Why TikTok and Instagram Are the New Search Engines

The way people search online is changing forever. For years, Google dominated discovery. If you needed an answer, a product, or a recommendation, you typed it into the search bar. But in 2025, younger audiences aren’t defaulting to Google — they’re opening TikTok and Instagram.

This shift is more than a generational trend. It’s a fundamental change in how search works. TikTok and Instagram have become search-first platforms, where people type queries into the search bar and expect instant, visual, and trustworthy results. For businesses, this means SEO isn’t just about websites anymore. It’s about making sure your social content is discoverable.

At Atlas MKT, we call this evolution Social SEO — and it’s quickly becoming one of the most powerful ways to reach new customers.

Why Gen Z Is Ditching Google for Social Search

The behaviour shift started with Gen Z and is now spreading to Millennials. A Google internal report (2024) admitted that 40% of young people now use TikTok or Instagram as their primary search engine.

Why? Because social results feel faster, more authentic, and more relevant. Instead of reading articles or scrolling through ads, users can watch a 15-second video review, see real people using products, and get an answer instantly.

In the attention economy, speed and trust matter more than depth. Social platforms provide both, which is why they’ve become search destinations.

What Social SEO Actually Means

Traditional SEO focuses on optimising websites for Google’s crawlers. Social SEO, by contrast, means optimising your posts, videos, and profiles to appear in TikTok and Instagram searches.

This includes:

• Using searchable keywords in captions, alt text, and even on-screen text.

• Structuring content around specific queries (e.g. “best coffee shops in London” instead of just “coffee”).

• Engaging with trends, sounds, and hashtags that boost algorithmic visibility.

Atlas insight: just as Google SEO rewards clarity and relevance, Social SEO rewards authenticity and consistency.

The Rise of Visual Discovery

One of the biggest reasons social SEO is exploding is that people increasingly want visual answers. Instead of reading about how a product works, they want to see it. Instead of browsing a list of restaurants, they want to watch a creator’s review.

Platforms like TikTok and Instagram Reels are perfectly designed for this. They combine search, reviews, and recommendations into one seamless experience. For businesses, this means investing in video-first content isn’t optional anymore — it’s survival.

Check out our Portfolio to see how we’ve helped brands adapt their content for discoverability across social search.

How to Optimise for Social SEO in 2025

Winning in social search requires strategy, not guesswork. Here are the pillars we recommend at Atlas MKT:

• Keyword-rich captions: Think like a searcher. Instead of vague captions, use specific, searchable phrases that match user intent.

• Optimised profiles: Make sure bios, highlights, and pinned posts reflect your niche and expertise.

• Consistency over perfection: Post frequently and use trending formats — social algorithms prioritise active creators.

• Encourage engagement: Comments, saves, and shares push content higher in search results.

The goal is simple: make it easy for TikTok and Instagram to categorise your content so it appears when users search.

The Business Case for Social SEO

Social SEO isn’t just about visibility — it’s about conversions. When people search on TikTok or Instagram, they’re often in a buying mindset. They’re not just looking for entertainment — they’re looking for answers, recommendations, and solutions.

According to HubSpot (2024), 74% of users who discover a product on TikTok are likely to purchase it. That’s an extraordinary conversion rate compared to traditional search channels. For small businesses, this levels the playing field. With smart optimisation, even a single TikTok can drive thousands of views, clicks, and sales.

Final Thoughts: SEO Has Gone Social

In 2025, Google is no longer the only game in town. TikTok and Instagram are redefining what search looks like — faster, visual, and built on authenticity. Businesses that want to stay ahead must invest in Social SEO now, optimising content not just for search engines but for the platforms where audiences actually spend their time.

At Atlas MKT, we help brands adapt to this new reality, blending traditional SEO with strategies for TikTok and Instagram discoverability. If you’re ready to make your business searchable in the places that matter most, explore more on our Blog, see proven client results in our Portfolio, or Book a Call today.