Generation Z does not search on Google
The so-called Generation Z, people born from the mid to late 1990s to the late 2000s (or early 2000s), are marking a disruptive change in how information is searched and consumed online.
These digital natives have grown up at the same time as some of the most popular social platforms such as Instagram or TikTok (born in 2010 and 2016 respectively), LinkedIn (with its renewed focus on visual content) or YouTube (which remains a key tool in generating trust through educational and professional content).
Not only do young people live connected to devices, but they have also changed the rules of the game when it comes to searching for information online: Generation Z prioritizes social platforms over traditional search engines like Google.
What does how and where young people search online mean for brands? How can companies use social media to connect with their audience and position themselves in the competitive digital world?
Why doesn't Generation Z use Google?
Google is (and looks set to remain for quite some time) the largest online search portal. However, Generation Z prefers visual and interactive platforms to solve doubts or find inspiration.
According to a digital trends report by Forbes Advisor, 46% of young people born between 1997 and 2006 rely primarily on social networks to search the Internet (a very high figure compared to the 24% of the rest of the population who also search for information only on networks). This also includes professional networks such as LinkedIn, which is gaining momentum as a platform for sharing relevant content and connecting with other professionals.
What types of posts do young people like?
This preference of young people to search on social networks is due to several key factors:
- Immediate and visual results: networks such as LinkedIn or YouTube offer content in video format, infographics and interactive articles, which are more engaging and easier to consume.
- User-generated content: Generation Z relies on recommendations, tutorials and experiences shared by other users and relevant companies in the industry, rather than on the goodness a brand can promise.
- Focus on experience and authenticity: they prefer authentic, educational, creative and easy-to-consume content (rather than generic or overly technical search results).
Effective Digital Strategies for Generation Z in B2B
This shift in search behavior forces B2B brands to rethink their digital strategies: if Generation Z doesn't search on Google, then being present and optimized on platforms like LinkedIn and YouTube is no longer optional; it's essential.
The “problem” is that many companies in the industrial sector do not know how to approach their audience through these networks and are missing a golden opportunity: these platforms are a very interesting and differentiating channel to approach the target audience in B2B sectors.
Let's take a look at the main industrial marketing actions and strategies that a brand should consider if it wants to approach generation Z in B2B:
1. Optimization for Social Search
Brands in the industrial sector must approach platforms such as YouTube or LinkedIn (in some cases or even Instagram or TikTok) with the same strategy and actions with which they work SEO positioning in search engines. This basically involves:
- Creating optimized content with specific keywords within these social platforms (and knowing how to use hashtags strategically to increase visibility).
- Publish articles and videos that address the main doubts and problems of the sector.
- Knowing how to take advantage of trends such as viral challenges, related content and content categories to increase visibility.
2. Betting on visual content
If we know that visual content is what Generation Z values most, video content and rich LinkedIn posts (with infographics, carousels and short videos) should be a fundamental pillar to capture their attention.
Examples of visual content applicable to B2B could be technical tutorials, case studies in video format or behind-the-scenes of industrial processes that show the company's experience (and help to humanize the brand a lot), among others.
In addition to all this, the visual design must be attractive but authentic, avoiding any excessively commercial appearance.
3. Build relationships, not just sales
Another of the trend factors that young people look for in networks is user-generated content and brand storytelling, as they see it as more authentic and real. Thus, companies that want to reach young digital people must build a relationship before selling, approach them and generate the trust that they seem to have with influencers. In the case of B2B, this involves engaging in relevant conversations, answering questions on LinkedIn forums, and creating collaborations with professional influencers on YouTube or online events.
4. Know the trends and the algorithm
While Google remains relevant to many audiences, understanding LinkedIn and YouTube algorithmic trends is key. This includes optimizing video length, choosing ideal posting times and structuring content to retain attention, for example, with impactful introductions and closings that invite interaction.
5. Know how to combine social networks with traditional SEO
The behavior of Generation Z does not mean the disappearance of Google, but the need to combine digital strategies. The content that brands develop must be prepared to stand out in both traditional searches and social networks. An omnichannel strategy and global marketing actions will allow brands to reach this generation at every stage of their consumer journey, from initial inspiration to conversion.
So how do you sell to Generation Z in B2B?
As you can see, Generation Z is reshaping digital dynamics, even in B2B sectors. Adapting to their way of searching for information and consuming content is not an option for brands, but a necessity. Investing in a solid and optimized presence on platforms such as LinkedIn and Youtube, or Instagram and TikTok (depending on the brand's objectives and where its audience is located), with authentic and visual content, will allow companies to capture the attention of this influential audience and retain their loyalty over time.
At BCM Marketing, we are an agency specialized in industrial marketing, social media and omnichannel strategies. If you want to take your brand to the next level and connect with Generation Z effectively, contact us today. Together we will create communication strategies for the industrial sector that will position you where your audience really is.
