From search to social: How consumers will discover brands in 2025 and beyond
Brand discovery is shifting from search engines to social media in 2025 and beyond. Learn key insights and actionable strategies to stay visible.
Brand discovery is undergoing a seismic shift. Google searches used to dominate, but now, consumers are turning to social media platforms like TikTok, Instagram, and YouTube to find new products, and services.
For many businesses, this shift presents both an opportunity and a challenge. How can you ensure your brand remains visible in an increasingly social-first world?
In this article we break down why this transition matters, key trends shaping brand discovery, and practical strategies to help your business..
Why brand discovery is shifting from search to social
The rise of social search
Consumers no longer rely solely on Google to find brands. A 2023 survey by HubSpot found that 36% of Gen Z and Millennials prefer using social media over search engines for discovery. This number continues to grow as platforms refine their search capabilities and prioritise content discovery through algorithms.
For CMO’s, this means adapting strategies to ensure your brand isn't just searchable—but also highly discoverable on social platforms.
Trust and engagement drive social discovery
Unlike a static search result, social media provides dynamic, interactive content, fostering deeper engagement. A Google search might yield product listings, but a TikTok video demonstrates real-world use, a customer review, or an influencer recommendation—all of which build trust.
With 49% of consumers relying on influencer recommendations before purchasing (source: Digital Marketing Institute), failing to leverage social discovery could mean falling behind competitors using social-first strategies.
Algorithm changes and declining search traffic
Google’s algorithm updates have also impacted brand discovery. AI-generated search results and Google’s prioritisation of its own platforms (like YouTube) are reducing organic traffic opportunities for traditional search listings.
Meanwhile, social platforms are investing heavily in discovery tools—Instagram Search, TikTok’s "For You" algorithm, and Pinterest Trends are all designed to surface content tailored to user intent, making it easier for consumers to find and trust brands without ever “Googling” them.
The Key Trends Shaping Brand Discovery in 2025
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TikTok is more than just entertainment. According to Google, nearly 40% of Gen Z prefer searching for recommendations on TikTok over Google. Whether it’s finding new fitness gear, wellness routines, or sports brands, TikTok’s short-form video format provides instant, engaging results.
For brands, this isn’t just another social platform—it’s a critical search engine that requires a robust strategy.
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From Instagram’s Explore page to TikTok’s personalised recommendations, AI is shaping how consumers discover brands. Algorithms curate content based on previous interactions, meaning brands with high engagement win the visibility game.
Your brand's presence needs to be algorithm-friendly—consistent engagement, high-quality content, and optimised keyword use within captions, hashtags, and post descriptions are essential.
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Consumers trust real people over brands. User-generated content (UGC) and influencer partnerships significantly impact brand discovery. In the sports and wellness industries, fitness influencers and athlete endorsements can skyrocket credibility and reach.
A strong influencer marketing strategy—whether through micro-influencers or high-profile endorsements—can mean your brand becomes a natural discovery for users searching through social platforms.
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Social commerce—where consumers buy directly from platforms like Instagram Shops and TikTok Shop—is eliminating the need for search-engine-driven purchases. Instead, discovery and conversion happen in one seamless flow inside social media.
Brands investing in social storefronts, live shopping, and shoppable posts will benefit from this behavioural shift.
How your brand can stay visible in 2025 and beyond
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Just like SEO for Google, social media requires its own kind of optimisation. Here are key steps to improve discoverability:
Use relevant keywords in captions and bios – Think about what consumers would search to find your product.
Hashtags still matter – Use trending and niche-specific hashtags to reach your ideal audience.
Prioritise engagement – Likes and comments boost visibility in social algorithms.
Use video as your discovery tool – Platforms are prioritising short-form video for searchability, so incorporate tutorials, testimonials, and brand storytelling in video format.
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With TikTok shaping up to be the dominant player in discovery, your sports or wellness brand needs a presence. Best practices include:
Create quick, value-driven content – Workout tips, challenges, or ‘how to’ videos perform well.
Partner with niche influencers – A trusted voice in your space can put your brand in front of an engaged audience.
Jump on trends early – Using trending audio and challenges increases brand reach.
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Encouraging real customers to share content about your brand generates trust and organic reach.
Run UGC campaigns – Encourage customers to tag your brand in their experiences.
Incentivise influencer collaborations – Paid or organic relationships with niche creators drive discovery.
Share customer testimonials via video – Real user experiences gain more traction than traditional ads.
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If your brand isn't already selling directly via social media, now is the time to start. Key steps include:
Set up Instagram and TikTok Shops – Ensure your products are directly purchasable via these platforms.
Use live shopping events – Live Q&A sessions showcasing products drive engagement and sales.
Optimise product descriptions for social searchability – Just like with SEO, use specific keywords consumers search for.
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While social discovery is growing, maintaining a search presence is still vital. Instead of relying purely on traditional SEO, integrate both:
Repurpose content across platforms – A TikTok explainer video can also be a blog post and a YouTube Short.
Use Google’s "People Also Ask" sections – Identify key questions consumers search and answer them in both web and social content.
Stay updated on Google’s AI-driven search updates – Google’s future will rely more on conversational search and AI summarisation—optimise content accordingly.
Brands that adapt will win
The shift from search to social discovery is already happening, and in 2025, it will be integral to brand visibility. If you’re a CMO, brand owner, or decision-maker in your business, now is the time to integrate social-first strategies into your marketing efforts.
By optimising for social search, investing in TikTok, leveraging influencers, and embracing social commerce, your brand stays ahead of the curve. The future of brand discovery isn’t just about being found—it’s about being seen, engaged with, and trusted.
At Otter Labs, we specialise in helping businesses craft content strategies that truly connect.
Ready to future-proof your brand discovery strategy? Let’s chat.
At Otter Labs, we specialise in helping businesses craft content strategies that truly connect. If you’re ready to take your content game to the next level, let’s chat.
