How Social-Search is Shaping 'Discovery'

Search is no longer confined to blue links on a Google SERP.

Social platforms like TikTok, Instagram, Reddit, and YouTube are reshaping how users discover your brands. So, let's explore the shift from traditional search engines to the thriving search universe we are witnessing today.

Social platforms are becoming pivotal in influencing brand visibility, nurturing community and facilitating consumer decision-making, so there is a need for brands to harness creator-driven content, user-generated content (UGC), and community engagement to drive discoverability, demand attention, and stay ahead as search starts to happen everywhere.

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1. Brighton SEO - April 2025
2. Brighton SEO - April 2025 SEARCH EVERYWHERE™
3. Brighton SEO - April 2025 LET’S GO BACK A STEP… IN 2025, WHAT EVEN IS SEARCH MARKETING? (ORGANIC)
4. Brighton SEO - April 2025 GETTING CONTENT IN FRONT OF AUDIENCES, IN A WAY THAT ENGAGES, ON PLATFORMS THEY SPEND TIME BROWSING.
5. Brighton SEO - April 2025
6. Brighton SEO - April 2025
7. Brighton SEO - April 2025
8. Brighton SEO - April 2025 THIS IS DISCOVERY
9. Brighton SEO - April 2025 THIS IS CURIOSITY
10. Brighton SEO - April 2025 THIS IS SEARCH.
11. Brighton SEO - April 2025 ASHLEY LIDDELL
12. Brighton SEO - April 2025 TRADITIONALLY, SEARCH LOOKED LIKE THIS: NOW, THIS IS A MORE ACCURATE PICTURE:
13. Brighton SEO - April 2025 AND, IT’S NOT JUST SOCIAL-SEARCH. AI PLATFORMS HAVE ENTERED THE CONVERSATION
14. Brighton SEO - April 2025 IN A WORLD WHERE WE SEARCH EVERYWHERE™ ATTENTION IS EVERYTHING. DEMAND IT.
15. Brighton SEO - April 2025 HOW ?
16. Brighton SEO - April 2025 WHO SENDS TRAFFIC? SparkToro, 2024
17. Brighton SEO - April 2025 WHERE PEOPLE ARE SPENDING TIME SparkToro, 2024
18. Brighton SEO - April 2025 Prabhakar Raghavan, Senior VP at Google. “IN OUR STUDIES, SOMETHING LIKE ALMOST 40% OF YOUNG PEOPLE, WHEN THEY’RE LOOKING FOR A PLACE FOR LUNCH, THEY DON’T GO TO GOOGLE MAPS OR SEARCH. THEY GO TO TIKTOK OR INSTAGRAM.” Brighton SEO - April 2025
19. Brighton SEO - April 2025 GEN Z USES GOOGLE 25% LESS THAN GEN X, PREFERS SOCIAL MEDIA FOR SEARCHES Swipe Insight, 2024
20. Brighton SEO - April 2025 41% of users have admitted to using TikTok for Search Purposes. https://www.adobe.com/express/learn/blog/using-tiktok-as-a- search-engine
21. Brighton SEO - April 2025 ~76% of consumers have used social media to search for or discover products, brands, and experiences. https://www.tintup.com/blog/social-media-is-now-a-search-e ngine/
22. Brighton SEO - April 2025 AND INCREASINGLY, IT’S NO LONGER JUST YOUNGER AUDIENCES https://www.ofcom.org.uk/siteassets/resources/documents/research-and-data/online-research/online-nation/2024/online-na tion-2024-report.pdf?v=386238
23. Brighton SEO - April 2025 Brighton SEO - April 2025
24. Brighton SEO - April 2025 BUT IT’S NOT JUST TIKTOK…
25. Brighton SEO - April 2025 Reach of Reddit grew 47% in the last year, (p41). 14.9m UK adults (2022), 15.6m UK adults (2023), 22.9m UK adults (2024). https://www.ofcom.org.uk/siteassets/resources/documents/re search-and-data/online-research/online-nation/2024/online-na tion-2024-report.pdf?v=386238
26. Brighton SEO - April 2025 94% of UK adults, use YouTube, with 54% visiting daily. https://www.ofcom.org.uk/siteassets/resources/documents/re search-and-data/online-research/online-nation/2024/online-na tion-2024-report.pdf?v=386238
27. Brighton SEO - April 2025 76% of UK adults use Instagram, with 19.6 Million UK adults using the platform daily. https://www.ofcom.org.uk/siteassets/resources/documents/re search-and-data/online-research/online-nation/2024/online-na tion-2024-report.pdf?v=386238
