The evolution of technology is revolutionizing our online habits, redefining the way we consume information. Artificial intelligence (AI) and social networks, now a must-have, rival traditional search engines like Google. This revolution is not only transforming consumer practices, but also reshaping the marketing landscape.
Discover how these changes impact digital strategies, why brands must adapt, and what opportunities these innovations offer to stay competitive in an ever-changing digital world.
So how can brands adapt to this new digital landscape?
The central role of social networks in research
A marked preference among young people
Social networks like Instagram and TikTok are gaining popularity as research tools, especially among Generation Z.
Here are the figures to prove it:
- 66% of 18-24 year-olds use TikTok as a search engine to find products or services.
- 71% for young people prefer Instagram to learn about brands.
These platforms are no longer just about sharing photos or videos. They are becoming visual search engines where consumers look for reviews, recommendations and demonstrations in real time.
Why do social networks dominate?
- Authentic content : Users trust influencer reviews and recommendations more than traditional advertisements.
- Attractive formats : Short videos and immersive stories make information more engaging and memorable.
- Immediate response: Searching via hashtags or specific accounts provides quick and targeted results.
For brands, it is therefore essential to strengthen their presence on these platforms and adapt their strategies to these new uses.
The emergence of AI in Search
A changing ecosystem
Artificial intelligence, through tools like Google’s AI Insights or specific platforms, is changing the way we search for and access information. Here are some key data points:
- Nearly 50% consumers say they trust the results generated by AI.
- 20% of users already conduct their research primarily through AI platforms.
AI provides precise and personalized answers, making searches more efficient. However, this technology still has room for improvement, particularly in terms of data updating.
Current Limitations of AI
Despite its potential, AI presents challenges:
- Obsolete information: Over 56% users express frustration with outdated data.
- Accuracy of answers: Providing complete and accurate information remains a priority to convince consumers.
Brands must therefore be vigilant and ensure that their online data is up to date to avoid losing the trust of their customers.
Traditional search engines still relevant
A solid foundation for SEO
Despite the emergence of new practices and tools, 64% online searches still start on engines like Google. This confirms that the optimization SEO remains an essential lever for ensuring sustainable and effective online visibility. These engines offer a solid foundation in terms of reliability and richness of results, attracting a majority of users across the world.
Complementarity between channels
Consumers now use a multi-channel strategy, combining search engines, social networks and AI. Brands must therefore adopt a holistic approach by diversifying their presence.
Strategies for adapting to the evolution of Search
Strengthen your presence on social networks
- Publish engaging and attractive content, tailored to each platform.
- Collaborate with influencers to gain credibility.
- Use popular formats like short videos and stories.
Harnessing the potential of AI
- Ensure your data is accurate and up-to-date.
- Testing new AI platforms to improve theuser experience.
- Adopt analytics tools to understand your audience's needs.
Adapt SEO strategies
- Focus on search intent rather than isolated keywords.
- Optimize content to be consistent with Google's rich results.
- Create a seamless user experience across all devices.
Will you be ready for this Search revolution?
AI and social media aren’t yet completely replacing traditional search engines, but they are redefining their roles. To stay competitive, it’s crucial to adopt a multichannel strategy and embrace these new technological opportunities.
How ValueYourNetwork can help you
At ValueYourNetwork, we understand the challenges and opportunities of this digital revolution. Our expertise in social media development and influencer marketing campaign creation allows you to stay ahead in this ever-changing landscape.
For any information or to launch your next campaign, contact us at the following address: contact@valueyournetwork.comTogether, we will build a digital strategy adapted to your objectives!
How is AI used on social media today?
AI is used to personalize feeds, moderate sensitive content, analyze user behaviors, and recommend relevant content. It also facilitates content creation through tools like Canva or Adobe Spark.
What are the benefits of AI in content creation?
AI saves time by suggesting designs, color palettes, and animations for visuals. It can also automatically generate hashtags, captions, and even social media-friendly posts.
How does AI improve post personalization?
By analyzing community interests and behavior, AI suggests tailored content that is more likely to interest users, increasing subscriber engagement and loyalty.
Can AI be used to listen to your community on social media?
Yes, AI can analyze conversations in real-time to identify key discussion topics and even handle certain user requests, such as complaints or frequently asked questions.
Can AI replace Community Managers?
Not entirely. While AI can automate some tasks like moderation or responding to simple requests, Community Managers remain essential for managing complex interactions and creating an authentic connection with communities.
How does AI impact social media advertising strategies?
AI helps create ultra-personalized ads that integrate better with organic content, increasing conversion rates and improving the overall user experience.
What are the current limits of AI on social networks?
Major limitations include sometimes outdated or inaccurate information, which can frustrate users. Brands should regularly update their data to ensure reliability.
How will AI redefine interactions between brands and consumers?
In the future, AI will enable more fluid and personalized interactions, thanks to advanced behavioral analytics and the ability to respond instantly to specific user needs.
What AI-powered tools are already available for content creators?
Tools like Canva, Adobe Spark, and Aristo allow you to create visuals, videos, and publications optimized for social networks, with suggestions based on data analyzed by AI.
How can ValueYourNetwork help integrate AI into a digital strategy?
ValueYourNetwork offers tailored solutions to maximize the impact of AI on your social networks, including managing influencer marketing campaigns and developing personalized strategies.