Social networks: new search engines for brands

Today, social networks are more than just platforms for exchange and entertainment: they’re becoming veritable search engines for users. Faced with this evolution, brands need to rethink their digital strategy to capture attention where it belongs. At 87seconds, our expertise as a creative agency enables us to support brands in this transformation, integrating social networks into the heart of their visibility strategies through well-thought-out, high-performance content.

Why are social media turning

into the new search engines?

With over 4.9 billion users worldwide, social media has become an essential place to find information. Whether it’s discovering new trends, searching for a product, or learning more about a brand, users are now turning to Instagram, TikTok, and YouTube as real search tools.

People no longer want to just see ads — they’re looking for authentic reviews, real content, and highly personalized algorithms. This shift is especially strong among younger generations: according to a Google study in the US, 40% of Gen Z users prefer using TikTok or Instagram over traditional search engines for their queries.

This evolution is reshaping the rules of traditional SEO. It’s no longer just about ranking first on Google — it’s about building a strong, optimized presence across social platforms. Content needs to grab attention, spark interaction, and ride the wave of current trends.

That’s where social SEO comes in — and where 87seconds helps brands find their voice and visibility in this new landscape.

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Thinking Omnichannel for Social SEO

In this new dynamic, an omnichannel approach has become a key strategic lever to maximize brand visibility. Being present on multiple platforms is no longer enough — brands must also ensure consistency and search optimization across each of them. The goal is to build a seamless digital ecosystem where content connects and complements each other, making it easy for users to find and recognize the brand, whether they’re on Instagram, TikTok, LinkedIn, YouTube, or even Pinterest.

This omnichannel strategy strengthens social SEO by multiplying touchpoints and increasing the chances of showing up in native searches on each platform. A user searching for a product on Instagram should find the same brand identity and messaging on TikTok or LinkedIn — with no disruption in the user experience.

At the same time, it’s crucial to understand that each platform has its own tone of voice. That’s why choosing the right angle or theme for each channel is a strategic move. It helps maximize engagement while maintaining a coherent and impactful presence across all platforms.

A great example of a successful omnichannel strategy is the campaign we developed for Maybelline NY. Designed to turn the shopping journey into an interactive experience, it started on TikTok, where users were immersed in the brand universe before being redirected to Amazon to complete their purchase. At the heart of the campaign was an interactive mystery game that invited users to solve a “beauty Cluedo” by following clues scattered across TikTok and Amazon.

This approach not only boosted engagement but also enhanced the SEO of Maybelline NY’s TikTok account. By multiplying strategic touchpoints, the brand was able to fully leverage the power of omnichannel to amplify its visibility and impact across social platforms.

How can brands make the most out of this shift?

To stay visible on these new search engines, brands need an agile and engaging content strategy.

Social media demands short, punchy, and above all, authentic formats. Algorithms favor content that sparks interaction — shares, comments, likes… and that’s exactly where a creative agency brings real value.

At 87seconds, we craft tailor-made strategies to maximize brand visibility on these platforms. From producing impactful videos to optimizing posts for social SEO, our team ensures every piece of content is designed to grab attention and drive conversion. We analyze trends, identify popular keywords, and adapt storytelling to resonate with the target audience.

The future of search is social

As social media continues to reshape user behavior, brands must adapt to stay visible and relevant. SEO strategies are evolving, with social search becoming a central pillar. For companies, the challenge is clear: show up not only on Google, but also where attention truly lives — on social platforms.

Working with a creative agency like 87seconds means staying aligned with this shift. Our experts decode emerging trends, optimize your digital presence, and create engaging content that helps your brand stand out in an ever-changing ecosystem.

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