Social media isn’t just where people scroll — it’s where they decide. In 2025, the role of social media as a discovery channel accelerated, driven by shifting consumer behaviour, platform changes and the influence of AI tools. Jim Coleman, CEO of Wearesocial EMEA, unpacks what’s been happening in this blog post — and what brands need to know heading into 2026.
A Generational Shift
Data from our latest Global Digital Report shows that 44% of online adults use social media to research brands ahead of a potential purchase, with Instagram, TikTok and Facebook the platforms people use most to do so. But the real shift is happening among the newer generation of consumers. Social networks have now become the primary media channel for 16- to 34-year-olds when it comes to online brand research; scrolling social media is overtaking traditional text-based search as the go-to discovery engine for young adults. They’re not just engaging with brand posts — they’re actively searching within platforms themselves, using tools like the search bar to find product reviews, tutorials and community-driven opinions.
And social media isn’t just a stepping stone — for many, it’s the final destination. As platforms increasingly focus on keeping users in-app, “zero-click search” on social media is on the rise — the point at which people find the information they need (a product review, a tutorial) directly in a social platform’s search results or feed, without clicking through anywhere else.
The AI Engine
From viral TikTok videos to in-depth Reddit threads, this stack of social content is being used by AI to enhance discovery. We know AI tools are on the rise — our Digital 2025 report estimates that more than 1 billion people worldwide use standalone AI platforms every month. We’re now seeing platforms and engines turn to rich social data to deliver detailed search results. Take, for example, a user searching for “best running shoe.” A search might return a curated list of results, or a link to a list. But AI platforms can draw on public opinions shared across hundreds of Reddit threads (with honest reviews) and key takeaways from countless TikTok videos (showing the shoes in motion). Because AI feeds on unmoderated public opinion, strong community management is essential to building a social presence that lets AI models surface accurately, and in the right places.
Platform Differentiation
What does the right path and the right place actually mean? As is always the case on social media, there’s no one-size-fits-all approach. While more complex in practice, a brand needs to adapt its social content strategy to different platforms — for example:
- Instagram: Inspiration — Visual search + saving — Educational, tagged captions and swipeable carousel posts optimised for SEO.
- TikTok: Discovery — Viral discovery — Trends, creator challenges, fast feedback loops.
- YouTube: Research — Always-on search — Short-form SEO plus long-form storytelling.
Every platform is a discovery engine. Brands need to meet users where they are — on the platform they’re on, in the mindset they’re in as they scroll — and make sure every piece of content is optimised accordingly.
What Does This Mean for Brands?
This is SEO — but with a twist. Brands don’t need to shout louder; they need to be smarter about how they show up. Visibility alone isn’t enough — content has to work hard to capture viewers instantly, which is why bold visuals, attention-grabbing (SEO-driven) copy and a clear point of view are essential. Discoverability on social media isn’t optional; it’s essential to relevance.
Quote: https://wearesocial.com/blog