Search is Social Now: What That Means for Brands

Brands can’t deny the glaring reality: consumer search behavior has shifted drastically over the last four years. The phrase “Google it” is losing cultural weight as consumers pivot from traditional search engine models to a more fluid, social-first discovery purchase loop.

A recent Forbes Advisor and Talker Research survey reported that a quarter (24%) of people primarily use social media to search online. Gen Z is predictably leading the charge with a 30 percent point drop in “reliance on traditional search engines for brand discovery when comparing Baby Boomers (94%) to Gen Z (64%).” Just like we saw with Millennials leading the early social shift, this generational trend isn’t one to ignore—especially now that one in five people say they don’t even feel the need to use search engines anymore.

Why Are People Ditching Search Engines for Social?

• Convenience: Brands historically relied on consumers to discover content and search for branded keywords via search engines. However, with the ability to seamlessly access websites directly from the platform, users no longer feel motivated to leave.
• Relevancy: Social media’s AI-driven algorithms allow for real-time predictive behavior. So, when users do search, results are tailored to their unique interests and usage patterns, not just keywords. Unlike static results from traditional search engines, two users can search for “DIY backyard makeovers,” and one will see luxury design inspo, while the other can see budget-friendly tips based on prior behavior.
• Recency: Social search relies on the most recent, trending, and culturally relevant content vs the top-ranking indexed pages of traditional SEO. Which makes social search more reliable for immediate needs.
• Community perspective: Testimonial content works and social channels are abundant with real people reviews rather than faceless SEO-optimized blog posts. Platforms like TikTok, Reddit, and Instagram allow consumers to see how their peers use the product or service, and unfiltered comments and opinions on posts help validate decisions.

What Does That Mean for Brands?

This means social media strategy should no longer be an afterthought or viewed as a place for just viral content. Brands must be intentional about their long term social presence and treat social media as an extension of their website content strategy across both organic and paid initiatives.

Your social presence is no longer supplemental. In fact, it is most consumers’ first exposure to your brand. So, if you’re not showing up on TikTok or Instagram search results, you’re missing out on key conversions.

How Brands Can Win in the Age of Social Search

• More Than Just Hashtags: Search has expanded from keywords to full-on conversational queries. Think: “best shoes for wide feet,” not just “2025 shoe trends.”
• Plan Content Around Searchable Moments: Aim to structure content around how users ask for content by using language that matches how users speak or search in real-time. Incorporate terms like “how to,” “best,” “what to try,” and “X ideas for…” Include in metadata (captions, alt text, titles) for search visibility.
• Build a Cohesive Search Strategy Across Platforms: Treat TikTok, Instagram, Pinterest, and Reddit as individual search engines. Use consistent phrasing, tailor content to each platform’s behavior, and optimize everything—captions, overlays, titles—for discoverability.
• Include user-generated content (UGC) and Reviews: Real people using your product in real ways builds trust. UGC isn’t just a nice-to-have. It’s social proof embedded in the discovery loop. Treat this as a Web 2.0 deep link for your social brand presence.
• Leverage Platform AI: Tools like TikTok’s Creative Center, Pinterest Trending Keywords, or Meta’s Advantage+ help brands auto-optimize for trending queries and feed behavior. Use these to stay relevant and visible.

In a world where AI is constantly building and sorting data, consumers turn to video-first content from real people that social search offers to help cut through the noise. AI is great at surfacing results fast, but it can only work with what it’s given. That means brands need to keep showing up with authentic, searchable content. The more relevant and relatable your content is, the more likely it is to show up in-feed when someone searches for exactly what you offer.

Social platforms have come a long way from double-tapping your favorite influencer’s newest outfit, to wishing your old college buddy a happy birthday. Social isn’t just where people doom scroll—it’s where they also search, discover, validate, and decide. It’s now a critical part of discovery.

The good news is that this shift in consumer search behavior has been evolving for years, so brands that have prioritized social-first content, user-generated content (UGC), and platform-native strategy aren’t starting from scratch—they’re already ahead of the curve.

This article is featured in Media Impact Report No. 66. View the full report here.