Social Search is the New SEO: How Gen Z Discovers Brands Today

October 16, 2025 Team Beyond words

"Where do I find the best sneakers?" 

For Gen Z, that question doesn’t start with Google anymore. It starts on Instagram, YouTube, or Facebook. 

Search bars haven’t gone away, they’ve just moved. 

This generation doesn’t just want answers; they want experiences. They trust creators more than ads, communities more than campaigns, and authenticity more than algorithms. The rise of social search is changing the way brands are discovered, and it’s redefining what SEO really means. 

The Shift: From Keywords to Conversations 

Traditional SEO was built around keywords, backlinks, and metadata. It worked because people typed questions into Google, and Google delivered the most optimized result. 

But Gen Z doesn’t just search; they scroll. They look for content that feels real, relevant, and relatable. A trending reel, a short vlog, a carousel explaining something simply, that’s their new version of “page one.” 

According to recent studies, over 60% of Gen Z users prefer Instagram for search over Google. They’re not searching for information; they’re discovering inspiration. 

So instead of “best cafés in Delhi,” it’s “aesthetic cafés in Delhi”, and instead of landing on a blog, they’re watching a local creator’s video tour. 

Why Social Search Works  

Social search works because it combines two things people value most: trust and context. 

When someone sees a real person reviewing a product, showing behind-the-scenes, or sharing a personal story, it doesn’t feel like marketing. It feels like a recommendation. 

Platforms like Instagram, YouTube, and Pinterest now function as visual search engines, powered by hashtags, captions, and video descriptions. They don’t just help users find content; they help them find confidence in a purchase. 

For brands, this means: 

  • Your social presence is now your discoverability. 
  • Your creators are your backlinks. 
  • And your content strategy is your SEO. 

How Brands Can Optimize for Social Search 

    1. Think Visual, Not Just Textual 

Create content that stops the scroll. High-quality images, short videos, and clear messaging matter more than keyword stuffing. 

    2. Use Keywords as Captions 

Just like SEO, social platforms also rely on words — in captions, alt text, and hashtags. Use them strategically to help your content appear in relevant searches. 

    3. Collaborate with the Right Voices 

Influencers and micro-creators shape perception. Partner with voices that align with your brand values — not just follower counts. 

    4. Optimize for Discovery, Not Just Promotion 

Instead of pushing products, share helpful, searchable content. Tutorials, FAQs, “how it’s made,” or “behind the brand” stories rank naturally within platforms. 

    5. Encourage User-Generated Content (UGC) 

Nothing beats authenticity. Encourage your audience to tag, share, and post — their content becomes your discoverability engine. 

Social search indeed is the new SEO!  Beyond Words is helping brands create content strategies that work across search, social, and everything in between, ensuring the brand is seen, heard, and remembered where it matters most. Contact us to boost your brand visibility and discoverability.