Forget Google—Gen Z is rewriting the rulebook on how we search for information, and social media is at the centre of this shift. Whether it’s finding the latest brunch spot, a skincare routine that actually works, or tips on sustainable fashion, young people are ditching traditional search engines in favour of TikTok, Instagram, and Pinterest.
This trend isn’t just a passing fad, it’s a seismic shift in consumer behaviour that businesses can’t afford to ignore. But why are platforms designed for selfies and memes now the go-to for information? The answer lies in the unique power of social media algorithms, the immediacy of visually engaging content, and a growing distrust of faceless search engine results.
For businesses, this isn’t just about keeping up, it’s about adapting and thriving in a world where Social Media Optimisation (SMO) matters as much as SEO. Let’s unpack why Gen Z is leaning into social media for answers, how SMO differs from traditional strategies, and why brands need to be all over this change.
What is SMO?
First things first, let’s unpack this new acronym.
Social Media Optimisation (SMO) is the art of refining your social media presence to connect with your audience, stand out in crowded feeds, and drive real business results. It’s not just about posting, it’s about aligning your content with platform algorithms, user behaviour, and brand goals.
SMO ensures your profiles and content are discoverable, shareable, and actionable, helping you meet users where they are and deliver what they need. By optimising your social media presence, you enhance how your content and profile appear in search results, turning casual scrollers into loyal customers.
Why Market Towards Gen Z?
Gen Z wields a formidable purchasing power, with a global estimate exceeding $360 billion.1 They don’t just spend, they set trends, demanding brands reflect their values like sustainability and inclusivity. Marketing towards Gen Z isn’t just about reaching a new audience; it’s about aligning with the generation that’s shaping the future of consumer behaviour.
Why the Switch?
Social media platforms like TikTok and Instagram aren’t just trendy, they’re tailor-made for Gen Z’s appetite for quick, authentic, and highly visual content. Here’s what’s driving the move:
- Authenticity Rules: Social media feels more personal. Reviews, recommendations, and tutorials from real people, often peers or influencers, feel more trustworthy than traditional ads or websites.
- Bite-Sized Brilliance: Forget endless scrolling and pop-up ads. TikTok, Pinterest, and Instagram serve up digestible, engaging content in seconds.
- Algorithm Power: These platforms know what users want—even before they do. By tracking behaviour and preferences, social media serves hyper-relevant content that feels tailor-made.
How TikTok Excels as a Search Tool
TikTok has masterfully captured the eyes and hours of Gen Z, with under 25s spending more time on the app than any other social media platform2. With many flocking to search for recommendations and answers on the app, here’s why it works so well:
1. Visual First: TikTok delivers results that are entirely visual. Searching for a product or a recipe? Instead of reading a description or review, you can watch someone using or preparing it in real-time.
2. Bite-Sized Content: TikTok’s short video format means users get answers within seconds. No fluff, no unnecessary details—just actionable, easy-to-digest content.
3. Added Context: Creators offer more than information; they provide insights through tone, gestures, and personal anecdotes. The comments section adds even more value, with user experiences and additional recommendations.
4. Personalised Recommendations: TikTok’s For You Page adapts to user preferences, making the search experience feel curated. Whether it’s travel spots, fashion advice, or a dinner recipe, the platform delivers results tailored to individual tastes.
How Pinterest Excels as a Search Tool
Pinterest has positioned itself as a visual discovery engine, blending inspiration with actionable ideas. Here’s why it’s become an indispensable tool for search:
1. Inspiration Meets Action: Pinterest excels at helping users move from ideation to execution. From curating boards for future purchases to saving specific Pins, users can plan projects, purchases, or events in an organised and intentional way. Gen Zers are 7x more likely to buy something they’ve saved, making Pinterest a platform where inspiration drives meaningful action.3
2. Search With Purpose: Unlike casual scrolling, Pinterest encourages intentional searching. Gen Z’s searches have increased 30% year-on-year2, with a focus on practical topics like fashion, food, and daily purchases. Whether it’s finding outfit ideas or planning a gaming setup, Pinterest offers a focused, goal-driven search experience.
3. Shoppable Discovery: Pinterest blends browsing with shopping, allowing users to explore ideas and buy seamlessly. With features like shoppable Pins and direct links, the platform makes it easy for users to go from inspiration to checkout without interruption.
4. Trendspotting Made Easy: As an early adopter platform, Pinterest is often where trends start. Gen Z users drive early momentum for aesthetics and styles, from “old money fashion” to niche decor trends. Brands that monitor Pinterest trends can create timely, relevant content that resonates with their audience.
Why Businesses Need to Prioritise Social Media Optimisation
- Stay Visible in a New Landscape: Gen Z is spending more time on social platforms than traditional search engines. Without SMO, your brand risks becoming invisible to a generation of consumers who rely on TikTok and Instagram for discovery.
- Build Trust Through Authenticity: Optimised social media content allows brands to showcase their personality and build trust through relatable, humanised content—whether it’s behind-the-scenes clips or creator partnerships.
- Turn Views Into Actions: From driving website traffic to boosting sales, SMO helps convert passive scrollers into engaged customers by aligning content with platform-specific algorithms, search habits and trends.
Social Media Optimisation Strategies to Master
- Create Platform-Specific Content: Tailor your content to match the strengths of each platform. TikTok thrives on trends and authentic storytelling, while Instagram favours visually polished, aspirational posts.
- Optimise for Searchability: Use clear descriptions, captions, and relevant keywords that resonate with your audience’s natural search behaviour. Make your content easy to discover without relying on traditional search engines.
- Leverage Visual Storytelling: Invest in high-quality, engaging videos that highlight your products, services, or brand story. Short, visually captivating content wins attention and trust.
- Engage With Your Audience: Social media isn’t just a broadcast tool. Respond to comments, participate in conversations, and build relationships with your followers to strengthen loyalty and boost engagement.
- Track and Adapt: Use analytics tools to measure what’s working, and refine your strategy based on real-time data. SMO isn’t static—it evolves with your audience and the platforms themselves.
Social media platforms like TikTok and Instagram aren’t just hubs for entertainment, they’re shaping how a generation discovers, decides, and buys. For businesses, social media optimisation is the key to navigating this new world. By leveraging the unique strengths of these platforms, visual content, personal connections, and algorithmic precision, you can ensure your brand stays top of mind for the next wave of consumers. Optimising your social presence isn’t just about being seen; it’s about meeting your audience where they are, engaging them with content that feels authentic, and creating an experience that integrates your brand into their journey of discovery and decision-making.
- Fromm, J. (2022, July 20). As Gen Z’s buying power grows, businesses must adapt their marketing. Forbes. Retrieved December 4, 2024, from https://www.forbes.com/sites/jefffromm/2022/07/20/as-gen-zs-buying-power-grows-businesses-must-adapt-their-marketing/
- Universitat Oberta de Catalunya. (2024). Adolescents’ addiction to TikTok is greater than that of adults. Retrieved from https://www.uoc.edu/en/news/2024/adolescents-addiction-to-tiktok#:~:text=The%20research%20shows%20that%20more,significantly%20higher%2C%20at%2024.37%25
- Pinterest Business. (n.d.). How to market to Gen Z on Pinterest. Retrieved December 3, 2024, from https://business.pinterest.com/en-au/blog/gen-z-marketing-on-pinterest/
