Social media. There is no way to avoid it and it’s not just for millennials.…
September 11, 2025 | Mindy Weinstein | SEO |
How TikTok and Instagram Are Changing Search Behavior
- TikTok and Instagram are gaining search market share, especially among Millennials and Gen Z
- Consumers are increasingly turning to social media search to find trends, tips, and products
- Social media search recommends eye-catching, dynamic content with viral potential
- Brands need to adjust SEO techniques to get their content recommended on social media
The popularity of social media search engines is rising, with nearly half of Gen Z using social media as their primary search tool (Haan, 2024). This has enormous implications for brands, as traditional SEO practices are no longer enough to get your content seen on social media. Brands need to tailor their SEO and content strategies to the new paradigm of social media search, so today we’re going to break down how to stay on top in the social media age.
The Evolution of Search Behavior
Google is no longer the undisputed king of search. Surveys indicate that 24% of people primarily use social media for their search needs, and 46% of Gen Z use it as their primary search tool (Haan, 2024).
Why Gen Z is Leading the Shift in Search Platforms
The New York Times was on to something when it famously proclaimed that “for Gen Z, TikTok is the new search engine” (Huang, 2022). Social media search is a hit with Gen Z because it quickly provides relevant results on the latest trends in a visually engaging and personally tailored way. Social media also allows users to hear authentic takes from people without traditional media gatekeeping. This is valued by netizens, as Americans’ trust in mass media is at record low levels, with only 31% professing trust in traditional media (Brenan, 2024).
TikTok as a Search Engine: Features, Trends, and Limitations
The TikTok search engine is increasingly popular, but it’s used for some pretty specific things – knowledge of which is valuable for people in digital marketing and social media. Surveys (Adobe, 2024) indicate that the top things people use TikTok search for are:
- New recipes (36%)
- New music (35%)
- DIY tips (34%)
- Fashion advice (30%)
- Workout routines (29%)
- Beauty advice (29%)
- Product recommendations (26%)
- New products and services (25%)
TikTok search presents short-form video results, allowing users to get fast and personalized information and opinions. A TikTok user might search for fashion or beauty advice, then engage with the creator and other users in the comments before swiping up to see a similar recommended video. Due to TikTok’s user-generated content format, influencer content is highly prominent. The TikTok search engine algorithm produces recommendations based on the user’s past behavior and how popular the content is with users who have similar interests (ByteDance, 2025).
Instagram’s Role in the New Discovery Journey
On the Instagram search engine, users are presented with recommended videos and images before they enter a search term. Users, therefore, may go to Search & Explore to look up an account, but then click on an eye-catching recommended recipe or tip instead. The Instagram social media search tool selects content based on accounts you follow, previously engaged content, and your connection with the poster (Meta, 2024). High engagement will also make content more likely to be recommended. Brands can reach Instagram users by targeting popular search terms (in post captions and hashtags) and creating visually engaging and dynamic content – ideally on trending topics. Influencer brand mentions are an important way of reaching users due to their reach on Instagram.
What This Shift Means for SEO and Digital Strategy
Short-form video drives higher engagement and brand awareness on social media (Manic, 2024), so crafting a robust short-form video content strategy is key to reaching users. The popularity of social media search also means influencer collaborations have an increasing role in digital marketing. Instagram influencers are as popular as the world’s top sports and movie stars. Influencers Kylie Jenner, Kim Kardashian, and Khloé Kardashian are all in the top 10 most followed accounts on Instagram (Mackenzie, 2025).
Commercial vs. Informational Search Intent on Social Media
To capture users’ interest, it’s essential to understand the motivation behind their search behavior. The most popular TikTok search topics (Adobe, 2024) indicate that social media search engines are used for commercial and informational search. Commercial search intent refers to users looking to find services, products, and brands, while information search refers to users wanting to find information about a topic (Baker & Margeson, 2025). The bottom line is that when targeting keywords, you need to understand why users are searching for these terms. First, analyze your targeted search terms to find the purpose of users’ behavior, then tailor your content to deliver what they are looking for. For information searches, content should give users the information they seek, while commercial search should help users who are ready to buy decide what to buy.
How Social Media Search Complements Google (Not Replaces It)
Nothing beats Google for rapidly delivering targeted and in-depth information. Social media channels won’t be knocking Google off its perch for that kind of advanced search any time soon. So why is social media search gaining ground? People use social media search engines to discover products and trends and hear ideas, experiences, and recommendations. Getting such content straight from other users gives people the feeling of genuine interaction.
With consumers spending increasing time on social platforms, social media marketing services are vital for getting eyes on your brand. Traditional search engines retain large user bases, so a strategy that caters to social platforms and traditional search is needed.
How to Optimize for Social Media Search Engines
Short-form video content rules social media, so mastering this medium is crucial to your brand’s online presence. To engage users, short-form videos should be eye-catching, authentic, easy to understand, and hooky. You want the opening seconds to capture consumers’ attention in the search panel, so creating something that fosters curiosity through visual elements is important. Hardcode subtitles in videos, as many users browse without audio.
Social media mentions from influencers are useful because users are more likely to be recommended search content from accounts they follow (Meta, 2024). You can also leverage other user-generated content, such as testimonials, reviews, viral trends, and hashtag campaigns.
