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EMARKETER

Social Search Usage and Trends 2025

Gen Z Embraces Social Search While Platforms Add AI Features

Report by Yoram Wurmser  |  Jul 11, 2025
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Table of Contents
Executive Summary
Social search plays an underrated role in a splintering search landscape
Led by Gen Z, consumers use social search intensively
AI became a much bigger part of social search in the past year
New targeting tools solidify TikTok's central place in social search advertising
Social search deepens its role throughout the customer journey
Recommendations for advertisers
EMARKETER Interviews
Media Gallery
About This Report
Social search is gaining ground. Roughly two-thirds of US consumers search on at least one social platform in ways that can influence every part of the consumer journey.
Topics
Social Media Usage
United States
Table of Contents
Executive Summary
Social search plays an underrated role in a splintering search landscape
Led by Gen Z, consumers use social search intensively
AI became a much bigger part of social search in the past year
New targeting tools solidify TikTok's central place in social search advertising
Social search deepens its role throughout the customer journey
Recommendations for advertisers
EMARKETER Interviews
Media Gallery

Roughly two-thirds of US consumers use social search, and they’re using it throughout the consumer journey. As AI tools make social search better at understanding context and intent, usage will continue to increase. Meanwhile, platforms are also using AI to improve what have been mostly rudimentary social search targeting tools.

Key Question: How many people use social search and for what purpose?

About Two-Thirds of US Consumers Now Use Social Search
E-Mail ChartDownload

Key Stat: Roughly two-thirds (66.6%) of US consumers have used social search, per our March 2025 survey.

This report can help you:

  • Develop media strategy (brands and agencies)
  • Develop commerce strategy (retailers)
  • Showcase opportunities for customers (media platforms, solution providers)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

3expert perspectives

Insights from industry and company leaders.

    Table of Contents

    1. Executive Summary
    2. Social search plays an underrated role in a splintering search landscape
    3. Led by Gen Z, consumers use social search intensively
    1. AI became a much bigger part of social search in the past year
    2. New targeting tools solidify TikTok's central place in social search advertising
    3. Social search deepens its role throughout the customer journey
    1. Recommendations for advertisers
    2. EMARKETER Interviews
    3. Media Gallery

    Charts in This Report

    About Two-Thirds of US Consumers Now Use Social SearchMore Consumers Search on Social Platforms Than on ChatGPT and Other GenAI-First Options
    About Two-Thirds of US Consumers Now Use Social SearchTikTok Users and Instagram Users Edge Out Google Users in Frequency of Daily Search
    Gen Z and Millennials Are More Likely to Use Major Social Platforms for SearchChatGPT Has Generally Caught Up to TikTok in Search Usage for All Age Groups Except Gen Z
    Search Channels Influence All Parts of the Funnel, but Each Has Its Strengths

    Interviewed for This Report

    Kira Henson
    Good Apple
    Director, Paid Social and Search
    Interviewed June 12, 2025
    Lauren Nicholas
    Mekanism
    Group Social Strategy Director
    Interviewed June 10, 2025
    Shatesha Scales
    Rain the Growth Agency
    Paid Social Supervisor
    Interviewed June 10, 2025

    authors

    Yoram Wurmser

    Contributors

    Rahul Chadha
    Director, Report Editing
    Donte Gibson
    Senior Charts Editor
    Erika Huber
    Director, Report Editing
    Na Li
    Director, Primary Research
    Penelope Lin
    Director, Data Visualization
    Emma Noyes
    Graphic Designer, Data Visualization
    Jennifer Pearson
    VP, Research
    Minda Smiley
    Tracy Tang
    Senior Researcher
    Matt Torpey
    Senior Chart Editor
    Max Willens
    Ali Young
    Senior Copy Editor and Manager of Content Operations
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