By Jaysen Gillespie, Head of Analytics and Data Science at RTB House
Search has evolved rapidly over the last few years, increasingly being influenced by artificial intelligence (AI). In fact, 71.5% of people are now using AI tools to complement their search journeys. Alongside the rise of AI search, younger generations are turning their backs on long-trusted search platforms, instead using social media, in particular, TikTok, to search online.
The search landscape has undergone a complete transformation, and the world is firmly in the midst of a new era that many would have struggled to predict. Much like how few people initially foresaw Netflix introducing an ad-supported subscription, the role of dominant, traditional search engines is unexpectedly coming to an end.
Evolving beyond tradition
Although the use of social media as a search tool has been experiencing rapid growth in line with the rise of TikTok, the concept is far from new. Platforms like Reddit and Pinterest were used for “social search” long before TikTok existed, and they continue to serve this function today. Meanwhile, on the video-sharing front, YouTube has been considered one of the leading search engines for several years.
However, what has changed amongst the younger Millennial and Gen Z population is where they are starting their search journeys. Long gone are the days when primary searches were conducted on traditional platforms. Instead, with TikTok having drastically changed the way people consume content, audiences are starting their search journeys in the place where they spend a large chunk of their time.
TikTok’s visual, social, and real-time elements make it a far more desirable place to fulfill people’s search needs. The younger generation wants to see what they’re searching for and interact with others who are on a similar journey.
Simultaneously, a desire for more personalized search results has led to an increasing reliance on tools such as ChatGPT, Perplexity, and Claude. These AI platforms offer a more conversational search experience, presenting results in a more personable manner rather than just providing information.
As a result of these shifts, the search landscape has become more decentralized, fragmented, and cross-platform. The dominance of a few search engines is no longer quite as clear-cut because consumers are seeking a search experience that goes above and beyond what had long been considered the “norm.”
A search marketing transformation
Each day, more journeys are starting on TikTok, YouTube, or via AI, and that movement isn’t going to change any time soon. As a result, marketers will also need to shift their focus not only on how they capitalize on social search, but also on how prepared they are for the inevitable arrival of advertising via AI tools.
Returning to the Netflix example, it’s evident that, however many platforms attempt to avoid advertising, they eventually have to succumb to it if they want to sustain and/or accelerate their growth. The same will ultimately come for AI tools as well.
Marketers need to stay on top of emerging search trends, understanding the platforms where consumers are finding their information and exploring avenues to reach users in those environments. This involves working closely with analytics and data teams to ensure user engagement and acquisition are a priority. This can be done by utilizing available AI tools, including innovative technology like Deep Learning, to stay ahead of the competition.
The present and future of search do not rely on a single platform to surface the information people are seeking. It’s a multi-sensory, multi-touchpoint experience that combines images, videos, and text across platforms to deliver results for the consumer.
Leading search into a new age
Those who recognize the direction of search and begin adapting to the evolving landscape now will be well-positioned to lead the industry into this next wave.
Marketers can no longer settle for launching campaigns via traditional search avenues. It’s time to embrace what’s to come because AI platforms are here to stay. If we’re realistic, ads will inevitably make their way onto those platforms sooner rather than later. As such, they need to reassess their strategies and stop focusing solely on optimizing their spend around the leading search engines. Instead, they should focus on optimizing for how people uncover information online. That means examining how search dollars can be allocated between social search and AI search.
