Dubai: Melissa Laurie, founder and CEO of Oysterly Media, emphasized a significant transition in how users approach online search during her keynote session at the 1 Billion Followers Summit.
According to Emirated News Agency, Laurie remarked that traditional search methods have become overwhelming and less efficient, prompting users to seek more authentic experiences through platforms like TikTok and Instagram.
Laurie asserted that traditional search results are often cluttered with commercial listings and optimised articles, which users now tend to scroll past due to perceived inauthenticity. She highlighted that generative AI tools like ChatGPT still direct users back to static web pages, whereas social video platforms offer immersive experiences through movement, sound, and emotion.
Laurie explained that short-form videos provide a genuine sense of a place or product, offering quick, authentic experiences that are further enhanced by user comments and interactions. She cited TikTok data indicating that one in four users conducts a search within 30 seconds of opening the app, reflecting a shift towards immediate, visual discovery.
She noted that Instagram has evolved from a photo platform to a predominantly video-based one, focusing on search and social discovery. Laurie concluded by stating that the rise of short-form video represents a major transformation in digital behavior, with technology platforms investing heavily in video as the primary medium for discovery.
The 1 Billion Followers Summit has garnered substantial attention, featuring over 30,000 attendees, including more than 15,000 content creators and 500+ expert speakers with a collective following exceeding 3.5 billion.
