How Are People Searching Across Different Platforms

Social media as a search engine

52% UK adults use social media platforms to access news, signifying a shift in how we consume information. But why are users turning to social media over traditional search platforms, like Google?

• Social proof – People can access user’s opinions and experiences instantly, determining better whether that product is right for them. People also like authenticity and honesty, looking for reviewers they trust based on human connection. 
• Personalised search – Social media will often tailor users’ content to give them personalised feeds based on their previous searches. They can also search for content that specifically relates to them more easily, such as searching by their age, gender and race.
• Visual appeal – Platforms like TikTok and Instagram are image and video-heavy compared to the traditional text format of search engines. Visual search makes it easier and quicker for users to digest and is perceived as a more trusted source of information.
• Interactive – Users can engage with one another more easily, creating connections and building communities over shared interests. They can also ask questions and engage directly or with others about review content. For larger brands, things like live shopping play a role here too.

What do users use social media for?

From discovering new brands and products to learning how to do something or connect with other users, these platforms are used for various reasons, and it’s important to understand in which instances users are choosing to search on social media over Google.

• TikTok is typically used for brand discovery, inspiration, community and purchasing through its own shop. It’s also especially popular for local searches, such as looking for restaurants or activities in a certain location.
• Instagram is used for brand and product discovery as well as inspiration.
• YouTube is most popular for tutorials, reviews or entertaining content.
• Pinterest is often used for inspiration and ideas.
• X (Twitter) & Facebook are used for news and community.
• Reddit is used for information, ideas and community.

How do users search differently across platforms?

As mentioned, users will use search on different platforms for different reasons. The platform often also dictates the type of searches, the structure of them and the keywords used.

• Google & other Search Engines – users will typically use short-tail and long-tail keywords to find specific information, products or services (e.g. ‘best trainers for running’, ‘plumber near me’, ‘water bottle’)
• Social media (TikTok, Instagram, Twitter, Reddit) – users will use these platforms for trend-driven searches as well as personal experiences and recommendations (e.g. ‘skincare routine for dry skin’, ‘cheap holidays’, ‘food trends’)
• YouTube – searches tend to be based on how-tos, tutorials or reviews (e.g. ‘how to fix a broken tap’, ‘iphone review’, ‘funny cat moments’)
• AI Chatbots (ChatGPT, Perplexity, Microsoft Copilot) users will use more conversational, long tail searches (e.g. ‘what are the best ways to reduce your heating bill’, ‘compare the iphone 16 and the samsung galaxy S25’, ‘write a recipe for a chocolate cake which is vegan and gluten free’
• E-commerce Search (Amazon, eBay, Etsy, etc.) – users will search product-specific keywords with a transactional intent, often using brand names or product features (e.g. ‘noise-cancelling headphones’, ‘nike air force 1 white’)

Google’s Role in Search

Google remains the primary search platform for most older generations and dominates the search market. So, it’s worthwhile understanding how users interact with Google and what can be learnt about the search engine. In a study into how people are using Google Search:

• 15% of Google users modify their initial search term – suggesting that Google’s algorithms have got better at matching search intent and that people have got better at writing queries.
• 42% of local searchers click on the Google Map Pack, so it’s important local businesses are optimised well for local search.
• Just 0.44% of users visit Google’s 2nd page results, further illustrating the importance of ranking as high on the 1st page as possible.

Securing a top-ranking position on the 1st page of Google remains critical for driving traffic and visibility. Even more so with the ever-evolving search results landscape, the introduction of AI overviews last year.

Adapting to the Future

Google’s introduction of AI Overviews (AI-generated summaries) has altered the way information is displayed and consumed in the search results by providing users with quick and concise answers. As a result, it changed how users interact with Paid and organic search results.

The drop in organic CTR varies when an AI overview is present, with some reporting between 18%-64%. However, organic CTR increased when included as a source in AI overviews. This means that whilst it’s still important to optimise for organic search results, you should also be ensuring SEO strategies are optimising for instances where AI overviews are present too.

AI Chatbots

In the US, 35% of consumers who used chatbots in 2023 did so in place of search engines to have a question answered. More and more frequently, users are turning towards AI tools to help solve their questions and problems.

AI in search is nothing new – Google has been using machine learning AI as part of its algorithm since 2015. However, the rise of AI chatbots like ChatGPT, Perplexity and Microsoft Copilot, have transformed the landscape, capturing a growing user base and reshaping how people seek information online.

Why AI-powered search is growing:

• Consumers are using more conversational searches. This creates an ease in how they search as they type their initial thought rather than needing to amend it into a keyword dense search term. As a result, users are more likely to use long tail keywords.
• The information users receive is presented clearly without users having to sift through pages and content to find what they are looking for.
• It’s quick and efficient. It can speed up everyday tasks and provide quick answers.

The top 5 most popular AI tools based on search traffic are:

• Canva – 32.24%
• DeepL – 20.47%
• ChatGPT – 9.18%
• QuillBot – 8.04%
• Remove.bg 5.35%

With the rise of AI-powered search, users are gravitating toward tools that offer speed, clarity, and a more natural way to find information—signalling a fundamental shift in how search is evolving and what users now expect from their digital experiences.

Should businesses market across all of these platforms?

While having a presence on every platform might seem beneficial, it makes much more sense to create a marketing strategy that aligns with your business and audience – understanding not every platform or approach might work for you, or match the amount of time, effort and budget you can dedicate.

Moreover, it depends if we’re talking about a campaign or a strategy, and whether we are thinking about the long-term effects of brand building over time, user compounding messaging or creativity or performance-based marketing activity. What’s the balance between immediate awareness and demand or longer-term mental unlocks? 

Tips for Cross-Platform Marketing

Luckily, Vertical Leap has identified what you should consider when marketing on any platform:

• Where is your audience active? Pinpoint the platforms your search audiences use as they move through consumer journeys, build up a picture of this and use it. 
• Why does your audience use each platform? Identify the intent of your audiences as they use each platform and how this changes through the buying cycle.
• What are the interactions that matter? Your audience might be present on a platform but are they interacting with it in commercially viable ways, and likewise, can you interact with them in commercially viable ways?
• What is your audience interacting with? Determine what kind of content your audiences are interacting with in valuable ways and whether you can create something similar or better.
• What is your customer journey? Visualise the journey of your search audiences – the platforms they use, their intentions, interactions, etc. and relevant changes as they progress through the buying cycle – and the key places/moments you need to win their attention.

Change is the search-based constant

Search behaviour is evolving, with users turning to platforms specific to their needs depending upon their intentions. People are also using multiple platforms across a singular journey more frequently rather than singular touchpoints. Cross-pollination between social and search is also becoming more frequent with ranking signals on each becoming somewhat co-dependent. 

However, by understanding where and why users are searching, companies can ensure they are reaching the right audience with the right content, at the right time. Whether optimising for Google, engaging on social media, or leveraging AI-driven searches, businesses that embrace this shift will be well-positioned for success in the ever-changing digital landscape.

Remember: always start with your goals, objectives and strategy and work back from there to the platforms and actions that align with them.