Round out your strategy by optimizing your content with keywords in captions and hashtags that align with popular search terms. Email alerts can help you stay on top of trends here. External keyword tools can also be helpful, along with observing what is trending in search. For professionals working on how to grow social media followers for business, a strategy integrating these elements is vital to success.
Unique Insight: Can Social Media Replace Traditional News & Search Engines?
Social media is a powerful tool but cannot replace traditional news and search engines. It has strengths in news and search, such as covering events in real time, showcasing voices not normally heard on traditional media, and serving as a community discussion platform. For brands looking to understand why social media is important for business, understanding how much consumers value these advantages is important.
54% of Americans source at least some news from social media, which has been rising (Pew Research Center, 2024). With the popularity of social media as a news platform, it’s essential to ask: Is TikTok a reliable news source? The answer is no, as TikTok content is user-generated and not typically rigorously fact-checked. Social media creators often post shocking content to boost engagement, with little concern for accuracy. As a search tool, social media likewise has shortcomings, as TikTok and Instagram posts cannot feature as much in-depth and targeted information as Google results.
Future Outlook: What’s Next in the Social Search Landscape?
Brands need to stay agile in the shifting social search landscape. Meta is boosting its spending on AI in 2026, doubling down on major AI initiatives in 2025 such as its $14.3 billion investment in Scale AI (Vanian, 2025). Optimizing content for AI functions is therefore an important area to stay on top of for social media SEO.
As of 2025, short-form video is king on social media search, and that trend is not going anywhere. TikTok’s social media searcher is entirely based around video, and search results for Instagram and Facebook search are increasingly featuring video content. Short-form video is perfect for driving engagement, so it deserves significant investment moving forward from a digital public relations and marketing standpoint.
Final Takeaway: Adapting Your Strategy with Market MindShift
Social media marketing is entering a new era, and it requires forward-thinking strategies to reach consumers through social media searches. Brands can cut through the noise by engaging quality digital marketing services near me to tailor a modern content strategy. Market Mindshift is here to help you find the right approach to reaching consumers on social media. Book a free consultation today to see how our digital marketing services can make your campaigns hit the mark.
FAQs
How is TikTok changing the way Gen Z searches for products or information?
TikTok’s short-form video search allows Gen Z to find personal recommendations, products, and information presented in a visually compelling, dynamic, and interactive way. This contrasts with the more static, text-based listings on traditional search engines.
Can TikTok and Instagram be used as reliable sources of news?
TikTok is not a reliable news source, as it features user-generated content that does not undergo rigorous fact-checking. The site’s content is typically created to entertain rather than inform.
What type of content performs best for search visibility on TikTok and Instagram?
Short-form video drives higher engagement rates and brand awareness on social media platforms such as TikTok and Instagram due to its ability to grab attention in search and be consumed quickly while on the go (Manic, 2024).
Should my brand shift SEO strategy to include social media search optimization?
It’s important to consider social media search optimization as part of your overall SEO and social media strategy, as consumers increasingly source brands and products on social media.
How do TikTok and Instagram search behaviors differ from Google search?
The search function on free social media search engines such as TikTok and Instagram defaults to video or video/image search, respectively, which leads to short-form video content with a strong visual element gaining high engagement. Google defaults to a text and link-based format, which netizens often use to find in-depth information and targeted answers.
Citations
Baker, R., & Margeson, K. (2025, January 21). 4 Types of Keywords in SEO (+ Examples). Semrush Blog. https://www.semrush.com/blog/types-of-keywords-commercial-informational-navigational-transactional/
Brenan, M. (2024, October 14). Americans’ Trust in Media Remains at Trend Low. Gallup.com. https://news.gallup.com/poll/651977/americans-trust-media-remains-trend-low.aspx
Haan, K. (2024, May 31). Is Social Media the New Google? Gen Z Turn to Google 25% Less than Gen X When Searching. Forbes Advisor. https://www.forbes.com/advisor/business/software/social-media-new-google/
How TikTok Recommends Content (2025). ByteDance. https://support.tiktok.com/en/using-tiktok/exploring-videos/how-tiktok-recommends-content
Huang, K. (2022, September 16). For Gen Z, TikTok is the New Search Engine. The New York Times. https://www.nytimes.com/2022/09/16/technology/gen-z-tiktok-search-engine.html
Instagram Search & Explore (2024). Meta. https://about.instagram.com/features/search-and-explore
Mackenzie, L. (2025, August 7). Most-followed Person on Instagram: See the Top 10. Mashable. https://mashable.com/article/most-followed-instagram-accounts Manic, M. (2024, July), Short-Form Video Content and Consumer Engagement in Digital Landscapes, Bulletin of the Transilvania University of Brasov Series V Economic Sciences, Vol. 17(66). https://www.researchgate.net/publication/382232350_Short-Form_Video_Content_and_Consumer_Engagement_in_Digital_Landscapes
Social Media and News Fact Sheet (2024, September 17). Pew Research Center. https://www.pewresearch.org/journalism/fact-sheet/social-media-and-news-fact-sheet/
Using TikTok as a Search Engine (2024, January 1). Adobe. https://www.adobe.com/express/learn/blog/using-tiktok-as-a-search-engine
Vanian, J. (2025, July 31). Meta’s big AI Spending Blitz will Continue into 2026. CNBC. https://www.cnbc.com/2025/07/30/metas-big-ai-spending-blitz-will-continue-into-2026-.html