Social media platforms are no longer just spaces for entertainment or connection; they’ve become key tools for discovery.
Platforms like TikTok, Instagram and YouTube are being used as search engines – users are relying on social media platforms to help them find answers to their pressing questions. This is called social searching – where users are turning to social media over traditional search engines, like Google or Bing.
Product recommendations? Social media can help.
Local services? Find them on social media.
Social media marketing is becoming a staple in any ongoing inbound strategy. The trend is especially pronounced among younger demographics, who often prefer the visual, engaging search experience these platforms provide over traditional text-based search engines like Google.
For SMEs, this shift means that being discoverable on social platforms is just as important as maintaining a high-quality website. However, chucking out the occasional social post isn’t going to cut it. Great social marketing requires a deep understanding of algorithms; you must create visually appealing content, optimise your posts for searchability and ensure that the content you’re producing is both engaging and educational.
Many businesses are capitalising on this by investing more heavily in their social channels. In this blog, we’ll discuss how social searching is changing the way SMEs are marketing their offerings, as well as detailing what you can do to take advantage of social searching to drive more sales and boost your marketing ROI.
Social-first discovery is on the rise
Forbes research suggests that 24% of consumers now use social media to search and find answers to questions, with many respondents saying that they find new brands on social media daily.
But why is this?
Well, with over five billion people worldwide using social media (a number expected to grow to over six billion by 2028), it’s only natural that many of these people now rely on their favourite social media channels for news and shopping.
Social media is updated instantly, with accounts posting up-to-date information and real-time updates. Business’ social channels are becoming one of the first places potential customers will check if they need to find something out. Why check your website if everything they need is on a social platform they’ve already using, right?
While the majority of users still rely on traditional search engines to answer their questions, social searching is on the rise, and it’s a trend that doesn’t look to be slowing down anytime soon.
It’s really important that social media marketing is a key part of your ongoing inbound marketing strategy. If you need advice or support on how best to implement social media marketing in your business, don’t hesitate to get in touch with our specialists for a no-obligation chat.
Social media platforms are becoming unique marketplaces
Social media platforms are evolving into all-in-one hubs where discovery, engagement and transactions happen seamlessly.
This is no coincidence – global advertising spend is expected to increase to an eye-watering total of $1.07 trillion, with social media ad spend making up roughly a quarter of this.
Organisations in almost every industry are making use of paid social advertising to advertise their products and services. Platforms like Facebook, TikTok and Instagram take this a step further, offering in-app shopping features that make it easier for users to purchase without leaving the platform.
For SMEs with limited resources, social commerce can be a game changer. It eliminates the need for complex e-commerce platforms, allowing you to set up shop directly on your social media accounts. However, it’s not as simple as setting it up and watching the money roll in; you’ll require a clear strategy and in-depth research. To see success, you need to:
- Understand where your audience spends their time
- Craft product-focused, engaging content
- Utilise affordable social ads to boost visibility
While many of these platforms are dominated by B2C brands, many B2B brands have learned that social media is the place to be if you want to engage with and sell to your target audience (especially as Gen Z begin to become key decision makers themselves).
Generational differences matter
Social media usage varies significantly across generations, but one trend is clear: younger audiences, particularly Gen Z, are highly active, with 35% spending over 4 hours a day on their preferred platforms.
This generation expects brands to meet them where they are, with content that feels authentic, visually appealing and directly relevant to their interests.
On the other hand, Millennials want genuine, human-like content that builds bonds and tells stories. Pop culture references from the ‘80s and ‘90s can also work; the most important thing when targeting a Millennial audience is that your brand has an interesting story to tell.
For SMEs, this presents both a challenge and an opportunity. Limited resources may mean you can’t produce high-volume content, but quality and relevance can outweigh quantity. Understanding your target demographic’s habits – what platforms they use and the type of content they engage with – can help you focus your efforts and maximise ROI.
Dark social & private communities
“Dark social” refers to private spaces like WhatsApp groups, Instagram DMs, or Discord servers where much of today’s sharing and conversation happens.
It’s estimated that 95% of online sharing now occurs through dark social channels, which makes it extremely difficult to track and measure.
However, just because you can’t measure it, doesn’t mean it should be ignored. For SMEs, the key is to create content that users WANT to share in these private settings. This could include educational resources, entertaining videos or exclusive offers.
You may also consider joining relevant communities or starting your own, creating a space to foster deeper connections with your audience. While it’s almost impossible to measure ROI in dark social spaces, the long-term benefits of building trust and loyalty are invaluable.
How is social searching affecting language and culture?
Social-first communication is reshaping how we interact with one another. Each platform has its own language and cultural nuances, and brands that successfully adapt to these are more likely to resonate with their audience.
This will vary significantly based on your industry, and whether you’re B2B or B2C.
- For B2C businesses with younger audiences, users often prefer casual, meme-inspired content over polished, corporate messaging.
- For B2B businesses with varying audiences, it’s a little more difficult to predict.
If you’re a B2B business looking to engage with social search, then a deep dive into your market is in order. Keep an eye on trends within your industry and on social media and consider how your brand can participate authentically. If you need support in conducting market research and planning your social strategy, give our social specialists a shout today.
How will AI and predictive analytics be used in social media search?
As with every facet of digital marketing, AI is revolutionising how we do things.
Social platforms use AI to create highly personalised experiences based on user preferences. For example, TikTok’s AI-driven features boost content visibility, making it easier for users to find exactly what they’re looking for.
If you want to leverage social AI trending tools and make them work to your advantage, you’ll need to ensure your content is optimised for discoverability. This means using relevant hashtags, creating engaging captions and crafting content that aligns with current trends. You should also explore affordable AI tools that help analyse social performance and refine their strategies, saving time and resources.
Consider Brandwatch – This AI tool monitors social media platforms for brand mentions, analysing consumer sentiment and emerging trends, helping you better position your social content to match the interests of your audience.
What can you do to stay ahead in the rapidly changing world of social marketing?
As mentioned, in-depth market research is your first port of call. Don’t waste resources until you have a complete understanding of your audience, their wants and needs.
Once you’ve completed your market research:
- Focus on quality over quantity – Create a few high-quality posts tailored to your audience rather than spreading yourself thin with daily uploads.
- Leverage affordable tools – Use free or low-cost scheduling, analytics and design tools (e.g., Canva, Buffer) to streamline your social efforts.
- Engage a partner – Collaborating with an experienced social media agency ensures you maximise your social media ROI without the steep learning curve.
- Experiment with social ads – Social ads are cost-effective and allow precise targeting, making them ideal for SMEs looking to grow their audience or boost sales.
Many organisations lack the resources or skillsets to dedicate to getting social media marketing right. Don’t worry – if this sounds like you, you’re not alone.
At Catalyst Social, we work with a wide range of SMEs and larger organisations, creating data-driven, ROI-focused social marketing strategies, often designed to augment your ongoing marketing efforts and ensure that you’re reaching your audience, no matter where they are.
To talk to a member of our specialist team, get in touch today. We’re on hand to answer any questions you may have, or to talk about how we can help boost your social media marketing success.
