The Rise of Social Search
It’s hard to ignore this massive shift and increase of users turning to social media platforms for search purposes. Traditional search engine usage is declining, and younger demographics in particular are turning to social media for search purposes. According to eMarketer, Generation Z is 25% less likely to use Google for searches compared to Gen X. As an added bonus for social networks, as users search and interact with brands on social platforms, the brands gain access to valuable data about search behavior, trending topics, and consumer preferences.
It’s no longer nice to have a consistent social presence, it’s imperative. Having brand presence on social search placements can capture the attention of users who are actively searching for products or services like theirs, increasing their visibility in organic, non-interruptive ways. Social networks took note, with updated features to take advantage of social search.
TikTok had a search ads alpha earlier this year, with a web conversion objective supported through the TikTok Pixel, an instant image or the events API. Code3 had several advertisers participate in the alpha in Q1 and TikTok has since rolled it out to all advertisers and tested in other objectives like traffic. Reddit is often appearing as one of the top results when someone searches on Google making it a key platform to leverage, especially when your brand is seasonally relevant.
Pinterest is the OG of leveraging search on social. Naturally, people go to Pinterest for inspiration and with the option for advertisers to leverage keyword targeting, it makes it possible for ads to show up when pinners search relevant keywords.
YouTube is similar to Pinterest in that users search on YouTube by specific keywords, allowing for brands to show up with video content that align with keyword search terms.
Leaning into High Impact Units for Tentpole Moments
Tentpole moments are no longer just reserved for Prime Day and the holiday shopping season. Major holidays, events or entertainment releases offer brands an opportunity to tap into already-trending conversations and align themselves with what audiences are already excited about, boosting resonance. High impact units are designed to be splashier, more memorable and ultimately, more effective, and many brands are leaning into them more often. These activations can support massive reach and drive buzz for brands. Some of Code3 Social Strategists favorites include:
- Pinterest Spotlight
- TikTok TopView
- Meta Moment Maker
- Pinterest Editorial Sponsorship
- Snapchat Sponsored Snap Ad
- Snapchat First Story, Lens, or Commercial
- Reddit Takeovers or Megapost
- X Amplify or Takeover
The Rise of AI Tools
AI has dominated the headlines in recent years, and social media platforms are responding with a rise in AI tools. From Meta to Pinterest and everywhere in between, most, if not all social platforms have rolled out AI-powered analytic and creative tools. These tools help identify trends, optimize campaigns, and provide actionable recommendations, leading to better ROI on marketing efforts. Platforms are able to react real-time to shifts in consumer behavior quickly, dynamically adjusting campaigns to stay relevant and competitive. These automated methods allow for deeper audience segmentation and tailored ad targeting, ensuring that content resonates with the right users at the right time.
Every social media marketer knows to keep an eye out for the trending Reels and cultural moments to shape their content, but don't forget about the power of a strategy that responds to trends. Keeping on top of what works and what the competition is doing can set your strategy apart from the competition in 2025 and beyond.