Paid social is evolving — and fast. What used to be a space for in-feed storytelling and upper-funnel brand building is now leaning hard into precision, intent, and lower-funnel tactics — territory traditionally owned by paid search. As platforms like TikTok, Instagram, and Facebook invest heavily in search capabilities, the lines between social and search marketing are getting blurrier by the day.
Social platforms have quietly transformed into discovery engines. According to eMarketer, 67% of U.S. social media users say they use social search at some point in their purchase journey. This shift is especially pronounced among Gen Z and younger millennials, who are turning to TikTok, Instagram, and Reddit as their first stop when searching for everything from product recommendations to life advice. They’re looking for authenticity, entertainment, and answers straight from real communities — not traditional search results.
Platforms are paying attention to these trends. Over the past few years, we’ve seen a steady rollout of features aimed at capturing this shift in user behavior. TikTok introduced its Search Ad Toggle, Meta rolled out new search ad placements, and Pinterest revamped its keyword targeting. But the biggest move by far comes from Reddit. In early 2024, Reddit announced a major partnership with Google, giving the search giant access to Reddit’s content to boost visibility in Google’s search results, while also helping Reddit sharpen its own search capabilities.
While most paid social platforms rely heavily on first-party interest signals, AI-driven optimizations, and retargeting capabilities, Reddit has taken a different approach. It’s increasingly being used as a companion to Google, with users adding “Reddit” to their search queries to find authentic, community-driven answers, while still leveraging its own first-party interest targeting and retargeting capabilities. Thanks to Reddit’s innovation, it’s the only social platform projected to see significant rises in time spent on the platform, with eMarketer forecasting a 3.7% increase in 2025.
As user behavior continues to evolve, Reddit’s success is setting a new standard for what paid social can be: a hybrid of community-driven discovery and search-intent precision. Its bold integration with Google and focus on authentic, searchable content mark a clear shift away from traditional feed-based engagement seen across all social platforms.
We can expect to see more social giants follow Reddit’s lead — investing in enhanced search functionality, prioritizing content that aligns with user intent, and blurring the lines between social and search. For marketers, this means rethinking social strategies to account for not just where audiences spend time, but how they actively seek information and make decisions. Platforms that adapt to this shift will be better positioned to capture users during key moments of discovery and decision-making.
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