This semester, I had the opportunity to teach an advanced digital marketing class at SKEMA’s MSc International Marketing & Business Development program: Google Tools, Search & Social Marketing in an AI World. It has been an intense learning experience—not just for my students, but for me as well. The landscape is evolving at an unprecedented pace, with AI-driven disruption making strategies outdated almost overnight.

For my marketing colleagues who don’t have time to track every shift, here are the key trends shaping search and social marketing for you to know right now.

Search & Social: Now 1/3 of Global Media Spend—And Growing (source: Statista 2024)

Search and social media now account for over 33% of total global media spend, and growing, making them the dominant advertising channels. Traditional media—TV, print, OOH, and even digital display—are losing ground to platforms where consumers actively seek, discover, and engage with brands in real time.

But this isn’t just about budgets shifting; it’s about how people search and interact online:

  • 40% of Gen Z prefers TikTok or Instagram over Google for search (Google data). Younger audiences rely on TikTok for product recommendations, trends, and how-to content.
  • ChatGPT is reshaping search behavior. AI-driven chatbots with browsing capabilities are already pulling about 10-15% of search traffic away from Google (source:  Search Engine Journal).
  • YouTube’s ‘double dipping’ effect makes it an (often underlooked) SEO powerhouse. Because YouTube videos rank in both Google Search and YouTube itself, brands investing in video content get twice the visibility or the “double dipping effect.”
  • Amazon dominates product searches. It’s now Google’s biggest competitor in e-commerce search.

The Rise of Short-Form Video: Essential for Search & Engagement

Short-form video, thanks to TikTok, Instagram Reels, and YouTube Shorts, is now the dominant content format for discovery, engagement, and conversion. Even Google prioritizes video content in search results, often ranking YouTube videos above traditional website pages.

Why Short-Form Video Matters:

  • Higher engagement rates – Users are more likely to watch, like, and share video over static content.
  • SEO advantage – YouTube videos appear in Google Search, amplifying reach.
  • Preference shift – Consumers, especially younger ones, favor quick, visual content over reading.
  • Stronger algorithmic push – Social platforms prioritize video, giving it longer organic shelf life.

Marketers who don’t integrate video into their strategy risk losing visibility on both search and social.

The Power of User-Generated Content: Trust Over Traditional Ads

Consumers trust real people more than brands. That’s why user-generated content (UGC)—content created by actual customers—is one of the most effective tools in social marketing today.

  • Authenticity wins – 79% of consumers say UGC influences their purchasing decisions more than traditional ads.
  • Algorithms favor UGC – Social platforms prioritize engagement, and UGC outperforms branded content in likes, shares, and comments.
  • Trust drives conversions – Influencer and customer testimonials are more effective than polished ads.

How to Leverage UGC:

  • Encourage and share real customer experiences.
  • Use micro-influencers instead of celebrities—they have higher engagement rates and stronger community trust.
  • Integrate UGC into paid campaigns—UGC-based ads see 4x higher click-through rates than traditional brand ads.
  • Show behind-the-scenes content—authenticity and transparency sells.

Traditional SEO is Changing: Backlinks and Keywords Are No Longer King

SEO is undergoing a transformation as AI-powered search, conversational interfaces, and social search redefine ranking factors.

  • Backlinks are losing relevance. Google’s latest updates de-emphasize backlinks, focusing instead on high-quality, relevant content.
  • AI-generated search results are reducing website click-throughs. Google’s AI-powered overviews mean users get answers without clicking through to sites.
  • Social signals matter more. Engagement on TikTok, YouTube, and other platforms now influences search rankings.

To stay competitive, brands need to optimize not just for Google, but for TikTok, YouTube, Reddit, and AI-powered search tools.

Winning in 2025: The Marketer’s Playbook

For those who built their careers in a pre-digital world (like me), did any of this surprise you? It can be tempting to see these as fringe trends. But the data proves otherwise. Marketers who fail to adapt will lose relevance—and market share.  Are you ready? Here’s how:

  • Rethink SEO – Optimize for TikTok, YouTube, and AI-driven search, not just Google.
  • Embrace short-form video – TikTok, Instagram Reels, and YouTube Shorts are essential for visibility.
  • Integrate UGC – Let your customers be your best marketers.
  • Test conversational AI – AI chatbots and search tools are becoming key touchpoints for consumer engagement.
  • Focus on quality content over backlinks – Google prioritizes helpful, well-structured content.

Search and social media aren’t just digital marketing channels—they are the foundation of modern marketing (along with, AI). The playbook is evolving fast, and those who fail to adapt will be left behind.

And if you need help building that brand world—let’s talk. → Book a free consultation with CERCLE Marketing today.