The rise of social media as a search engine: from clicks to scrolls

The shifting search paradigm

A profound transformation is reshaping how information is discovered online. While Google has dominated the search landscape for over two decades, we’re witnessing a remarkable shift, 40% of Gen Z users now turn to social media platforms as their primary search engines. This isn’t merely a temporary trend but signals a fundamental evolution in digital behaviour that marketers and businesses must understand to remain relevant.

Platforms like TikTok, Instagram, YouTube, and Pinterest have evolved beyond their original purpose as social connection tools to become powerful discovery engines where users seek everything from fashion inspiration and dining recommendations to holiday destinations, home improvement tutorials, and even complex financial advice. This transition represents a significant departure from traditional search methodologies and reflects more profound changes in how younger consumers relate to information and brands.

Understanding social media search: beyond traditional discovery

Social media search represents a paradigm shift from conventional search practices. Rather than entering keywords into Google and navigating through SEO-optimised results, users leverage the native search functions within their favourite social platforms to discover content that feels more authentic, visual, and aligned with contemporary culture.

Why this matters

This transition is driven by several key factors that differentiate social search from traditional search engines:

• Visual-first experience: Social platforms prioritise visual content—particularly video—delivering information in a more engaging, digestible format than text-heavy search results.
• Authenticity premium: Users perceive content from peers and influencers as more genuine and trustworthy than corporate messaging or traditional advertising.
• Contextual discovery: Social algorithms excel at understanding user preferences, creating highly personalised discovery experiences that improve over time.
• Real-time relevance: Social platforms surface current trends and fresh content more rapidly than traditional search engines, which often prioritise established websites.
• Community validation: Social validation through likes, comments, and shares is a built-in credibility system that users trust implicitly.

The algorithmic foundations of platforms like TikTok are specifically designed to surface relevant content based on user behaviour rather than explicit search intentions—creating a discovery process that feels both serendipitous and precisely tailored.

The evolution of search across platforms

Each social platform has developed unique search capabilities that cater to different content preferences and search behaviours:

TikTok: The rising search powerhouse

TikTok has emerged as perhaps the most disruptive force in search behaviour. Its sophisticated search functionality now rivals Google’s interface, with results categorised into videos, users, sounds, LIVE, and even dedicated shop tabs. The platform’s short-form video format delivers information in bite-sized, highly engaging packages that Gen Z finds particularly accessible.

Recent updates to TikTok’s search algorithm have dramatically improved its ability to surface relevant content. ByteDance (TikTok’s parent company) invests heavily in natural language processing to better understand search intent. This technology allows TikTok to interpret searches effectively even when phrased conversationally rather than as traditional keywords.

Instagram: visual discovery engine

Instagram has leveraged its visual foundation to become a powerful search tool for aesthetic-driven categories. Its recent introduction of keyword search (beyond just hashtags) has significantly enhanced its utility as a search platform. The platform excels in fashion, beauty, travel, and lifestyle categories, where visual appeal drives decision-making.

YouTube: the veteran knowledge repository

Already the second-largest search engine globally (behind only Google), YouTube continues to dominate for tutorial-based content and in-depth explanations. Its longer format allows for comprehensive coverage of topics, making it particularly valuable for complex subjects requiring detailed explanations. YouTube’s search architecture, refined over the years, delivers exact results for specific queries.

Pinterest: the intentional discovery platform

Unlike more entertainment-driven platforms, Pinterest has always positioned itself as a visual discovery engine for planning and projects. Its search functionality is designed for users with specific intentions—whether planning a wedding, redecorating a home, or organising a themed party. This intent-driven approach makes Pinterest particularly valuable for brands in sectors where visual inspiration drives purchasing decisions.

Reddit: the community-driven search platform

With its position as the 6th largest website in terms of traffic in the UK, Reddit serves as a powerful search platform for authentic discussions and community-vetted advice. Google search results frequently highlight Reddit threads, particularly for niche queries where genuine user experiences are valued over marketing content. This reflects how community-driven platforms are becoming integral to the search ecosystem.

The customer journey reimagined through social search

What’s particularly noteworthy is how social media search extends across the entire customer journey, not just the initial inspiration phase:

Awareness and discovery

Social platforms excel at introducing users to products, concepts, and trends they weren’t explicitly searching for through algorithmic recommendations. This creates opportunities for brands to reach potential customers before they’ve even formulated specific search intent.

Research and consideration

Consumers increasingly use social search to research products, compare options, and assess real-world performance. User-generated reviews, unboxing videos, and authentic product demonstrations provide valuable social proof influencing purchase decisions.

