Why Your Audience Isn’t Just Googling Anymore

Written By Anastasia Whyte

Picture this: You’re craving banana bread, but instead of Googling a recipe, you scroll Instagram Reels for a 15-second video tutorial. Or maybe you’re planning a weekend hike, so you search “best trails near me” on TikTok. Sound familiar? If you’re nodding, you’re not alone. Search habits have changed—dramatically.

Google Isn’t Dead… But It’s No Longer the Whole Game

Let’s get real. Google still handles over 80% of desktop searches, but mobile and app-based searches are exploding. For example:

  • 40% of Gen Z prefers TikTok or Instagram over Google for search.

  • 60% of shoppers start product hunts on Amazon, not search engines.

  • Visual platforms like Pinterest drive 3x more traffic to retailers than other social apps.

Your audience isn’t loyal to one platform—they’re hunting for answers wherever feels easiest, fastest, or most inspiring.

 

Step 1: Play Detective (Find Where Your Audience Hangs Out)

Before you plaster your brand everywhere, do some sleuthing. Ask yourself:

  • Who’s your audience? Millennial moms? Gen Z gamers? Corporate HR teams?

  • What problem do you solve? Recipes, software, fitness tips, vintage fashion?

Tools to Try:

  • SparkToro (UK, US and Canada): Shows where your audience spends time online (podcasts, forums, apps).

  • Instagram/TikTok Analytics: Reveals demographics and peak activity times.

  • Polls: Ask followers directly: “Where do you search for recipes?”

Example:

A vegan meal kit company might discover their audience lurks in Facebook foodie groups, watches YouTube “What I Eat in a Day” videos, and shops on Thrive Market.

 

Step 2: Optimise Social Profiles for Search

Social platforms aren’t just for memes—they’re mini search engines. Here’s how to get found:

1. Keywords in Bios & Captions

  • Instagram: “Plant-based meal kits delivered weekly | 100% vegan | Meal prep made easy”

  • TikTok: Use niche hashtags like #VeganRecipesQuick or #MealPrepHacks.

2. Hashtags = Social SEO

Ditch generic tags like #food. Use specific, searchable phrases:

  • Good: #GlutenFreeDinnerIdeas, #30MinuteVeganMeals

  • Bad: #Food, #Yum

3. Location, Location, Location

Turn on geotagging! A coffee shop in Austin should tag posts with “Austin coffee roasters” or “Best latte downtown ATX.”

 

Step 3: Test, Track, and Tweak

Try posting the same content (e.g., a recipe video) on Instagram Reels, TikTok, and YouTube Shorts. Use each platform’s analytics to see:

  • Which drove the most website clicks?

  • Where did people engage most (comments, shares)?

Pro Tip: Repurpose your top-performing Google blog posts into social carousels or infographics.

 

Final Thought

Your audience is out there—they’re just not all on Google anymore. Start with one platform, double down on what works, and stay flexible.

Up Next: “Mastering Video, Voice, and Visual Search Optimisation” (because yes, even your photos need SEO).

Anastasia Whyte
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Mastering Video, Voice, and Visual Search Optimisation