social search: how tiktok and instagram are redefining brand discovery
In case you haven’t noticed, social media, especially platforms like TikTok and Instagram are quickly emerging as the ultimate destinations for discovering fresh finds, giving search giants like Google a real run for their money. In fact, 78% of global internet users reported using social media platforms to research brands and products*. As more users turn to social media as their primary search engine, it’s essential for brands to rethink their strategies and prioritise social search and organic content. Let’s explore how!
is social media really the new search engine?
It’s true – social media is quickly becoming the go-to for finding what we need, exactly when we need it, with Google taking a back seat. Recent research from Forbes Advisor and Talker Research shows that younger users are even more likely to turn to social search, with 46% of Generation Z and 35% of millennials preferring social media to search for everything from fashion and beauty to food and DIY trends over traditional search engines
This shift in search habits is critical for businesses wanting to connect with younger audiences. These apps are no longer just for endless scrolling; users are now actively seeking product reviews, how-tos, and inspiration right there on social media.
tiktok’s search ads and discovery targeting
TikTok’s rapid rise as a core discovery platform has led the app to significantly invest in its search ad capabilities. According to TikTok, 57% of users use its search function, and nearly a quarter begin searching within 30 seconds of opening the app! This positions TikTok as an emerging e-commerce hub and a strong competitor to traditional search engines.
TikTok’s Search Ads Campaigns also give brands more control by allowing them to place ads directly in search results. With their latest update, keyword targeting has been introduced, making ad placement even more precise. Plus, TikTok suggests relevant keywords based on user searches, streamlining the process for advertisers and ensuring their content aligns with what people are looking for. This makes TikTok a powerful and unique tool for brands wanting to tap into its growing role in product discovery.
Interestingly, TikTok has also shared that brands that utilise both TikTok’s Search Ads and In-Feed Ads experience a 20% increase in conversions, showing that combining organic content with paid promotion does, in fact, lead to tangible benefits.
instagram’s search tools: what’s new and what’s next
But TikTok isn’t the only one shaking up how we discover new things. Instagram has also stepped up, especially with features like the ‘Explore’ tab and hashtag searches. More and more users are turning to these platforms to find products and brands, which means businesses need to step up their game too. Optimising content for search is also now essential! By doing a bit of research on the right keywords to include in Posts, Reels, and Stories, brands can significantly boost their visibility and engagement with their target customers.
Overall, by using hashtags, keyword-optimised captions, and user-generated content, brands can really tap into what their audience is looking for. Just like on TikTok, it’s all about making sure your brand pops up when users are actively searching for info or seeking inspiration.
is ai transforming how we search?
As social platforms upgrade their search features, AI tools are set to change the game even more. TikTok is testing its own AI chatbot, Meta has rolled out an AI assistant across its apps, and Google’s already using AI for search responses. While some of us might find it a bit annoying, these tools offer more engaging, interactive answers for users.
But here’s the big question: will these AI tools make people go back to Google, or will TikTok and Instagram keep leading the way in social search? It’s too soon to tell, but AI’s impact on search is something we can’t ignore. For marketers, understanding how AI can improve the search experience is key to staying ahead in the continuously evolving digital world.
organic social content: the future of brand discovery
Ok, so now we’ve uncovered the changing discovery tools, what’s the future of brand discovery? Well, one of the most important takeaways from the shift toward social search is the growing importance of organic social content. Followers are no longer the primary indicator of a brand’s success on social platforms. Instead, discoverability through authentic, engaging, and well-optimised content is the new priority.
Users expect valuable content that answers their questions and sparks curiosity. For brands, this means producing organic posts that resonate with common searches. By prioritising organic strategies that align with what users are searching for, you can improve your brands visibility and reach in no time.
in summary…
Social search isn’t just a passing trend, it’s shaping the future of how people discover brands. With TikTok and Instagram leading the way, users are finding new, fun ways to engage with content, and brands now have a golden opportunity to leverage this shift. Whether through organic posts or targeted ads, it’s clear that optimising for social search is a must to stay competitive.
As AI tools keep evolving and social platforms sharpen their search features, the chance for brands to connect with younger, search-savvy audiences will only grow. The secret to success? Adapting to these new discovery habits and creating content that meets users right where they are. See you in the Explore tab!
*statista 2024
