How social media has taken over search engines
Written by Emma King
Google blew onto the scene in 1998 and took the world by storm. Becoming the most used search engine in the world, the phrase “just Google it” became a phenomenon.
Roll on to 2025 and we now have a wide range of social media platforms taking over as our principal search engines.
Social media platforms provide instant user interfaces with up-to-date videos, reviews, trends and more. This shift is due to the presentation of content, algorithms, and the behaviour of users.
This article has been assigned the following categories: Marketing, Social media,
Why choose social media as a search engine?
“TikTok and Instagram are now the world's most popular search engines and 40% of young people prefer TikTok to Google for searches.” (Source: Business Insider)
This is also part of a shift away from text-based search to images and video as a preferred source of information, especially amongst Gen Z users who have grown up with social media.
The difference between searching for something on Google rather than TikTok is that Google presents the most relevant and up to date information (with an AI-generated summary at the top of the page to give the user what they are looking for as quickly as possible), whereas TikTok wants you to stay on the platform as long as possible.
TikTok wants you to be interactive and eventually end up “doom scrolling”, where you have no concept of how long you have been on the app. TikTok acknowledges the content you like and will push it through to you consistently.
Why younger users prefer TikTok and Instagram
Younger users prefer utilising the app, as video demonstrations for new software and physical products enable them to gain insight into their functionality. This type of user-generated content creates greater trust than traditional search engine reviews, especially if it has high engagement (social validation) from other users.
Instagram is also a great example: more and more people are using the search function to discover new home ideas, ASMR (autonomous sensory meridian response) content and more. The platform allows users to explore new products, services, and content creators. Instagram also uses the user’s interests to suggest content they may like in their “For You Page” (FYP).
The opportunity for brands
Despite the trust created by this user-generated content, there is a vast amount of misinformation spread on social platforms to persuade users to purchase products that may not work, subsequently creating a demand amongst users for honest reviews, trustworthy accounts and authentic communities.
This provides an opportunity for reputable brands to establish a strong presence on the platform by providing up to date, factual information. Having the ability to respond to customers’ questions and remove negative comments also offers better control over your brand’s image.
Instagram and TikTok also allow brands to create their own integrated digital stores, helping general and product specific searches to guide users to a sale point.
Optimising your social media for search
Posting your content consistently is great but it needs to be optimised. Optimising your content can be done by using ALT tags, hashtags and keywords, as well as targeted content that is aimed to answer key questions your target audience is searching for.
It also needs to contain social signals, such as user recommendations, shares, likes, and comments, all of which help you boost online visibility and attract organic traffic to your page.
Remember that each platform is different, which means that sharing the same content on all platforms in the same format, with the same copy, won’t work well, as each audience is different. Creating unique content is key and that’s what Scaramanga does!
We create content that is unique to each platform and optimise it for search results in the process. We analyse the best posting times for your content and make sure to keep up to date with the latest trends.
To find out more
If your business is looking to enhance its digital strategy and establish a strong social media presence, get in touch with our experienced team today.