28. Brighton SEO - April 2025 74% of UK 18-24-year-olds use Snapchat. The platform accounts for 64% off ALL time spent online by 18-24s. https://www.ofcom.org.uk/siteassets/resources/documents/re search-and-data/online-research/online-nation/2024/online-na tion-2024-report.pdf?v=386238
29. Brighton SEO - April 2025 AND WHEN THEY’RE ON THE PLATFORMS USERS ARE DISCOVERING BRANDS.
30. Brighton SEO - April 2025 TRENDS INSPO RECCOS REVIEWS HOW TO
31. Brighton SEO - April 2025 SEARCH EVERYWHERE™
32. Brighton SEO - April 2025 TOP TIP: USE ‘GLIMPSE’ TO ID WHERE SEARCHES ARE HAPPENING
33. Brighton SEO - April 2025 https://meetglimpse.com/share/hRoHlSKTJ1SPJ7b4/
34. Brighton SEO - April 2025 WHY ?
35. Brighton SEO - April 2025 GOOGLE IS PROVIDING USERS WITH FRICTION?
36. Brighton SEO - April 2025 SOCIAL-SEARCH PROVIDES USERS WITH A SOLUTION.
37. Brighton SEO - April 2025 “Search Marketing Is Democratising…” Brighton SEO - April 2025
38. Brighton SEO - April 2025 ‘COMMUNITY’ ACTS AS A DRIVER OF SEARCH
39. Brighton SEO - April 2025 SPOILER: DISCORD SERVERS NOW FUNCTION LIKE PRIVATE SEARCH ENGINES - FOR HYPER-NICHE COMMUNITIES. (IT’S A MASSIVELY UNTAPPED OPPORTUNITY)
40. Brighton SEO - April 2025 CONTENT CREATORS / INFLUENCERS
41. Brighton SEO - April 2025 PERSONALISED EXPERIENCES
42. Brighton SEO - April 2025 THE MESSY MIDDLE
43. Brighton SEO - April 2025
44. Brighton SEO - April 2025 SOCIAL-SEARCH EXISTS HERE
45. Brighton SEO - April 2025
46. Brighton SEO - April 2025 SOCIAL-SEARCH EXISTS HERE
47. Brighton SEO - April 2025
48. Brighton SEO - April 2025 EXPLORATION EVALUATION DISCOVERY +
49. Brighton SEO - April 2025 SOCIAL-SEARCH CAN ALSO EXIST HERE AND EVEN HERE…
50. Brighton SEO - April 2025 TIKTOK - ‘THE MESSY MIDDLE’ TOUCHPOINT 1 TOUCHPOINT 2 TOUCHPOINT 3 TRIGGER TRIGGER
51. Brighton SEO - April 2025 IN A WORLD WHERE WE SEARCH EVERYWHERE™ ATTENTION IS EVERYTHING. DEMAND IT.
52. Brighton SEO - April 2025
53. Brighton SEO - April 2025
54. Brighton SEO - April 2025 DO NOT PASS GO DO NOT COLLECT £200
55. Brighton SEO - April 2025
56. Brighton SEO - April 2025 Brighton SEO - April 2025
57. Brighton SEO - April 2025 TOP TIP: UNDERSTAND THE ONGOING CONVERSATION VIA BUZZABOUT.AI
58. Brighton SEO - April 2025 https://app.buzzabout.ai/share/2uXksbfajfPwYn1DjS8i78luSGJ
59. Brighton SEO - April 2025 THE GOAL ?
60. Brighton SEO - April 2025 ✅ WATCH TIME ✅ VIEWS ✅ SHARES ✅ SAVES ✅ PRODUCT LINK CLICKS ✅ COMMENTS / Q&A
61. Brighton SEO - April 2025 BRANDS ARE DISCOVERED VIA SEARCH EVERYWHERE™ EXPLORATION AND EVALUATION ACTIVITY. THIS FACILITATES [BRAND] + [TERM] SEARCHES, WHEN A USER IS READY TO CONVERT.
62. Brighton SEO - April 2025 EXAMPLE
63. Brighton SEO - April 2025 OUR CLIENT, BULLYBILLOWS WANTED TO ENTER A NEW SEARCH CONVERSATION
64. Brighton SEO - April 2025 WE’D ESTABLISHED THAT TIKTOK WAS THE GO-TO PLATFORM ALONGSIDE TRADITIONAL SEARCH
65. Brighton SEO - April 2025 WE USED BUZZABOUT.AI TO QUICKLY UNDERSTAND INTENT, PAIN POINTS, WANTS, ETC. (AKA… THE CONVERSATION)
66. Brighton SEO - April 2025 SO WE GOT TO WORK…
67. Brighton SEO - April 2025 AND WE’RE ENJOYING SOME KEY EARLY WINS… BRAND SEARCH +4% MOM REVENUE +171% YOY ORGANIC PRODUCT PURCHASES +151% MOM
68. Brighton SEO - April 2025 EVEN RANKING OVER ON THE RELEVANT TRADITIONAL SERPS
69. Brighton SEO - April 2025 THIS IS SEARCH.
70. Brighton SEO - April 2025 THIS IS CURIOSITY
71. Brighton SEO - April 2025 THIS IS DISCOVERY
72. Brighton SEO - April 2025 SEARCH EVERYWHERE™
73. Brighton SEO - April 2025 ASHLEY LIDDELL FOLLOW ME: /in/Ashley-Liddell-SEO @AshLiddell1250 @WeAreDeviation Co-Founder, Deviation
74. Brighton SEO - April 2025 Brighton SEO - April 2025