Gen Z Shifts Product Searches from Google to Reddit

A new study from Reddit, in partnership with GWI and AmbassCo, reveals a significant shift in the way Generation Z discovers and researches products online. This evolving behavior is challenging traditional marketing strategies and pushing brands to rethink their approach.

Decline in Traditional Search

The study highlights that Gen Z is moving away from using traditional search engines to find new brands and products. This generation prefers a different online shopping experience, often bypassing expert reviews and extensive searches. Frustrations with mobile-friendliness and complex interfaces on traditional search platforms contribute to this shift.

Key Insight:

Brands aiming to reach Gen Z need to explore new strategies beyond traditional SEO to effectively connect with this audience.

Rise of Social Media Discovery

Gen Z increasingly relies on social media for product discovery. The study shows a 36% increase in social media usage for finding new brands since 2018. Young consumers now expect brands to appear organically in their social media feeds rather than seeking them out through searches.

Key Insight:

To capture Gen Z’s attention, businesses should focus on boosting their social media presence and creating engaging, shareable content.

Trust Issues with Influencer Marketing

Despite the rise in social media usage, Gen Z is skeptical about influencer recommendations. This demographic often distrusts paid promotions and prefers authentic reviews from real users in online communities.

Key Insight:

Brands need to build genuine trust by leveraging user-generated content, encouraging honest reviews, and fostering authentic conversations within online communities.

Challenges with Current Search Experiences

The research also highlights dissatisfaction with current search engines. Over 60% of respondents desire more trustworthy search results, and nearly half dislike sifting through multiple search result pages. Gen Z is particularly wary of inaccurate information and unreliable reviews.

Key Insight:

Marketers should prioritize creating accurate, reliable content to build brand credibility and attract direct visits from users.

Reddit: A Trusted Alternative

According to the report, Gen Z ranks Reddit as their third most trusted source for product information, following friends and family and review websites. Reddit’s community-driven nature and specific, detailed answers appeal to young users, offering a more authentic experience.

Key Insight:

Brands should consider engaging with smaller, niche online communities like Reddit to connect with Gen Z more effectively.

Strategic Takeaways

1. Embrace Social Media: Increase your brand’s visibility on social platforms and create content that resonates with Gen Z’s preferences.
2. Build Authentic Trust: Focus on genuine interactions and user-generated content to overcome skepticism towards influencer marketing.
3. Improve Content Quality: Ensure your content is accurate and trustworthy to enhance search credibility.
4. Engage in Niche Communities: Actively participate in smaller online groups where Gen Z seeks advice and product information.

By understanding these shifting behaviors, Theia Media Agency can help brands adapt their strategies to better connect with Generation Z and stay ahead in the ever-evolving digital landscape.