When people think about searching for information online, the first thing that comes to mind is Google. For years, Google has been the go-to place for finding answers, whether it is looking up a recipe, checking the latest news, or researching a product before buying. But things are changing, and people are now turning to social search for information in a way that feels more real, direct, and personal.
This is what social search is all about. Instead of relying only on search engines, people are now using platforms like TikTok, Instagram, YouTube, Reddit, and even X to find answers, recommendations, and real experiences from other users.
For example, instead of Googling “best skincare products for dry skin,” many people now search for the same thing on TikTok or Instagram. They want to see real people using the products, sharing their honest reviews, and giving tips based on personal experience. Instead of reading long articles or clicking through ads, they get quick, visual, and engaging answers from people they trust.
This shift is why social search is becoming the next big thing. It is changing the way people find information, shop online, and even make decisions. In this article, we will delve into why social search is growing so fast and what it means for the future of online search.
Why Social Search is the next big thing
More people now search for information differently. Instead of typing a question into Google and clicking on random links, they go straight to TikTok, Instagram, Reddit, and YouTube to find real answers from real people. Social search is changing the way we find information, and it is happening faster than ever. Here is why social search is taking over and why businesses and content creators need to pay attention.
1. People trust real experiences over random articles
When you search for something on Google e.g. products or reviews, most of the top results are blog posts or news articles written for SEO. Many of them sound similar, and it is hard to tell if they are truly factual or just written to rank on Google.
Social search changes that. Instead of reading generic articles, people watch and listen to real people share their experiences.
Example: Imagine you want to buy a new phone. On Google, you’ll find many tech websites ranking the “best phones” of the year, but how do you know if their reviews are truly unbiased? On YouTube or TikTok, you can watch an actual user showing the phone in action, pointing out the good and bad.
People trust other people more than they trust faceless websites. Social search allows users to see unfiltered opinions, real experiences, and honest recommendations.
2. Search engines feel slow, Social Search feels instant
When people search on Google, they have to scroll through different links, avoid ads, and sometimes read long articles just to get a simple answer. Social search is faster and more direct.
Let us say someone is looking for work-from-home job ideas. If they Google it, they will probably get a list of websites, each with long paragraphs to read through. But if they search for the same thing on TikTok or YouTube, they willl find short, straight-to-the-point videos where people quickly explain the best jobs, how much they pay, and where to apply.
The information is quick, visual, and easy to digest, making social search feel effortless compared to traditional search engines.
3. Younger generations prefer social media to Google
Gen Z and younger millennials are leading the shift toward social search. Many of them now search on TikTok before they search on Google. This is not just a trend—it is a major change in how people find and consume information.
A study by Google itself revealed that nearly 40 per cent of Gen Z prefers using TikTok and Instagram over Google when looking for recommendations. They trust videos, user-generated content, and community opinions more than traditional web pages.
Businesses that ignore social search are missing out on a growing audience that no longer searches the way older generations do. If you are a brand, being visible on social media is not just about marketing anymore, it is about being part of the search experience.
4. Social Search is more personalised
Google gives everyone the same search results based on algorithms, ads, and SEO rankings. But social search feels more personal and customised.
On social media, your search results are influenced by the accounts you follow, the content you engage with and what people in your circle are recommending
For example, if you search for skincare tips on Google, you will get a mix of articles with general advice. But if you search on TikTok, you might see videos from people who have your exact skin type, showing what worked for them.
This personal touch makes social search feel more tailored to the individual, instead of a generic list of results.
5. Social Search is more engaging and interactive
Another reason why social search is growing fast is that it is more than just finding information, it is a conversation.
On Google, if you have a question about something, you read an article and that is it. But on platforms like Reddit, Instagram, Twitter and TikTok, you can ask follow-up questions, read comments, and see different opinions all in one place.
Assuming you are looking for the best laptop for video editing. If you Google it, you would probably get a list of top picks, but no real discussion. If you search for the same thing on Reddit or YouTube, you will find real people debating which laptop is best, explaining their personal experiences, and answering specific questions.
Interactive elements like these are what makes social search feel more like talking to a friend rather than just reading information.
6. Businesses need to adapt to Social Search
For businesses and brands, being visible on Google is no longer enough. If your brand is not showing up on platforms like TikTok, Instagram, YouTube, or Reddit, you are missing out on potential customers who are searching for recommendations on social media.
Instead of just focusing on Google rankings, businesses now have to think about how they appear in social searches by:
- Creating short videos that answer common customer questions
- Encouraging customers to share reviews on social media
- Engaging in discussions and trends related to their industry
Social search is not just a trend, it is becoming a permanent part of how people find and choose brands.
Do not get it twisted, Google is still the biggest search engine in the world, but it is clear that social search is becoming a major player. People want real experiences, quick answers, and interactive discussions, and they are finding all of that on social media.
Whether you are a business owner, a content creator, or just someone who loves staying ahead of trends, understanding social search will be key in the years to come. The way people search online is evolving, and social media is at the center of it.
