Introduction
Social media is redefining the rules of online search today. While Google and Bing remain essential pillars, they are no longer the only players in the user's discovery journey. With the rise of platforms like TikTok, Instagram, and Pinterest, the concept of Search Social is emerging as a powerful and innovative alternative, blending search with visual exploration.
The rise of Search Social: a new search ecosystem
Traditionally, online search relied on using keywords to access structured and factual information. Today, social media adds a new dimension to this practice. TikTok, for example, allows users to find recipes, travel ideas, or tutorials through short and engaging videos. Instagram, on the other hand, has become a visual discovery engine for trends, brands, and products.
According to a study conducted by Google, 40% of Gen Z start their searches on social media rather than traditional search engines. On TikTok, hashtags related to searches like #tiktokmademebuyit have amassed over 50 billion views, demonstrating the direct impact of Search Social on purchasing behaviors. Pinterest, for its part, positions itself as a key tool for planning and inspiration, with over 463 million monthly active users actively searching for ideas.
An opportunity for brands
Winning strategies in this ecosystem require creating content tailored to the platforms. Short, dynamic videos, attractive visuals, and descriptions optimized for social algorithms have become essential. Specific hashtags increase visibility and help businesses target precise audiences, while collaborations with influencers bring credibility and authenticity.
Moreover, the advertising tools offered by these platforms open new opportunities for brands. Shoppable formats on Instagram and Pinterest allow a direct transition from inspiration to action. According to Instagram, 70% of users visit the platform to discover products, and Shoppable ads can increase sales by an average of 30%.
A turning point for online search
Search Social goes beyond mere technological innovation. It reflects a fundamental shift in how consumers interact with information, products, and brands. By integrating this strategy, businesses can transform their online presence, generate more engagement, and accelerate conversions.
At Semetis, we help our clients take advantage of this transformation by leveraging data, consumer insights, and the specific advertising tools of each platform to build an effective Search Social strategy.
Practical applications
TikTok Search
TikTok is quickly becoming a go-to search engine. Users search for product recommendations, reviews, or tutorials through short videos. Around 80% of users say that TikTok plays a role in their product or service discovery process. Brands leveraging TikTok Search can not only appear in these results but also integrate into trends or challenges (#challenges) to maximize their visibility.
Currently, in Belgium, TikTok Search is just an option to activate within a traditional campaign. Dedicated TikTok Search campaigns are not yet available as standalone options. It’s possible to opt into this feature, but TikTok’s algorithm decides whether your ads appear in search results or the regular feed. While keyword management is not yet accessible, negative keywords can be configured to refine targeting. In other countries, fully dedicated TikTok Search campaigns are already available and are expected to arrive in Belgium soon.
Pinterest Search
Pinterest stands out for its ability to generate high purchase intent. Over 85% of users say they visit the platform to plan their purchases. With formats like Rich Pins and product catalogs, brands can transform searches into immersive shopping experiences.
Instagram Shopping
Instagram combines visual discovery with shopping functionality through its Shopping tab. Businesses can create virtual storefronts where users can explore, save, or purchase directly. This feature generates engagement rates above the average for social platforms.
Conclusion
By combining inspiration and action, social media platforms are no longer just sharing platforms; they are becoming search engines in their own right. For brands, this represents an unprecedented opportunity to connect with audiences where they spend most of their time, using creative formats and optimized strategies.
At Semetis, we understand the importance of this transition and support our clients in maximizing their presence in this rapidly evolving ecosystem.
The future of search is social. Are you ready to be part of it?
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Diane Tremouroux
