Daniel Slotta
Research expert covering Greater China
Social search - statistics & facts
Social platforms' search functionalities have gradually established themselves as powerful tools in the online search realm. Despite the historic protagonism of search engines like Google and Bing, social networks proved themselves extremely efficient in providing users information, be it for personal issues, news consumption, networking, or professional opportunities.
The potential of social search is largely explored by the online advertising industry, especially considering the extensive usage of social platforms for brand and product research. Tech-savvy generations of young consumers use social search the most, indicating a long-term strengthening of the trend even amidst the rise of new possibilities like AI-powered search.
Consumers in the United States tend to employ both search engines and social platforms simultaneously. social platforms are already among the most popular online channels worldwide for searching content and news consumption. Platforms owned by Meta and TikTok typically take a multipurpose approach to their content, indexing users’ networks and online content simultaneously.  
Online commerce is increasingly investing in paid social advertising, to expand its reach through social platforms’ highly personalized targeting tools. As social media like Instagram and TikTok continue to increase the presence of video content, the integration of "buy now" buttons in these platforms helps convert user engagement into immediate sales. Social media is the area most likely to receive an increase in retail advertising spending worldwide. With the global boom of social commerce, investments in digital video advertising are also likely to receive a boost adjoined to paid social investments. 
The increasing use of AI chatbots for online searches is already shaking the foundations of the online search industry, impacting how engines deliver results. However, social search currently offers a more dependable alternative, as it is based on the preferences and contributions of user communities. Since search features vary across social platforms, improving and refining these functionalities could give a distinct advantage in the ever-changing global online environment.
The potential of social search is largely explored by the online advertising industry, especially considering the extensive usage of social platforms for brand and product research. Tech-savvy generations of young consumers use social search the most, indicating a long-term strengthening of the trend even amidst the rise of new possibilities like AI-powered search.
What is social search?
Social search refers to the behavior of finding online information on user-generated content platforms, including social and video channels like Facebook, Instagram, Pinterest, TikTok, X (formerly Twitter), YouTube, and others. Unlike the traditional focus of search engines on website content, social search relies on users' connections and platforms’ algorithms to provide extremely personalized results. Social search features and functionalities vary depending on each platform and can change over time due to partnerships and developments within the platforms.Consumers in the United States tend to employ both search engines and social platforms simultaneously. social platforms are already among the most popular online channels worldwide for searching content and news consumption. Platforms owned by Meta and TikTok typically take a multipurpose approach to their content, indexing users’ networks and online content simultaneously.  
The choice among younger generations
Social search does not fully substitute traditional search engines, younger generations have a higher tendency to use social platforms for their online searches. Around 46 percent of Gen Z internet users worldwide employed social platforms to find information on the internet. In the United States, around 64 percent of adults in this generation reported using social platforms like TikTok as a search engine.Product search, online commerce and advertising
On average, around 78 percent of global internet users reported using social media platforms to research brands and products, making social search an imperative tool for online businesses. The preference for social search during online shopping is stronger among younger generations, with over 60 percent of Gen Z consumers purchasing a new product they discovered through social platforms.Online commerce is increasingly investing in paid social advertising, to expand its reach through social platforms’ highly personalized targeting tools. As social media like Instagram and TikTok continue to increase the presence of video content, the integration of "buy now" buttons in these platforms helps convert user engagement into immediate sales. Social media is the area most likely to receive an increase in retail advertising spending worldwide. With the global boom of social commerce, investments in digital video advertising are also likely to receive a boost adjoined to paid social investments. 
The increasing use of AI chatbots for online searches is already shaking the foundations of the online search industry, impacting how engines deliver results. However, social search currently offers a more dependable alternative, as it is based on the preferences and contributions of user communities. Since search features vary across social platforms, improving and refining these functionalities could give a distinct advantage in the ever-changing global online environment.