Decision-making

Integrating commerce functionality within social platforms, particularly TikTok Shop, with its seamless Apple Pay integration, has compressed the traditional purchase funnel. Users can now move from discovery to purchase within seconds, all without leaving the platform. Data from 2025 shows that social commerce is expanding rapidly, with Facebook (39%), TikTok (36%), and Instagram (29%) becoming significant platforms for direct purchases.

Post-purchase engagement

Social search continues to play a role even after purchase, as users search for usage tips, styling ideas, or creative applications for products they’ve bought, extending the customer relationship.

Understanding Gen Z: digital natives reshaping commerce

Gen Z’s search behaviour reflects its unique characteristics as the first truly digital-native generation. Having grown up in a post-Google world, it navigates digital spaces with instinctive fluency and scepticism toward traditional marketing approaches.

Platform preferences and usage patterns

TikTok dominates Gen Z attention spans in the UK, with users spending an average of 58 minutes daily on the platform. This is followed by YouTube, Instagram, and Snapchat, each platform serving different needs in their information ecosystem.

The popularity of short-form video content reflects Gen Z’s preference for information that is:

• Visually engaging
• Quickly consumable
• Personality-driven
• Culturally relevant
• Authentically presented

Research-driven purchasing behaviour

Contrary to stereotypes about impulsive youth spending, Gen Z demonstrates remarkably methodical purchasing behaviour. Research indicates that 70% of Gen Z consumers only trust brands after conducting their independent study, a higher percentage than any previous generation.

This research often takes specific forms on social platforms:

• Seeking “dupes” (affordable alternatives to premium products)
• Watching multiple review videos before purchasing
• Cross-referencing information across platforms
• Prioritising peer experiences over brand messaging
• Valuing transparency in both product attributes and pricing

The influencer trust economy

Influencers, particularly micro-influencers with highly engaged niche audiences, play a pivotal role in social search. Their content frequently ranks prominently in search results due to high engagement rates, creating a new form of search authority based on community trust rather than traditional SEO metrics.

The most effective influencers establish genuine connections with their audiences through:

• Consistent content themes and values
• Transparent disclosure of partnerships
• Authentic product experiences (both positive and negative)
• Responsive engagement with follower questions
• Demonstrated expertise in specific domains

This trust translates directly into search behaviour, as users specifically search for influencer opinions on products they’re considering.

The push-pull dynamic of social search

Social media is redefining the traditional push-pull marketing dynamic. While conventional search engines operate on a pure “pull” model (users actively seeking information), social platforms create a unique hybrid where algorithmic content recommendations (“push”) blend seamlessly with intentional searches (“pull”). This creates an infinite discovery loop where users move fluidly between passive content consumption and active searching.

This model is compelling because it’s not strictly about search volume—it’s about discoverability. The ability of content to surface at the right moment for the right user, regardless of whether they explicitly searched for it, represents a fundamental shift in how information flows online.

Optimising for social search: a platform-specific approach

Effective social search optimisation requires understanding the nuances of each platform’s search algorithm. While some principles apply universally, each platform has unique characteristics that demand specialised approaches.

Profile optimisation

Your social profile serves as the cornerstone of your searchability across platforms. Beyond basic elements like your profile name and handle, consider:

• Keyword Integration: Incorporate relevant industry and niche-specific terms within your bio, ensuring they flow naturally while signalling relevance to algorithms.
• Semantic Relationships: Establish clear topical connections through consistent terminology that helps algorithms understand your content focus.
• Visual Identity: Maintain consistent visual branding elements that improve recognition across platforms and strengthen your search presence.
• Verification and Authority Signals: Where possible, secure platform verification to enhance search visibility and perceived credibility.

Video optimisation: The content format driving search

Video has become the dominant content format across social platforms, with algorithms increasingly prioritising video content in search results. To maximise video searchability:

• Strategic titles and descriptions: Craft titles that incorporate primary keywords while maintaining natural language patterns that align with how users search.
• Engagement optimisation: Design content to drive high completion rates and engagement, directly impacting search visibility.
• Transcription integration: Provide accurate captions and transcripts that improve accessibility while giving algorithms more textual content to index.
• Thumbnail psychology: Design thumbnails strategically to maximise click-through rates from search results, focusing on clarity, emotional impact, and relevance.

