Thinking /

Future of Search: Changing User Behaviours, Social Search & Content Strategies

Future of Search: Changing User Behaviours, Social Search & Content Strategies

The first piece in a two-part series looking at the future of search, and how it’s being transformed.

The search landscape is undergoing a major shift, driven by technological advancements like AI, changing user behaviour, and a growing demand for more personalised and meaningful digital experiences.

With the advent of new technology and the vast amount of data at our disposal alongside increasingly sophisticated tools to analyse it, we’re in a new era of online search – an era that seems to promise smarter and more intuitive experiences for users.

Tapping into the next generation


Social search is no longer just a trend, it’s beginning to look like the future – not just for Gen Z, but Millennials and Gen X as well.

You might’ve already clocked others doing it, or even begun doing it yourself, but the rise of social platforms like TikTok and YouTube as search tools has redefined how Millennials and Gen Z in particular discover information. While around 84% of the population still turn to search engines for brand name searches according to Forbes, more recent data shows that 46% of Gen Z primarily turn to social media for their informational needs, and according to Fortune, around 30% of Millennials do, too. 


social media

The shift towards using social media platforms when seeking information is part of a broader trend of users preferring platforms that offer quick and digestible but authentic content. People have even begun finding their financial advice on TikTok, with the CreativeReview citing Intuit Credit Karma’s research where they found 52% of UK adults reporting that they already are, or would consider, using a savings tip from social media - leading to the genesis of new hashtag: “#FinTok”.

For marketers, it’s no longer just about optimising for traditional search engines; tailoring content for social platforms’ search algorithms is now a crucial part of their strategy. We’ve seen how brands like RyanAir and Duolingo have effectively tapped into platforms like TikTok and have begun using more authentic and bite-sized content to engage audiences. It’s worked for them, and it reflects an overarching trend where more brands are adopting strategies that cater to TikTok and other social media platform algorithms.

Rethinking content strategies


The rise of social search isn’t just changing where people look for information – it’s changing the entire content ecosystem. With users seeking authentic and relevant content in real time, marketers are rethinking how they reach audiences as well as the kind of content they create (and how they create it – more in Part 2).

This doesn’t mean that search engines are dead or that they’re not as important, but rather that new mediums for reaching audiences need to be considered and included in broader strategies.



On the "traditional" search engine front, core updates from Google are rewarding websites that prioritise helpful, user-focused content, signalling the real end of “keyword stuffing” in SEO and low-value articles (thankfully), and encouraging more comprehensive research based upon user-intent, interests and behaviours.

The top-performing articles actually address real-world questions, offer in-depth solutions and provide valuable insights for readers. Creating content that genuinely adds value, like long-form articles or interactive tools, can significantly improve a site’s search rankings.

Platforms like AnswerThePublic allow marketers to discover real questions users are asking about their industry and in turn are helping brands tailor their content to these specific audiences and their queries.

Cluster content strategies, focusing on building topic authority around a central theme, are proving highly effective with recent updates to SEO algorithms and the focus on helpful content. With a little help from new technology and a human at the wheel, brands can create high-quality content around central themes and topics at scale and rank higher, faster.

What’s next?


The shift in user behaviour and the rise of social search is significantly reshaping how brands approach their digital strategies to effectively reach and engage users. Creating content that aligns with realtime user intent is key; however, there’s an even bigger sunrise on the horizon: AI. In
Part 2, we’ll discuss how AI is revolutionising SEO, AI-generated content, and personalisation, and explore how these offer brands even more ways to stay ahead in the search landscape. 

You can read Part 2 here.


If you’re looking to connect with your audience and create content that engages and converts,
we’d love to chat.

Back to top