The Evolving Role of Social Search in the Age of AI

Search behaviour is undergoing a transformation unlike any we've seen before. With AI making significant inroads into how we search and discover information online, it’s no surprise that marketers and brands are closely watching these developments. However, while traditional search engines like Google continue to dominate, and AI-driven platforms like ChatGPT and Perplexity capture headlines, the role of social search is often understated.?

The Current Landscape of Social Search

Social search, the process of finding content on social media platforms, has grown in significance as users increasingly turn to their favourite networks for information, recommendations, and entertainment. Unlike traditional search, where the focus is on retrieving information from the broader web, social search emphasises discovering content within a specific community or platform. This shift reflects broader changes in how consumers interact with digital content, especially in the world of B2B.

In this new report from Datos, A Semrush Company , "Consumer Search Behavior in the Age of AI," reveals and reinforces some of the things that we know and should remember:

• YouTube continues to lead the charge in social search, with over 40% of its users actively engaging in search activities. It remains the world’s second largest search engine.
• ?Twitter is experiencing a nearly 150% increase in the number of searches per user over the past year. This growth is driven by users’ desire to stay updated on real-time events and engage with trending topics.
• ?TikTok has emerged as a key player, especially among younger audiences, where users are increasingly using the platform to search for products, trends, and even news.

YouTube’s vast library of user-generated content, combined with its sophisticated recommendation algorithms, makes it a go-to destination for users seeking everything from how-to videos to entertainment and news. TikTok is following this pattern, but with a younger demographic, sweeping up user generated content at a rapid rate.

Yet, despite these gains, social search remains a relatively small part of the overall search landscape. Most social platforms still see lower engagement levels in search compared to traditional search engines. For instance, while TikTok and Twitter are growing, the percentage of their users who engage in search remains modest compared to YouTube and certainly to giants like Google.

Comparing Social Search with Traditional and AI-Driven Search

The digital search landscape is predominantly ruled by Google, whose dominance is reflected in both its market share and user engagement metrics. Google’s success lies in its ability to offer a comprehensive search experience that is both intuitive and deeply integrated with AI enhancements. With tools like Google’s AI-powered Gemini platform, the search giant is not only maintaining but strengthening its grip on the market.

In contrast, social search operates on a different playing field. While traditional search is focused on indexing and retrieving information from across the web, social search is more about discovering content within the boundaries of a particular social ecosystem. This distinction is crucial when comparing the two.

AI-driven search platforms like ChatGPT and Perplexity are still in their infancy but are rapidly evolving. While these platforms are starting to challenge traditional search engines by offering more conversational and context-aware search experiences, they have yet to achieve the same level of user engagement.?

According to the report, the average number of webpage visits per user on AI platforms is still significantly lower than on Google, underscoring the long road ahead for AI in becoming a primary search tool.

Social search, meanwhile, sits in a unique position. It is neither as broad as traditional search nor as specialised as AI-driven search.?

However, while the report doesn’t go into detail around search intent, we can make some educated guesses. A percentage of social search would, no doubt, be business related. But almost all of LinkedIn’s social search would be business related - making it a dominant player in the social search space for B2B companies. This means rethinking and planning social content via LinkedIn - encompassing both individual and corporate profiles.

Challenges of Social Search in an AI-Enhanced World

While social search has carved out a niche, it faces significant challenges in a world where AI is rapidly enhancing the search experience. One of the key challenges is the difference between content discovery and search intent. On platforms like TikTok or Twitter, users often stumble upon content rather than actively search for it. This passive discovery mode contrasts sharply with the active intent-driven searches on platforms like Google.

Data privacy and user trust also pose hurdles for social search platforms. As users become more aware of how their data is used, social platforms need to ensure that their search functionalities are transparent and secure. Moreover, the relatively low intensity of social search engagement—outside of YouTube—suggests that these platforms have yet to fully harness the potential of AI to enhance the search experience.

Despite these challenges, the future of social search holds promise, particularly as AI continues to evolve. Social platforms have the opportunity to leverage AI to make search more intuitive, personalised, and engaging. But to do so, they must first overcome the existing limitations and refine their search functionalities to better meet user needs.

A link to the Datos report is in the comments.