The Rise of Social Search: Why Instagram and TikTok Are the New Google
If you’re anything like me, you’ve probably noticed something wild lately: people aren’t just Googling stuff anymore. Nope, they’re hopping on Instagram and TikTok to find answers, ideas, and even businesses like yours. I know, it sounds crazy—social media as a search engine? But stick with me, because this shift is huge in 2025, and it’s changing the game for how we market. I’ve seen it firsthand with our clients, and I’m pumped to spill what’s going on—and how we’re making it work for them.
Wait, social search is a thing?
You bet it is. Picture this: someone’s looking for a new coffee spot, a quick makeup tutorial, or even a marketing agency (hi, that’s us!). Instead of typing it into Google, they’re searching hashtags on Instagram or scrolling TikTok for real-time recs. Stats back this up—over 40% of Gen Z and Millennials say they’d rather search social platforms than a traditional search engine. Why? It’s faster, visual, and feels more human than a wall of text links.
I’ll be honest, when I first heard about this trend, I was skeptical. Google’s been king forever, right? But then I started digging into the data and watching how our clients’ audiences behave. Spoiler: social search isn’t just a fad—it’s where your next customer’s hanging out.
Why Instagram and TikTok Are Stealing Google’s Thunder
Let’s break it down. Google’s great for deep research, but Instagram and TikTok? They’re instant, vibe-driven, and all about discovery. On Instagram, someone types “#digitalmarketingtips” and bam—Reels, posts, and stories pop up with real people sharing real advice. TikTok’s even wilder—the algorithm’s so smart, it serves up exactly what you didn’t even know you needed. I’ve caught myself doom-scrolling for “small business hacks” and finding gold in 15 seconds flat.
Here’s the kicker: these platforms aren’t just for fun anymore. People are using them to shop, learn, and hire. Google Ads aren’t necessarily required for businesses anymore, just a handful of punchy social media videos with the right hashtags and captions. That’s the power of social search in 2025.
How It’s Working in Real Life
Okay, let me give you a peek behind the curtain. For the past year or so, we’ve been working with a Dublin-based retail store. They were stuck—decent foot traffic, but no real growth in their sales numbers. We pivoted hard to social search. We posted Reels on Instagram with tags like “#dublinshops” and “#irishbusiness,” and on TikTok, we jumped on a trending sound to show off their process. The result? Their views shot up exponentially almost immediately, and daily sales numbers climbed as well. Why? Because people searching “dublin shops” found them right where they were already scrolling.
It’s not magic—it’s strategy. Social search puts you in front of folks who are ready to act, not just browse.
How to Win at Social Search (And How We Do It)
Ready to jump in? Here’s what’s working right now—and yeah, these are the exact tricks we use for our clients:
Hashtags Are Your New Keywords
Forget stuffing Google with SEO terms (though we still love that). On Instagram and TikTok, hashtags like “#smallbusinesstips” or “#marketinghacks” are how people find you. Keep ‘em specific but popular—we use tools like TikTok’s Creative Center to spot what’s trending.
2. Video Beats Everything
Static posts are cool, but video’s king in social search. A quick Reel or TikTok showing your product, a tip, or even a “day in the life” gets way more traction. We tell clients: 15 seconds can outsell a whole webpage.
3. Be Real, Not Perfect
People trust messy, human content over polished ads. One client’s behind-the-scenes TikTok—literally just their founder ranting about shipping delays—got more engagement than their pro shoots. Authenticity’s the secret sauce.
4. Optimize Your Profile
Your bio’s prime real estate. Add keywords (e.g., “digital marketing agency” or “grow easy”) so when someone searches, you pop up. We tweak profiles to scream “this is who we help.”
5. Jump on Trends Fast
TikTok moves at lightspeed. If a sound or challenge is hot, we weave it into a client’s story.
The Catch: It’s Not Google (And That’s Okay)
Here’s the deal—social search isn’t replacing Google entirely. If someone’s researching “best CRM software,” they’re still hitting Google. But for inspiration, quick finds, or brands with personality? Instagram and TikTok are taking over. The trick is knowing where your audience lives. We figure that out for every client—sometimes it’s both, sometimes it’s all social.
Your Turn: Let’s Make It Happen
Social search is the future, and it’s happening now. I’ve seen businesses—like yours—go from being basically invisible to booked solid just by showing up where people are looking. Our agency lives for this stuff. We’re obsessed with finding the right hashtags, crafting scroll-stopping videos, and turning searches into sales.
Struggling to get noticed? Let’s chat. Drop me a line for a free 30-minute consult, and we’ll figure out how to make Instagram and TikTok your new best friends. Seriously, why wait when your next client’s already scrolling?
Oh, and if you’ve got a favorite TikTok trend you’ve seen lately, comment below—I’d love to hear it!
