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EMARKETER

Social Search Is Taking Off

How Advertisers Can Benefit as TikTok, Instagram, and Snapchat Take On Google

Report by Debra Aho Williamson  |  Jun 14, 2023
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Report
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The social search opportunity is growing, fueled by changing consumer behaviors and AI.
Social search is used for more than just shopping.
How should advertisers approach social search?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Social search is growing, fueled by consumer behavior and AI—and so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn’t the same as traditional search. Here’s what advertisers should know.
Topics
Social Media Marketing
United States
Table of Contents
Report Snapshot
The social search opportunity is growing, fueled by changing consumer behaviors and AI.
Social search is used for more than just shopping.
How should advertisers approach social search?
Insider Intelligence Interviews
Sources
Media Gallery

Report Snapshot

More consumers are starting their searches on social media, and search ads are a rising opportunity. The format lacks many of the features advertisers expect from traditional search, but it’s still a worthwhile option to explore.

Key Question: How can advertisers reach consumers who use social media to search for things to buy, do, or learn?

Where US Adults Start Their Online Product Searches, Gen Z* vs. Total, Q1 2023 (% of respondents)
E-Mail ChartDownload

KEY STAT: US Gen Z adults are significantly more likely than adults overall to start online product searches on TikTok, YouTube, or Instagram, per a February 2023 Jungle Scout survey.

Download
Report
Deck
One-Pager
Share
Table of Contents
Report Snapshot
The social search opportunity is growing, fueled by changing consumer behaviors and AI.
Social search is used for more than just shopping.
How should advertisers approach social search?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
Social search is growing, fueled by consumer behavior and AI—and so are the search ad opportunities on TikTok, Instagram, Snapchat, and others. But search on social media isn’t the same as traditional search. Here’s what advertisers should know.
Topics
Social Media Marketing
United States
Table of Contents
Report Snapshot
The social search opportunity is growing, fueled by changing consumer behaviors and AI.
Social search is used for more than just shopping.
How should advertisers approach social search?
Insider Intelligence Interviews
Sources
Media Gallery

authors

Debra Aho Williamson

Contributors

Man-Chung Cheung
Senior Researcher
Jasmine Enberg
Principal Analyst
Chris Keating
Director, Research
Natalie McGranahan
Senior Researcher and Taxonomy Manager
Jennifer Merritt
Vice President, Content
Evelyn Mitchell-Wolf
Senior Analyst, Digital Advertising & Media
Amy Rotondo
Director, US Research
Tracy Tang
Senior Researcher
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