How TikTok and social platforms are reshaping the search landscape
New research from WARC and TikTok highlights shifts in search behaviour, budgets, and consumer trust.
Search advertising remains a cornerstone of marketing, now claiming nearly a quarter (22%) of media budgets globally, equating to an estimated $248.6 billion this year and projected to rise to $265.5 billion by 2026. However, traditional search engines are no longer the sole focus. Consumers increasingly turn to social and video platforms, altering both user behaviour and marketing strategies, according to recent research by WARC and TikTok in collaboration with behavioural scientist Richard Shotton.
Richard Shotton, Behavioural scientist
Among the most notable shifts is the increased preference of Generation Z, with 48% now searching more frequently on social and video platforms compared to three years ago. Social platforms such as TikTok, in particular, have captured significant attention. The survey revealed that 86% of Gen Z internet users search weekly on TikTok, nearly rivalling traditional search engines at 90%, and significantly surpassing searches on AI platforms (60%).
The appeal of social and video search platforms lies in their ability to deliver diverse content that blends culture and community engagement, particularly within beauty, fashion, and lifestyle sectors. Unlike traditional search engines that prioritise direct informational responses, social and video platforms support discovery-led searches that cater to varied consumer intents, including inspiration, experiential, relational, learning, research, solution-seeking, and purchase.
This shift has major implications for marketers. A significant behavioural insight from the research indicates that users are 1.2 times more likely to trust claims from creators than directly from brands. This aligns with broader trends where users actively seek relatable, authentic, and peer-driven content.
To successfully navigate this new landscape, WARC and TikTok recommend marketers adopt the Mix-Align-Prime (MAP) framework:
Mix: Marketing strategies must become multi-platform, integrating traditional and emerging platforms, recognising the unique strengths of each channel.
Align: Marketers must appreciate the multiple intents behind consumer searches and structure their approaches accordingly, leading with inspiration, relational, and experiential content before addressing research, learning, and solutions, ultimately priming for purchase.
Prime: Leveraging exploratory searches on social and video platforms can effectively engage users early in their decision-making processes, influencing perceptions before strong biases are established.
“Search is no longer a destination for finding an answer; it's a doorway that starts a digital journey.”
Alexis Wolf, Head of Advisory for WARC Americas
Behavioural scientist Richard Shotton also points out a common misconception about consumer search behaviour: "We often assume search behaviour is driven purely by logic. Behavioural science, however, tells a more nuanced and realistic story."
These observations are underscored by emerging data highlighting that consumer journeys are increasingly fragmented across multiple touch-points. For instance, among TikTok users who engage in search, 38% start their search journey on traditional platforms before moving to TikTok, whereas 34% begin their journey directly on TikTok and subsequently move to traditional platforms. This suggests that marketers need to strategically position their content across multiple platforms to maintain relevance throughout the consumer journey.
“Today, people search for perspectives, drifting from inspiration to research to purchase, guided by a chorus of creators and peers.”
Sissi Xu, TikTok’s Product Lead for Search & Discovery
Moreover, the research highlights a critical differentiation between younger demographics (Gen Z and Millennials) and older demographics (Gen X and Boomers) in terms of platform choice criteria. Younger users value discovery-driven content and social validation, whereas older users emphasise reliability, speed of results, and accuracy. Thus, marketers must finely tune their strategies to cater to these nuanced preferences, leveraging targeted content to maximise engagement and conversions.
The economic significance of this shift is substantial. With search advertising expected to continue its growth trajectory, brands failing to adapt risk losing competitive ground. Furthermore, the global reach and virality potential of video and social platforms open up opportunities for brands to achieve unprecedented scale and visibility with comparatively modest investments compared to traditional channels.
Analysing the broader market landscape, it becomes evident that this shift to social and video searches is not isolated but rather part of an expansive transformation driven by evolving consumer habits. The pandemic accelerated digital adoption, significantly impacting consumer search behaviour and permanently reshaping their interactions with brands and products online.
Indeed, search is now a vital component of the wider consumer engagement ecosystem, necessitating a cohesive, integrated approach to digital marketing. The MAP framework provides marketers with a robust methodology to respond to these changing dynamics effectively. It encourages brands to strategically balance their investments, integrating traditional search platforms to maintain core visibility while increasingly allocating resources towards emerging channels to tap into the full range of consumer search intents.
Looking ahead, marketers need to anticipate further disruptions driven by technological advancements, including increased adoption of AI-driven search enhancements and improved personalisation capabilities. Platforms like TikTok and Instagram continue to innovate, introducing features that seamlessly integrate search into everyday user interactions, thereby further blurring the line between passive content consumption and active search behaviour.
The effectiveness of marketing strategies in this environment will increasingly depend on marketers’ abilities to understand and respond to rapidly evolving consumer expectations. The behavioural science insights provided by Richard Shotton emphasise the importance of psychological understanding in crafting effective campaigns that resonate with users on a deeper emotional level.
In summary, the evolving search landscape reflects broader shifts in digital consumer behaviour, presenting both challenges and opportunities for marketers. Those who embrace this transformation by adopting nuanced, integrated strategies that leverage the strengths of social and video platforms will undoubtedly thrive. In doing so, they will not only capture consumer attention but also foster deeper, more meaningful connections that drive long-term brand loyalty and sustainable business growth.
