Video Production Company: The New Search Engine
Search habits are changing. While Google remains a widely used search engine, younger generations are increasingly looking elsewhere for answers. Instead of typing queries into a search bar, they are turning to TikTok, Instagram, and YouTube. These platforms are no longer just for social interaction; they are being used as search engines in their own right. This shift raises an important question for businesses: Should they start making videos for these platforms? The answer depends on whether they want to stay relevant in a digital world where search behaviour is becoming more visual and interactive. This article will explore why younger generations are using social media platforms as search engines, what types of videos they are searching for, and why businesses should consider creating content for these platforms. Additionally, it will discuss the role a video production company can play in helping businesses create effective video content for these platforms.
Why Are Younger Generations Using Social Media as a Search Engine?
Many factors influence how people search for information. Traditionally, users have relied on Google for everything from product recommendations to educational resources. However, younger generations—particularly Gen Z—are increasingly choosing social media for searches.
1. Quick and Visual Responses
Social media platforms prioritise short-form and visual content, making it easier for users to absorb information quickly. Rather than scrolling through multiple search results, users can watch a 30-second video that answers their question immediately.
2. Personalised Search Results
Unlike traditional search engines that present results based on keywords and rankings, social media algorithms recommend content based on user preferences and past interactions. This means that users are likely to see results that align with their interests without having to refine their searches.
3. Trust in Content Creators Over Traditional Websites
Gen Z and Millennials tend to trust information that comes from real people rather than corporate websites. Influencers, subject-matter experts, and everyday users create content that feels authentic. Instead of reading an article about the best skincare products, users prefer to watch someone test and review them in real-time.
4. Community-Driven Learning
Social media fosters discussions. People leave comments, ask questions, and get direct responses from creators and other users. This interactive approach to information makes social media more appealing than static web pages.
5. Discovery of Trends and Recommendations
Platforms like TikTok and Instagram are designed for discovery. Many users do not search for information in the traditional sense; instead, they come across recommendations through their feeds. This is particularly relevant for industries such as fashion, beauty, food, and travel, where trends influence purchasing decisions.
What Types of Videos Are People Searching For?
Since people are using social media differently from traditional search engines, they are also looking for different types of content. Understanding what people search for can help businesses and content creators decide what videos to produce.
1. “How-To” and Educational Videos
People frequently search for quick tutorials and instructional videos. These range from makeup techniques and home improvement tips to financial advice and career guidance. Unlike lengthy articles, video tutorials provide immediate answers with a visual demonstration. A video production company can help businesses ensure that their videos are structured clearly, filmed with proper lighting, and edited in a way that makes the information easy to follow.
2. Product Reviews and Recommendations
Users prefer to see products in action before making a purchase. Short reviews and comparison videos help them decide between brands. A business that offers a physical product can benefit from showing it being used in real-world scenarios. A video production company can assist in presenting the product in a way that highlights important details, maintains consistency in quality, and makes the video more useful for viewers.
3. Local and Travel Searches
Instead of reading written reviews, many users now search for destinations, restaurants, and activities through videos. Searching “best restaurants in New York” on TikTok brings up real experiences rather than static lists. This type of content is particularly useful for businesses in the hospitality and travel industries.
4. Trending Topics and Lifestyle Content
People use social media to keep up with the latest trends, whether in fashion, fitness, or entertainment. Short videos showing outfit ideas, workout routines, or trending recipes are among the most searched content.
5. Business and Career Advice
Job seekers and professionals increasingly look to social media for career guidance, side hustle ideas, and industry insights. Platforms like YouTube are particularly popular for in-depth advice, while TikTok provides quick, digestible tips.
Why Businesses Should Consider Creating Videos for These Platforms
Since people are using TikTok, Instagram, and YouTube as search engines, businesses that create video content increase their chances of being discovered. A company that does not have a presence on these platforms may miss opportunities to reach potential customers.
1. Expanding Visibility and Reach
Video content appears not only on social media feeds but also in search results within the platforms. This means businesses can gain exposure without relying solely on traditional marketing methods.
2. Higher Engagement Compared to Other Content Forms
Videos tend to generate more interactions than text-based posts. Users are more likely to comment, share, and save a video that interests them, increasing its reach.
3. Building Trust Through Transparency
Showing a product or service in action builds credibility. People are more likely to trust a brand when they see real-life demonstrations, customer testimonials, or behind-the-scenes content.
4. Staying Competitive in a Changing Market
As more businesses create video content, those that do not risk falling behind. A presence on these platforms is becoming a necessity rather than an option for many industries.
5. Potential for Organic Growth
A well-made video can reach thousands—or even millions—of users without paid advertising. Businesses that produce quality content have the opportunity to grow their audience through organic engagement.
The Role of a Video Production Company
For businesses that want to take advantage of social media search trends but lack the expertise or resources to create high-quality videos, working with a video production company can be beneficial. These companies can help with:
- Concept Development: Planning videos that align with search trends and audience preferences.
- Professional Filming and Editing: Ensuring content meets platform-specific standards.
- SEO Optimisation: Incorporating relevant keywords and captions to improve discoverability.
- Consistency in Branding: Maintaining a uniform look and feel across all video content.
A well-produced video can improve credibility and increase the chances of being recommended by the algorithm.
How to Create Search-Friendly Videos
If a business decides to invest in video content, it is important to make videos searchable and relevant. Here are some strategies:
1. Use Keywords in Titles and Captions
Just like Google search results, social media platforms rely on keywords to show relevant content. Including commonly searched terms in video titles and descriptions improves visibility.
2. Make Use of Hashtags
Hashtags help categorise content and make it easier for users to find. Using popular and niche-specific hashtags increases the likelihood of appearing in search results.
3. Focus on Short, Informative, and Engaging Content
Attention spans on social media are short. Videos should be direct and informative, providing value in a concise format.
4. Optimise for Each Platform
What works on YouTube may not work on TikTok or Instagram. Understanding the differences in format, video length, and audience behaviour is important.
5. Encourage Interaction
Prompting viewers to comment, ask questions, or share their opinions can increase engagement and improve ranking within the platform’s algorithm.
Conclusion
The way people search is evolving. While Google still leads the pack, platforms like TikTok, Instagram, and YouTube are becoming the go-to search engines for younger generations. Instead of sifting through endless articles, they want quick, visual answers.
Here is a fact: 68% of people prefer learning about a product through a short video rather than reading about it. That is a huge opportunity for businesses to connect with their audience.
If you have not started creating video content for these platforms, now is the time to jump in. Partnering with a video production company can help you create professional videos that make your brand stand out. It is not just about keeping up—it is about getting noticed where people are already looking.
Video is becoming the way people find what they need. At Sound Idea Digital, we can help you create content that stands out on the platforms that matter. Contact us to get started.
We are a full-service Web Development and Content Production Agency in Gauteng specialising in Video Production, Animation, eLearning Content Development, Learning Management Systems, and Content Production.
Contact us for a quote. | enquiries@soundidea.co.za | https://www.soundideavideoproduction.co.za| +27 82 491 5824 |