The Rise of Social Search

For years, Google has been the go-to for users searching for information online. Need a dinner spot? Google it. Curious about a product? Google it. But things are shifting, and social search is rising fast.

According to a recent survey carried out by SOC (please see below), Instagram is the leading platform of choice for the 18-24 demographic, followed by TikTok in second place with 62%, while Google is in third place at 61%.

So, what’s driving this shift?

It all comes down to authenticity. The younger demographic is drawn to content that feels real and relatable. Instead of reading a paragraph review on TripAdvisor, they’d much rather watch a 15-second video of someone actually trying out a new cafe, skincare product, or holiday destination. They trust real people in real places sharing honest opinions, something traditional search engines can’t offer in the same way. Plus, this generation has grown up with social media as part of daily life, so using Instagram or TikTok to search for products or services likely feels natural to them.

How social platforms are adapting to the social search shift

Social platforms have taken notice of this, for instance, Instagram recently rolled out a major update that allows content from professional accounts (like businesses and creators) to appear in Google search results. This is a global rollout, meaning if you run a business or creator account, your content could show up in Google’s search results page. That includes everything from reels to carousels to static posts. 

For example, if your skincare brand posts a product demo and someone searches “skincare” on Google, your post might show up, which is great added visibility for your business. And with this shift, captions and hashtags have become even more important as they’ll help with discoverability in Google’s SERP too. Using the right keywords in your posts now means you're optimising not just for the Instagram algorithm, but also for Google. It’s worth noting that this feature is turned on by default for eligible public business accounts, but you can opt out. Just head to Settings > Privacy > and turn off “Allow public photos and videos to appear in search engine results”.

Additionally, TikTok has also recognised how users are changing the way they search and has built features around that behaviour within the app itself. According to TikTok, 57% of users utilise the in-app search bar, and nearly a quarter start searching within 30 seconds of opening the app. To tap into this, TikTok has introduced search ads this year, allowing businesses to appear in relevant search results based on the keywords users are typing in. It’s a big opportunity to get in front of users right when they’re actively looking for something.

Example of TikTok Search Ad on the rightThe bottom line is, if your audience is the younger demographic, being on Instagram and TikTok is essential. These platforms aren’t just about community and engagement anymore, they’ve evolved into key tools for discovery, and social search is a natural evolution for a demographic that has used these platforms their entire lives.

Don’t miss the opportunity to get in front of users where they’re actively searching. The brands that understand and embrace this shift will be the ones that stay both visible and relevant.

If you'd like to learn how your business can benefit from surfacing content on social media platforms, get in touch.