September 4, 2025
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5 min read
Social media is the new Google.
Take it from the iconic Neil Patel who shared recently that Google handles just 27% of all searches now, while 73% of buying decisions are happening on Reddit, ChatGPT, and social media platforms like TikTok and Instagram.
This means that if your brand is still hyper-focused on ranking on Google and completely ignoring its content marketing and social media strategy, you are simply not being seen by a majority of people online.
Google itself even acknowledges that search traffic is happening in different places now.
In fact, in an attempt to bring back more people to their own search engine, Google announced in July 2025 that Instagram content was now being indexed.
That meant that brands could not only be discovered in-app, but also on the first page of Google.
Fun Fact: Since the update, in Italy alone, over 669,000 keywords now return Instagram content in Google search, according to SEO Zoom.
Even LLMs like ChatGPT and Claude can access and learn from publicly available social media content from platforms such as Reddit, and some models now integrate with search engines to pull live data from platforms like Instagram.
So while search behaviour is shifting at an unprecedented rate, and people are making decisions in more places than ever before, social media has become the dominant player in this race for attention.
Smart brands are adjusting by shifting their focus from just SEO to platforms like TikTok, Reddit, and Instagram, where buying intent is high.
The bottom line: If you're still only chasing Google rankings, you're ignoring 73% of the funnel.
Brands that are having success in this new era of search are investing heavily into their social media content.
So… how do you do that effectively in 2026?
We break it down for you right here in this blog, including how to ideate content that fills the gaps between what is happening on social media and Google.
If your business is shifting its strategy away from just website SEO to social media content marketing and you need help getting started, this read is for you.
The first thing you need to recognize is that everything you thought you know about social media is likely wrong or outdated.
Social has experienced a massive shift in the last six month that has caught most creators and brands off guard.
There are now 4.6 billion pieces of content being created every single day, which means consumers are drowning in an ocean of information.
The question then becomes: how do you stand out in this sea of noise?
The strategies that worked just months ago have become obsolete. There are, however, new opportunities for businesses to capitalize.
Social media has now been democratized in a way that renders the old metrics we use to look at meaningless.
Take your follower count, for example. It once served not just as social proof for your brand (hey, these guys are legit!) but it also meant an automatic boost for your content.
In 2026, follower count now holds minimal influence over your ability to reach new people. This is especially true on TikTok and YouTube.
When you publish content, many social media apps test it with small groups first. If those initial viewers engage—through watch time, comments, and shares—the algorithm expands your reach exponentially.
Fail to capture that initial attention, and your content will die regardless of your follower count.
Social media platforms are actively seeking fresh voices and perspectives.
The misconception that "it's too late to start" has never been more wrong.
Like we just covered, algorithms no longer discriminate based on your subscriber count or account age—they care about one thing: creating content that keeps users engaged on their platform.
One metric that is worth noting in 2026 is watch time, followed by comments, shares and likes. This creates a compound effect where high-performing content can scale from hundreds to millions of views based purely on engagement quality.
What does this mean for you?
If you can create content so compelling that viewers watch until the end, it won’t matter if you have 10 followers or 10 million.
Social media algorithms will back it.
Long gone are the days where a stylish Canva graphic is enough to get attention from new audiences.
You need to create content that is original and within your niche as social platforms are increasingly prioritizing authorities within specific niches over generalist influencers.
Think of this way: YouTube processes 6.5 billion searches daily, Instagram handles another 6.5 billion, and TikTok has become the preferred search engine for an entire generation.
This creates a huge opportunity for brands to identify trending topics and create content that fills gaps between what's popular on certain platforms and what's emerging on others.
Also Read: Is Blogging Dead in 2025?
Neil Patel's tool, Answer The Public, helps brands and businesses identifying these content gaps. The platform functions similarly to Google Suggest but shows trending queries across multiple platforms including YouTube, Google, TikTok, and Amazon.
Here's the step-by-step process for finding content opportunities:
Step 1: Research Your Core Topic Across Platforms
Start with your main keyword (like "digital marketing" or "personal finance") and run searches on Answer the Public for different platforms. You can perform this research for free—you get one initial search, then three more after registering.
Step 2: Identify Platform-Specific Trends
Compare what's trending on traditional platforms versus emerging ones. For example, if you're in the marketing space, search for "Google ranking" trends, then search for "ChatGPT optimization" trends. Look for concepts that are popular for Google/Bing that people aren't discussing yet for ChatGPT, Claude, or Perplexity.
Step 3: Find the Content Gaps
The strategy involves identifying topics that have proven popular on established platforms but haven't been adapted for newer platforms. If "link building for Google SEO" is trending but no one's talking about "link building for AI search optimization," you've found your content opportunity.
Step 4: Create Platform-Specific Content
The trick here is to develop content that takes successful concepts from one platform and adapts them relevantly for another. The key is ensuring the adaptation makes sense—what works on Instagram will be different than what works on TikTok.
Craft Content Like Search-Optimized Headlines
Your opening lines in your caption now serve double duty as both engagement hooks and potential search results. Write captions with keyword-rich clarity while maintaining your authentic brand voice.
Think structured blog content delivered with social media personality.
Optimize Every Content Element for Discovery
Alt text, captions, and descriptions aren't just for accessibility—they're now discoverability tools. Write them with both human readers and AI algorithms in mind, providing clear context that helps platforms understand and surface your content.
Rethink Your Keyword Strategy
Traditional hashtags now function as cross-platform keywords. Use them strategically to connect your content across the search everywhere ecosystem, not just for social reach within individual platforms.
Design Your Profile as a Content Hub
Your bio, featured content, and highlights serve as landing pages that people might discover through any search platform. Make them keyword-smart and conversion-focused, not just visually appealing.
Leverage Partnerships for Content Gaps
Collaborators and guest contributors can help you cover niche topics and long-tail queries your main content doesn't address. Ensure all partnership content follows your strategic keyword and topic approach, not just aesthetic guidelines.
Data is EVERYTHING!
Track click-through rates, keyword performance, and cross-platform traffic alongside traditional engagement metrics. (You can do this with any social media management tool or Google Analytics).
At the end of the day, you should have a clear vision of your visibility across Google and your preferred social media channels.
We’ll say it again…
Search has changed.
Now, more than ever, people are looking for answers and making decisions based on content they find on social media.
In 2026, brands need to treat every piece of content they create—whether it’s a TikTok video, LinkedIn post, or a podcast episode—as a discoverable asset that could serve as someone's first interaction with your business.
The good news?
The barriers to entry have never been lower!
You can start with just a smartphone and an idea.
But you need to understand algorithmic preferences and create content in your niche that people want to watch to the end.
Otherwise, you’re just wasting your time.
Spark & Pony Creative specializes in helping businesses communicate effectively online. Have a question about your social media or content marketing efforts?
Contact us here.
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