Social networks: the new e-commerce search engines.

What if tomorrow, instead of typing your questions into Google, you swiped your finger on TikTok or Instagram to find an answer in video, image or narrated by a creator you follow? It’s no longer science fiction!

In 2025, social networks are no longer simple entertainment or communication tools. They have become true search engines. And for brands, this is a revolution not to be missed.

Do you want to be visible where your customers are looking for you?

In this comprehensive guide, affiliate marketing specialist Casaneo helps you understand this profound change in search behavior. We give you all the keys you need to adapt your marketing strategy to this new reality.

Why are social networks becoming search engines?

Social networks owe much of this transition to the younger generation. Indeed, Generation Z is shaking things up! It’s like a comet changing the trajectory of the digital universe. 60% of them prefer TikTok or Instagram to Google to search for information.

The reasons for this change?

• More engaging visuals. Here, no plain text, but Reels, stories, the real thing. An image is worth a thousand words, and a well-paced video can be worth a thousand clicks.
• Content based on engagement. The more people comment, the more prominence it gets.
• Ultra-personalized search. Social media algorithms know exactly what you like.
• Conversational keywords. We talk like we do in real life, asking questions and using everyday expressions.
• Information in real time. Trends, news, buzz… it’s all just a swipe away.
• Social proof. Likes, shares and comments are all the rage.

Tip: The new generation now wants concrete, visual, lived experience. Adapt your tone to this audience. Use their expressions, their questions and their concerns.

Which social platforms are most widely used as search engines?

Of course, not all social platforms are equal as search engines. Here are the social networks that will stand out in 2025 and their characteristics.

TikTok: the king of visual search

TikTok is currently a real star on the social search engines. It’s Gen Z’s digital bistro, with its short, high-impact format.

Why does TikTok dominate social search?

• More than half of Gen Zers prefer TikTok to Google for finding information.
• This information is served up on a visual platter. The videos are concrete, sincere, often funny and always engaging.
• Creator recommendations here are perceived as authentic and reliable, much more so than traditional advertising.
• With the integration of TikTok Shop, you get a perfect tunnel from discovery to purchase.

On TikTok, you have at your disposal a formidable algorithm that offers ultra-personalized content based on your audience’s interests.

Instagram: the visual curator of everyday life

In second place is Instagram. Far from being outdated, Meta’s network has reinvented itself. It has gone from a simple photo album to a formidable visual search engine.

Instagram’s strengths?

• It’s a real inspiration board, with its Explore and Reels tabs and the indispensable hashtag.
• Its AI-powered search bar refines the discovery of more relevant content.
• An integrated shopping function takes you from inspiration to purchase in just a few clicks.
• Location-based search makes it easy to find local shops and services.

Instagram is the perfect place to explore ideas for travel, decoration, fashion or cooking.

YouTube: the essential video encyclopedia

YouTube, for its part, has not said its last word. With its billions of videos, YouTube remains the benchmark for in-depth research. It’s simple: if anything exists, it’s on YouTube!

YouTube search highlights?

• An ultra-comprehensive video library covering virtually every conceivable subject.
• Advanced search filters to refine results by duration, date or content type.
• A long format for a detailed, educational approach.
• A powerful recommendation engine that maintains engagement by always offering relevant content.

YouTube is the place to be for comparisons, analyses and step-by-step guides!

Pinterest: the engine of targeted inspiration

Pinterest seems to be keeping a low profile, but make no mistake. This social network is terribly effective! Pinterest is the king of ideas to plan. Here, you don’t scroll at random: you come looking for inspiration with a “goal” in mind.

Why is Pinterest a unique search engine?

• You’ll find users with strong intentions. They come here to plan a project, not just to hang around.
• Its visual pins function as interactive, personalized bookmarks.
• Its intelligent visual search analyzes image content to suggest related ideas.
• Product pins let youbuy directly what you like.

Pinterest is the ideal platform for decorating, DIY, cooking, events and personal projects.

LinkedIn: the professional search tool par excellence

In the B2B world, we also have a champion in terms of search. LinkedIn has become the place to go for information, networking and professional opportunities.

The advantages of searching on LinkedIn?

• Ultra-precise targeting of professional audiences by sector, position or company.
• The discovery of specialized content (articles, studies, expert posts and industry reports).
• Direct access to decision-makers and influencers in the professional world.

If you want to become a reference in your field, LinkedIn remains the perfect tool for obtaining B2B content strategies.

How can you optimize your presence for social search?

Now you understand why today’s Internet users like to do their research directly on social networks. Between the ages of 16 and 64, some 44% prefer social media to Google. The giant is losing ground, particularly with Generation Z, whose traffic has fallen by 25%.

The moral? If you’re not visible on social platforms, you’re missing out on a great piece of the pie.

So, if you want to optimize your presence to become the response your target audience expects, adopt the following strategies without delay.

Focus on the right keywords

You need to know that Internet users type different queries on Google than on TikTok. That’s why it’s important to understand how they search on each platform.

• Analyze search trends specific to each network (via TikTok Trends, Instagram Explore, Pinterest Predicts…).
• Identify key words or phrases used in comments, hashtags or popular headlines.
• Integrate your keywords naturally into your bio, post captions, video descriptions and hashtags.
• Adopt a conversational tone. Answer the real questions your potential customers are asking.

