Is your brand ready to ride the social search wave?

The brand discovery phase is a pivotal moment in a consumer's purchase journey. For a long time, if you wanted to discover a brand, you turned to Google. Companies poured resources into getting seen on top of search engine results. And it worked—until now.

Consumer behaviour is constantly evolving, and so is how people discover brands and products. Today, search engines are no longer the only go-to channel for finding a brand/product. The landscape is shifting, and social media has stepped up, emerging as a new search engine, offering a whole new way for people to stumble upon brands, often without even trying.

Research shows that consumers are increasingly open to buying products and services directly through social platforms—even from brands they were not familiar with before. Today, social media platforms serve as destinations for social interaction as well as search and shopping. Think about it: How many times have you found yourself buying something after seeing a YouTube video or an Instagram Reel?

So, what does this mean for brands? Do the traditional ways of building awareness still cut it? And how do companies stay ahead when the marketing playbook is getting rewritten? Let’s delve into how brands can adapt to this changing landscape.

Gen Z and millennials lead the charge

Gen Z and millennials are not only passive consumers but also trendsetters, making up over 50% of the global purchasing power. They are not waiting for brands to find them; they are actively seeking experiences that resonate. More often than not, their search starts on platforms like Instagram, YouTube, and Facebook.

For them, discovering a brand is less about typing a query into a search engine and more about stumbling upon engaging content through their social feeds. Shared experiences and endorsements from peers and trusted influencers play a vital role in how this generation discovers brands, making social media a natural hub. Whether it is a product review from a favourite creator, an unboxing video, or a brand participating in the latest trend, these moments of discovery are shaping purchase decisions.

Why search engines are losing their edge

Search engines still have their place, but they are not the all-powerful tools they once were. Sponsored results, endless pages of links, and repetitive content can be frustrating. Plus, consumers are getting savvier—they know the difference between an ad and a genuine recommendation.

Social media, on the other hand, offers a more organic experience. Algorithms are constantly learning and getting better at delivering hyper-personalised content. That means instead of consumers searching for products, products find them. This shift presents an incredible opportunity for marketers to leverage these platforms to reach the right audience and be discovered organically through engaging storytelling rather than keyword bidding.

Instant, mobile-first discovery

India has the largest and fastest-growing follower base on all social media platforms, and that is exactly where the money lies. The growing mobile-first economy and brand discovery through social content are the key factors driving this shift towards social search. Social media platforms are rolling out features that make brand discovery seamless. Short-form videos, live shopping experiences, etc., are some examples.

From product information to purchase decisions—today’s consumers want things fast. Social media serves that need perfectly. See it, like it, buy it. No lengthy searches or endless comparisons. Just a few taps and the products are on their way.

Live shopping and influencer collaborations further enhance this immediacy, offering consumers the chance to make informed decisions on the spot. Social platforms like Instagram Reels and YouTube Shorts cater to this growing need for instant gratification in shorter yet more entertaining formats.

An era of influencers

This era is defined by the dominance of social media influencers. This is evidenced by brands actively seeking out and collaborating with them. Younger, digitally native generations increasingly turn to social platforms for product discovery and research, relying on creators as trusted sources and key influencers in their purchasing decisions.

This can be seen with wide brand adoptions as in the case of BoAt x Mumbiker Nikhil, Byju's x Virat Kohli, Sugar Cosmetics x Kriti Sanon, Zomato x Ranveer Singh, Myntra x Masoom Minawala, Puma x Disha Patani, and Nykaa x Masaba Gupta. These collaborations demonstrate how authentic endorsements can drive brand awareness and sales.

Vernacular content is having a moment

Language is another game changer. People connect with the content that reflects their culture and language. With the rise of regional creators, and platforms embracing local languages, vernacular content is taking centre stage. By embracing regional dialects and cultural nuances on social platforms, brands can build genuine connections and expand their reach.

A local creator talking about a product in Tamil or Bengali resonates way more than a one-size-fits-all campaign. Brands that embrace regional languages and cultural nuances stand out and build lasting loyalty.

So, what’s next?

The time of relying solely on search engines is over. Social search is taking centre stage, and it is quickly becoming a top marketing mix priority. Agile brands are rewriting their playbooks, embracing social-first discovery to drive business forward.

The mantra is simple: Adapt to the shift, engage authentically, and meet consumers where they are. In this age of social discovery, those who adopt a social-first mindset will stand out from the noise.

— Sanjay Krishnamurthy, president, GALE India.