The Future of Search: The Rise of Social Search Among GenZ

Mar 10, 2023

2:30pm – 3:30pm CT

It’s virtually impossible to imagine the past two decades of surfing online without search. Companies like Google and Bing have successfully built immense (and lasting) value around it. But things are changing — and they are changing quickly.

Today's search landscape has shifted significantly. More and more users — with GenZ in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data. For a generation that seeks authenticity and hates overly promotional ads, TikTok’s and Instagram's search experience has the advantage of being more visually engaging, socially validated, and providing more pertinent answers many GenZ users seek.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

Jacob Bolvig

SteelSeries

Laura Vestal

Invisibly

Details

Primary Entry:
Platinum Badge
Interactive Badge
Secondary Entry:
Music Badge
Film & TV Badge
Format:

Panel

Type:

Session

Track:

Advertising & Brand Experience

Level:

Intermediate