Google Creates A More Visual, Immersive Search Experience With Creator Content

Source: Google

Google announced several new updates to Search during its Search On event, some of which have creator and user-generated content (UGC) tie-ins.

First, Google is adding an Exploration feature to its mobile app. Resembling a social media feed, it will display photos and videos in search results. Videos will include creator content across YouTube Shorts, Instagram, and TikTok. The feature will initially be limited to search results related to travel and tourism.

Second, it is adding a Discussions and forums feature. The feature will surface links to relevant posts on forums and discussion platforms like Reddit and Quora. Google says the feature will appear when users search for “something that might benefit from the diverse personal experience found in online discussions.”

Gen Z search behavior requires Google to add more visual elements, notably creator-generated content, to search results. Including Shorts, Reels, and TikTok videos from creators allows Google to deliver information in a format that younger audiences prefer.

According to internal Google data, these audiences are increasingly searching on social media platforms instead of using Google. By creating a more visual, immersive search experience, Google can evolve its product with the evolution of search behavior amongst Gen Z.

Discussions and forums also taps into relevant trends like community-led discussions and crowd-sourcing. By including content from Reddit and Quora, users can get first-hand advice and input from relevant communities along with more traditional search results like websites and blogs.

Now that links from these platforms are easily discoverable in Google Search, they create the opportunity for creators to reach new people outside of their go-to platforms.