Social Search: The New SEO Strategy
Social platforms are no longer just where people scroll to unwind. They’re now where discovery happens. In fact, social search is quickly becoming the new standard for how consumers find, explore and engage with brands.
With our experience working across various industries, the transition is redefining digital marketing. But to capitalise on this shift, your content has to be discoverable. That’s where social SEO comes in - and trust us, it’s more important than ever.
What Is Social Search?
Social search is exactly what it sounds like - users searching for products, services, brands, or information directly within social platforms like TikTok, Instagram, YouTube, and Pinterest.
Where we once instinctively turned to Google for everything, more and more of us are now typing our queries into TikTok or Instagram's explore tab.
For example, instead of googling “best affordable mascara”, users are searching that exact phrase on TikTok - and getting results in the form of real people testing, reviewing, and recommending products. It’s faster, visual, and much more relatable.
It’s not just a niche trend. According to Forbes, 24% of consumers now use social media to search over traditional search engines like Google.
In a 2023 Sprout Social report, 93% of businesses said social media insights will be their primary source of business intelligence moving forward. But these insights are only valuable if your content can be found in the first place.
Why Are People Turning to Social Media for Search?
The Gen Z effect
Like many trends, Gen Z’s change in search behaviour is ultimately driving the social shift in search.
Gen Z are using social platforms not just to be entertained, but to actively search for product guides, tutorials, reviews, and even restaurant recommendations. A 2024 Forbes study found that Google usage by Gen Z has dropped by 25%, and eMarketer reports that 46% of Gen Z and 35% of Millennials prefer social search over traditional engines.
In fact, Vogue Business highlights that Gen Z has broken the traditional marketing funnel. Instead of progressing from awareness to consideration to conversion, their journeys loop through inspiration, community, feedback and purchase - occurring all on the same platform.
Social media is instant
Unlike traditional search engines, social platforms are built for real-time sharing. A post can be live in seconds, and that speed makes social media feel more current and trustworthy.
Whether it’s a trending product or a breaking news story, users turn to platforms like TikTok or Instagram first to see what people are saying right now.
Short form video is fun and easy
Social media is fundamentally visual. Instead of digging through text-heavy links and ads, users get a feed full of images and videos that let them explore, evaluate, and decide all in one place.
Instead of reading through one blog, users prefer to watch 10 short-form videos from all different perspectives. Short, digestible content allows users to review products and services quicker, without having to undertake thorough research during the consideration phase of the customer journey.
Social is deemed more authentic and has built-in social proof
Social search thrives on authentic content more than Google can. Brands tend to “let their hair down” on social media and consequently, feel more real and more human, which is exactly what consumers seek today.
According to The Sprout Social Index, consumers value authenticity and relatability far more than polished, product-heavy content.
When someone discovers a brand on social, people can instantly see what others are saying in the comments, who’s tagging it, and whether it’s being recommended by someone they trust. Social removes the filter for ‘endorsed’ product reviews and the need to be ‘sold’ to, and replaces it with honest experiences and customer sentiment in real-time.
This instant feedback loop creates a level of social proof that traditional search engines can’t replicate, allowing customers to make an informed decision.
Social search is more personalised
Google is largely the same for everyone, no matter who you are or where you're searching from. Social search, on the other hand, is highly personalised. Social media is able to tailor your feed based on past behaviour, likes, and interactions.
If you search “outfit ideas” on Pinterest, the platform already knows your style preferences and surfaces the most relevant looks. And when you search for travel tips, TikTok knows whether you're after boujee or budget content.
In contrast, a Google search will give you a generic list of blog articles related to your search query optimised for the search engine, and not to your preferences.
Social search gives users content what they want, and brands can show up in exactly the right context, at the right time.
What Can Brands Do About It? Building a Social SEO Strategy
So, how do you make sure your content shows up in social search results? One thing is for sure - it’s not enough to be present, you also have to optimise.
Perfect the small stuff
Start with the basics. Make sure your social handles align with your brand name. Add clickable links to your bio so users can jump from your content to your site. Use keywords in your captions, video scripts, and image alt text to help the platform understand what your content is about. Social platforms operate by organising content into categories, this helps the platform suggest the right content for different users.
What about hashtags? While their impact varies by platform, they still help amplify reach, especially when they reflect real user search queries. Use location tags where relevant, and always add subtitles to videos. Visibility matters, but so does search accessibility.
Don’t forget the comments section. Answer FAQs, respond thoughtfully, and pin helpful responses to the top of the thread. These small touchpoints build trust and keep users engaged.
Create content that’s designed to be found
Think like a searcher. What is your audience looking for? Use social listening tools or resources like TikTok's Popular Hashtags to find out. Then create content that answers those questions.
Educational content performs especially well in search. Think tutorials, “how-to” guides, tips, and roundups. Monitor your analytics and keep an eye on what your competitors are doing. If something’s resonating with your audience, lean into it.
And finally, align your social SEO with your broader SEO and SEM strategy. It’s all interconnected. Your social content can boost brand searches on Google, while your website can direct users back to your social accounts for deeper engagement.
Zero-click and social search are changing how brands get discovered. If you’re looking to boost your visibility and reach in this new age of search, download our 2026 digital trends ebook and stay ahead of what’s next.
