How can brands adapt to changing search and content habits?

Since the rocket launch release of ChatGPT, the relevance of search engines has come into question. AI-powered chatbots offer innovative ways for users to get information quickly, challenging the slow burn of traditional SEO strategies.

To adapt, brands must strengthen their search fundamentals, embrace experimentation, and reject the arbitrary. All search-led efforts must now strategically align with business goals at every stage of the funnel.

This involves a deeper understanding of how search behaviour has evolved. Google may have dominated the search space in the past, but it’s no longer the sole gatekeeper of research. Today’s digital natives also use social media and marketplaces to get answers and find products.

So where should brands focus their resources amidst this shift in the search landscape—and how?

Social is now a search engine and a marketplace

The first step is to recognise the role of society in the evolution of search. More users are turning to TikTok, Instagram, and YouTube to discover content and make purchasing decisions.

Regarding brand research, social-media platforms are rapidly closing the gap with traditional search engines. According to GWI, 57% of users search for information on YouTube like they would on Google. And while 84% of the global population still uses search engines for product queries, only 64% of Gen Z still does, compared to 94% of baby boomers.

The data shows that traditional search engines maintain a significant foothold in the user journey. But SEO is now complemented by social platforms, which have scaled their search capabilities to cater to a captive audience. Users can find reviews, tutorials, and recommendations from their peers and favourite influencers on social media. The more these users search, the more relevant content will surface for their consumption.

This presents a golden opportunity for brands to be seen on social media. By creating custom, search-led content for these platforms, brands can maximise their visibility, enhance product discovery, and cement their relevance to an entirely new generation.

The beauty of social search goes beyond visibility. It spans the entire shopping experience, from discovery to checkout—most notably seen in TikTok Shop. As platforms enhance their social commerce features, brands must invest in social search strategies designed to convert.

Shoppable content is key

To pave the path to purchase, brands must also consider the level of ‘unstoppability’ supported by their content. Shoppable content moves products off shelves and improves brand experience.

For retailers, content-to-commerce integration is swiftly becoming non-negotiable. Users with commercial or transactional search intent want to immediately act on what they are searching for. Brands must respond by creating a sense of urgency to shop through their content, providing users with direct access to their shopping mechanisms.

This can be achieved in various ways: intelligent product page placement, reviews from trusted experts, and creative calls to action, to name a few. Net-a-Porter publishes hyper-shoppable articles with clickable images that direct to product pages. TikTok Shop uses compelling short-format videos to drive sales through a three-click purchase experience. Shopify even boasts of a one-click checkout feature. The point is to seamlessly transition from persuasive content to cart and minimise the risk of buyer drop-off.

Contrary to popular belief, you don’t have to be a retail brand to make your content shoppable. Regardless of the industry, great content must sell well—whether brands offer a disruptive service, a proprietary software, or a sociocultural movement. The shoppable approach pushes users past exploratory searches by spelling out the brand’s offering and highlighting its necessity, authenticity, and accessibility. This helps brands convert, even if conversion is defined as a sign-up rather than a sale.

Creators hold power and influence with UGC

Influencer marketing has undergone a paradigm shift, moving beyond the traditional reliance on celebrity endorsements. The rise of ‘de-influencing’ has underscored the growing consumer scepticism towards overly polished content. Brands now recognise the power of authenticity and turn to their most valuable asset: their consumers.

By nurturing a community of brand advocates, brands can tap into authentic storytelling, build stronger relationships with their audience, and drive more significant impact than traditional influencer partnerships. This evolution marks a new era of influencer marketing where real people become content creators, sharing real experiences, fostering genuine connections with their audience, building trust, and driving organic growth.

User-generated content (UGC) works by pitting brand expectations against the reality of actual user experiences. When the expectation matches the reality, sales happen.

So, where does UGC come into play for brands? It’s how creators share their love for a product, loyalty to a brand, and thought leadership within their chosen content space. Brands can leverage this as a supplementary source of information, inspiration, and proof of concept. When users search for products or related concerns, these creators and their content can answer their queries.

While social media is the primary platform for user-generated content, the influence of UGC extends beyond the feed. It can be clipped into digital ads, repurposed as reviews on websites, and used for audience engagement at offline events. When brands share UGC across digital or live displays, they blend physical and virtual consumer experiences, giving users even more motivation to shop. 

When this content is generated by users who are already brand devotees, it creates authenticity, trustworthiness, and authority.

In short, the strategic use of UGC across omnichannel touch points not only drives product conversion but also builds more meaningful relationships between brands and their audiences.

AI brings game-changing customisation

Can generative AI aid in conversion and connection? The answer is yes—and on top of that, personalisation.

By analysing vast amounts of data, AI can tailor content to individual preferences. It can even predict consumer needs based on previous interactions, like purchase history and online and social behaviour. With a well-trained machine, AI-driven insights minimise the guesswork and maximise the accuracy of who brands want to reach and what content serves them best.

AI is also changing how content is visualised. Some beauty brands we work with have leveraged AI-powered imagery to boost representation and leave generic visuals behind. Their custom images celebrate a diversity of ethnic backgrounds, skin types, and physiques. This inclusivity resonates with consumers, making them feel valued and more likely to engage. AI assets can lead to better performance—for instance, AI-generated images of Filipinas in a BeautyHub.PH article contributed to a 15.8% increase in clicks, a 28.5% increase in impressions, and an 11.6-point increase in average ranking position on Google.

Just like the rise of social, AI has transformed the search landscape—but the shift brings more promise than brands might think. In response to the meteoric rise of GPTs, Google has launched AI Search, a potential game-changer in SEO and search marketing. While testing in the US, AI Search can redefine how brands interact with users and increase their search visibility.

Brands that embrace AI-led personalisation will be well-positioned in the future. AI can be utilised to build deeper connections with their audience, provide elevated consumer experiences, and drive higher conversion rates. As AI technology evolves, the opportunities for brands to close the loop with their consumers will only expand.

The future of search and content lies with the consumer

The conversation around search and content is in perpetual flux. We foresee even more innovation and transformation in the next three to five years. The brand marketers I speak to all ask the same thing: what’s next?

During our discussions, a clear trend emerged: consumers are leading the charge. Brands must not only anticipate changes in user behaviour but also wholeheartedly champion them. Consumers need to be met in the spaces where they’re searching for content. If they use every channel as a search engine, brands must be present everywhere with solutions. This means going beyond Google and branching out into omnichannel search.

To summarise:

• Social platforms are now key for brand discovery and research.
• Compelling content with integrated shopping features can drive quality leads and sales.
• Content creators can be powerful brand advocates who signal authenticity and foster engagement through UGC.
• AI enhances relevance, boosts performance, and enables conversion through tailored content experiences.
• The future of search and content lies in omni-channel strategies catered to the target audience.

Brands and marketers who apply these learnings will stay ahead of the curve, moving side-by-side with their consumers towards the new digital era.

Fe Husaint is the managing director for APAC at Greenpark.