Podcast Summary Article
In this future-forward episode of Brands on Tap, the team dives into a debate that’s no longer hypothetical – is social media now a search engine? With platforms like TikTok, Instagram, and even LinkedIn changing how people search, find, and engage with content, the answer is more complicated – and more important – than ever.
🔎 First Things First: What Is a Search Engine?
Traditionally, search engines are platforms like Google or Bing, where:
- Users input queries
- Algorithms prioritise relevance, authority, and structure
- Billions of results are indexed, sorted, and delivered in seconds
But as the episode reveals, that definition may be outdated in the age of social-first discovery.
📱 Social Media: The Rise of “Search-Like” Behaviour
The hosts highlight a clear shift in user behaviour:
People now use platforms like TikTok, Instagram, Pinterest, and LinkedIn to search for:
- Products
- Tutorials
- Reviews
- Inspiration
- Recommendations
In other words: intent-driven searches are no longer limited to Google.
And it’s not just Gen Z – professionals, shoppers, and even marketers are increasingly using social platforms to discover instead of search engines.
💡 Why It Matters for Marketers
If people are searching on social media, then your content needs to be searchable on social media. The podcast breaks down why this shift matters:
- Hashtags and keywords now act like SEO tools
- Captions, alt text, and comments contribute to visibility
- Engagement metrics (likes, saves, shares) influence what content gets surfaced
The implication? Brands need to approach platforms like TikTok and Instagram as search-driven ecosystems, not just scrolling feeds.
🔄 The Algorithmic Advantage
Unlike Google’s keyword-heavy model, social platforms rank content by:
- Engagement
- Watch time
- Recency
- User interests
So, discovery isn’t just about relevance – it’s about resonance. If your video hits the right tone or timing, it becomes the result someone was looking for – even if they didn’t know they were searching for it.
🧭 From Inspiration to Action
Social platforms don’t just serve information – they shape taste, intent, and decisions. Whether it’s booking a holiday, choosing a sofa, or discovering a new SaaS tool, social media is now influencing every stage of the buyer journey:
- Awareness
- Consideration
- Decision-making
In many cases, users trust UGC and influencer content more than traditional search engine results.
📌 Final Takeaway
Social media is no longer just a place to scroll – it’s a place to search, discover, and decide. If your brand isn’t thinking of Instagram, TikTok, and Pinterest as search-first platforms, you’re already falling behind.