Facebook × DENTSU SOKEN INC. "The 'Oh, That's What SNS Is About' Meeting" Why do we "tag" information on SNS?

"SNS Search" and "Discovery Pages": How Smartphone-Native Generations Gather Information

A major keyword emerging from this survey is so-called "SNS search."

For general users, the primary means of searching for "fashion trends" or "celebrity/public figure information" is through search engines like Google.

In contrast, among teenage girls, 57.6% use SNS search to find "fashion trends" and 54.5% use it for "celebrity/public figure information," showing SNS search dominates information gathering for both topics.

Furthermore, nearly 40% of general users also reported using SNS search, clearly indicating growing demand.

Akira Amano of DENTSU SOKEN INC. explains:

"I describe SNS search using the keyword 'tagging.' It signifies the characteristic of users proactively disseminating and organizing information using hashtags, then 'reeling it in' to acquire it. This contrasts with 'Googling,' where algorithms top-down present results."

"Among younger generations who are adept at using smartphones and SNS, 'tagging' is gaining particular importance in genres like fashion trends. In our survey, 76.3% of respondents cited 'friends' as the most influential source of information on SNS, ranking them top. I believe this data also reflects that insight," (Mr. Amano)

Eri Mishima, Instagram Community Manager for the Asia-Pacific region (APAC) at Facebook Japan, explained Instagram's search functionality.

"Within the Instagram app, there's a magnifying glass icon. This is what we call the 'Explore page' or 'Discovery page'. While it has a search function, users also continuously see visuals matched to their individual interests and hobbies without needing to search. Visually and intuitively, they can enjoy discovering new things, thinking 'I like this' or 'Maybe I'll follow this.'"

"The Discover page is just one example, but going forward, I believe the way we gather information—in a broad sense—will change, not just how we search," said Ms. Mishima.

Instagram's "Discover Page." It's not just a search function; it continuously presents visuals matching each user's interests and preferences without requiring a search.

The positive reception of the Discover page likely stems from users perceiving Instagram as a place to "discover" diverse information. According to Instagram's 2015 survey, 60% of users obtain brand or product information on Instagram, while over 75% take actions like visiting websites, searching for or purchasing products/services, or recommending them to friends after being inspired by posts.

Mr. Shimomura, Facebook Japan

"Information found through social media searches often has greater immediacy and more authentic voices compared to search engines, which aligns well with the needs of younger audiences," says Yukiko Shimomura of Facebook Japan.

"We also see cases where products with limited advertising investment become popular due to word-of-mouth on social media or photos shared there. For younger audiences, 'influencer marketing'—which focuses on users with significant influence on social media—is likely to become increasingly important," says Shimomura.

She also highlighted information gathering via apps beyond web browsers. "The smartphone-native generation is very open to downloading apps and accustomed to gathering information within them. Fundamentally, the 'search' experience differs between the web generation and the smartphone generation," she observed.

A Treasure Trove of User Data! The Benefits Social Media Brings

Mr. Oshima of Facebook Japan, who urgently joined the roundtable via video chat from the airport and offered sharp insights on leveraging SNS for marketing

As SNS search and discovery pages become more widespread, significant changes in consumer purchasing behavior are inevitable. Mr. Takeshi Oshima, who has conducted various user studies at Facebook, explains:

"Recently, in the so-called awareness phase of marketing, we're seeing an increase in the behavior of 'learning about products through social media posts.' Furthermore, when deciding whether to purchase a product, there's a tendency to reference social media reviews and comments. We anticipate this trend will strengthen further, with more cases of direct purchasing originating from social media." (Mr. Oshima)

To respond to these shifts in purchasing behavior, the company is collaborating with clients on initiatives that allow users to purchase products they're interested in directly on Facebook. Furthermore, Instagram plans to add a feature within the year that enables users to book services like restaurants or hair salons directly from business profiles.

Regarding the importance of "social media marketing," Mr. Oshima stated, "From a marketing perspective, social media is a treasure trove of user data."

"With traditional website methods using cookies, even when trying to implement targeted advertising, you can only infer things like 'People who frequently visit this site are probably women in their 30s or 40s.' However, with SNS platforms like Facebook that require login, you can perform detailed targeting based on age, gender, location, hobbies, and occupation."

"Being able to deliver ads efficiently and effectively is a major benefit for clients, and it's precisely because of this that we can provide value to our clients," says Mr. Oshima.

The benefits of social media marketing extend beyond clients. For users, high-precision targeting enhances comfort.

"From the user's perspective, targeting ensures 'products and services highly relevant to them' are appropriately displayed. That's why they catch the eye and lead to actions like clicks. Of course, compelling creative is also crucial in that sense. From a marketing viewpoint, targeting and creative—these two elements are vital for maximizing the potential of SNS, which is a treasure trove of data," (Mr. Oshima)

The strength unique to login-based services is the ability to deliver highly accurate targeting ads based on "people" rather than "cookie-based (device-based)" data. SNS search history and reactions on discovery pages are also likely to become factors reflected in targeting.

"I believe the importance of SNS search will accelerate rapidly from here on. And as more highly accurate targeting ads utilizing user data increase, the information beneficial to users will become richer, leading to a steady growth in the number of users," predicts Mr. Oshima.

