Where People Search Other Than Search

Search is a behavior that somehow became synonymous with a channel. Maybe even a platform – Google. While that was the predominant force driving the behavior of search, and of discovery, learning, and action, in the first part of this century, other common paths have formed.

In our recent study of over 2,000 consumers and their ad behaviors and preferences, it is clear that Google should no longer define Search. People rely on many platforms for search and discovery.

Search happens everywhere. In fact, beyond Google, here are some of today’s top platforms that consumers typically turn to in order to find more information about a company or brand:

• YouTube = 49%
• ChatGPT = 49%
• Facebook = 42%
• TikTok = 41%
• Amazon = 40%
• Instagram = 34%
• Reddit = 33%

In clear recognition of these rising trends in consumer search preference across platforms, many of the above companies are building new experiences to embrace the behavior.

YouTube

Since Google owns YouTube, advertisers can dip into one of the largest search engines in the world. Advertisers can target their audience using a variety of search behavior tactics like Google Search keywords, custom segments built from search behavior, life events, and even purchase intent. Google is increasingly connecting all their Google inventory (Search, YouTube, Discover, Gmail), making it easier for advertisers to target a consumer’s behavior through a search on YouTube.

TikTok

TikTok is perhaps the biggest search success story over the last few years. Many users now search on TikTok before Google for things like product reviews, recipes, travel, skincare, and more. Given this new and increasing trend, TikTok now offers advertisers a way to target based on a user’s search. Advertisers can set up Search Ads similar to Google and even look at which keywords are performing the best and adjust their strategy off these insights.

Amazon

Amazon has always been very intent-driven, and every search signals a specific purchase intent. As Amazon continues to dominate the retail media space, they continue to expand their search intent advertising options. Advertisers can target users off:

• Brand searches
• Search keywords
• Competitor ASINS
• Shopping history
• Category browsing (similar or complementary products to yours)
• Retail signals

All of these options provide a unique shopping experience to a user’s search intent. Amazon is also continuing to expand AI-powered shopping features and recommendation capabilities for users, making both search and discovery even more personalized than it already was.

Clearly, the world of “search” is much bigger than Google. While Google will remain a key player for the foreseeable future, the smart advertisers are adding an increasing array of digital platforms where search behavior happens regularly as well, increasing their ability to capture that interest and grow their business.