Not long ago, “search” meant Google — full stop. But today, discovery is happening all over the digital landscape.
Whether it’s asking ChatGPT to recommend a protein shake, watching TikTok videos for holiday inspiration, or scrolling Reddit for the best coffee machine, the way we discover information is more fragmented than ever.
For brands and marketers, this means rethinking what it takes to be visible, relevant and trustworthy across platforms, formats and audiences.
Google is Still King — But the Throne is Changing
Google might still dominate in terms of volume, but it’s not the same Google we’ve known. The rollout of its Search Generative Experience (SGE) transformed how results appear, with AI-powered summaries now answering many queries directly — often without users needing to click through to a website at all.
That shift is significant. It changes the game from ranking first to being referenced in the answer.
What this means for brands:
- Visibility is shrinking: Users are getting their answers faster, with fewer clicks.
- Content needs to be more direct: Clear, helpful copy stands a better chance of being featured.
- E-E-A-T matters more than ever: Google favours experience, expertise, authoritativeness and trustworthiness.
What to do:
- Optimise content for featured snippets and FAQs.
- Use structured data to help AI understand your content.
- Build topical authority with credible, experience-led posts.
Ranking in the AI Era: Beyond the SERP
With the rise of tools like ChatGPT, Perplexity, Claude and Microsoft Copilot, people are turning to generative AI tools instead of traditional search engines for information, advice and product discovery.
These tools don’t “rank” in the traditional sense — but they do cite. And that means new opportunities for visibility.
Key considerations:
- Generative tools favour clarity: Short, well-structured content gets referenced more often.
- Trusted domains win: AI systems often cite from high-authority or well-linked websites.
- They look for answers, not fluff: It’s about usefulness, not marketing jargon.
What to do:
- Create answer-driven content that solves real problems.
- Include sources, stats and expert input to strengthen credibility.
- Keep your site technically clean, fast and well-organised.
Social Platforms as Search Engines: TikTok, Reddit & YouTube
For Gen Z and younger millennials, TikTok is often the first place they go when searching for anything from skincare to recipes to restaurant reviews. In fact, a recent Adobe study found that TikTok is now the fourth most-used search engine.
And they’re not alone — search behaviour is becoming more social and more visual.
Reddit has also become a go-to for trusted peer advice, often surfacing high in Google’s own results. Meanwhile, YouTube remains a powerful platform for longer-form tutorials and deep dives.
What this means:
- Discovery is happening in-app: People aren’t leaving to search elsewhere.
- Authenticity rules: TikTokers who share “real” experiences often outperform polished brand content.
- Search is informal: Keywords still matter, but so do hashtags, voiceovers and captions.
What to do:
- Tailor content for the platform — don’t just apply the same strategy across multiple channels.
- Use trending sounds, on-screen text and real people.
- Work with creators who already rank in social search results.
How to Future-Proof Your Search Strategy
Search in 2025 is less about keyword rankings and more about visibility across a network of discovery tools.
Think like a user – where would your audience naturally go to find a solution or answer? And how can your content show up there, helpfully?
Here’s how to build a future-ready strategy:
- Prioritise clarity and trust: AI tools and users both reward helpful, no-nonsense content.
- Invest in multiple formats: Blogs, videos, reels, explainers — each serve a different search mode.
- Collaborate with humans: Creators and experts add credibility — and make your content findable.
- Test and track: See what gets surfaced where and adapt accordingly.
In Summary
From Google’s evolving AI to TikTok’s social search and the growing influence of chatbots, the way people find information is changing. But the fundamentals remain: be useful, be credible and be where your audience is looking — even if that’s not where you started.
Are you optimising for the platforms your audience is actually using to search in 2025?
Want to read more about social media? Check out our blog on Why Short Videos Boost Brand Engagement on Social Media.
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Sources:
Blog Cover Photo: BestForBest/istockphoto.com.
https://blog.google/products/search/generative-ai-search
https://www.omnius.so/blog/how-to-rank-on-chatgpt
https://digitalmarketinginstitute.com/blog/is-tiktok-a-search-engine
