Search Evolved: How Social Media is Changing the Way We Find (and Buy) Everything
Written By: Rae Scott, Social Media Strategist, H2
Search isn’t what it used to be. Yes, Google holds its ground, but it’s no longer the only place people go when they’re looking for products, services, or recommendations. Social platforms like TikTok, Instagram, YouTube, Reddit, and Pinterest have moved on from sharing content to become full-fledged search engines, powered by AI, algorithms, and the collective voice of real and interesting people.
So… what’s driving the shift?
The Rise of Social Search
People want trusted recommendations, real experiences, and content that fits their world. And social search checks all the boxes.We trust people over brands. Social platforms offer built-in credibility. A recommendation from someone you follow is more convincing than an anonymous five-star review.
Real voices are loudest. That detailed, brutally honest Reddit thread from three years ago is more persuasive than anything a chatbot or polished brand website can offer. Social media is a living, breathing focus group.
It’s all about the visuals. Tools like TikTok demos, Pinterest mood boards, and Instagram Shops let your audience see products in action. When content is quick, engaging, and made for short attention spans, it’s instantly gratifying.
Get hyper-personalized. Social algorithms analyze behaviour, preferences, and engagement to serve up content that feels tailor-made. It feels like TikTok knows you, because it does.
What Marketers Need to Do in a HurrY
We have your action list, of course. Because we roll like that.
Search yourself. Check how your website preview looks across social and messaging platforms, see what TikTok’s AI search engine comes up with for your business, and look yourself up on Instagram, Facebook, Pinterest, LinkedIn…you get the idea.
Start social listening. What people say about your brand when you’re not in the room? That’s the gold. Social listening tools (or just lurking in the right places) can tell you more than any survey ever could. If you only do one thing today, do this.
Optimize for social search. Treat social like part of your SEO strategy. That means optimizing captions, hashtags, geotags, and even alt text for discoverability. If you’re not thinking about how your content fits each platform’s algorithm, you’re already behind.
Take influencer marketing seriously. Creators drive social search. Whether it’s a viral product review or a day-in-the-life vlog, influencer content shapes what people buy. If influencer marketing isn’t in your mix, reconsider.
Social search is how people find, research, and buy. And it’s only going to get bigger. AI, AR, voice search – it’s all coming. The brands that stay ahead are the ones paying attention.
About the author:
Rae Scott has been making online look cool for almost a decade, with experience in tourism, retail, higher education, finance, and non-profit. Her passion for the future of online keeps her on top of the latest social trends and up-to-date on how to use algorithms to clients’ best advantage.
