A recent analysis published by Reddit in association with GWI and AmbassCo provides insight into how Generation Z consumers are changing the way they search.
The study, which polled over 3,000 internet users in the US, Germany, and the UK, revealed notable shifts in the ways that young people look up and investigate things online.
The main conclusions and their marketing-related ramifications are summarized here.
Reduction in conventional search
According to the report, Gen Z searches less frequently for new brands and items online. They shop differently online, which explains why. They’re not as interested in reading professional evaluations or putting in a lot of time on product searches.
Traditional search services’ complicated user interfaces and lack of mobile-friendliness are further sources of annoyance. This means that targeting younger clients with typical SEO methods may not be as successful.
Instead of concentrating only on being accessible on Google and other search engines, businesses attempting to target Gen Z may need to explore different approaches.
Growth of social media exploration
Social media is being used by Gen Z more and more to discover new products and brands. According to the survey, Gen Z has increased its usage of social media for product discovery by 36% since 2018.
The way that youth shop online is being impacted by this shift. Rather than looking for merchandise, people anticipate seeing companies on their social media feeds.
For this reason, businesses aiming to attract younger clients must focus more on their social media presence.
If companies want to effectively appeal to Generation Z, they may want to focus on two key areas:
- Make sure that the social media feeds more frequently feature your content.
- Posts should be engaging and easy for readers to share.
Concerns about influencer marketing’s trust
Gen Z is less likely to believe recommendations from social media influencers, even though more individuals are finding things through social media, according to the survey.
Frequently, these youthful consumers don’t trust sponsored postings or things that influencers endorse. Alternatively, many would rather obtain information from sources that have a more authentic feel and are run by common people in online communities.
Difficulties with the present search methods
According to the study, a large number of consumers are dissatisfied with the current state of search engines. More than 60% of those polled desire more reliable search results. The majority of people dislike scrolling through numerous search result pages.
Reviews that aren’t trustworthy and information that isn’t accurate particularly annoy Gen Z.
Marketing professionals should place a high priority on producing accurate, reliable content given the unhappiness with search quality. Increased brand credibility may result from this, encouraging more direct visits.
Reddit: A reliable substitute
According to the analysis, Reddit is the third most trusted source for Gen Z when it comes to product research, behind review websites and friends and family.
Reddit is popular among younger users because it feels more like a community and offers detailed responses to user questions, thus making it feel more real. It is important to note that Reddit itself is the source of this study, which likely had some influence on the recommendation of its platform.
Takeaway
Businesses should put more effort into joining the smaller, more niche online communities that Gen Z frequents. That may apply to any forum, including Reddit.
Why it matters to SEJ
This study provides valuable insights for organizations looking to connect with future clients as millennials’ internet search habits evolve.
What to keep in mind is this:
- Gen Z users are using traditional search engines less frequently.
- Social media is becoming more and more important for finding products.
- Growing doubts are being expressed about influencer marketing.
- Users’ expectations are frequently not met by the current search experiences.
- Reddit and other community-based platforms are becoming more trusted.
Generation Z is changing the game for businesses. They’re using traditional search engines less and turning to social media more to discover products. This shift means companies need to focus on being authentic and engaging on platforms like Instagram and TikTok.
Trust in influencer marketing is declining, so businesses must prioritize genuine connections and reliable content. With Gen Z also seeking better search experiences and trusting community-driven platforms like Reddit, there’s a clear opportunity for brands to adapt and connect meaningfully with this tech-savvy generation.
(Tashia Bernardus)