Social media replaces search engines as key shopping, discovery tool

Nearly half of connected consumers began turning to social media first for product searches, services, and recommendations in 2024.

According to a report by Euromonitor International, platforms like TikTok and Douyin are growing rapidly, offering short-form videos and visual content that provide faster, more engaging results than text-based searches.

About 48% of Gen Z and 51% of millennials now use social media to find restaurant suggestions, recipes, and product info, it noted.

To stay relevant, businesses must optimise their content for social media search algorithms, use strategic keywords, hashtags, and engage with trending topics.

Social media is now a shopping hub, with platforms like Instagram Checkout, TikTok Shop, and Facebook Marketplace integrating e-commerce into social interactions.

In 2024, one in four consumers shopped via social media, generating $335 billion in sales, or 3% of global e-commerce. By 2029, social commerce will surpass 5% of the market.

Influencer marketing is also evolving. As consumers grow skeptical of paid promotions, trust in influencers has dropped significantly, with trust declining by 10-12 percentage points between 2020 and 2024.

Meanwhile, micro-influencers, with smaller, more engaged audiences, are seen as more authentic. Brands are shifting focus to micro-influencers for more cost-effective, genuine engagement. Companies like Lidl, Target, and Walmart are already leveraging micro-influencers to boost trust and connection with customers.

AI is also becoming essential for personalising social media strategies and targeting consumers. Nearly half of experts believe AI will drive better consumer insights and data-driven campaigns.

However, concerns over privacy are rising, as 44% of global consumers view targeted ads based on their search and purchase history as an invasion of privacy.

The report noted that brands must balance AI innovation with consumer privacy by offering personalised content without overstepping boundaries.