Social Search Trends 2024

TikTok-Led Phenomenon Makes Search Full-Funnel

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?

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

    Interviewed for This Report

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

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    First Published on Jun 4, 2024


    Evelyn Mitchell-Wolf


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