More consumers are starting their searches on social media, and search ads are a rising opportunity. The format lacks many of the features advertisers expect from traditional search, but it’s still a worthwhile option to explore.
Key Question: How can advertisers reach consumers who use social media to search for things to buy, do, or learn?
KEY STAT: US Gen Z adults are significantly more likely than adults overall to start online product searches on TikTok, YouTube, or Instagram, per a February 2023 Jungle Scout survey.
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