Search versus social: consideration or conversion first?
Search and social are usually pitched as rivals fighting over the same budget. They are not fighting over the same job. Social owns discovery and consideration; search owns intent and conversion. Once you see them as sequential rather than competing, the order to invest in becomes obvious, and for younger buyers it has flipped.
For younger buyers, the front door moved. Most media plans still knock on the old one.
A growing share of buyers now start on social, not on a search engine, and by the time they search they have already made up their mind. If you only show up at the search stage, you are competing to close a decision that was shaped somewhere you never appeared. Here is how to sequence the two.
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