Social isn’t just where people scroll, it’s where they decide. In 2025, social’s role as a channel for discovery has accelerated, driven by consumer behaviour, platform shifts and AI tools. In this blog, Jim Coleman, EMEA CEO, breaks down what’s been happening and what brands need to know going into 2026.
A generational shift
The data from our latest Global Digital Report shows that 44% of online adults use social media to research brands ahead of a potential purchase; Instagram, TikTok and Facebook are the platforms people are most likely to use to do so. But the real shift is happening with the next generation of consumers. Social networks are now the main media channel for audiences aged 16 to 34 when it comes to online brand research – a social scroll is outpacing traditional text-based search as the go-to discovery engine for young adults. They aren’t just engaging with brand posts; they’re actively searching within the platforms themselves, using tools like the search bar to find product reviews, tutorials, and community-driven opinions.
And social isn’t just the stepping stone, for many it’s the final destination. With platforms increasingly looking to keep users in-app, ‘zero-click search’ on social – where people find the information they need (a product review, a tutorial) directly within the social platform’s search results or feed – is on the rise.
The AI engine
This mass of social content – from viral TikTok videos to deep-dive Reddit threads – is being harnessed by Artificial Intelligence to enhance its discovery offering. We know AI tools are on the rise – our Digital 2025 report estimates that there are well over 1 billion people around the world using standalone AI platforms each month. We now see platforms and engines turning to the wealth of social data to provide nuanced search results. For example, imagine a user searching for the ‘best running shoe.’ Search can provide a list of curated results, or a link to a listicle. AI platforms, however, can use publicly available opinions provided on hundreds of Reddit threads (with honest reviews) and key takeaways from countless TikTok videos (showing the shoes in action). As AI feeds on uncontrolled public opinion, robust community management is essential for creating a social presence that AI models can then surface in the right way, in the right places.
Platform differentiation
What does the right way and place mean? As always with social, it’s not a one size fits all approach. While it’s more complex in practice, a brand needs to adapt its social content strategy across different platforms – for example:
Instagram: Inspiration
Visual search + saves
Reels with SEO captions & carousels that teach and tag.
TikTok: Discovery
Viral discovery
Trends, creator challenges, fast reaction loops.
YouTube: Research
Evergreen search
Short-form SEO + long-form story building.
Every platform is a discovery engine. Brands need to meet users mid-scroll, in the mood they’re in, on the platform they’re on and ensure every piece of content is optimised.
What this means for brands
This is SEO – but with a twist. Brands don’t need to shout louder, they need to be smarter about how they show up. A presence alone isn’t enough; content has to work hard to hook viewers instantly, so bold visuals, attention-grabbing (SEO driven) copy and a distinctive POV is a must. Discoverability on social isn’t optional; it’s essential for relevance.
