Learn how to harness TikTok, Instagram, and other platforms as powerful search engines to massively boost your brand’s visibility.
Step aside, Google: 40% of Gen Z now turn to TikTok or Instagram when searching for products or inspiration (Forbes, 2024). Social media is becoming the go-to search tool. If you’re not visible there, you’re missing out. This article dives into how to master social search, featuring real-world brand strategies from names like Maybelline New York and Gymshark.
TL;DR: 40% of Gen Z now turn to TikTok or Instagram for product discovery, making social search central to visibility. It thrives on authenticity, UGC, and community engagement, which outperform anonymous reviews in trust. Leading brands like Maybelline and Gymshark tailor influencer content to each platform’s rules. To stand out, marketers must optimize bios, captions, and hashtags, answer search-like queries, and leverage TikTok autocomplete.
The search game has changed: why this matters now
For years, marketers focused their visibility strategy on traditional SEO. But now, platforms like TikTok, Instagram, and YouTube are becoming the first place digital natives look for product inspiration.
Let’s say someone in London searches for “vegan cafes.” Instead of a Google Maps list, they pull up TikTok and find an influencer video recommending a cozy local spot. It’s visual, engaging, and feels more trustworthy than anonymous reviews. This trend has accelerated so fast that even Google is adapting – they now include TikTok and Instagram results in search snippets.
For marketers, this shift is profound. It places visual content and influencer storytelling at the heart of brand discovery. And the brands that understand this are already gaining the edge.
Why Gen Z trusts social search more than Google
The numbers paint a clear picture:
- Only 67% of 18–24-year-olds favor to do their product or inspiration search on Instagram over Google.
- 84% of consumers say they trust peer recommendations above all other sources of advertising
This is because social media provides authenticity. Take Maybelline New York, for instance. Instead of generic product listings, they share reels of real users applying their skincare in daily routines (@maybelline). The result? Content that feels human, relatable, and more persuasive than any banner ad.
But this doesn’t mean Google is obsolete. Often, social search drives the inspiration phase, which then leads to more detailed research or direct purchases elsewhere. That’s why being present in the first scroll matters.
Tools like Stellar help brands win at this moment of discovery by connecting them with influencers who speak their audience’s language and hence help them to be also seen on Google.
Community-driven credibility: the power of authenticity
At the heart of social search lies trust – and today, trust is built through community engagement and authentic user-generated content (UGC). Gymshark embodies this approach. Rather than relying on glossy ad campaigns, they spotlight real people – creators and athletes – working out in their Gymshark gear in relatable, everyday moments (@gymshark). They actively respond to comments, encourage dialogue, and design content that’s made to be shared.
This level of interaction is key. Social platforms like TikTok and Instagram prioritize content that sparks engagement, and savvy users often turn to the comments section to gauge brand credibility.
For influencers, this means answering real questions their audience is asking. For example: “What’s the best outfit for leg day?” paired with a Gymshark fit check and relevant hashtags.
Stellar empowers brands to find the right creators – those who naturally foster engagement and authenticity – to grow visibility without relying on paid media.
Social search vs. traditional SEO: what’s different?
Here’s where things get tactical. Unlike Google SEO, which depends on backlinks and keywords, social search prioritizes:
- Engagement: Likes, shares, and comments
- Visual Quality: Clean, clear, high-impact visuals
- Relevance: Content that directly answers user questions
A single TikTok with a strong hook can outperform a blog post in views.According to Sine Digital, as of early 2025, a staggering 79% of video views on TikTok come from Search, rather than the traditional For You Page (FYP). This marks a significant shift in how users engage with content – actively searching for what they want to see instead of passively consuming algorithm-fed videos. For brands, it’s a clear signal that optimizing for TikTok Search is no longer optional – it’s essential.
Each platform has its own rules:
- TikTok loves fast, high-density storytelling with entertainment value.
- Instagram favors polished, aesthetic visuals like skincare tutorials.
- Youtube: favors thorough reviews and feedback
Smart marketers tailor influencer content to each platform, e.g. by using Stellar to plan and optimize data-backed campaigns and also tracking their performance!
5 ways to make your brand discoverable on social search
- Optimize Your Profile Like a Search-Ready Bio Your Instagram and TikTok bios should act like mini SEO hubs. Use clear keywords – e.g., “sustainable skincare” or “vegan chocolate” – so users can find you easily.
- Use TikTok’s Autocomplete to Find Trends When typing in TikTok’s search bar, note the autocomplete suggestions. These are live queries users are typing. Build content around them.
- Focus on the First 125 Characters Social captions get truncated. Make the first line count. Include the question you’re answering or the value you’re offering.
- Answer Search-Like Questions in Your Content Since 70% of social searches are question-based, tailor content to respond. Influencers might post: “How do I find the best skincare for sensitive skin?” then tag your brand..
- Use Hashtags Strategically Mix trending hashtags (#fashion) with niche-specific ones (#slowfashion). Encourage UGC by prompting your community to tag your brand.
Final takeaways: show up where it matters most
Social media is now a search engine. And if you’re not present there, you’re not present at all. With 40% of Gen Z using TikTok or Instagram to explore products, the rules have changed for good.
Brands like Maybelline New York or Gymshark aren’t waiting. They’re already building trust, visibility, and reach through social-first strategies. With the right tools and mindset, your brand can do the same. The next time someone searches for a product like yours – will they find you on Google, or on TikTok first?
Now’s the time to find out.
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