THE RISE OF SOCIAL SEARCH: WHY BRANDS NEED TO THINK LIKE CREATORS
THE RISE OF SOCIAL SEARCH: WHY BRANDS NEED TO THINK LIKE CREATORS IN 2026
Once upon a time, discovery started with a search bar. You’d type a question into Google, scan a few blue links, and land on a blog or review site that had the answer. But that’s no longer how people find things – especially not Gen Z or Gen Alpha.
Today, discovery starts with a scroll. TikTok is the new search engine. Instagram Reels are the new TrustPilot. And if your brand isn’t present there, it might as well be invisible.
To explore what this means for brands moving into 2026, we sat down with our Social Media Manager, Nikita Hennessey.
HOW SOCIAL SEARCH CHANGES THE RULES
Social platforms have evolved into search engines in their own right. TikTok now ranks videos by keywords, and Instagram Reels increasingly appear in Google search results.
“Gone are the days when social content was made purely for its native channel. Brands must now optimise their social content for both platform search, and external discoverability,” Nikita says.
Captions, descriptions, and on-screen subtitles have all become ranking factors, Nikita explains. “Understanding how your audiences phrase queries on social gives you an edge over competitors. Identifying trending queries in your niche, and experimenting with content formats that answer those questions can give you a serious advantage.”
VISUAL STORYTELLING THAT CONNECTS
Whilst social search and SEO both aim for similar results, they depend on very different strategies, Nikita explains. Social search thrives on immediacy and relatability. Unlike traditional SEO, which rewards technical optimisation and clarity, social algorithms favour authenticity, context, and emotional resonance.
“The social content people engage with most feels human and immersive,” Nikita explains.
“Short-form video works particularly well here, from demonstrating use cases, to sharing behind-the-scenes moments, or capturing customer experiences. Lo-fi, unpolished footage often outperforms highly produced content, because it feels more sincere. This is a genuine opportunity for brands to get ahead of their competition in 2026,” Nikita adds.
MAKING SOCIAL CONTENT WORK FOR SEO
Social doesn’t just build awareness - it drives measurable traffic. When optimised properly, TikTok and Instagram content can direct audiences to product pages, blogs, or landing pages, reinforcing overall search visibility.
“SEO and social shouldn’t work in silos,” Nikita says. “Social content can generate inbound links, improve dwell time, and support your broader search strategy if you create it correctly.”
“To integrate social and SEO effectively, brands can use strategies like repurposing trending social content into blog posts, and embedding the links back to their websites, signalling to Google the direct link between the pair.”
CREATORS AS DISCOVERY ACCELERATORS
Creators have become the amplifiers of social search. Their content often performs better algorithmically, and is intrinsically more trusted by audiences.
“Creators combine credibility with reach,” Nikita explains. “They answer questions, showcase experiences, and spark engagement in ways branded content cannot – so choosing the right one for your brand is super important.”
In practice, brands benefit from briefing creators around trending queries or frequently asked questions, tracking which creator-led content drives visibility and engagement, and weaving this content into larger campaigns.
“Finding that sweet spot of ‘relevant topic, relatable creator’ is a gold mine for brands, and shouldn’t be underestimated,” Nikita adds.
BEYOND SOCIAL: THINK OMNICHANNEL
Optimising your social channels for the future of search is a great step to getting ahead in 2026. But, for the best results, Nikita recommends keeping an omnichannel mindset.
“Discovery doesn’t happen in isolation,” Nikita explains. A cohesive approach ensures audiences encounter your brand across feeds, search engines, websites, and even email campaigns.
“Omnichannel content turns attention into action,” Nikita says. “Social attracts, SEO captures, PR amplifies, and owned channels convert. Every touchpoint matters, and each team should be singing from the same hymn sheet.”
Brands should regularly audit where their audience interacts with their content, ensure messaging is consistent across channels, and format content to suit each platform - so every interaction contributes to discovery and engagement.
READY TO BE DISCOVERED?
At Tribera, our Social, Content, and SEO teams work together help brands stay visible where discovery now happens – on feeds, in searches, and beyond.
If your digital strategy still starts and ends with SEO, it’s time to evolve. From creators that capture the mood to captions that convert - let’s make your brand discoverable where it matters most. Get in touch.
