Let’s think for a second: remember that one time when someone recommended a place to eat, to go, or a business because you “saw a TikTok” talking about it? And do you remember how, most likely, you decided to look for that video?
No?
Well, that means you are probably the odd one out.
While a couple of years back, when Facebook was a website (and the only social media platform really), we used to let “the elders” know Facebook was not a “search engine” when all of a sudden you would see someone posting a status like:
Now we are letting you know the opposite: yes, social media is, to a degree, a search engine.
Why Do People Use Social Media as a Search Engine?
People increasingly treat social platforms like a discovery-first search engine: swipe to discover, tap to learn, and then—if it looks right—buy, book, or tell a friend.
Social media is now where decisions start.
According to Forbes, 84% of the population still turns to search engines for brand name searches. Still, when you start splitting those statistics by age, you can see how there is an evident decline in that trend: While most Baby Boomers (94%) still use search engines for brand name searches, Gen Zers are 30% less likely to do so.
Platforms like TikTok and Instagram prioritize content based on your interests and real people sharing real experiences (or at least it gives you that impression, because you know, influencer marketing), not just keywords. In contrast, Google gives you a list of optimized links and a lot of material you might need to read and search through to find that one piece of information you are looking for (and even them are now changing to include social media results as actual search results!)
And that’s the thing: social media search feels personal. It’s curated by algorithms that know what you’ve liked, watched, and saved — which makes the results feel eerily accurate. Sure, Google has personalization too, but TikTok showing you the exact ramen spot from that viral video you liked three weeks ago? That hits differently.
The Psychology Behind Social Search
This shift is not the product of convenience or capitalism (well, not so much at least) but more of a response to fundamental human behavior:
The Power of Social Proof
We’re hardwired to trust recommendations from people (even strangers) over faceless algorithms. When you see 50 videos of people raving about a restaurant, it feels more credible than a Google review that might be fake.
The Lazy Brain Effect
Scrolling requires less effort than typing. Why search when content can come to you? Platforms have perfected the art of showing you what you want before you know you want it.
Visual Decision Making
Our brains process visuals 60,000x faster than text. A 15-second video showing a product in action delivers more convincing information than paragraphs of specs.
What This Means for Businesses
CONGRATULATIONS! Now you are not just fighting for space in the feed, but you are competing in search results inside the platform. Yay! If you’re not optimizing for social search, you’re missing out on an audience that’s looking for answers without ever leaving the app.
If people are using social platforms like search engines, you should treat your social content like SEO. That means creating content that answers real questions and making it findable:
- Lead caption with a clear question or keyword.
- Add captions/transcripts to videos and stories.
- Geo-tag posts and add business/creator tags.
- Use 3–4 targeted hashtags + 1 branded or viral tag.
- Save a pinned comment with keywords or links.
- Create a Highlight or playlist for “How-To / FAQs / Reviews.”
- Include a CTA, such as “Save this for later” or “Search this hashtag/keyword for more.”
- Monitor saves, shares, and profile visits — those are your “search traction” metrics.
The Future of Search Is Hybrid: Social Media is a Search Engine
Let’s be real: Google is not going anywhere, nor are all the other search engines. Traditional search engines remain unmatched in terms of the depth of information, suitability for research-heavy queries, and credibility checks; however, the first touchpoint, where curiosity sparks and buying journeys begin, has now shifted toward social platforms.
Think of it this way: Google is where people go when they already know what they’re looking for. Social is where people go to discover what they didn’t know they needed.
The smartest strategy for you (and for everyone, really) isn’t to pick one or the other but to find the right mix between the two and connect them appropriately: Yes, your website content should still be optimized for traditional SEO, but so should your social media content.
The idea is simple: let people discover you on social media, validate you on Google, and then come back to engage or make a purchase.
So, What’s Next?
If you’re a business owner or marketer, it’s time to ask yourself:
- Is my content “searchable” inside TikTok, Instagram, or even LinkedIn?
- Am I showing up where my audience is actually searching?
- Do I make it easy for someone to transition from discovery to trust to action?
Social media is a search habit and part of our daily lives. Being able to adapt to that shift will make you the one who is discovered first.
