It solidifies its role as a critical player in the digital search landscape As Reddit’s content becomes more visible on Google, the dynamics of what users find—and how they find it—are evolving. This change is particularly evident in the shift towards platforms that prioritize genuine, community-sourced insights. Gen Z users are at the forefront of this shift.
This tech-savvy generation is increasingly skeptical of traditional search methods that small business email list often prioritize sponsored content over authentic information. Instead, they gravitate towards platforms where they can access real-time, unfiltered insights from actual people. Reddit, with its myriad of communities and discussions, fits this bill perfectly, offering a treasure trove of opinions, experiences, and advice. The findings reveal a significant decrease in the relevance of traditional search engines as primary discovery tools.
In contrast, social media platforms and personalized discovery channels are gaining ground. Recall the fact that Gen Z increasingly uses TikTok as a search engine? The data shows a clear trend: search engines are slowly losing their grip as the go-to discovery tools, with a notable decline from 34% in 2018 to 29% in 2023 in their use for brand discovery. Meanwhile, brand discovery via social media has surged from 36% in 2018 to 49% in 2023 (in North America), highlighting a dramatic shift in how consumers engage with brands.