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Social media has risen in recent years to become a significant search engine alongside Google and even surpassing it. In this article, we delve into what social search is, how social media users utilize it, and how companies should approach the search functions of different channels.
The original idea of social media channels was to connect people and enable content creation for anyone. Currently, social channels have become search engines that help people find everything from fashion inspiration and cooking tips to travel destinations or even backyard sauna building instructions. Social Search refers to using social media for information searching instead of traditional search engines.
Social Search refers to using social media for information searching instead of traditional search engines.
Traditionally, Google search engine users have approached the service with a clear question or problem in mind, such as "best CRM system for SMEs". Search behavior has been solution-focused, and Google has offered links to websites or ads as answers.
On social media, search is often inspiration-based, and people seek credibility for information.
On social media, search is often inspiration-based, and people seek credibility for information. Users are not only looking for facts, but for peer reviews, expert opinions, or visual evidence of how something works or looks in practice (e.g., "Restaurant X Helsinki").
According to Dagmar's Social Search study, over 2 million Finns use social media as a search engine. Young people and young adults have adopted social media use from an early age. Especially for Gen Z, according to SOCI research, social media has become a natural alternative for information searching. According to studies, 67% of 18-24 year-olds use Instagram as their primary search engine, 62% use TikTok, and only 61% turn to Google as their third option. However, almost all users use multiple applications in parallel - including Google.
In addition to search behavior, social media has become a significant news source. According to the News Media Online 2025 study, social media is now the primary news channel for every fourth young adult.
Social search, just like channel usage habits, has significant differences depending on the platform and their functionalities, as well as usage patterns.
Instagram emphasizes visuals. Instagram is typically used to search for feelings and impressions. Searches typically relate to inspiration (interior design, fashion, travel), restaurant tips, local services, or brand new products.
Instagram's search style emphasizes keywords (e.g., "cabin interior tips"), hashtags in the topic area, as well as the use of location tags and map functionality. Often an influencer or peer has great significance in attracting interest. What distinguishes Instagram from other services is strong local search: for example, it is used to find a suitable restaurant while traveling based on other users' posts.
TikTok searches emphasize videos and authentic user experiences. TikTok is searched for honest product reviews and peer recommendations.
The most popular search topics are products, style, wellness, and food. As the user base matures, TikTok is increasingly being used to find information on more serious topics, such as parenting or current news. TikTok searches have become so commonplace that the platform has opened trending search terms for research through the Keyword Insights service.
TikTok's algorithm carefully analyzes video content based on images, speech, captions, and audio.
Facebook searches emphasize factual content. People search for store opening hours, reviews of services, and information about business operations. Facebook also emphasizes local searches and groups, which can be very local or focused on, for example, a specific hobby.
The discoverability of posts is influenced by keywords, engagement rate, and content quality. Facebook offers businesses the opportunity to create local pages (Location Page and Store Locator). This way, for example, a retail chain can create its own page for its Tampere location, making it easy for customers to find location information and leave reviews.
YouTube Shorts combines YouTube and Google's vast amounts of data with a TikTok-like browsing algorithm. YouTube searches traditionally emphasize educational and instructional content – people search for practical tips for everyday challenges.
Shorts content now also appears in Google's general search. YouTube's algorithm carefully analyzes the context of videos: Automatic Speech Recognition (ASR) listens to audio and reads captions. Therefore, it's worth highlighting important keywords in videos through speech, text, and descriptions.
By optimizing a brand's content production from a social search perspective, it is possible for the brand to become part of social media's growing search flows.
By optimizing a brand's content production from a social search perspective, it is possible for the brand to become part of social media's growing search flows. Properly optimized content enables long-term organic reach. A brand can be found and stand out when a person searches for information on a topic that matters to them. At best, a brand gets a bypass lane to the consumer's consideration list and stands out from competitors by serving the genuine needs of the target audience.
Would you like to hear more about Social Search opportunities for your brand? Contact our team, and we'll get your content discovered!
