2025: The Year Social Media Replaces Search Engines & Hashtags

This article is kindly contributed by StudioSpace agency Five By Five Global - Five by Five Global are smart, deep and creative thinkers with a very impressive track record. Working at the intersection of creativity and tech, they’re ‘launch’ specialists who also have deep experience in the video games sector, working with the world’s biggest brands in this space.

In 2025, social media has transcended its role as a mere connectivity tool to become the new search engine. With platforms like Meta integrating AI-powered search features across Instagram, Facebook, and WhatsApp, and TikTok revolutionizing discovery through algorithm-driven recommendations, the way we seek and consume information has fundamentally shifted. A staggering 60% of Gen Z users now prefer searching on social platforms rather than traditional engines like Google, a trend that shows no sign of slowing. According to eMarketer, generational shifts are redefining search behavior, with younger consumers turning to social-first discovery methods.

However, this transformation raises deeper questions. Is the decline in search driven purely by convenience, or is there a broader behavioral shift at play?

As social platforms become the primary gateway to information, brands must rethink their digital strategies to maintain visibility and authority in this evolving ecosystem.

Brands Leading the Social-First Search Evolution
Several leading brands are already prioritizing social media as a primary discovery tool and moving beyond traditional search engines.
Nike has integrated AI-driven content recommendations across TikTok and Instagram Reels, ensuring its products appear organically within consumer feeds. By leveraging interactive storytelling and influencer collaborations, Nike turns social browsing into frictionless shopping experiences.

L’Oréal Paris has redefined beauty marketing through a social-first approach. In 2024, the brand generated $1.14 billion in media impact value (MIV) by centering campaigns around Paris Fashion Week and strategic influencer partnerships. Instead of relying on Google search, consumers now discover L’Oréal’s latest beauty trends through algorithm-driven feeds.

Video Game publishers and indie developers embracing social-first discovery
The entertainment industry has also seen a shift in how consumers discover and engage with new titles, with both major and indie developers leveraging social media to drive visibility. Loddlenaut, an indie game developed by Ricardo Escobar, found success largely through viral TikTok marketing. Wishlist conversions driven by TikTok engagement significantly boosted the game’s initial sales.

Chats of Sennaar, developed by Julien Moya, gained traction due to organic social buzz around its demo. The game’s visibility was amplified through content creators and gaming communities, proving that discovery happens where the audience already spends time. For brands, this shift isn’t just about visibility, it’s about discovery. And discovery is happening where consumers already spend their time.

Social Search: A Fundamental Shift or the End of Curiosity?
Unlike traditional search engines, where users actively seek out information, social media platforms enable passive discovery through AI-curated feeds. TikTok’s For-You Page (FYP) and Instagram’s Explore tab surface content tailored to individual preferences, making it easier for brands to be discovered organically—without requiring users to explicitly search for them.

This shift also raises a larger question: Are people searching less because they’re finding what they need intuitively, or are they simply less curious? The convenience of personalized feeds may be reducing motivation to actively research topics. Instead of formulating queries, users rely on algorithms to preemptively serve content they might find relevant. This shift toward passive consumption could fundamentally change how brands approach content creation, including the tone, format, and presentation needed to engage audiences effectively.

The Impact of a Potential TikTok Ban
The uncertainty around a U.S. TikTok ban is a reminder of how quickly digital landscapes can shift. While a permanent ban now seems unlikely, past examples like India’s 2020 TikTok ban, which led to a surge in Instagram Reels and YouTube Shorts show that users won’t go back to Google; they’ll migrate to new discovery platforms.

If TikTok were banned in the US, consumers would likely flock to Pinterest, Instagram Reels, and YouTube Shorts, forcing brands to rethink their content strategies. More importantly, this debate highlights a bigger issue: over-relying on one platform is risky. Brands that diversify across multiple discovery channels will be the ones that stay ahead no matter how the social landscape evolves. These are NOT owned channels as folks like to refer to them. They are borrowed and the rug can be pulled at any time.

Authority and Truthfulness in the Age of Social Search
On Google, search rankings are based on credibility and accuracy, but on social media, engagement drives visibility even if the content isn’t accurate. This shift presents a challenge: How will social platforms ensure the reliability of search results? With AI-generated misinformation on the rise, ensuring trust in social search is more critical than ever.

While platforms may introduce stronger verification systems, brands can’t rely on them alone. To maintain credibility, they must prioritize clear, transparent messaging, collaborate with trusted creators and industry experts, and use AI tools to monitor misinformation risks. A small but impactful step is custom-written alt text on social posts. Unlike auto-generated captions, thoughtful alt text improves searchability, accessibility, and trust.

Misinformation isn’t just a social media issue—it’s a brand reputation risk. The brands that take control of their narrative will be the ones consumers trust most.

Beyond Hashtags: AI-Optimized Content Discovery
For years, hashtags have been a staple of social media strategy. But as AI-driven recommendation systems become more sophisticated, their importance is diminishing. Instead, platforms are prioritizing keyword-rich captions that align with user intent and search behaviors. Influencers and brands are already adapting, some now forgo hashtags entirely, opting for strategic keyword placement to enhance content discoverability.

This trend signals a broader shift: The future of social media search will be shaped by AI-driven relevance rather than manual tagging. Brands should rethink how they optimize content, ensuring their messaging aligns with the natural language and interests of their target audience rather than relying on outdated hashtag strategies.

The Future of Brand Strategy in a Social-First World
In 2025, winning brands won’t just be seen, they’ll be discovered. Discovery is no longer happening on Google’s first page but within social feeds, AI-driven recommendations, and short-form video trends.

To stay ahead, brands must evolve beyond traditional demographic targeting and focus on interest-based audience segmentation, AI-optimized content, and authentic storytelling. Influencer partnerships and engagement-driven strategies will shape visibility in this new era of discovery.

For marketers, the choice is clear: Adapt now, or risk irrelevance. In the age of social-first search, discovery is everything.