Are Social Media Alternatives to Google Search Engine?

Intro

It would be fair to say that the Internet’s original purpose was to increase access to information on a global scale. With its immense educational potential being unleashed in the closing stages of the XX century, the Google search engine rose to the challenge and gave us access to all sorts of information quickly and effortlessly.

The thing is, however, that nowadays, social media have become big rivals for search engines, as more and more people value information on these platforms more than conventional search methods. In this article, thanks to a study conducted by ePassport Photo, we will take a look at studies that paint the most interesting picture. Have social media truly become alternatives to Google search engine? Is the “search war” actually happening? Let’s find out.

Google search engine vs. younger generations

It is no secret that those who were born in the era of the internet are infinitely more tech-savvy in these matters and know how to get the most out of all the modern tools at their disposal. One of these still relatively new inventions is social media - something that has become an intrinsic part of our daily lives.

The study points out that younger generations, such as Millennials (born 1981-1996) and Gen Z (1997-2010), have learned to utilize social media to the point of forsaking the good ol’ Google search engine. They are much more likely to utilize modern social media to search for all sorts of information, be it purely educational data or all sorts of reviews on new places to discover, for instance. In both instances, more than ⅓ of Millennials and Gen Z use SM (social media) platforms for search instead of going the old-fashioned way.

• ~37% of Millennials, as well as Gen Z, more often look for information on SM rather than on Google search engine;
• ~27% of Gen X sticks to SM as well;
• ~22% of Baby Boomers regularly opt to learn through the SM too.

You would think that in the age of emphasizing and improving user experience in SEO, visitors would flock to all the websites that adapted well to recent changes in ranking algorithms. You can also make the argument that greater content optimization on social media drives this change.

On average, just 11,25% of all of these four generations of internet users never substitute proper search engines for social media.

Suddenly, making sure your website is up to speed with the latest Google algorithm updates isn’t enough. You also need to publish content on social media so that younger potential visitors may be potential no more. Still, it is no excuse to neglect your own website. Luckily, Ranktracker’s Website Audit tool will help you keep your website high on the rankings and attract plenty of visitors.

Instagram is Americans’ leading social media alternative to Google search

Gone are the days when the only notable social media platforms were Facebook and Twitter (a.k.a X), and none of them occupy the first place in this category. That honor belongs to Instagram, which should surprise no one. Considering how huge it has become and the gargantuan amount of content uploaded on IG every second, it makes perfect sense why 37% of surveyed chose this Instagram as the best alternative place to search for information. Since its release in 2010, it has been consistently growing to the point of becoming a sort of default search engine alternative.

What about other platforms?

Obviously, several social media platforms aim to achieve Instagram’s success, and while some still have a long way to go, others are creeping closer and closer to joining the so-called “search war” for real.

Other preferable SM platforms for searching for information include:

• YouTube
• Facebook
• Twitter
• TikTok
• LinkedIn
• Snapchat
• Pinterest

Especially the runners-up, YouTube, seem like the natural alternative to search engines, considering how easily you can find relevant content through long tail keywords on the platform. After all, SEO on YouTube is just as important as optimizing the content on your company’s website or blog. Very similar rules apply, including the need for thorough keyword research to ensure thousands or even millions of views and likes. Here’s where Ranktracker’s Keyword Finder comes in to help you find all the relevant words and phrases that will push your content up the metaphorical ladder.

Why are search engines losing to SM?

Now that we’ve established that, lately, internet users prefer to use social media to search for information, it is only prudent to ask the big question - why?

By far, the most common answer given by the surveyed is that they trust other people’s recommendations more than the search engine algorithm. This is certainly connected with the matter of the so-called “human touch” - by all accounts, a hot topic. Internet users wish to see content that is visibly written by a live person instead of an AI with limited creativity and a lack of flair. That’s why ~26% opt to search for info on social media.

It’s also worth noting that a good chunk of Americans that took part in the study (19%) mentioned the relevancy of social media algorithms, suggesting they’re superior to the results that pop up in the Google search engine.

Other arguments used to justify picking social media when looking for information include a more straightforward search process, a more appealing visual side of searches, and a greater opportunity to engage with information sources. Essentially, social media platforms are able to provide a greater user experience in the process of scouring the Net for answers.

Social media deliver in the educational aspect

To really understand this “search war,” one needs to take a closer look at just how accessible content is on social media and what kind of content gets the nod the most.

Because Google indexes content on TikTok or Instagram, it is just as easy to find what you’re looking for on social media platforms, especially if the content creators have mastered the art of optimization. Although it is a process that requires a great deal of attention to detail and textbook knowledge, it’s not like you’re on your own there. With the help of our SEO Checklist, you’ll be guided step-by-step in the process of optimization so that there’s no stone unturned and you’re ready to climb the rankings.

Indeed, there’s plenty of various SM content that finds its way onto Google’s search pages, and each and every one of those posts, videos, or shorts requires optimization. The most sought-after content on social media revolves around:

• education,
• entertainment,
• fashion & beauty,
• medical information,
• food recipes, and much more.

The matter of information accuracy

Now, we’ve all witnessed the avalanche of fake news on the internet since its birth. We’ve all been subjected to countless articles, videos, or other forms of content that didn’t exactly pass the validity check in the end.

Ultimately, one of the most important aspects of the battle between the largest search engine and social media is the users’ trust.

What may come as a surprise, especially considering the aforementioned stats about users’ preferences, is that the Google search engine edges out social media ever so slightly.

With plenty of people having similar trust (or skepticism, maybe?), it’s a narrow win for Google by roughly two percentage points (31,97% - 29,64%).

What the study proves further on, however, is that sometimes you just have to phrase a question differently to get to the bottom of things. When asked about the assessment of information credibility, more than ⅔ of respondents agreed that social media allows for greater information evaluation. That’s, of course, because the options to comment and share allow us to filter out what’s legit and what isn’t. It doesn’t always work as intended, but it usually does, anyway.

In summary

As more and more social media platforms crop up, the more options internet users have when it comes to information sharing. We are starting to notice real competition for the Google search engine, which is excellent food for thought for SEO experts all around the world. Convenience, as well as easily verifiable information, give social media an edge that is likely not going to go away anytime soon. Perhaps it is time to go back to the drawing board and rethink some ideas, strategies, or priorities. The search wars have truly begone.