Is social media the new Google for the mechanical services & HVAC industries?
At this point in time, it’s fair to say that social media has become a part of our daily lives, regardless of what industry we are in.
From scrolling through Facebook on the couch in the evening, to checking out pictures on Instagram in the morning while you wait for coffee, to stalking what competitors are doing on LinkedIn, we are constantly connected to the online world.
But social media isn’t just people, photos, and stalking competitors. We are starting to see many user behaviors on social media that indicate that we’re using it more and more like Google.
So we are often asked; is social media evolving to become a search engine of its own?
The rise and rise of social media
Social media platforms have exploded in popularity over the past decade, for both personal and business use.
Thanks to individuals and brands posting prolifically, social media has become a hub for business inspiration along with sourcing valuable information and recommendation seeking. With the rise of social media, the way we search for information has undergone a revolution. Instead of typing in a search query on Google, an increasing number of users now turn to social media to seek answers to their questions.
In fact, 40% of Gen-Z prefers searching on Instagram or TikTok over Google. And with higher numbers of Gen-Z creeping into our aging industry, we’re seeing Instagram users also increasing when it comes to mechanical services and HVAC social metrics (we’ll leave Tiktok alone, for now).
Is it more sophisticated than Google?
Social media has transformed into a multifaceted search engine option. As a search option it combines text-based search, visual search, and user-generated content to provide a unique and engaging search experience - and yes, people are using social to find information on your industry and your business.
Hashtags and keywords have become the new search terms. These allow users to easily find content that resonates with their interests while spending time on platforms that feel personal and familiar.
At the time of writing this article, there are 2.7 million posts with the hashtag #hvac and 1.7 million #mechanicalengineering posts to be found on Instagram alone (this doesn’t include Facebook or LinkedIn).
Does your business show up in even one of these?
The social media search revolution - it’s not slowing down
The social media search experience continues to become more intuitive and user-friendly by the day.
With advanced algorithms and ai learnings, social media platforms provide personalised search results based on a user's interests, behaviour, and engagement history. This allows users to discover content that is most relevant to them, making the social media search experience more tailored.
And as social media continues to evolve, it's likely that its search capabilities will become even more sophisticated. We can expect more personalised search results, improved visual search, and enhanced recommendation features.
Social media platforms will undoubtedly continue to innovate and adapt to the changing needs and preferences of their users, shaping the future of social media search.
So where does social media sit within our industry?
It can’t be ignored.
While Google remains the dominant search engine for general information, social media has undoubtedly carved its own niche as a unique and dynamic search engine that caters to the socially savvy and visually oriented users of today.
Social media has become an alternative to Google in many ways, and utilising these relatively inexpensive platforms for your business will put you in front of your current and potential clients when done well.
It’s not all about social though — Google isn’t going anywhere.
For a well-rounded approach to your digital marketing, it’s best to balance your budgets and your content styles to engage in both social media and Google efforts.
Social media platforms offer unique opportunities to connect with customers, build brand awareness, and engage in authentic conversations. Social media can drive meaningful engagement and foster customer loyalty, but users aren’t necessarily there with buyer intent.
On the other hand, Google AdWords provide powerful tools for reaching users who are actively searching for products or services, allowing you to capture high-intent traffic and generate qualified leads.
Not sure what you need or how to get the best out of social media, or Google (or both)? We have done it all before, and are here to help. Get in touch with the team today.