Tip: Use the social network search bar as an intelligence engine. Type in a keyword from your sector and let the automatic suggestions guide you. These are real user queries.

Treat your profile as if it were a store window

Don’t neglect your profile at any time. It’s the gateway to your world. It must be clear, coherent and irresistible.

• Choose an easy-to-remember identifier that’s consistent across all platforms. Write a concise, yet powerful bio that contains your main keywords, your promise or added value. Adopt a tone consistent with your brand image.
• Use quality visuals. Choose a professional profile photo and don’t forget to match the colors. Maintain a consistent visual identity from one network to the next.
• Add a link to a key page such as your website, a capture page, a calendar, a landing page…

Expert tip: Test several bios on different platforms and analyze their performance (clicks, subscriptions, interactions). A small change can make all the difference!

Create content designed to be found… and liked

Your content, too, needs to be carefully crafted. Don’t just post content to fill your publication grid. Each piece of content must respond to a search intention… and make people want to see more.

• Adapt your formats to the targeted social network: short, trendy videos on TikTok, impactful Reels on Instagram and explanatory pins on Pinterest.
• Offer value-added content such as concrete tips, practical advice and tutorials or demonstrations.
• Take care of your tone. Stay human and authentic, natural and always close to your audience.
• Publish regularly. Keep a good rhythm: 3 reels a week on Insta or 1 video a day on TikTok, for example.

The right reflex: Before creating a publication, ask yourself this question: “What need or question does my content answer?” If the answer is unclear, rework your angle.

Use a well thought-out hashtag strategy

We’ve already mentioned these famous hashtags, which are now like little signposts on the social search highway. If you want to make them your spearhead :

• Find relevant hashtags. Take an interest in general tags as well as niche hashtags.
• Create your own brand hashtags to unite a community.
• Add geolocalized hashtags to be found locally.
• Follow the latest trends and slip into them… without forcing yourself.
• Stick to best practice: up to 30 hashtags on Instagram, between 3 and 5 maximum (and well-chosen) on TikTok, 1 to 2 (and ultra-targeted) on Twitter.

A word of advice: Don’t always copy and paste the same hashtags. Adapt them to each publication, depending on the topic.

Optimize engagement (the key to success)

On social networks, the more you talk, the more you see. Algorithms love active, interactive accounts.

Strategies to adopt?

• Be responsive. Respond quickly to your audience’s comments and dare to ask open-ended questions.
• Encourage community. Create content that invites people to react, like and share.
• Cross-promote. Repurpose your best content across multiple platforms.
• Collaborate with other accounts such as partner brands or complementary designers.

Effective tip: Organize a live event on a regular basis. It’s a great way to generate authentic, spontaneous interaction.

The power of creative content in social research

Let’s get back to content. It’s hard not to think of the content creators who have now become indispensable. Welcome to the era of UGC (user-generated content). This has quickly become an ultra-powerful lever for social search!

Why ? Creators use natural keywords that speak to their audience. They catch emerging trends before anyone else.

The result? Creators’ content is 6 times more engaging than branded content. It inspires 50% more trust and is often better referenced by algorithms.

How can you work effectively with content creators? Respect their editorial line. Turn to specialized platforms like Casaneo, which make it easy to establish relationships and track performance.

Social networks and SEO: the new rules of the game for shining in search results

It’s a reality! In the all-digital age, social networks are no longer simply channels for communication or engagement. Today, they’re veritable search engines, where users type in keywords as they would on Google.

TikTok, Instagram, YouTube or even LinkedIn are becoming platforms where we look for concrete answers, recommendations, tutorials.

Faced with this paradigm shift, brands and e-tailers are well advised to rethink their SEO strategy…

Here are our tips to help you get the most out of your game:

• Create a regular editorial calendar adapted to each platform. Publish at the right time and with the right frequency. Each network has its own preferences, so it’s up to you to tame them.
• Adapt your content to each channel without distorting your message. Learn to juggle formats, hashtags, captions and even tones.
• Rely on a multiplatform distribution strategy. Take your content on the road. Create a true ecosystem where each platform links to the other.
• Regularly analyze your performance with the right indicators. Focus on impressions from search or views from non-subscribers.
• Keep an eye on your competitors and learn from their best practices. Their social search strategy can give you valuable optimization tips.

To exist tomorrow, you have to think SEO… even on social networks!

Adapt today to dominate tomorrow

Now you understand everything! The future of search is already being played out on TikTok, Instagram or Pinterest. Brands and e-tailers who understand and master this new reality will be one step ahead of their competitors.

Moreover, radical changes are expected in the coming years:

• Powered by AI, visual search will become even more sophisticated.
• Voice searches will be increasingly supported by social networks.
• Thanks to the AR/VR search experience, immersive search results will gain ground.
• The boundaries between search, social networking and purchasing will gradually blur withcommercial integration.

Casaneo, experts in affiliate marketing, can help you make the transition. From strategy to setting up campaigns with the best creators, we’ve thought of everything to ensure that your brand is visible where your audience now seeks information.

Ready to optimize your social search strategy? Join Casaneo.