Search engines aren’t what they used to be. Google’s AI Overviews made waves when first released due to generating wildly inaccurate information. About a year has passed since then, and while the sentiment seems to have softened, many have noticed a general decline in the quality of search engine results since their introduction. Who among us hasn’t at some point appended “Reddit” to the end of their query to get more relevant results?
As traditional search engines become bogged down with irrelevant and inconsistent results, some (largely Gen Z) have turned to social media platforms like TikTok, Instagram, YouTube, and Reddit to get answers. Social search signals a turning point in consumer behavior and presents an opportunity for marketers – if they know how to ride the wave.
This week, Marketing 411 explores the rise of social search and how marketers can adapt their strategies to stay visible and relevant.
What Is Social Search?
Social search is, put simply, the act of using social media platforms to find information such as reviews, how-tos, recommendations, or inspiration. The same way Google search or other search engines have typically been used in the past, other platforms have become hubs for user queries.
There are a lot of reasons for this. Aside from the decline in search engine trust, users of social media are seeking ways to integrate their search activities into the platforms they use most frequently. Some of the other factors at play in evolving search behavior include:
- Preference for visual content
- Trust in content created and/or posted by peers
- Desire for real-time, authentic answers to queries
Some of the key platforms for social search migration and their “domains,” so to speak, are:
- TikTok (visual discovery and “how to” content)
- Instagram (location tags, product demos)
- YouTube (long-form reviews, tutorials)
- Reddit (in-depth, community-driven insights)
While Google Search has attempted to pivot towards short-form results through zero-click searches and featured snippets, it lacks the social element and community interaction of most social media platforms. While users aren’t typing in queries with this in mind, the rise of social search signals that social platforms have become a sort of all-in-one platform for interacting with peers while simultaneously discovering new creators and products.
Why Social Search Is Disrupting Traditional SEO
A flood of AI-generated content and incorrect or irrelevant results to search queries has led to a decline in user sentiment towards Google Search and search engines at large. Users have migrated to the social platforms they trust to search for certain types of information like reviews, suggestions, and lifestyle tips.
This isn’t to say that social search has or ever will fully replace a traditional search engine. These two types of searches are built on very different foundations. While the traditional search engine is driven by keywords, web crawling, and backlinks, social search is fueled by engagement, shares, and recency.
While search engines excel in information retrieval and have vast catalogues of information to select from, social search facilitates content discovery and keeps users engaged with vibrant media. The visual focus of social platforms is often more intuitive to younger generations, who consume short-form video content at a staggering rate. Social platforms also present opportunities for interaction and a sense of community, a feature which is largely absent from the vast facelessness of traditional search engine results pages.
What This Means for Your SEO Strategy
The SEO strategies you’ve developed with Google Search don’t need to be thrown out – they just need a bit of fine-tuning. Adapting to the social search trend also means adapting your SEO strategies on social platforms. Think of social platforms as search engines in their own right, each with their own rulebooks to succeed with. For example:
- TikTok and Reels: Short-form vertical video with text overlays and relevant hashtags
- YouTube: Keyword-optimized titles, descriptions with high watch value
- Instagram: Carousel posts and alt text optimization
- Reddit: Participate in relevant subreddits with value-driven content
Some social search SEO strategies should be platform specific. That could mean performing keyword research using platform-native tools like TikTok’s search bar or YouTube autocomplete, for example.
Other strategies are shared among social platforms: Creating unique and interactive content is one of the keys to success. Marketers can engage with consumers by creating content that answers real user questions, rather than just homing in on keywords. Encouraging users to leave reviews and testimonials in public social spaces can build visibility and credibility.
Weathering the Era of Social Search
The way people discover content is quickly evolving. As platforms like TikTok, Instagram, YouTube, and Reddit increasingly become the first stop for search queries, marketers can’t afford to treat SEO as a Google-only game. Social search demands a tailored approach, blending audience insight, platform dynamics, and intent-driven storytelling.
Marketers already have the tools and creativity to thrive in this new era of search. By adapting to their audiences’ preferences, marketers can build social search strategies that directly engage with consumers on the platforms where they are most active.
