Restaurant recommendations. Top travel destinations. Quick workouts. Budget smartphones with great cameras. 

For years, people have turned to Google for answers to these questions. “Googling” became shorthand for finding anything and everything online. But in 2025, search has evolved with new avenues for discovery. 

Social media channels are no longer simply networking spaces but comprehensive ecosystems serving as knowledge, reputation, culture, and education centers. 

Back in 2020, Gartner predicted that “80% of B2B sales interactions between suppliers and buyers will occur in digital channels by 2025”.  

This is no longer a trend but the new reality where social platforms turn into “super apps” and they become central to consumers’ everyday lives not only as a source of entertainment, networking, and news but also as a focal e-commerce service. 

Social media platforms like TikTok and Instagram have transformed into tools for “social search,” where users explore trends and recommendations through short, engaging videos. 

At the same time, AI tools such as ChatGPT and DeepSeek are offering an entirely new way to find information — through interactive, conversational experiences.

Modern marketers should adopt a holistic social media marketing approach that goes beyond traditional practices, encompassing hyper-personalized content creation, enticing animated designs, B2C social commerce techniques, sophisticated community management tactics, and real time data analytics for informed decision-making. 

From SEO to AEO (And social media SEO)

For the first time in almost a decade, Google's search engine market share fell below 90%, dropping to 89.73% in December 2024. While that's still a huge number, the decline reflects how behaviors are changing.

SEO is known as a staple strategy for businesses looking to rank high in search results, but new forces like social search and Answer Engine Optimization (AEO) are redefining how businesses think about visibility.

Social search refers to using platforms like TikTok, Instagram, and Pinterest to explore trends, discover recommendations, and get personal insights.

Unlike traditional search engines which prioritize links and rankings, social search focuses on visually rich, engaging content that feels more relatable and personal. It thrives on discovery and storytelling, which is why industries like food, travel, and beauty perform so well here.

Answer engine optimization

AEO, on the other hand, is about optimizing content for AI-driven tools. These tools deliver direct, conversational responses to user queries, often pulling information from structured data or FAQ-rich pages.

Each of these platforms serves a different purpose but also has its limitations. Social search often prioritizes trending content over accuracy. 

AI tools, while innovative, can sometimes deliver incomplete or incorrect responses. These gaps mean that users often rely on a combination of traditional search, social, and AI to meet their needs.

This is where, yet again, a new “source of truth” seems to be on the rise, free from AI-generated responses that disconcert consumer trust. I am referring to social/community/forum platforms like Reddit and Quora. 

Users turn to those platforms not only because they are more discerning than ever with regard to search results, but also because they increasingly value more genuine interactions and quality content generated straight from the source e.g. other consumers or companies.  

Organizations are increasingly using them as marketing platforms although they might not be the first choice that comes to mind.

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Businesses need to consider a laser-focused holistic strategy, prioritizing quality over quantity, authenticity, and marketing fluidity.

Five ways to stay ahead

1. Master a variety of content formats

In 2025, successful companies won’t be those with the largest content libraries but those with the ability to be strategic and selective on what content to produce, who for, and at which stage of their journey.

Now more than ever, content needs to have a clear purpose and be SEO and audience-driven if you wish to cut through the noise. 

Visibility means being present where your audience is. Social media demands short-form videos and live streams that captivate attention in seconds, while longer, written content can provide the depth and insight that audiences crave.

Think of analytics as your best allies in this process. Analyze the data available to you to identify the content formats your audience really connects with. 

And keep in mind you can repurpose your successful content in different ways. 

For example, if a blog post performed well, consider turning it into a video or a series of social media posts. It’s a great way to reach even more people!

2. Prioritize trust and authenticity

“By 2026, 60% of CMOs will adopt content authenticity technology, enhanced monitoring, and brand-endorsed user-generated content (UGC) to protect their brands from deception unleashed by GenAI” according to Gartner’s recent predictions. 

Consumers are more skeptical than ever, especially when it comes to content on AI and social media. The key to cutting through the noise is trust. Partner with credible creators who align with your brand values, respond transparently to customer queries and consistently fact-check your content.

For example, in industries like beauty or fitness, focus on user-generated content or real-life testimonials that feel relatable. 

For B2B brands, authenticity might mean showcasing behind-the-scenes processes, leadership insights, or case studies. Building this trust is the foundation of engagement and loyalty. 

3. Leverage social listening for insights

Social media is one of the most powerful tools for understanding your audience's needs and preferences in real-time. Platforms like TikTok, Instagram, and Twitter can reveal trends, sentiments, and pain points.

Use social listening tools to monitor what your audience is searching for, what topics they engage with, and how they talk about your brand or competitors. These insights can help you fine-tune your messaging and stay ahead of emerging trends. 

4. Optimize for AEO

As we mentioned earlier, AI tools mostly rely on structured and conversational data to generate answers. Optimizing for AEO ensures your content is discoverable and featured in these responses.

Start by creating content that addresses specific user questions directly. FAQ sections, how-to guides, and content structured with clear headings make it easier for AI to process your information. Use natural language, mirroring how people ask questions in conversational tools, and prioritize clarity and conciseness.

Additionally, ensure your site is technically optimized. Use structured data (schema markup) to provide AI tools with detailed metadata, this will help them understand your content's context.

The more accessible and straightforward your content is, the higher the chance AI tools will feature it in their answers. 

5. Keep a close eye on Google's updates

Google's AI and search capabilities are constantly evolving. They've recently integrated features like the short videos tab, pulling in content from social media platforms.

But beyond these big shifts, Google also makes frequent updates to its algorithms – changes that directly affect how your content ranks. 

Final thoughts

No one can predict exactly where this will lead, consumer habits and technology evolve too quickly for that. 

Social search offers immediacy, relatability, and discovery. AI tools deliver direct, conversational answers. And traditional search, while still dominant, remains the foundation for broad, reliable information.

Together, they form a fragmented but interconnected ecosystem of discovery.

Next time you watch someone search for answers, notice how they do it. Are they ‘Googling', scrolling, or asking AI? The answer will give you clues about where search is headed – and why you need to be there.