife scene at a certain national park, social media is of immense help.

What about small businesses?

According to PR News Wire, over two-thirds of small businesses (67%) use social media tools, and according to Sprout Social, 21% of customers are more likely to buy from brands they can reach on social media. Goan-based retail brand Siesta O’Clock says most of its sales through social media referrals have come through Instagram in the last seven days. They said, “See, you can’t search fish-print shirts on Instagram like you do on Google, but social media is great for chance discoveries and impulse buys.”

The convenience of setting up a page or running advertisements on social media is a given. Siesta further adds, “Not every small brand knows what SEO can do for them. Even if they know, they don’t realise the worth or how to rank. It could also be that smaller brands aren’t spending on SEO or Google Ads because ads favour marketplaces and are harder to crack.”

The Times They Are a-Changin'

Google is already focussing on Shorts — but that’s not it, it is also enhancing its visual image search. To entice Gen Z internet users, the search now shows blocks of information, including short-form text, images and videos — displayed in colourful blocks or cards.

A latest TechCrunch report says that Google will pull in a variety of information from diverse sources and in a range of formats. The search results will also highlight YouTube, Instagram, and TikTok content, and the same report states that TikTok’s content is all indexable on the public web.

Read more about it here.

While Google maybe enhancing its visual search, if you were to look up ‘travel in Bali’ on both Instagram and Google, the results on Instagram will still catch your fancy, although the results aren't as comprehensive like Google. However, Gen Z creators and businesses that cater to young users prefer using social media over Google (this includes ads and setting up their businesses) because that's where Gen Z go.

But it's not really Google's fault. Nor has it turned boring. Our priorities have.

And if social media is how people prefer to discover or communicate, how else would you communicate with them?

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