The rise of social search: What 2025 holds for digital marketing

The growth of social search

Social media platforms have gone from harmless scrolling distractions to powerful discovery engines. A 2024 report from Tech Crunch shows that 40% of Gen Z prefers TikTok and Instagram for search over traditional search engines. And before you roll your eyes, Millennials and Gen X are hopping on the trend, too - because who doesn’t love a visually curated how-to guide?

But what’s driving this shift? Let’s break it down:

• Visual content: Social platforms bring the drama with their visual storytelling, which blows text-heavy search engine results out of the water.

• Personalisation: TikTok’s and Instagram’s algorithms seem to (scarily) know you better than your best mate, serving up hyper-targeted results.

• Community-driven insights: Nothing screams "trustworthy" like a stranger’s review in the comments section. Social media lets you tap into first-hand experiences and unfiltered opinions - a blessing and a curse, really.

Google vs. social search: The battle for search supremacy

As digital marketers, we’re not suggesting Google’s packing up its algorithms anytime soon, but social search is giving it some serious side-eye. Here’s how the two heavyweights compare:

Google: The search giant

Google is like that dependable, slightly nerdy mate who knows everything about everything. With its robust features like Google My Business, structured snippets, and scary-smart algorithms, it’s still the go-to for when you’re in serious research mode or hunting down a local plumber at 2 am.

Social search: The new contender

Social platforms, on the other hand, are like the artsy, unpredictable friend who’s always in the know about the latest trends. Need "winter outfit ideas" or "quirky cafés in Paris"? Instagram has you covered with aesthetically pleasing visuals and influencer endorsements that make you want to hit "buy now" before you’ve even read the caption.

Key differences:

• Intent: Google is your jack-of-all-trades, handling everything from obscure trivia to full-blown research projects. Social search? It’s all about discovery and inspiration—like window shopping, but cooler.

• Speed: Social platforms deliver quick, snackable answers. Google? Sometimes it feels like trying to drink from a tap that's flowing too fast..

• Trust factor: Social’s user-generated content has that "straight-from-the-horse’s-mouth" authenticity, while Google results can feel a bit too SEO-polished.

What this means for digital marketing in 2025

For us agencies, the rise of social search is like being told the dress code has suddenly changed. You’ve got to adapt or risk looking out of place. Here’s where to focus:

• Content diversification: Traditional SEO-focused blogs can be reliable but not always exciting. Spice things up with visually compelling content - short-form videos, reels, and carousels - designed for social discovery.

• Influencer partnerships: Influencers are the new gatekeepers of trust. Teaming up with credible creators ensures your brand doesn’t get lost in the algorithmic shuffle.

• Platform-specific optimisation: Just as you’d never copy-paste a CV for every job application (you don’t, right?), your content needs to be tailored for each platform’s quirks. Think hashtags, keywords, and captions that speak the native tongue of TikTok, Instagram, and beyond.

• Analytics evolution: Forget just tracking website traffic - it’s time to obsess over engagement rates, video views, and saves on social platforms. Metrics matter.

Adapting to the social search era

For businesses and digital marketing agencies, the game plan is clear: embrace the visual, community-driven charm of social search while keeping one foot firmly planted in Google’s world.

Get your hashtags in order, brush up on your social trends, and never underestimate the power of a good reel. Because in 2025, it’s not just about being found - it’s about being unforgettable.

What does this mean for the platform previously known as Twitter?

Let’s face it, Twitter’s not exactly the go-to for social search. Sure, it still has its place for real-time conversations and watching drama unfold in real-time, but when it comes to actually discovering new content or products, it’s not exactly leading the charge. Read our article about why brands are leaving X to put their efforts into platforms that know how to do search and discovery. TikTok, Instagram, even LinkedIn are where the magic happens now. These platforms offer better algorithms, better visual content, and a better overall experience for actually finding what you're looking for.

So, while X is still useful for some things (like keeping up with the news or watching celebrities get into arguments), if you're looking for a serious social search experience, you’re better off elsewhere.

What about Facebook?

Social search on Facebook? Not really its thing. Facebook is all about connecting with your old school friends, not about hunting down the latest trends or product recommendations. While Instagram and TikTok are busy being visual search engines, Facebook's still stuck in the friend zone - showing you content from people you know rather than stuff you actually want to find.

In conclusion

The rise of social search is a game-changer for digital marketing, and it’s clear that businesses must adapt to stay relevant in 2025. While Google remains a staple for in-depth research, platforms like TikTok, Instagram, and LinkedIn are quickly becoming the go-to sources for inspiration and discovery.

To succeed in this evolving landscape, marketers need to embrace the power of visual content, influencer partnerships, and platform-specific strategies that align with each platform's strengths. The future of search isn’t just about being seen; it’s about being found in the right place, at the right time, in the most captivating way possible. The brands that can master this balance will undoubtedly stand out in the digital age.

Ready to stay ahead of the curve and make your brand unforgettable in the age of social search? Our team is here to help you navigate this shift and create strategies that drive real results. Get in touch with us today to start optimising your digital marketing for 2025 and beyond!