Google Loses in Local Search to Instagram, TikTok Among Gen Z

In a significant shift in consumer behaviour, Instagram and TikTok have emerged as the preferred platforms for local search among Gen Z, surpassing Google’s dominance in this demographic segment, according to a recent study by SOCi.

While Google continues to maintain its stronghold in local search, particularly among older generations, SOCi’s findings underscore a growing trend where younger users are turning to social media platforms for search and discovery purposes. Damian Rollison, Director of Market Insights at SOCi, emphasized the transformative impact of this shift, highlighting the critical importance for businesses to establish a robust presence on Instagram and TikTok to effectively engage with younger consumers.

The report revealed that social media’s influence extends beyond Gen Z, with Facebook ranking third as a local search platform across all demographic groups, followed by Instagram, TikTok, and Snapchat. Facebook remains a significant player in local search, particularly among consumers aged 35-44 and 25-34, while Instagram’s appeal continues to grow among these age brackets.

Disruptive technologies like ChatGPT also pose a challenge to Google’s dominance in search, signalling a broader evolution in consumer search behaviour. Despite Google’s efforts to bolster its own AI capabilities with Gemini, challenges persist, including issues related to misinformation and content quality.

In response to these challenges, Google has announced algorithmic enhancements aimed at improving search result quality and spam policies to combat low-quality content. These measures reflect Google’s ongoing commitment to enhancing the search experience for users.

While Google maintains its position as the top local search destination among older demographics, the study highlights the shifting landscape of consumer preferences in local search, with Instagram and TikTok emerging as formidable competitors to traditional search engines.

SOCi’s Consumer Behavior Index, which delves into consumer interactions with local businesses online and offline, offers valuable insights into the evolving dynamics of local search preferences and underscores the need for businesses to adapt their digital strategies to meet changing consumer expectations.