How to Reach Gen Z by Going Beyond Traditional SEO 

In today’s digital landscape, it’s crucial for marketers to adapt their strategies to cater to Gen Z. This generation was born in the late 1990s to early 2000s and is highly connected and socially conscious due to them being the first generation of digital natives. One of the most interesting trends that has emerged is the shift away from traditional search engines like Google among this generation. Gen Z tends to rely on social media channels, like Instagram and TikTok, as their primary sources of information. That’s why it’s so important to go beyond traditional SEO and effective strategies for maximising reach on social channels.  

The Shift Away from Google

It may come as a surprise to anyone over 25 that Gen Z doesn’t rely on Google for search queries. What else could they be using? Bing? The fact of the matter is they don’t want to read about how good a restaurant is or how a product works, they want to see it first-hand from people that have already experienced it. That’s why they’re flocking to apps like TikTok and Instagram for their search queries.  

Understanding TikTok’s Popularity

The content on TikTok is bitesize-able, lasting anywhere between a few seconds to a couple of minutes. 73% of consumers now prefer to watch a short form video to learn about a product or service. It’s important to remember, Gen Z is the first generation to be raised by the internet. They’re accustomed to scrolling through social media feeds and quickly consuming content. Their inherently shorter attention spans find satisfaction in short-form content. Unlike searching through Google for answers, which lacks the instant gratification they need. 

The TikTok algorithm is among the most sophisticated out there which is one of the reasons Gen Z love it so much. It personalises the videos shown to them based on their interaction to find information based on the user’s behaviour, preferences and engagement patterns making the content specifically tailored to the individual.  

At Halston B2B, we know social media platforms, like search engines, are constantly changing their algorithms, which is why we stay up to date with all changes so we can adjust our strategies accordingly. We also focus on making quality content so it’s less likely to suffer from algorithm changes.  

Going Beyond Traditional SEO with Social Media

Don’t get us wrong, it’s still important to focus on traditional SEO but it’s also important to give social media a similar amount of attention. Social media should complement your SEO strategy. By incorporating social media activities with other SEO techniques like keyword optimisation and quality content creation, you can create an effective approach to boost your online visibility and engagement.   

Maximising Reach on Social Media

So, how can you make your content more Gen-Z friendly whilst also getting your name out there? Here are a few ideas to get you started: 

Pick relevant file names 

Just like traditional SEO, a descriptive file name helps search engines identify your files, so they show up in results – this is particularly true for sites like YouTube. 

Keep hashtags relevant  

Adding a hashtag to your social content makes videos searchable by other users and increases the chances of being easily discovered. 66% of hashtag usage on Instagram is by businesses – so you need to stand out from the crowd. And it’s also important to remember, each social platform is different, so a hashtag that works well on LinkedIn might not work well on Instagram. 

Add Eye-catching thumbnails  

Using thumbnails on TikTok, Instagram Reels and YouTube attracts users and encourages them to engage with the content. To make sure they’re eye-catching, make sure to be using the same fonts, colours and style to keep the branding consistent.  

Stay on trend with social media 

There’s no shortage of trends your company can jump onto. Trends are used by brands to develop new marketing campaigns that are exciting, engaging and effective. Keep your eye on discovery pages to keep up to date.  

Take Action! 

This is just a drop in the social media ocean of all the things you should be doing to get your name out there on your social media. They might seem really basic to some, but they can make a world of difference in grabbing the attention of Gen Z.  

 Do you need some help getting your name out there on social media? You’ve come to the right place! Get in touch with our expert team.