O.H. Influencer Series, Part 4: The Rise of Social Media as a Search Engine

In recent years, social media has evolved from a platform for sharing updates and connecting with friends to a robust search engine for millions of users. As people increasingly turn to platforms like Instagram, TikTok, and Pinterest for information, inspiration, and products, this shift raises important questions about the future of traditional search engines like Google. This blog will explore how and why social media is becoming a primary source for online searches and what this means for businesses and marketers. We’ll also share a few of our team’s recent social search discoveries and highlight some influencer formats worth watching.

The Changing Landscape of Search

Why use text searches or reviews when you can use social discovery to explore the place you’re in or traveling to? Social content allows brands to share their story on a one-to-one basis. The combination of visuals, music, and messaging offered by social today brings users into an experience they don’t want to miss. Let’s examine three ways social media can be beneficial when searching:

Visual Discovery Fuels Inspiration

Social media platforms are inherently visual, making them perfect for users seeking inspiration. For example, users on Pinterest look to discover new recipes, home décor ideas, and fashion trends. According to Pinterest, 89% of users utilize the platform for inspiration, turning it into a search engine for creative projects. Similarly, Instagram has become a go-to resource for fashion enthusiasts and foodies looking for visual inspiration.

TikTok is Leading the Way with Short-Form Video Content

TikTok has revolutionized the way people consume information. With its short, engaging videos, users often turn to TikTok for quick tutorials, product reviews, and recommendations. This format allows users to find information more efficiently than scrolling through traditional web pages. A recent survey found that 40% of Gen Z users prefer TikTok and Instagram over Google for searching information.

People Seek Authentic Recommendations

Users are increasingly seeking authentic content from influencers and peers. Traditional search results can feel sterile and heavily optimized for SEO, while social media offers a more relatable experience. Recommendations from influencers or user-generated content (UGC) can often carry more weight than a generic Google search result, making platforms like Instagram and TikTok a preferred choice for discovery.

Here are a few places the O.H. team recently tried after discovering them on social.

Love Sack (Phoenix) takeout restaurant
Summer House at the Durango (Las Vegas)
Tell Your Friends bar (Scottsdale)
Taco Vica (Phoenix)
Carcara (Phoenix), which didn’t match the social vibe
$5 martinis at the Genuine (Phoenix)
Barcoa Agaveria (Phoenix)
Ambrogio 15 (Phoenix)

The Business Impact of Social Search

We also enjoy following macro and micro social trends. Did you catch Hawaiian’s Host Group gaining 330k followers in 10 days and taking their social team on a trip to Disneyland? Or how about following along on a quest for Trent to break 90 in golf? There is no doubt that shifting your mindset about how your customers are searching will impact how you reach them.

View this post on Instagram

A post shared by HONOLULU Magazine • Locally Owned + Written (@honolulumag)

Shifting Marketing Strategies
As social media becomes a primary search tool, businesses must adapt their marketing strategies to ensure visibility. This means investing in social media advertising, influencer partnerships, and engaging visual content. Brands must optimize their profiles and posts for searchability on social platforms, using relevant hashtags and keywords to increase discoverability.

SEO in a Social Context
Traditional SEO practices are evolving as brands recognize the importance of social media in search. Businesses should incorporate social media strategies into their overall SEO efforts, including visual content, leveraging user-generated content, and encouraging engagement through comments and shares to boost visibility.

Leveraging Social Proof
Social proof is crucial for building trust with potential customers. Brands can utilize testimonials, reviews, and influencer endorsements on social media to establish credibility and influence purchasing decisions. When users see their peers endorsing a product or service, they are more likely to consider it in their search process.

View this post on Instagram

A post shared by Arizona Lottery (@azlottery)

Influencer Formats that Are Gaining Traction

Here are a few influencer formats we’ve seen that create a real impact for brands.

Green Screen Reactions: We’re seeing green screen reactions show increased reach and engagement for talking head content.
How-Tos Without Details: We see chefs (like Olivia Tieddemann), artists, designers, and even car detail minimalist how-tos about their craft without sharing all of the skills needed to achieve similar results.
In The Caption: We’ve seen a spike in algorithm hacks with long captions like this one from Blair Rachel Jones overlaid on IG Reels less than five seconds.
Start with the End: We’re seeing more creators revealing the end of their content at the beginning of their videos. Mr. Beast is one obvious example. Looping video increases plays, but grabbing attention early is essential in keeping fans watching.