“Google it” was the standard response to every question for two decades. But in 2025, te way people search is shifting — and it’s bad news for search engines, but massive news for marketers.
More and more people are using social media platforms like TikTok and LinkedIn instead of typing queries into Google. Why? Because they don’t want static results. They want real people, real recommendations, and real context.
Here’s why Social SEO is the new battleground — and how smart brands are already adapting.
1. People Trust People, Not Websites
When you search for “best running shoes” on TikTok, you won’t be taken to a faceless blog post full of keywords. It shows real runners explaining what they use, how it works, and how it fits them. In a world saturated with polished brand content, authority always loses to trust.
2. Instantaneous and visual social search
Text and links make up Google results. Social results = videos, carousels, infographics.
It’s faster to consume, easier to compare, and more aligned with how people naturally scroll. The search engine is now the feed.
3. LinkedIn Is Quietly Becoming B2B’s Search Engine
LinkedIn is the place to look if you’re looking for a growth consultant, SaaS tool, or agency. Social proof — comments, likes, reposts — acts like a ranking system. The recommendation appears to be more trustworthy the more visible and engaged a post is. For B2B, LinkedIn search is fast becoming the front door.
4. Algorithms Reward Recency, Not Just Relevance
Unlike Google, which favours history and backlinks, social search rewards freshness. Since the most recent posts rise to the top, smaller brands can defeat larger ones that lack decades of domain authority. It’s a leveller. Reputation is no longer as important as creativity or timing. 5. A shift in content strategy and social SEO Optimising for social search means thinking differently:
Write hooks in captions and on-screen text.
Make use of expressions that your audience would actually type. Structure posts like answers, not just vibes.
This isn’t about keyword stuffing. Content that feels natural, is searchable, and stops scrolling is the goal.
