Social Search Trends 2024

TikTok-Led Phenomenon Makes Search Full-Funnel

Report by Evelyn Mitchell-Wolf  | UPDATED: Oct 4, 2024
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Executive Summary
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Table of Contents
Executive Summary
Social networks have expanded search beyond the lower funnel
Social search is strongest when marketers amplify organic efforts
TikTok has left a lasting impression on search—whether it gets banned or not
AI-powered chatbots on social platforms could accelerate the shift to social search
How can marketers make the most of social search?
EMARKETER Interviews
Sources
Media Gallery
About This Report
Younger generations have embraced TikTok, Instagram, and YouTube as search engines. Although TikTok’s future in the US is uncertain, the social search opportunity remains robust.
Topics
Search Marketing
Social Media Marketing
US
Table of Contents
Executive Summary
Social networks have expanded search beyond the lower funnel
Social search is strongest when marketers amplify organic efforts
TikTok has left a lasting impression on search—whether it gets banned or not
AI-powered chatbots on social platforms could accelerate the shift to social search
How can marketers make the most of social search?
EMARKETER Interviews
Sources
Media Gallery

Major social networks now offer paid and organic search options that can satisfy the needs of both brand and performance advertisers. Platforms are doing everything they can to support users’ social search habits, and big changes are on the horizon—but haven’t arrived yet.

Key Question: How are advertisers approaching social search, and how will the market adapt to AI-powered chatbots and a potential TikTok ban?

Likelihood of US Social Media Users to Search on Social Platforms to Research a Product Before Making a Purchase, March 2024 (% of respondents)
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Key Stat: About two-thirds (67%) of US social media users are at least somewhat likely to engage in social search at some point in their purchase journey, according to March data from IZEA.

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    Table of Contents

    1. Executive Summary
    2. Social networks have expanded search beyond the lower funnel
    3. Social search is strongest when marketers amplify organic efforts
    1. TikTok has left a lasting impression on search—whether it gets banned or not
    2. AI-powered chatbots on social platforms could accelerate the shift to social search
    3. How can marketers make the most of social search?
    1. EMARKETER Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Likelihood of US Social Media Users to Search on Social Platforms to Research a Product Before Making a Purchase, March 2024 (% of respondents)Nearly a Quarter of Small Business Owners Saw TikTok Content Outperform Search Results
    Meta AI Could Surpass ChatGPT in Monthly Users Thanks to Its Built-In Audience

    Interviewed for This Report

    Michael Cohen
    Horizon Media
    Executive Vice President, Performance Media
    Interviewed April 29, 2024
    Kaela Green
    MiQ
    Senior Director, Product, Paid Social
    Interviewed May 2, 2024
    Jack Johnston
    Tinuiti
    Senior Social Innovation Director
    Interviewed May 2, 2024
    Jon Morgenstern
    VaynerMedia
    Executive Vice President, Head of Investment
    Interviewed April 30, 2024

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    First Published on Jun 4, 2024

    authors

    Evelyn Mitchell-Wolf

    Contributors

    Minda Smiley
    Senior Analyst, Social Media
    Tracy Tang
    Senior Researcher
    Max Willens