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 online landscape. marketing.
Find out how these changes are impacting digital strategies, why brands need to 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 in popularity as search 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 for brand information.
These platforms are no longer just for sharing photos and videos. They are becoming visual search engines, where consumers look for opinions, recommendations and demonstrations in real time.
Why do social networks dominate?
- Authentic content : Users trust influencer reviews and recommendations more than traditional advertising.
- Attractive formats : Short videos and immersive storytelling make information more engaging and memorable.
- Immediate response: Searching via hashtags or specific accounts offers fast, targeted results.
Brands therefore need 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's some key data:
- Nearly 50% of consumers say they trust the results generated by AI.
- 20% of users are already carrying out their research mainly via AI platforms.
AI offers precise, personalized answers, making searches more efficient. However, there is still room for improvement, especially when it comes to updating data.
Current AI limits
Despite its potential, AI presents challenges:
- Obsolete information : Over 56% of users express frustration at out-of-date data.
- Accuracy of answers : Providing complete and accurate information remains a priority for convincing consumers.
Brands therefore need to be vigilant in ensuring 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% of online searches still start on engines like Google. This confirms that SEO remains an essential lever for ensuring long-lasting, effective online visibility. These engines offer a solid foundation in terms of reliability and richness of results, attracting a majority of users worldwide.
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 presences.
Strategies for adapting to changes in Search
Strengthen your presence on social networks
- Publish attractive and engaging content, adapted to each platform.
- Collaborate with influencers to gain credibility.
- Use popular formats like short videos and stories.
Harnessing the potential of AI
- Ensure that your data is accurate and up-to-date.
- Test new AI platforms to improve user experience.
- Adopt analysis tools to understand your customers' needs audience.
Adapting SEO strategies
- Focus on search intent rather than isolated keywords.
- Optimize content to be consistent with Google's enriched results.
- Create a seamless user experience across all devices.
Are you ready for this search revolution?
AI and social networks are not yet completely replacing traditional search engines, but they are redefining their roles. To remain competitive, it's crucial to adopt a multi-channel 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 developing social networks and creating influencer marketing campaigns enables you to stay ahead in this ever-changing landscape.
For further information or to launch your next campaign, please contact us at the following address: contact@valueyournetwork.com. Together, we'll build a digital strategy tailored to your objectives!
How is AI used on social networks today?
AI is used to personalize feeds, moderate sensitive content, analyze user behavior and recommend relevant content. It also facilitates content creation with tools such as Canva and Adobe Spark.
What are the advantages of AI in content creation?
AI saves time by suggesting designs, color palettes and animations for visuals. It can also automatically generate hashtags, subtitles and even publications adapted to social networks.
How does AI improve the personalization of publications?
By analyzing community interests and behavior, AI suggests tailored content that is more likely to interest users, boosting engagement and subscriber loyalty.
Can you use AI to listen to your community on social networks?
Yes, AI can analyze conversations in real time to identify the main topics of discussion and even manage certain user requests, such as complaints or frequently asked questions.
Can AI replace community managers?
Not entirely. While AI can automate certain tasks such as moderation or responding to simple requests, Community Managers remain essential for managing complex interactions and creating an authentic link with communities.
What is the impact of AI on social network advertising strategies?
AI makes it possible to 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?
The main limitations include information that is sometimes obsolete or inaccurate, which can frustrate users. Brands must regularly update their data to guarantee reliability.
How will AI redefine interactions between brands and consumers?
In the future, AI will enable smoother, more personalized interactions, thanks to advanced behavioral analytics and the ability to respond instantly to users' specific needs.
What AI-powered tools are already available to content creators?
Tools such as Canva, Adobe Spark and Aristo can be used to create visuals, videos and publications optimized for social networks, with suggestions based on data analyzed by AI.
How can ValueYourNetwork help you integrate AI into your digital strategy?
ValueYourNetwork offers tailored solutions to maximize the impact of AI on your social networks, including the management of influencer marketing campaigns and the development of personalized strategies.