Why Social Media is the New Search Engine - And How Brands Should Adapt

The way people search, engage, and consume content is shifting, and brands that don’t keep up will quickly find themselves left behind. Platforms like TikTok and Instagram are replacing Google for a new generation, influencer marketing is moving beyond follower counts, and data privacy? That’s becoming more of a challenge than ever.

I recently sat down with Situation’s Founder & President Damian Bazadona to discuss what’s changing, what’s working, and what brands need to prepare for in 2025 and beyond. Spoiler: engagement is more important than reach, purpose-led content is the real differentiator, and long-form storytelling might just be making a comeback. Let’s dive in.

Damian Bazadona: Henry, we’re seeing platforms like TikTok and Instagram function more like search engines for younger audiences. How should brands adapt?

Henry Henley: No doubt about it—social is becoming the new Google. People want fast, visual, and immediately useful answers, rather than scrolling through pages of search results. Travel, dining, entertainment, “things to do” recommendations—these searches are happening on TikTok and Instagram now.

For brands, that means rethinking SEO. It’s not about keyword-heavy blog posts anymore—it’s about creating short, engaging videos that answer specific questions and inspire action. Brands that get this right will stay relevant. Those that don’t? They risk being buried by the algorithm.

Damian Bazadona: A lot of brands just push out content rather than truly engaging with their audience. What’s the key to building real connections?

Henry Henley: Purpose-led content. Every post should answer one question: How does this add value to my audience? Is it educational? Inspirational? Problem-solving?

The biggest mistake brands make is treating social like a loudspeaker instead of a conversation. Engagement isn’t just about posting—it’s about responding, amplifying superfans, and making people feel seen. The brands that invest in real conversations will build loyal communities.

Damian Bazadona: In the past, brands could analyse Google search data to understand what people were looking for. Do social platforms offer the same level of insight?

Henry Henley: Not really. Social search is still in its early stages, so we don’t have the deep analytics we’re used to with Google. Instead, brands have to rely on behavioural patterns—comments, shares, watch time—rather than just keyword data.

That’s not necessarily a bad thing. It forces brands to be more intuitive, test and learn, and create content that actually resonates rather than just ticking SEO boxes.

Damian Bazadona: There’s been a shift towards micro and nano influencers. Should brands prioritise quality over reach?

Henry Henley: 100%. Audiences are savvy—they can spot an inauthentic partnership a mile away.

The biggest mistake I see? Brands defaulting to big-name influencers who don’t align with their values or audience. It feels hollow. Instead of chasing numbers, brands should be looking for voices that genuinely resonate. A smaller, engaged audience is far more valuable than a massive but disengaged one.

Damian Bazadona: With so many niche platforms emerging, do you think we’ll see more fragmentation, or will the big players maintain control?

Henry Henley: A bit of both. In the short term, we’re definitely seeing fragmentation—new platforms are gaining traction, especially as younger audiences look for alternatives. But in the long run? The big players—Meta, TikTok—will likely consolidate their dominance.

That said, brands shouldn’t rely on a single platform. It’s smart to maintain a presence on the major ones while also experimenting with emerging spaces. The key is staying flexible and keeping an ear to the ground.

Damian Bazadona: We’ve been told for years that short-form content is king. But is that still true?

Henry Henley: Short-form will always be important, but we’re seeing a shift. People are craving deeper connections and more immersive experiences.

We’ve actually tested this with some of our West End clients, and guess what? Videos over three minutes are driving higher engagement and conversion. Turns out people will watch longer content—if it’s compelling enough. So while short-form still works, brands shouldn’t dismiss the power of long-form storytelling.

Damian Bazadona: What’s one big shift brands aren’t ready for?

Henry Henley: Data privacy, without a doubt.

With cookie tracking being phased out (eventually) and different regions enforcing their own data laws, brands will need to rethink how they collect and use data. Transparency will be everything. Brands that fail to adapt will lose trust—and trust is the most valuable currency in digital marketing.

Damian Bazadona: Before we wrap up, is there anything I didn’t ask that brands really need to hear?

Henry Henley: Just this—engagement is more important than reach.

Brands often fixate on numbers, but the real goal is creating content that sparks conversation, not just fills a feed. The question isn’t how many people saw it—it’s how many people cared? Brands that prioritise meaningful engagement will always come out ahead.