The Evolution of Search and Social: Marketing Predictions for 2025 (Part 2 of 3)

Damian Rollison

The Evolution of Search and Social: Marketing Predictions for 2025 (Part 2 of 3)

Welcome to the second installment in SOCi’s three-part series on 2025 marketing predictions. The ways businesses connect with their audiences are rapidly changing, and search and social media platforms are leading the charge.

Platforms like TikTok and Instagram are no longer just for entertainment — more than 60% of Gen Z now use them to find local businesses. For marketers, understanding and acting on these shifts is essential for staying visible in a competitive digital space.

This article focuses on two key predictions shaping 2025 marketing strategies: the continued blending of search and social platforms, and the growing impact of AI-driven search behaviors. Together, these trends are reshaping how businesses engage with their audiences. Whether you’re optimizing social content or adopting AI tools, staying ahead of these changes will position your brand for long-term success.

As search engines and social media platforms merge, businesses have an opportunity to connect with highly engaged audiences in new ways. In 2025, platforms like TikTok and Instagram will play an even bigger role in how consumers discover local businesses. These platforms, especially popular with Gen Z, are evolving from entertainment spaces into essential discovery tools.

SOCi’s 2024 Consumer Behavior Index highlights this shift: 67% of 18 to 24 year olds use Instagram to search for local businesses, while 62% turn to TikTok. Google is also adapting, as social media content increasingly appears in its search results. To compete in this changing environment, businesses need a presence across both channels.

This convergence is driven by consumer preferences for engaging, visual content, platform innovations, and the growing trust in peer-generated recommendations. Gen Z audiences seek authenticity and relevance, which TikTok and Instagram deliver through features like video discovery, location tagging, and personalized recommendations.

Platforms like TikTok prioritize tools for local business discovery, recommending businesses based on user interests and location. Similarly, the influence of reviews, short-form videos, and real-life content is surpassing that of traditional search results.

For example, local restaurants are using TikTok to create engaging videos that highlight their unique dishes, paired with hashtags like #BestEatsNYC. This approach not only reaches audiences actively searching for dining recommendations but also fosters deeper connections through visual storytelling.

Strategies to Adapt

Create Search-Friendly Social Content:
Use keyword-rich captions and hashtags that align with local search queries. Focus on creating visually engaging content, such as reels that highlight your top products or videos that provide a behind-the-scenes look at your business. SOCi’s Genius Social simplifies the process by providing tools to manage and optimize your social presence across platforms.
Connect Social and Google Business Profiles:
Link your social profiles to Google Business Profiles for greater consistency and credibility. SOCi Genius automates updates across platforms, keeping your information accurate and cohesive while improving visibility in local searches.
Use Localized Social Media Ads:
Invest in hyper-localized campaigns targeting specific demographics and locations. Interactive ad formats, like TikTok Spark Ads, engage users where they’re actively searching and exploring recommendations.

Why This Matters for 2025

Businesses that embrace the blending of search and social will stand out to younger audiences who rely on these platforms for recommendations. Creating content that resonates visually and aligns with their preferences builds trust and drives engagement. Ignoring this shift risks losing relevance with key demographics like Gen Z and younger Millennials, who increasingly shape market trends.

With thoughtful strategies and the right tools, businesses can effectively compete in this evolving discovery space.

AI Will Become More Familiar as a Search Feature

AI is transforming how consumers search for information, offering businesses new opportunities to refine their approach. Tools like Google’s Gemini deliver results tailored to context-rich queries—such as “Best pet-friendly brunch spots near downtown Seattle.” This level of precision is becoming the norm, pushing businesses to adjust their content strategies to meet rising expectations.

How AI is Transforming Search

AI technology delivers personalized results that go beyond answering “where” to address “who” is searching and “why.” By incorporating factors like location, preferences, and behavior, AI offers users highly relevant answers. Tools like Google Gemini provide detailed overviews tailored to individual queries, which significantly improves user satisfaction.

Businesses that optimize for AI-powered search gain measurable benefits, including higher engagement rates and increased click-throughs. For example, companies that prioritize localized keywords and structured data see stronger visibility in AI-driven search results compared to those relying on generic strategies.

Strategies to Adapt

Focus on Local Content:
Develop content that speaks directly to local audiences by highlighting services, promotions, and unique offerings for each location. Long-tail keywords, such as “affordable yoga classes near Brooklyn Heights,” align closely with specific consumer needs and increase visibility.
Optimize for AI-Driven Local SEO:
Use tools like SOCi Genius Search to analyze consumer trends, refine location-based content, and create business profiles that meet the needs of AI-powered search. Structured data also helps businesses rank higher in search results.
Develop AI-Friendly Content:
Write conversational responses to common customer queries, ensuring content aligns with how AI processes information. SOCi Genius identifies trends and opportunities for keyword optimization, helping businesses adapt their strategies efficiently.
Refine Marketing Efforts Using AI Tools:
SOCi Genius allows marketers to track trends, adjust their strategies, and automate routine tasks like content creation and performance tracking. This frees up resources for initiatives that strengthen audience connections.

Why This Matters for 2025

AI is reshaping the search experience, offering businesses new ways to connect with consumers through precision-targeted content. Early adopters of AI-driven strategies will achieve greater visibility and engagement while positioning themselves to meet changing consumer expectations. SOCi Genius supports businesses in navigating these advancements, helping them stay competitive as AI-driven search becomes the standard.

Search and social platforms are merging, and AI-driven searches are becoming increasingly precise. These changes are redefining how businesses reach and engage with their audiences. Marketers who anticipate and respond to these trends will maintain relevance and build stronger connections with their customers.

In the final article of this series, we’ll explore external factors that will shape 2025 marketing strategies, including regulatory changes and budget considerations. These challenges will require businesses to rethink their approaches and prioritize sustainable, data-driven practices.

SOCi Genius is designed to help businesses navigate these shifts. From improving local SEO to adopting AI-powered tools, SOCi enables marketers to manage their efforts effectively while capturing new growth opportunities. Start refining your 2025 strategy today and stay tuned for Part 3.