In 2025, the digital marketing landscape in the UK is experiencing a significant shift, with social search and multi-channel strategies taking centre stage. Platforms like TikTok and Instagram have become primary search tools, especially among younger demographics, challenging the dominance of traditional search engines like Google.

The Rise of Social Search in the UK

Social search refers to using social media platforms to discover information, products, and services. This trend is particularly pronounced among Gen Z users in the UK. In March 2024, approximately 76% of online users aged between 15 and 24 engaged with TikTok, making it the most popular social platform among this age group (statista.com). Moreover, 29% of 16-24-year-olds identified TikTok as a source of news, highlighting its role in information discovery (advanced-television.com).

Beyond TikTok, other platforms also play significant roles in the social search ecosystem. Instagram is used by 44% of 16-24-year-olds for news consumption, while Facebook and Twitter are used by 33% and 31%, respectively (advanced-television.com). This diverse usage underscores the importance of a multi-channel approach in digital marketing strategies.

Google’s Integration of Social Content

Recognising the shift towards social search, Google has begun integrating short-form videos from platforms like TikTok and Instagram into its search results. These videos now appear in featured

snippets and the Search Generative Experience (SGE), providing users with dynamic, visual content directly within the search interface. This integration signifies a move towards a more immersive and engaging search experience, catering to users’ evolving preferences.

Implications for Multi-Channel Marketing

The rise of social search necessitates a shift in marketing strategies. Brands must adopt a

multi-channel approach that integrates traditional SEO with social media optimisation. This includes creating platform-specific content, leveraging influencer partnerships, and engaging with communities across various platforms. Notably, 40% of Gen Z users prefer using TikTok and Instagram over Google for search, indicating a need for brands to establish a strong presence on these platforms (found.co.uk).

At Vertex Media, we understand the importance of navigating this evolving landscape. Our expert team can help your brand optimise for social platforms, create high-quality content tailored to these platforms, and build effective social search strategies to enhance your visibility and drive results.

Whether it’s leveraging TikTok’s powerful search capabilities or integrating Instagram’s visual appeal into your SEO strategy, we are here to ensure your brand reaches its audience effectively.

Strategies for Success in 2025

To thrive in this evolving landscape, consider the following strategies:

• Optimise for Social Platforms: Tailor content to suit the unique formats and algorithms of platforms like TikTok and Instagram.
• Leverage Influencer Marketing: Collaborate with influencers who resonate with your target audience to enhance credibility and reach.
• Invest in Video Content: Short-form videos are highly effective in capturing attention and conveying information quickly.
• Monitor Emerging Trends: Stay informed about new platforms and features to adapt your strategy proactively.

At Vertex Media, we specialise in delivering customised SEO and social media strategies that are tailored to your brand’s unique needs, ensuring you stay ahead of the competition.

Conclusion

As social search continues to reshape consumer behaviour in the UK, embracing a multi-channel marketing strategy is essential. By integrating traditional SEO with social media optimisation and focusing on authentic, engaging content, brands can effectively connect with their audiences in 2025 and beyond. For more information, view our Social Media Marketing services page.

Reach out today to learn more about how we can help your business grow with cutting-edge social search strategies!