Don't underestimate the importance of "SNS appeal"

Mr. Amano of DENTSU SOKEN INC.

Another emerging trend in SNS usage among the smartphone-native generation is the characteristic of "storing experiences on SNS."

In this survey, when asked "What motivates you to post on SNS?", "Storing experiences" ranked first, surpassing "Showing off/presenting one's lifestyle" (3rd place) and "Connection/communication" (2nd place).

Mr. Shota Ogura of DENTSU SOKEN INC. commented, "I naturally assumed the motivation to connect with others would be number one, so this result is very interesting."

"But personally, I sometimes find myself scrolling through my own posts and genuinely enjoy rediscovering things like, 'Oh, I really like this kind of thing.' Through the experiences accumulated on SNS, we rediscover ourselves. It also feeds back into real-world actions, like thinking, 'Next time, I'll go there.' In modern times, SNS functions as a new 'means of self-identity confirmation,' doesn't it?"

"If that's the case, I'm very interested in what kind of 'self' is formed not by memories of private experiences confined to the individual, but by the stockpile of experiences shared with others in social spaces and accumulated day by day," (Mr. Ogura)

Regarding this stockpile of experiences, Amano points out, "Younger generations tend to prioritize actions that look good on SNS."

"Prioritizing 'how it will look when posted on SNS' when planning actions is now an irreversible trend. As consumer society matures, 'symbolic value' – how one is perceived and interpreted by others – becomes as important as functional value. For example, at the level of 'things,' 'branded goods' exemplify symbolic value. At the level of 'experiences,' 'SNS-worthy experiences' are sought precisely because they hold the symbolic value of 'gathering likes!'"

"People often think 'lining up at a pancake shop just to post on SNS' reverses the purpose and means. However, the boundary between what we consider the essence (purpose) and what isn't is actually ambiguous. As technology shifts such 'common sense,' many may come to see 'posting on SNS' as an essential motivation. Understanding this perspective will become even more crucial for grasping how people communicate in the post-SNS era." (Mr. Amano)

Mishima, who interacts with Instagram users across Asia, analyzes that prioritizing "stockpiling experiences" and "Instagrammability" is a global trend.

"Overseas too, trends like taking overhead shots of beautiful coffee-time table settings are popular. Such fads are constant, and more shops and tourist spots are consciously designing for SNS appeal. Even museums are increasingly allowing photography now, right? In fashion, storefronts are designed with 'showcasing' on SNS in mind. Globally, I feel there's a growing emphasis on creating experiences specifically for taking SNS photos." (Mishima)

Mr. Oshima also senses that the culture of "sharing photos" is becoming firmly established.

"With the evolution of devices, anyone can now easily take and share photos. Looking at tourists visiting Japan now, they do the same things as Japanese people. They actively photograph beautiful scenery and share it on social media. I think resistance to sharing is disappearing worldwide." (Mr. Oshima)

Key points for understanding "the future of SNS"

Mr. Mishima of Facebook Japan

The rise of SNS search, fueled by the growing power of individuals to share information. Against this backdrop, what value will SNS provide to society going forward, and what kind of relationship will it build with consumers?

Mr. Oshima points out, "Whereas mass media was once the only means of obtaining information, SNS now enables access to 'user-perspective information,' driving changes in consumer behavior."

"Facebook's mission is to support community building and create a world where people are closer to each other. To achieve this, we must provide safe communities. We hope that the information people encounter on Facebook is truthful and valuable," said Mr. Oshima.

In response, Mr. Shimomura stated, "We want to focus on initiatives that benefit society precisely because of the real-name system, such as features enabling safety confirmation during disasters."

Mr. Mishima confirmed plans to enhance ephemeral video services, stating, "We want to pursue more interesting features to make visual communication more accessible and enjoyable. For Instagram, we will continue strengthening Stories."

Meanwhile, Mr. Amano of DENTSU SOKEN INC. stated, "This year, we are advancing research on influencers."

"We stand on the perspective that the 'personal mediaization'—where users gain the power to disseminate information—is the greatest media innovation happening now. Looking back, 'strong online voices' have always existed, like 'regulars,' 'alpha bloggers,' and 'meme creators'... but the key point now is that the barrier to entry has lowered. We want to research the nature of this era where everyone is a potential influencer and the marketing possibilities it holds," (Mr. Amano)

Finally, Mr. Ogura of DENTSU SOKEN INC. summarized findings on young SNS users.

"What struck me through this survey is that today's youth seamlessly coexist with both their 'real self' and their 'online self'. The novelty lies in their recognition that even their 'embellished self' is 'who they are'."

"Previous internet users sought 'freedom' by separating online and offline. In contrast, today's generation finds 'freedom' in connecting online and offline to expand their identity. Therefore, going forward, we advertising agencies must consider communication approaches that target not just the 'real me,' but also the 'social media me,'" (Mr. Ogura)

Mr. Ogura, DENTSU SOKEN INC.

Facebook and DENTSU SOKEN INC. will continue analyzing insights into SNS users based on various data. We look forward to their further collaboration.