AI is putting intent at the heart of social search
As search moves from traditional engines to social platforms, brands need to rethink how they connect with audiences online. Writing in The DRUM, our SEO & GEO Account Director discusses that social search—on TikTok, Instagram, and YouTube—is now a primary discovery method, with over 75% of consumers using social media to find new brands.
Traditional keyword-based SEO can no longer capture the nuance of user intent. AI-driven approaches now analyse sentiment, context, and behaviour to understand the deeper “why” behind searches, helping brands deliver content that truly resonates.
“Users aren’t just searching, they’re expressing emotions, exploring needs, and seeking solutions,” says Annaleis Montgomery. “AI allows us to meet them where they are, with content that genuinely helps.”
