Nicole
The rules of the search game have changed. More and more people, especially Gen Z, are using social media platforms such as TikTok, Instagram or Pinterest to find products, brands or ideas. Why? Because social media offers authenticity, visual appeal and real community insights. Something that Google often cannot provide. An example: A young woman from Berlin searches for "vegan cafés" on TikTok and discovers a reel of an influencer introducing a local café. This is the new way of searching, which is becoming increasingly popular. It fits in well with this development that Google, after a long refusal, is now also displaying Instagram content in its search results .
This trend is a game changer for influencers, content creators and marketers. In this article, we'll show you how to use social search to reach your target audience before they even think about Google. With examples from brands like Ritter Sport and Dr. Hauschka and practical tips supported by tools like IROIN® by Stellar Tech, you'll learn how to maximize your reach. Let's get started!
Why social media is revolutionizing search
The figures speak for themselves: only 46% of 18 to 24-year-olds start their search for information on Google, be it for products, restaurants or inspiration. In Germany, 31% of active social media users use platforms such as Instagram, TikTok or Pinterest to research brands. The reason is simple: social media delivers what users want, real stories, visual stimuli and community feedback.
Imagine you're looking for a new skincare routine. Instead of searching Google for "best face cream", you scroll through Instagram reels and find a video from Dr. Hauschka showing how to apply their products (Instagram: @drhauschka). The video is not only informative, but feels genuine because it is shared by an influencer or a real user. According to a study, 77% of consumers trust such authentic content more than traditional advertising.
But social media does not completely replace Google. Many users start their search on TikTok for inspiration and then switch to Google or an online store for details. This means that brands and influencers need to shine in the inspiration phase in order to be visible. This is where platforms like IROIN® by Stellar Tech come into play, helping to manage influencer campaigns that target exactly where the audience is searching.
The magic of authenticity and community
The core of social search is trust. Users want real experiences, not polished commercials. That's why user-generated content (UGC) is so powerful. A reel showing an influencer enjoying Ritter Sports new chocolate is more credible than a Google ad (Instagram: @rittersport). The community plays a key role. Users check comments under posts to assess credibility or use features like TikTok's filters (top, videos, hashtags) to find relevant content. "Interaction is the driving force behind social search," emphasizes Heike Liebermann. Brands that respond to comments or encourage customers to share their experiences are rewarded by algorithms. One example: Ritter Sport uses hashtags such as #Schokoliebe and interacts with fans, which increases its visibility.
For influencers, this means: create content that feels real. Post a reel that answers a question like "Which chocolate goes with my dessert?" and tag the brand. Marketers can use tools like IROIN® to find influencers who create searchable, authentic content.
Social search vs. traditional SEO
Social search is a different game to traditional SEO. Google relies on backlinks and metadata, but social media algorithms reward engagement, relevance and visual quality. A TikTok video with a strong hook in the first three seconds can get thousands of views, even without traditional keywords. According to famefact.com (2025) , brands that make targeted use of social search achieve up to 300% more organic reach.
Each platform has its own rules. TikTok loves short, entertaining videos with high information density. Instagram relies on aesthetic reels, like Dr. Hauschka uses for skincare tutorials (Instagram: @drhauschka). Pinterest is ideal for detailed instructions, such as "How to style sustainable fashion". Influencers should adapt their content to the platform, while marketers can use tools such as IROIN® to create data-based campaigns that connect the right creators with the target group.
How to be found in social search
How do you make yourself visible? Optimize your profile like a digital business card. Use keywords in your bio, e.g. "sustainable skincare" for a cosmetics label, to show up in searches. Use TikTok's autocomplete feature to find current search terms. The first 125 characters of your caption are crucial as they are visible in search results.
Content should answer questions. 70% of social media searches are questions. An influencer could post a reel: "How do I find the best skincare?" and tag Dr. Hauschka to rank in searches for "skincare tips". Or how can I make a dessert with Ritter Sport chocolate? Marketeers can pack FAQs
into videos, supported by tools like IROIN®,
that analyze target group interests.
Hashtags are your booster. Combine trending hashtags (e.g. #fashion) with niche-specific ones (e.g. #sustainablefashion). Encourage your community to tag your brand to promote UGC. Dr. Hauschka motivates customers to share their routines, which increases visibility in searches for "natural cosmetics".
The future of social search
Social search is getting smarter. AI-supported functions such as Instagram's new search bars deliver personalized results. TikTok's cooperation with Google shows that social media and traditional search are merging. By 2026, the search volume of traditional search engines could fall by 25%, while social commerce will grow to 1.2 trillion dollars by 2025. Brands that invest in social search today are ready for the e-commerce boom.
With IROIN®, you can already find out at lightning speed which creators are already talking about you and what the aesthetics of the content created for your brand look like in both influencer search and content search.
Turn social search to your advantage
Social media is no longer just entertainment, it's the search engine of the future. With 40% of Gen Z using TikTok or Instagram for search and 31% of German users discovering brands via social media, it's clear: without a presence on social search, you're losing reach. The key? Authentic content, active community interaction and an optimized presence.
What can you do? Optimize your profiles with keywords, create content that answers questions and promote UGC. Brands like Ritter Sport and Dr. Hauschka show how it's done: they dominate searches with hashtags, reels and customer feedback. Influencers should create real, platform-specific content, while marketers can build data-driven campaigns with tools like IROIN® by Stellar Tech. Test what resonates with your audience now and stay flexible, the future of search is social and visual. Become visible where your customers are searching!