When Social Media Becomes the New Search Engine

The reflex of typing a question into Google is changing.
Today, consumers, primarily Gen Z, are searching directly on Instagram, TikTok, Reddit, and other platforms to find products, recommendations, or brands to follow.

The data confirms it: social media has now surpassed traditional search engines during the consideration phase of the purchase journey for Gen Z. 48% of this generation uses social media to learn about a brand or product, compared to 47% who use traditional search engines.

This is what we call social search: a phenomenon that is redefining how users discover and evaluate brands online.

The new Google

Users no longer want just results, they want real experiences, authentic reviews, and visual representations.

• On TikTok, people search “Montreal restaurant” to see dishes in video form. In fact, 74% of Gen Z members use TikTok to learn about all kinds of topics.
• On Reddit, users compare other people’s experiences before making a purchase.
• And on Instagram, people draw inspiration from the recommendations and consumption habits of creators who share their values.

Instagram shows up on Google

Instagram has recently reached a new milestone: its posts are now indexed by Google.

In other words, your profile, posts, and carousels can now appear in traditional search results. Captions, hashtags, descriptions, and alt text therefore become strategic elements to improve your visibility, not just within the app, but across the entire web.

From SEO to GEO: being visible… even without a click

And that’s not all. Search continues to evolve with the rise of conversational engines and generative AI.

We now talk about GEO (Generative Engine Optimization): optimizing your content so it can be understood, referenced, and cited by tools such as AI-powered search engines and conversational assistants.

Concretely?

Users are no longer always looking for a list of links. They ask a question… and the AI gives them a direct answer. The brands that stand out are those whose content is:

• clear and structured,
• credible and consistent,
• rich in context and real expertise.

In other words, if your content isn’t designed to be understood by AI, it risks simply being ignored.

Content, the new fuel for discovery

Across all platforms, content has become the primary driver of search visibility. Every day, 44% of Gen Z members discover new brands directly through social media.

The more relevant, optimized, and consistent it is, the more it strengthens your brand’s visibility and credibility. Creating content is no longer about “making it look good”, it’s about being found, seen, and chosen.

Ready to make your brand more visible on social media?

At Comunika, we create content strategies that elevate your digital presence, from the feed to the first page of search results.

Discover our social media management services.

Source

1. eMarketer, Search Behavior Is Being Redefined Thanks to Generational Shifts, 2024.