Social media as search engines – how social media search is transforming brand engagement

It feels like every time we blink a major shift has happened in the social media space. More recently it has evolved from merely a networking tool to a powerful social search engine, transforming how we connect, consume and even think.

Facebook, X (Twitter), TikTok and Reddit have surpassed their original purpose of facilitating easy communication among friends and family, and are now serving as search engines, transforming commerce and societal movements.

We know the primary function of social media has always been to connect with people, but the scale and depth of these connections have seen a drastic change. Social apps now allow individuals to form communities based on shared interests, values or identities. From niche hobbies, support groups and professional networks, these platforms act as engines that power the formation of virtual communities across the globe.

Why are we now turning to social media as our go-to search engine?

It’s all about personalised content and ease. In 2024, TikTok and other apps lead the charge, delivering tailored content that feels like it was made just for you. The clever algorithms behind today’s apps align perfectly with your recent searches, keeping you engaged and involved. Reels and short videos are dominating, offering visually compelling ways to absorb information quickly and easily, making learning more accessible than ever.

We’ve seen the rise of apps evolving into powerful search engines, not just for information but also for advocacy and activism. Take movements like #BlackLivesMatter or the UN Women’s “He for She” campaign – these aren’t just raising awareness but creating immediate access to educational resources. What’s even more compelling is how quickly users can access a wide range of content, from expert videos to insightful data-driven posts, with just a simple search on their app’s “Explore” or “Discover” page. It’s a new kind of advocacy, where knowledge is a search bar away and audiences of all levels can get involved effortlessly.

What’s driving this change even further is trust. Many users now perceive social media platforms as more trustworthy than traditional search engines. Social media allows people to interact with real opinions, reviews, and recommendations from individuals and communities, making the information feel more authentic and reliable. Whether it’s through creator content, shared experiences, or community discussions, social platforms offer a more personal and relatable way to discover and validate information – a sharp contrast to the faceless algorithms of traditional search engines.

So what does social media search mean for brands?

For brands, this means staying ahead of trends and embracing the influence these social platforms hold over the public. If harnessed well, brands can build stronger connections with their audience, engaging and responding directly with them and more importantly adapting to stay relevant in these ever-evolving digital ecosystems.

Gone are the days of social apps showcasing life with pretty filters, it’s enabling businesses to showcase who they are and their values, and helping to build trust with their customers. Social apps being used as search engines is becoming the new norm, which means brands need to invest in social strategy more than ever.

TikTok, What’s Next Report suggests that ‘users are 1.8x more likely to agree that TikTok introduces them to new topics they didn’t even know they liked’. The report continues by highlighting the unique appeal of the platform, saying ‘traditional search results spit out straightforward answers because they’re built on data, not community creativity’. This encapsulates TikTok’s ability to transform passive browsing into a community-driven exploration, offering an interactive experience that fuels discovery through creativity and shared experiences rather than mere data output.

It’s clear that the way we search is evolving, with social media providing richer, more dynamic and targeted content than ever before. For brands, the message is simple: adapt or risk being left behind. The movement towards social media as search engines means brands need to embrace these platforms not just as a marketing tool but as a crucial part of their customer’s search journey.

With personalised content, community influence, and creative discovery at the heart of this new wave, brands have the opportunity to connect more meaningfully than ever before – offering richer brand experiences for their existing customers, and tapping into new audiences.

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