The Growing Role of Social Platforms in Search
For years, traditional search engines were the main starting point for finding brands, products and recommendations online. But consumer behaviour is shifting, with social platforms increasingly becoming part of the discovery journey.
Meta recently explored this trend in a three-part blog series, highlighting how social search and traditional search are no longer competing, but evolving alongside each other. Platforms like Instagram and TikTok are becoming key discovery channels, especially for younger audiences looking for more visual, creator-led and platform-native experiences.
For digital marketers, this shift changes how strategies need to be built. It’s no longer just about posting content regularly, but about making sure content shows up when people are actively searching for inspiration, reviews or recommendations. This starts with keyword-led captions using the language consumers actually search for, rather than relying only on broad hashtags. Reels and short-form video are also becoming searchable assets, often designed to answer questions like “Is it worth it?” or “How do I style this?”
Creator content also continues to play an important role in product discovery and consideration, as audiences tend to see it as more authentic and relatable. At the same time, native shopping tools and product tagging help reduce friction between discovery and purchase.
The shift reflects a broader change in how people search, discover and engage with brands across both social and traditional search environments.
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