Recipes Are Gen Z’s Third Biggest Use Case for Social Search (DATA!)

March 6, 2024—Want to engage Gen Zers who love to cook or bake? Incorporate social search into your marketing strategy. According to a primary research study by EMARKETER, finding recipes was the third biggest use case for social search among US monthly social media users ages 15 to 26.

Almost half of respondents in the study (a project I worked on last fall before I left EMARKETER) reported searching for recipe content on social media in the past month.

🧑‍🍳 Takeaway: To appeal to this audience, consider partnering with creators to produce educational and entertaining cooking content on social platforms.

EMARKETER's study found that tutorials/how-to content were the most common search topics, followed by celebrities/creators. Cooking videos that demonstrate techniques are especially popular on platforms like TikTok, with creators like bdylanhollis and Justine_snacks demystifying cooking and making time in the kitchen seem fun.

➡️ So, make sure your recipe content is creator-driven and educational for maximum impact.

➡️ And do your keyword and hashtag research to ensure your videos come up next time Gen Zers are searching for inspiration.

And if you're feeling hungry after reading this post, you're not alone!