The Evolution of Search: How Social Media is Redefining Discovery

It’s hard to believe, but there was a time when search engines like Ask Jeeves were considered groundbreaking. Launched in the 1990s, Ask Jeeves represented a new way to find information online—albeit in a somewhat clunky manner. Of course, it wasn’t long before Google emerged as the dominant force in search, revolutionising the way we access information and solidifying its position as the gold standard of search engines.

For decades, Google and other search engines have been the go-to tools for finding everything from recipes to travel advice. But as we approach 2025, the way people search for and consume information is shifting. According to Forbes, 46% of Gen Z and 35% of millennials now prefer social media over traditional search engines for discovery, and this trend shows no signs of slowing down.

This shift presents a major opportunity for brands—but only if they’re willing to adapt. Social search optimization (SSO) is becoming an essential part of a comprehensive search strategy, especially for industries driven by lifestyle, creativity, and visual appeal. Here’s a closer look at why this change is happening, what it means for brands, and how they can stay ahead of the curve.

Why Are Younger Generations Turning to Social Media for Search?

For Gen Z and millennials, social media platforms like TikTok, Instagram, Pinterest, and YouTube have become much more than just spaces for entertainment. They’ve evolved into dynamic hubs for discovery and decision-making. This is driven by several key factors:

1. Visual Appeal: Platforms like Instagram and TikTok excel at providing visually rich, engaging content. Whether it’s a video tutorial on makeup, a beautifully styled meal, or an inspiring travel reel, the highly visual nature of social media resonates strongly with younger audiences.

2. Personalisation: Social media algorithms are finely tuned to show users content that aligns with their preferences. Over time, these platforms feel more personal and intuitive than traditional search engines, which rely heavily on keywords.

3. Authenticity: Younger consumers value authenticity, and social media offers a more relatable, human touch. Reviews, testimonials, and content from influencers feel more trustworthy than faceless search engine results.

4. Convenience: Social platforms combine discovery, entertainment, and shopping into one seamless experience. Social commerce is growing rapidly, making it easier than ever for consumers to act on what they discover.

SSO vs. SEO: Complementary, Not Competing

While the rise of SSO is undeniable, this doesn’t mean that traditional search engine optimisation (SEO) is obsolete. In fact, SEO remains critical for specific industries and demographics. For example, older audiences, who are more accustomed to traditional search engines, continue to rely on them for information. Additionally, categories where trust and credibility are paramount—such as financial services or healthcare—are better suited to the rigour of traditional SEO.

That said, SSO should no longer be seen as an optional add-on but as a key pillar of a brand’s overall search strategy. Together, SEO and SSO can help brands reach diverse audiences across different touchpoints.

How Brands Can Succeed with SSO

To capitalise on the growing importance of SSO, brands need to develop platform-specific strategies that resonate with social media users. Here are some actionable tips:

1. Create Engaging, Short-Form Video Content

Short-form videos are at the heart of social media discovery. Platforms like TikTok and Instagram Reels thrive on content that is entertaining, educational, or inspiring. Whether it’s a quick recipe, a styling tip, or a travel guide, videos should grab attention within the first few seconds and provide immediate value.

2. Leverage Hashtags and Trends

Understanding and using platform-specific algorithms is essential. Hashtags are a key driver of discoverability, helping users find content that aligns with their interests. Brands should stay on top of trending hashtags and challenges to ensure their content reaches a wider audience.

3. Collaborate with Influencers

Influencers play a critical role in social search. Their authentic, relatable content helps bridge the gap between brands and consumers. Collaborating with influencers who align with your brand values can enhance trust and visibility.

4. Optimise for Social Commerce

With social commerce on the rise, brands need to make the purchase journey as seamless as possible. Features like Instagram Shopping, TikTok Shop, and Pinterest’s buyable pins allow users to move from discovery to purchase without leaving the platform. Ensuring product pages are optimized for these features can drive conversions.

5. Prioritise Authenticity and Storytelling

Younger audiences value transparency and relatability. Sharing behind-the-scenes content, user-generated content, or stories about your brand’s values can help build genuine connections.

So, in 2025 dive into the world of social search. Experiment with video, explore new platforms, and embrace the nuances of SSO. And someday, when you’re looking back at this era, you’ll marvel at how far search has come—and laugh at how antiquated today’s strategies will seem, just as Ask Jeeves seems like….well…..from another century.