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Social Search has officially overtaken Google

Increasingly, users are discovering information through social media platforms such as Instagram, TikTok and YouTube. Rather than searching Google for recommendations, many consumers now prefer to watch videos, browse visual content and consume information directly from creators, businesses and local communities.

This shift has become known as social search.

Consumers Want More Than Search Results

Traditional search engines provide information, social platforms provide context.

A search for "best places to live near Birmingham" on Google may return a list of websites and articles. The same search on TikTok or Instagram is likely to return videos showing local high streets, schools, cafés, neighbourhoods and first-hand experiences from people already living there. Consumers increasingly want to see what somewhere looks like, feels like and offers before making decisions.

This is particularly important when researching locations. Property decisions are rarely based solely on the property itself. Buyers are evaluating lifestyle, amenities, community, convenience and local culture.

Social platforms are often better equipped to answer those questions.

Many property businesses still treat social media as a distribution channel for listings and development updates.

Whilst these remain important, social search is creating a new opportunity. Consumers are increasingly searching for:

  • Consumers are increasingly using social media to research towns, cities and neighbourhoods before making a move. Content showcasing local lifestyle, amenities and community helps brands appear in these early-stage searches.

  • Many movers begin researching family-friendly locations long before they start viewing properties. Content focused on schools, parks, amenities and community can help build visibility with future buyers.

  • As flexible working continues, consumers are looking for locations that balance lifestyle, affordability and connectivity. Content around transport links and commuting can attract relocation-focused audiences.

  • School catchment areas remain a major factor in moving decisions. Educational content around local schooling options can help brands become a trusted source of information during the research phase.

  • Consumers want to understand what an area offers beyond its housing stock. Featuring local businesses helps build community engagement while creating highly searchable content.

  • Local attractions, events and activities are highly searched topics across social media. This type of content provides value while helping audiences build a connection with a location.

The Rise Of Location-Based Content

One of the fastest-growing content categories across social platforms is location-based content.

Videos showcasing local attractions, independent businesses, community events and neighbourhood insights continue to generate strong engagement. This content succeeds because it appeals to a broader audience than purely promotional property content.

Someone may not be interested in a four-bedroom detached house today.

They may, however, be interested in discovering a new neighbourhood, learning about local schools or finding the best places to eat in a particular town.

By creating content around locations rather than simply properties, businesses can attract audiences with a genuine interest in the areas they operate within.

The growth of social search is changing how consumers discover businesses, locations and opportunities.

People are increasingly searching where they already spend their time, and for many consumers, that is no longer Google alone. Those that create useful, searchable and location-focused content are positioning themselves where future buyers, sellers and investors are already looking for information. The brands that win attention over the next few years will not simply be the best at marketing properties.

They will be the best at helping people understand places.