Bye Bye, search engines?

The landscape of brand discovery and product research is rapidly evolving. One in four consumers now prefers exploring brands on social media platforms rather than traditional search engines. This trend is particularly pronounced among younger demographics, with 22% admitting to searching via social channels more frequently than search engines—a remarkable 47% increase from the previous year.

Moreover, integrating AI chatbots into everyday research is gaining traction, with nearly a third of Gen Zers and Millennials already embracing this technology. Consumers are increasingly inclined to take a proactive approach, conducting thorough investigations and developing a comprehensive understanding of their needs before committing to a new subscription or product purchase.

In this evolving landscape, the brand research and product discovery process is closely intertwined with influencer reviews, brand videos, and the searchability and ease of purchase for a given product. Brands that effectively leverage these channels and prioritize a seamless user experience are poised to resonate with modern consumers.

The consumer discovery journey has undergone a significant transformation in the digital age. Today, a typical consumer's path to purchase often begins with social media. They might search for a specific problem or, in some cases, directly seek a solution, such as a "curly hair brush."

Once the initial exploration phase is complete, consumers turn to reviews and instructional videos about the product or tool they're interested in. Social platforms like TikTok, Instagram, YouTube, and Facebook have become prime destinations for this type of content, providing a wealth of information from fellow users and influencers.

Remarkably, the journey doesn't end there. Many consumers now have the convenience of making purchases directly through these social media platforms, streamlining the process from discovery to acquisition.

For brands to thrive in this evolving landscape, it's crucial to understand the audience's needs, ensure a seamless digital shopping experience for potential customers, and cultivate a strong brand reputation that resonates with consumers. By aligning with these modern consumer behaviors, businesses can position themselves favorably in the ever-changing world of social commerce.