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Is Social Media The New Google? How To Pivot Your Business Online For Success

Hello! I'm Nish Inwood, a specialist in brand strategy and digital marketing at Wild Sea Creative, where I focus on crafting vibrant digital identities to help your business stand out, engage effectively with your audience, and achieve measurable growth—discover how we can make your brand unforgettable online together!

Executive Contributor Nish Inwood

With the rapid evolution of the digital landscape, especially with artificial intelligence entering the game, social media has now transitioned from a mere communication tool to a vital hub of information. As a result, we are seeing it overtake traditional search engines like Google in many aspects. For businesses, this shift represents not just a challenge but a significant opportunity. By optimising their social media presence, companies can ensure that they remain in the forefront of potential clients and customers' minds. Below, I delve deeper into why social media is now akin to the "new Google" and how businesses can effectively harness this trend to boost their visibility and engagement.

Social media icons.

1. King of social media searches

More and more consumers are turning to social media platforms to search for businesses, products, and reviews, bypassing traditional search engines. This trend is driven by the integrated social experience that platforms like Facebook, Instagram and TikTok offer, where users can see not only search results within an instant with images, videos and text, but also real-time comments and feedback from other users.

2. Dominance of visuals in consumer engagement

Visual platforms such as Instagram and Pinterest allow businesses to engage users with eye-catching imagery. Whether it's a beautifully staged photo of a product or a behind-the-scenes video, visual content can capture attention more effectively than text-based search results, increasing the likelihood of engagement and recall. Users are also more likely to share useful content due to its simple accessibility integrated into the social media platform itself.

3. Direct customer interaction

Social media excels in facilitating a direct dialogue between businesses and consumers. This real-time interaction can significantly enhance customer service and satisfaction, as businesses can respond quickly to inquiries, complaints, or praise, thus fostering a positive brand image that feels more authentic and human.

4. Crafting a relatable brand persona

Social media allows businesses to craft and showcase a unique brand persona. Through consistent posts, stories, and interactions, companies can create a relatable and approachable image that resonates with their target audience, differentiating themselves from competitors and making their brand personality shine.

5. Sophisticated targeting in advertising

Social media platforms offer robust targeting tools that allow businesses to reach specific segments of the market based on demographics, interests, and behaviours. This precision targeting helps in allocating advertising budgets more effectively, ensuring that marketing messages reach the most relevant audience. Not only can you track the performance of this marketing spend, but you can then optimise it to go further and learn from these advertising campaigns, allowing it to perform better and better at reaching the desired audience.

6. Leveraging influencer partnerships

The influence of social media celebrities and niche content creators can be leveraged to extend a brand’s reach. These influencers often have loyal followings through the trust they have with a real audience, and their endorsements can serve as powerful testimonials that can also drive trust and interest in a brand.

7. Variety in content formats

The ability to use diverse content formats—text, images, videos, polls, and live streams—helps businesses keep their feeds fresh and engaging. Each format has its strengths and caters to different user preferences, making it easier to maintain a dynamic presence that keeps users coming back.

8. Contributions to SEO strategy

While SEO traditionally focuses on optimising content for search engines like Google, social media activity can also influence rankings. Social signals such as likes, shares, and comments may indirectly affect a website’s search engine visibility and traffic. They also influence the algorithm within the social media platform too, as the user’s interaction signals the platform to keep sending content they enjoy from a business their way.

9. Community and loyalty building

Social media platforms are ideal for building communities around brands. Through regular engagement and the nurturing of these online communities, businesses can create a loyal customer base that is more likely to provide repeat business and referrals.

10. Access to rich Insights and analytics

The advanced analytics provided by social media platforms offer deep insights into audience behaviour and preferences. Businesses can use this data to tailor their strategies, optimise content delivery, and measure the effectiveness of their campaigns, thereby continuously improving their outreach efforts.


The emergence of social media as a primary tool for information search and consumer engagement mandates a strategic shift for businesses. To thrive in this new environment, companies must develop sophisticated social media strategies that go beyond mere presence to actively engaging, delighting, and retaining customers. So, as the digital landscape continues to evolve, so too should the strategies businesses employ to meet their customers where they are: on social media.

Let's make your brand unforgettable together!


Nish Inwood, Brand Strategy and Digital Marketing Specialist

My name is Nish Inwood, and I am the proud founder and owner of Wild Sea Creative! I specialise in brand strategy and digital marketing. I'm passionate about crafting vibrant digital identities to ensure your brand not only stands out but thrives in the digital landscape. Whether your goal is to boost visibility, expand your online audience, or drive lead generation, my strategies are tailored to achieve real, measurable outcomes. At Wild Sea Creative, I recognise the crucial role of strategic branding and impactful digital marketing. I'm committed to helping your business grab attention and meaningfully engage with your target audience. Discover how I can help transform your business here.



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