Did you know the first ever search engine was developed in 1990? ‘Archie’ laid the foundation for the search technologies we rely on today. Fast forward to the modern day, and Google is the frontrunner – holding a staggering 89.57% of the global market share according to Statcounter.
But while Google still dominates traditional search, social media is reshaping how we discover, explore, and decide.
Why are people searching on social media?
Social platforms like TikTok, Instagram, and Pinterest aren’t just for entertainment anymore – they’re becoming go-to destinations for search. Whether it’s finding the best restaurant, outfit inspiration, or researching home renovation ideas, users are increasingly turning to social feeds instead of search engines.
Here’s why:
- It’s visual. People want to see what they’re searching for. A TikTok showing a product in action or an Instagram carousel of interior design ideas offers instant inspiration and context.
- It’s authentic. Social content often feels more real. Reviews, recommendations, and tutorials come from creators and peers – not faceless websites.
- It’s fast and intuitive. Type “best restaurants in York” into TikTok and you’ll get bite-sized videos, walk-throughs, and honest opinions – all in seconds.
- It’s trend-driven. Social media reflects what’s hot right now. From trending products to viral hacks, it’s a live feed of what people are actually talking about.
TikTok in particular has emerged as a powerful search tool. According to Google’s own data, nearly 40% of Gen Z prefer TikTok or Instagram over Google when looking for places to eat.
The platform’s algorithm delivers hyper-relevant content, and users can search using keywords, hashtags, or even voice. It’s not just about finding information – it’s about discovering it in a way that feels personal and engaging.
What does this mean for brands?
If your brand isn’t showing up in social search, you’re missing out.
- Optimise your content for discoverability. Use relevant keywords, captions, and hashtags that reflect what your audience is searching for.
- Think visually. Invest in short-form video, reels, and carousels that showcase your product or service in action.
- Be authentic. Behind-the-scenes clips, team culture, and real customer stories build trust and relatability.
- Stay trend aware. Jump on relevant audio, formats, and challenges that align with your brand voice.
Final Thought
Search is no longer just about typing into a bar – it’s about scrolling, watching, and engaging. Social media is shaping the future of discovery, and brands that embrace this shift will be the ones that stay visible, relevant, and trusted.