Search is Expanding – And It Looks Different

As consumers, we have more choice in the digital landscape than ever before, including the way we search. Let’s go back in time to the days where we were limited to Google, Yahoo, and does anyone remember Ask Jeeves? Those days are long gone. People are searching with their thumbs, their voices and even their cameras. Platforms like TikTok, Pinterest, Reddit and even AI tools like ChatGPT are now search engines in their own right – especially for younger audiences.

TikTok: From Entertainment to Search Engine

TikTok, for example, has become a go-to platform for discovery. Whether it’s travel inspiration, recipes, skincare reviews or home hacks, users are actively searching for content using hashtags, keywords and voice queries. For example: ‘how to decorate a tiny flat,’ ‘best vegan lunch ideas,’ or ‘travel in Portugal’ – all generate video-led discovery. This behaviour opens up huge opportunities for advertisers to get in early with creative, authentic content that doesn’t just inform but entertains. With the rise in USG content and influencer marketing, ads are looking more native than ever and are incredibly effective with TikTok at the forefront for this.

• TikTok ranks #1 among consumers as the platform they’re most likely to buy from (versus social platforms). 
• 41% of influencer marketing campaigns in 2024 took place on TikTok. 
• 56% of consumers said they are at least somewhat likely to buy a product because it was recommended by an influencer they follow. 
• UGC‑based ads achieve 4× higher click‑through rates and cost-per-click that is 50 % lower than traditional ads.

From a brand perspective, that means:

• Creative becomes your search hook, so your video needs to invite discovery.
• Branded content must blend in and should feel native to the ‘For You’ experience.
• UGC and influencer collaborations carry huge weight as audiences are more responsive to real voices.

Pinterest: Where Visuals Drive Intent

Similarly, Pinterest is powering visual discovery through search. Being an intent-driven user experience, it’s perfect for brands looking to reach people in the mood to plan, shop or be inspired. Pinterest is where people go when they’re in ‘I want to do it’ or ‘I want to plan it’ mode, whether it’s renovating a home, planning a wedding, or creating a content mood board. It’s intent-driven, visual-first, and heavily tool-assisted (e.g. pin-to-product, shop-able pins). It has long functioned as a visual search and planning tool but today, it’s matured into something more strategic:

• It now hosts 537 million monthly active users globally (RecurPost).
• 81% of traffic is now via mobile, underscoring its position in mobile-first discovery (RecurPost). 

For brands, that means:

• High-quality visuals and metadata matter, so your images must be optimised for ‘visual search’ features.
• Product tagging and rich pins convert inspiration into purchase.
• Think ahead: content must align with planning cycles (e.g. seasonal, life events).

Reddit: Real Conversations, Real Insights

The often overlooked platform, Reddit, is also doubling down on search as a strategic frontier. With its deep communities and specific search queries it’s being used as a way to seek unfiltered opinions and niche advice. When users search, they’re looking for opinions, insider advice, or peer-driven insight – much deeper than basic product queries. Brands that tap those spaces (carefully) can land in front of super‑engaged, informed audiences.

• Reddit is actively merging its AI tools with its native search to create a more seamless discovery engine (Business Insider).
• In its 2025 earnings, Reddit revealed its core search product gets 70 million weekly users, while its AI-powered Reddit Answers has 6 million users (Business Insider).

ChatGPT and the Rise of AI-Powered Search

By now, most of us have heard of ChatGPT – a powerful digital disruptor that’s redefining how we use AI for search. With millions turning to it for everything from product research to life advice, it’s more than just a ChatBot, changing how people discover and interact with information. Instead of scrolling through a list of links, users ask questions and get instant, conversational answers complete with summaries and suggestions. 

This shift is significant: over 70% of ChatGPT queries reflect new types of search intent, often more exploratory, emotional or context-driven than traditional search. Users are relying on it for nuanced advice, curated ideas and quick comparisons and often bypassing search engines altogether.

• More than a quarter of US users say they now turn to AI tools instead of traditional search engines (TechRadar).
• ChatGPT sends users to external websites more than twice as often as Google per session.

What This Means for Brands

This shift opens up exciting new opportunities for brands and advertisers. It’s a chance to meet audiences earlier in the journey before they even know what they’re looking for, with content that informs, inspires and entertains. Consider sponsored content on TikTok, shoppable pins on Pinterest, video ads that show up when someone searches for ‘how to style a trench coat’ or ‘best books for burnout.’

1. Think like an answer engine. Create content that directly answers questions – short, structured, helpful.
2. Adapt creative formats. Use video, visuals, and story-driven narratives especially for TikTok and Pinterest.
3. Leverage authentic voices. UGC and influencer content help bridge the gap between brand and audience.
4. Optimise for multiple ‘search engines.’ Your SEO strategy can’t just live in Google, it must extend to AI, social, visual and community platforms.
5. Test & iterate. What works on TikTok might not work on Reddit or Pinterest. Use experiments, A/B tests and creator partnerships.

Ready to rethink your search strategy? If your brand isn’t showing up where people are actually searching, it’s time for a change. Get in touch and let’s explore how we can help you adapt to the new search landscape.