Whereas people used to "just google" everything, these days they increasingly search on social media. From restaurant tips on TikTok to product reviews on Instagram or Reddit. The search engine is not dead - but there is a new player in the game: social search.
What does this mean for your brand, your visibility and your marketing strategy? In this blog, we contrast social search and Google and show you how you can leverage both.
What is social search?
Social search is the use of social media platforms as search engines. For example, users type "yummy lunch Amsterdam" on TikTok or "skin care for acne" on Instagram. They then get direct, visual, experiential content - often from real people.
More and more users (especially Gen Z and millennials) prefer this to Google's standard search results. According to a study by Google itself, some 40% of Gen Z already use social media instead of Google for certain search queries.
What makes social search so attractive?
- Visual content
TikTok and Reels videos provide quick, visual information - ideal for those who don't feel like reading long texts.
- Trust and authenticity
Reviews or tips from "real" people often feel more credible than websites or advertisements.
- Community feeling
On social media, you can scroll through comments, ask questions or click right through to related content.
- Trending content
Social search often shows the most popular or most shared content first - current and relevant.
What about Google?
Google still remains dominant, especially for:
- Detailed information (think how-to's, news, research)
- Searches with purchase intent (such as "best printer 2025")
- Local search (for example, "physiotherapist Utrecht")
- Professional context (think B2B or services)
- Yet Google has lost ground in the areas of inspiration, lifestyle, product discovery and experience. That's where platforms like TikTok, Pinterest and Instagram are rapidly gaining ground.
What does this mean for you as a brand?
- Make sure you are findable on both channels
Keep investing in SEO and a well-functioning website, but don't forget about your visibility on TikTok, Instagram and Pinterest. Optimize your social posts for relevant keywords and hashtags.
- Create content that responds to search intent
Think about what your target audience is searching for on Google as well as on socials. Examples:
Google: "best coffee machine under €200"
TikTok: "my experience with this coffee machine ☕️"
Play with both forms!
- Use social proof as a force
On social media, it's all about credibility. Reviews, user videos, behind-the-scenes - all these forms help your brand move up in the social search.
- Think visual-first
Content with text is indispensable, but visuals are gaining ground. Make sure your brand also stands out in videos, visuals and carousel posts. Google itself also shows social posts in search results these days!
Conclusion: Google is not gone - but social search is here to stay
Social search is changing how people search for information, discover and build trust. It is not a replacement for Google, but a valuable addition - especially with younger audiences.
The challenge for businesses in 2025? Not choosing between Google or social, but smartly leveraging both.
Do you need help with making your business findable on social media? Then contact us with no obligation!