From scroll to search
Integrated search on social platforms
Summary of Guidance
Over the last 24 months we’ve witnessed a significant shift in user behavior with search becoming a cross-platform user mindset that answers consumer no matter how or where they are asked. Search is now a consumer mindset, not just a platform, an activity, or a behavior. As a result we are seeing a considerable crossover in product development from platforms in these two areas with existing or planned search products and integrations .
How People Use Search
To find topics, interests, passion points and communities.
How People Use Search
To find trends, real-time news, entertainment and sports.
Search Pinterest
How People Use Search
To find creators and explore content. Increasingly for how-to content.
How People Use Search
To find friends, common interest groups, companies, events, and community/ neighborhood shopping (Marketplace).
groupm
How People Use Search
To find creators and content tailored to interests, passions, needs, and goals.
Following Shop For You
How People Use Search
For inspiration, planning or ‘how to’ by exploring products, guides and trends.
How People Use Search
To find connections, jobs, companies and thought leadership.
How People Use Search
To find accounts, lenses, and shows.
How People Use Search
End-to-End life-solving features, from connecting with friends to banking, paying bills, ride hailing, OTA, gaming and food delivery, among others.
Christopher
Using WeChat for search is so great!
Michael L.
I think WeChat is the best place for group conversations.
Katherine Corwin
I order all of my takeout food for delivery using WeChat.
The Social Search Ecosystem
The how & why users use the search function across social platforms is unique, however generally most platforms show results through to purchase without users ever having to leave the platform ecosystem.
Social media platforms that offer a search function help users by employing a unique algorithm based on relevance, interest, profile authority, post popularity & engagement, user search history, and interactions. In the future, AI-based Large Language Model technology may influence thas well as the types of results returned.
For advertisers looking to appear in search results across social platforms the products available typically fall into two categories:
- Search Result Adjacency
- Active Keyword Targeted
Explore How People Use Search by selecting the icon on the phone screen. Click the X to return home after exploring each app.
Please see below available ad products for key platforms.
TikTok
- TikTok currently offers one search-related ad product. The Search Ads Toggle allows advertisers to extend their TikTok in-feed advertising campaigns to the TikTok search result page.
- This is a search adjacent placement based on contextual targeting only and is not a traditional keyword-based search ads offering.
- TikTok does however claim to automatically create keywords from advertiser content and connect these with relevant user queries.
- TikTok have publicly stated that they “plan to introduce increased control over keywords” in future.
Learn More
- Pinterest’s keyword targeting option (in conjuction with the ‘search’ placement) gives them one of the most advanced search advertising product of the social media platforms.
- The ability to target and exclude user searches based on broad match, phrase match, and exact match (plus negative phrase match) means teams can now action a relatively sophisiticated search strategy on Pinterest.
Learn More
Meta (Facebook & Instagram)
- Facebook and Instagram both offer ads placements on the search results page. Today these are solely search result adjacent placements and keyword targeting is not available.
- There are no 1st or 3rd party brand safety/suitability controls available for either of these placements.
- GroupM expect Meta to evolve their offering in this space, particularly if other platforms continue to move quickly in offering new search-based solutions for advertisers.
Learn More
Snapchat
As of January 2024 Snapchat does not offer any native ad products in its search function. Earlier in the year Snap inc did however announce a partnership with Microsoft to allow sponsored links in it’s new “My AI” tool. These sponsored links are powered by Microsoft Advertising and GroupM clients wanting to exlore opportunities should get in touch with their agency Paid Search team for more information.
Learn More
X (FKA Twitter)
- X’s native search product, Keyword Ads is currently in beta and allows advertises to place search keyword targeted ads in the Search Placement on app. The beta allows for up the 200 exact match keywords per ad group which are not case sensitive and make use of white-space trimming by default.
- The Search and Replies placements have no 1st or 3rd party controls available, including adjacency controls. As such, Keyword Ads product at this time may not be a fit for many advertisers.
Learn More
WeChat Brand Zone (within search results) provides advertisers with a dedicated space to showcases all their branded WeChat content. By creating a specific area that appears at the top of search results (when users search for a branded term), businesses can ensure that their information is prominently displayed. Advertisers have full control over their dedicated space, which can be populated with 1st party content and divided into five sections:
• Brand information
• WeChat Official Accounts & Mini Programs
• Sales channels
• List of brand services
• Custom templated components/modules
Clients advertising in APAC should get in touch with their local agency team to find out more information.
Summary
User behaviour and platform ad products are changing rapidly in the social search space. Our ability to collaborate across practices and to build and share client focused digital knowledge across all of our subject matter experts drives successful client outcomes today and will continue to do so in the future. Clients who can similarly break down siloes in their own organization will be best positioned to capitalize on this shift in consumer behavior and platform functionality.
View the full report
Contact
Gillian Collison
Katelyn Taylor
Global Director of Social Platforms
Gillian.Collison@groupm.com
GroupM Nexus Director of Search Platforms
Katelyn.Taylor@groupm.com
INTERNAL & EXTERNAL DISTRIBUTION
JANUARY 29, 2024