Social search is reshaping how people discover products, brands, and recommendations online. Platforms like TikTok and Instagram are becoming the go-to search tools, especially for Gen-Z.
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Social search has fundamentally shifted how people find information, products, and recommendations. Platforms like TikTok, Instagram, and YouTube are no longer just for entertainment, they’re becoming the preferred search engines for younger audiences.
For brands, the challenge is how to adapt to this new search environment. Working with content creators plays a key part for ensuring your brand shows up in social search results. Short-form videos, user-generated content (UGC), and influencer partnerships are all powerful tools for increasing your visibility on social platforms.
In 2025, a fresh approach to working with content creators can help brands reach their target audience in a more direct and impactful way.
People now search directly on platforms like TikTok and Instagram. They scroll through posts, videos, and stories, looking for recommendations from influencers and creators. TikTok’s For You Page and Instagram’s Explore tab have become major places for discovery. These are more visual and relatable than traditional search results, which makes them more appealing.
Content created by real users or creators tends to be more trusted than polished ads. That’s why it’s so important for brands to focus on creating content that feels authentic and is easy to find.
TikTok is leading the charge in reimagining search. The platform has already made search a core part of its experience, but new features like AI Smart Search and Search Highlights are taking it further.
TikTok now experiments with generative AI results that appear at the top of some search pages. For example, if someone searches for “chia seed pudding recipe,” they might see an AI-generated snippet summarising the best approach, powered by ChatGPT. Clicking the result expands it into a full-page response. TikTok explains that this content appears when the algorithm determines it’s relevant, but not every query has an AI result yet.
This isn’t the only way TikTok is innovating. Features like Search Highlights (which appear to summarise trending videos) are also popping up at the top of results. While it’s unclear exactly how TikTok sources this information, the move reinforces the platform’s aim to deliver instant, contextual answers, much like a traditional search engine.
To get noticed, you need to optimise your content for TikTok’s search algorithm. Start by using the right hashtags and video descriptions. Broad tags, like #fashion, are useful, but niche ones like #sustainablefashion or #minimaliststyle will help connect you to a more specific audience. TikTok’s algorithm also favours content that sparks engagement. Videos that get more likes, comments, and shares are more likely to rank higher, so make sure your content encourages interaction.
Consumers are increasingly turning to social platforms to research products before making purchasing decisions. They are more likely to trust UGC, which comes from real people, rather than content that feels overly polished or commercial. This is especially true for younger generations like Gen-Z, who prefer brands that appear more authentic.
Short form UGC videos, like those seen on TikTok and Instagram Reels, perform particularly well in social searches. These videos are typically no longer than 60 seconds, making them perfect for busy users who are scrolling through their feeds. The best part is that short form videos don’t need to be highly produced or expensive. In fact, the most successful UGC videos often feel raw and unpolished, which adds to their authenticity.
For brands, creating a series of UGC videos in collaboration with creators can help build a content library that boosts social search results. Videos can feature anything from product demos to customer reviews, giving brands multiple ways to engage with their audience.
AI is increasingly at the heart of how social platforms refine search results. On TikTok, for instance, AI tailors content recommendations based on user behaviour. The more someone interacts with specific types of videos (like product reviews or tutorials), the better the platform gets at serving them similar content.
This personalisation is a double-edged sword. On the one hand, it gives brands a chance to connect directly with audiences who are already interested in their niche. On the other, it means you need to consistently create high-quality, relevant content to stay visible.
Using tools like AI-driven analytics can help. These insights show what’s resonating with your audience and what isn’t, giving you clear direction on where to adjust. As AI becomes more sophisticated, it’ll play an even bigger role in shaping the social search experience.
So, how can you adapt to the growing dominance of social search? Here are some actionable steps:
Check out Hootsuite's SEO tool to generate SEO-friendly captions that can help rank your visibility better on TikTok's search results.
Twirl is your go-to partner for UGC. Whether you're a brand, agency or a UGC creator, we bring together 2000+ talented creators to produce authentic, scroll-stopping content for ads, websites, emails, and social channels.