Understanding evolving consumer search behaviour is the secret sauce to brand growth, writes Chris Pearce
For brands looking to grow, understanding where and how light and new buyers search is more important than ever.
And spoiler alert: it’s not just happening on Google anymore.
The rise of social search
Search habits are evolving, driven by generational shifts and the increasing sophistication of platforms like TikTok, Instagram and YouTube.
These aren’t just entertainment hubs anymore, they’ve become powerful search engines in their own right: offering education, recommendations, and discovery in ways that feel faster, more relatable and engaging than traditional search results.
Let’s take the skincare market as an example.
According to Greenpark data, every month there are a staggering 38 million searches for skincare-related information in the US and UK. And while Google still holds the biggest share of searches (42 percent), it’s a far cry from the 80 percent dominance it enjoyed just a few years ago.
Today, nearly half of all skincare searches take place across Instagram (24 percent) and YouTube (24 percent), while TikTok, though currently at 10 percent, is growing fast. Even Pinterest, which accounts for only two percent, plays a role in this shifting dynamic.
This isn’t just limited to the skincare market. When searching for recipes or food inspiration YouTube is now the second most popular channel overall (40 percent of people) while TikTok (29 percent), Facebook and Instagram (26 percent a piece) aren’t too far behind.
This phenomenon is driven by younger demographics, with 60 percent of 16-24 year olds consulting TikTok and 62 percent of 25-34 year olds heading to YouTube for their recipe fix. Raised on a diet of social media, they’ve developed an instinctive ability to filter out irrelevant content and quickly find what they can trust.
Many now prefer TikTok or Instagram over Google, simply because it’s faster and more visual. In the case of recipes in particular, they want content to provide convenience and economy, with clear cooking instructions and preparation times.
After all, why sift through pages of links when you can get instant, digestible insights from a trusted creator in a matter of seconds?
Why brands need an omnichannel search strategy
This shift presents a clear a challenge: brands can no longer rely solely on getting to the top of Google’s search function. If your content strategy is built purely around traditional SEO, you’re missing out.
Instead, brands need a holistic, omnichannel search strategy that ensures their content shows up wherever their audience is searching.
Our research into the personal care and beauty market makes this crystal clear. After surveying 1,300 consumers, we found that search habits are spread across multiple platforms. While Google is still the top choice (57 percent), YouTube isn’t far behind at 45 percent. Instagram (39 percent), Facebook (35 percent) and TikTok (33 percent) also play a significant role.
But here’s the real eye opener: 80 percent of personal care and beauty consumers said search results directly influenced their purchase decisions. This is similar in the food industry where two thirds of consumers have purchased ingredients for a recipe they’ve seen online.
And this is only set to increase, with a growing number of people purchasing food directly from social media. Almost one in three (32 percent) people claim to have done so but this more than doubles to 67 percent when it comes to 25-34 year olds.
That means showing up in search, across all platforms, isn’t just about visibility. It’s about driving sales, especially.
A five-step approach to winning the omnichannel search battle
With so much at stake, here’s a simple five step guide to cut through the noise and claim your edge – one smart step at a time.
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Understand where and what consumers are searching for
Google is still big, but it’s no longer the only player. People are searching for answers on TikTok, Instagram, YouTube and even AI-powered search engines like ChatGPT Search and Perplexity. If your content isn’t optimised for these platforms, you’re invisible to a huge chunk of your potential audience.
AI-driven search models love fresh, frequently updated content, so keeping your content up to date is crucial. Even small tweaks, like timestamping updates, can help improve your visibility in AI-powered searches. And remember, conversational, clear and relevant content performs best. If your content reads like a corporate press release, it won’t stand a chance.
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Develop cross-channel personas
Not all searchers are the same. A person searching on YouTube may be looking for an in-depth tutorial, while someone on TikTok wants a quick, engaging and trend-driven answer. Instagram users may trust influencer recommendations, while a Google searcher might be hunting for detailed product comparisons.
The takeaway? A one-size fits all approach won’t work. Brands need to tailor their content for each platform by search persona, making sure they’re delivering the right kind of information in the right format.
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Customise strategies for each platform
What works on Google won’t necessarily work on TikTok, and vice versa. Google still rewards long-form, SEO driven content while TikTok thrives on fast, visually engaging videos.
To succeed, brands need to understand each platform’s unique algorithms and user behaviours. Simply repurposing the same content across all platforms won’t cut it.
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Create content that ranks well in AI and social search
AI-driven search engines and social platforms favour dynamic, localised and trending content. That means brands need to stay agile: constantly refreshing their content, jumping on relevant trends, and experimenting with different formats.
For AI models like ChatGPT and Perplexity, structured and easy-to-read content is key. Of course, that’s the tip of the iceberg as these models evolve. For example, in February of this year, ChatGPT merged ‘Search’ and ‘Reasoning’ functionality and is pulling in external links and imagery for the first time. Meanwhile social media platforms reward engagement, so videos, polls and interactive content can boost visibility.
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Measure, learn and adapt
The search scene is changing at breakneck speed, and brands that don’t keep up will get left behind. A continuous test-and-learn approach is essential. That means tracking what’s working, analysing performance data and being ready to pivot when needed.
Search isn’t just centred around Google anymore. It’s about being wherever your audience is looking and giving them the right content in the right format at the right time.
Search is no longer just a game of SEO. It’s a game of understanding human behaviour, platform trends and AI-driven discovery.
The question isn’t if search is changing. It’s whether your brand is ready for it.
Chris Pearce is the Managing Director of Greenpark
