Insights

It’s all over the news – Google is fighting to stay relevant with younger users, especially Gen Z. Born between 1996 and 2010, this generation has grown up with the internet and social media at their fingertips. They’re digital natives who prefer visuals and quick answers over text-heavy search results. And now, social media platforms like TikTok and Instagram are becoming their go-to search engines, changing how they discover local businesses and products. For brands, a solid social media presence is essential to winning over the next generation of consumers. But is this shift here to stay, or will Gen Z eventually return to Google when they outgrow their TikTok phase?

Short-form video is here to stay. In fact, short-form video (i.e., videos under 60 seconds) is the format that’s expected to see the most growth during 2024 as it has the highest ROI in any social media marketing (1). Does that mean we’re guaranteed better results from a video ad than an ad with static content? Whilst businesses are often keen on drawing such conclusions, the truth is that, as with all marketing, it’s not that simple. It all comes down to how good of a job you do to connect with and engage your target audiences.