Search Isn’t Just Google Anymore: Winning in AI and Social Search

 Sophie Cameron

The evolution of search is well underway, and it’s not waiting for anyone to catch up. Where users once opened a browser and typed a few keywords into Google, they’re now turning to TikTok, Reddit, and even ChatGPT to find what they’re looking for. It’s fast, visual, and increasingly conversational. And for advertisers, that means one thing: the rules of discoverability are changing.

According to Flip Advertising, “By 2027, Gen Z and Millennials will make up over 135 million social media users in the U.S. alone.” These users are choosing platforms like TikTok and Instagram not just for entertainment, but for utility, whether they’re looking for skincare reviews, travel tips, or what to make for dinner.

So how do we show up where they’re searching? Here are some actionable ways advertisers can stay ahead:

 

1.   Create Content That Works Natively on Social Search Platforms

If your content feels like an ad, it probably won’t work. TikTok, Instagram Reels, and even Reddit demand authenticity and platform-native formats. Think: short-form video, UGC-style reviews, and creator partnerships that speak directly to a niche audience. This isn’t just about jumping on trends, it’s about understanding the cultural cues and expectations of the platform. The brands that win are the ones that feel like part of the feed, not an interruption to it.

 

2.   Optimise For Conversational and Visual Discovery

 Traditional SEO is no longer the only game in town. With users typing full questions into TikTok search bars, and AI tools generating answers from across the web, brands need to rethink how they structure their content.

Start by:

• Using natural language that reflects how real people ask questions.
• Adding FAǪs and summaries to product pages.
• Tagging social content with keywords and captions that match popular queries.

Visual content, in particular, is a key part of this. According to Teleprompter (2025), “78% of people said they’d rather watch a short video to learn about a product or service far surpassing text-based articles or infographics”. Your search strategy should reflect that shift.

 

3.   Think Beyond Keywords: It’s About Community and Context

Reddit threads, TikTok comments, Discord servers—these aren’t just places people hang out. They’re modern search engines in their own right, where users look for product recommendations, share experiences, and validate their decisions through real human voices.

Being visible in these spaces means shifting from pure promotion to participation:

• Encourage satisfied customers to share their experiences.
• Partner with micro-influencers who have credibility in niche communities.
• Show up in discussions, not as a brand talking at users, but as one contributing real value.

 

4.   Plan For AI-Powered Ad Integrations

 As AI platforms like ChatGPT and Perplexity experiment with embedding ads directly into chat responses, the future of media buying could look very different. These won’t be banners or pop-ups—they’ll be contextually-relevant, content-driven placements inside the answers themselves.

While we’re still in the early days, it’s important to start thinking ahead:

• Structure your web content to be AI-readable (think clear summaries, bullet points, and trusted sources).
• Stay informed about early ad formats from Microsoft Copilot, Perplexity, and Google’s SGE.
• Advocate for measurement tools that reflect brand impact beyond the click.

 

The concept of “search” is no longer limited to a search engine. It’s embedded into the scroll, the conversation, the comment section, and the chatbot. Winning in this landscape means evolving how we show up—not just with keywords and bidding strategies, but with culturally relevant content, community-driven visibility, and a readiness to test emerging tools.

Yes, it’s fast-moving. Yes, it’s fragmented. But it’s also full of opportunity—especially for brands willing to show up where users are really searching.