Platform-specific keyword research

Each platform has unique search patterns that require specialised keyword research:

• TikTok: Focus on conversational phrases and questions that reflect how users naturally express curiosity.
• Instagram: Prioritise aesthetic descriptors and emotional terms that align with the platform’s visual nature.
• YouTube: Target specific how-to phrases and problem-solution keywords that match the platform’s tutorial strength.
• Pinterest: Emphasise project-based and aspirational terminology that aligns with planning behaviour.
• Reddit: Focus on question-based formats and specific pain points where community insight is valued.

Conduct platform-native research by leveraging each platform’s search suggestion functionality to identify genuine user search patterns rather than applying traditional keyword research methodologies.

Strategic hashtag utilisation

Hashtags remain essential discoverability tools but require strategic implementation:

• Platform calibration: Adjust your hashtag strategy for each platform. Instagram benefits from more hashtags (8-15), while TikTok performs better with fewer, more targeted tags (3-5).
• Hashtag hierarchy: Develop a balanced mix of category hashtags (broad reach), community hashtags (engaged audiences), and branded hashtags (channel consistency).
• Trend monitoring: Implement systems to identify emerging hashtag trends relevant to your niche, allowing for timely content optimisation.
• Competitive analysis: Regularly analyse hashtag performance within your competitive set to identify gaps and opportunities.

Caption and description engineering

Captions and descriptions serve dual purposes—engaging human readers while providing critical context to search algorithms:

• Keyword frontloading: Position primary keywords within the first 125 characters to ensure they’re captured in preview displays.
• Question integration: Incorporate common questions your audience asks, improving searchability for conversational queries.
• Call-to-Action alignment: Design CTAs that encourage behaviours which algorithms reward, such as saving content, commenting, or sharing.
• Readability optimisation: Structure captions with line breaks and spacing to improve readability, which correlates with higher engagement and better search performance.

Accessibility as an SEO strategy

Prioritising accessibility not only makes your content available to all users but significantly improves search performance:

• Custom alt text: Create detailed, keyword-rich alt text for images rather than relying on platform-generated descriptions.
• Contrast and readability: Ensure on-screen text maintains sufficient contrast for readability, improving user engagement signals.
• Audio quality: Invest in clear audio that algorithms can accurately transcribe, improving the textual data available for indexing.
• Structural clarity: Organise content with clear visual and narrative structures that help users and algorithms process information efficiently.

Competitive analysis in social search

Develop systematic approaches to analysing high-performing content in your niche:

• Search result auditing: Regularly conduct searches for your priority keywords to identify what content currently ranks highest.
• Engagement pattern analysis: Study the specific types of engagement (comments, shares, saves) that top-performing content generates.
• Format benchmarking: Analyse the structural characteristics of successful content, including length, pacing, narrative structure, and visual style.
• Trend velocity tracking: Monitor how quickly certain content types rise in search rankings to identify algorithm preferences.

The zero-click search phenomenon

The rise of zero-click searches is adding further complexity to the search landscape. Nearly 60% of Google searches now end without a click to a website, as users find the information they need directly in search results. This trend reinforces why organisations must diversify their search presence across platforms and formats.

Even without driving website visits, content that provides immediate value becomes increasingly important in this environment. The ability to deliver concise, visually engaging information that answers user queries directly aligns perfectly with social media’s content delivery mechanisms, making social platforms particularly well-positioned for this evolution in search behaviour.

Practical steps to implement today

To begin optimising for social search, consider these immediate actionable steps:

1. Audit your content: Search for your brand across different platforms to understand your current social search visibility.
2. Create a hashtag strategy: Develop a document listing 5 popular hashtags, 5 niche hashtags, and 2-3 branded hashtags for your team to use consistently.
3. Optimise priority content: Select one piece of content to optimise for visibility and adapt it specifically for the platform where you currently have the lowest visibility.
4. Set up social listening: Implement tools to monitor brand mentions and relevant conversations across social platforms.
5. Establish platform-specific KPIs: Create tailored measurement frameworks to track search performance for each platform.

Be Seen, Not Just Searched

The rise of social media as a search engine represents more than just a shift in user behaviour; it signals a fundamental transformation in how information is discovered, evaluated, and acted upon in the digital landscape. The growing mantra for brands should be “be seen, not just searched,” reflecting the need to optimise for visibility across the entire digital ecosystem rather than focusing solely on traditional search rankings.

Maintaining flexibility and platform-specific expertise will be essential for sustained visibility as social search evolves. Those who successfully adapt to this new paradigm will be positioned for success in an increasingly fragmented search landscape where discoverability trumps searchability.

This article explores the evolving search landscape across social media platforms and how brands can adapt their strategies to maintain visibility in this changing environment.