The internet is undergoing a seismic shift, fundamentally changing how people search and discover information. As a result, brands must adapt to new digital behaviors and reshape their strategies to stay relevant. This post explores the changing nature of user search and the implications for brands aiming to thrive in this evolving landscape.
Once upon a time, Google reigned supreme as the gateway to the web, with users typing in queries and clicking through links to explore websites. Today, however, only 9% of screen time is spent on the open web, navigating through websites organized by search engines like Google. Instead, a much larger portion of user attention is now directed toward alternative digital ecosystems, or "islands"—social media platforms and online marketplaces.
These islands, such as Instagram, TikTok, and Amazon, are designed to keep users within their borders. With messaging, payment, and shopping functionalities integrated, users have less need to return to traditional search engines. For brands, this shift presents a major challenge: how to remain discoverable when users are no longer starting their journey with a search engine.
In recent months, generative AI has reshaped the search landscape even further. Platforms like Google’s AI Overviewsand Search GPT are now offering more comprehensive answers directly on the search engine results page (SERP). This change means users can get answers, explanations, follow-up questions, and shopping links without clicking through to external websites. The result? A sharp increase in zero-click searches, where users find what they need without ever leaving the SERP.
For brands, this is a double-edged sword. AI-powered answers mean fewer clicks and less organic traffic to websites, as users no longer need to dig deeper for information. And as AI overviews take up a larger share of the SERP real estate, the space for traditional ads shrinks, leading to a rise in search ad prices. According to a WordStream study, the average cost-per-click increased to $4.66, while conversion rates have dipped to 6.96% in 2024.
Beyond AI, marketplaces like Amazon, Temu, and even TikTok are becoming key starting points for product searches. With 31% of product searches occurring on marketplaces versus just 14% on search engines, users are gravitating toward platforms where they can compare products, brands, and prices before completing their purchases—all without leaving the platform.
Amazon alone accounts for nearly 60% of these searches, reflecting users' preference for the one-stop-shop convenience that marketplaces provide. This dynamic creates a self-reinforcing cycle: as more users flock to marketplaces, more sellers join in, prices decrease, and marketplaces become even more attractive for shoppers.
In the West, the race is on among major tech companies to develop the next big thing: AI assistants capable of handling complex queries. Tools like OpenAI GPT-4o, Google Astra, and potentially Apple’s new Siri aim to become users' primary method for conducting research, planning trips, and managing daily tasks. These assistants are not just about answering questions; they can book vacations, schedule appointments, and more.
As AI assistants gain traction, they could further reduce the need for users to rely on traditional web browsing. With real dialogues and follow-up questions replacing link-filled SERPs, digital marketing will need to adapt to a world where fewer human eyes are on screens.
For younger generations, the shift is already well underway. 40% of Gen Z users prefer using social media platforms like TikTok and Instagram for search and discovery over traditional search engines. These platforms offer a more “people-ised” search experience—one that blends discovery with the familiar faces of influencers, creators, and brands.
The appeal lies in the curated feeds and immersive visual content that these platforms provide, turning search into a more engaging and personalized journey. The impact is profound: users are spending more time on social media for both entertainment and shopping, leading to decreasing traffic to traditional webshops.
In Asia, superapps like WeChat, Alipay, and Meituan have already made the open web largely obsolete. These apps offer everything from messaging to shopping to entertainment in one place, creating a self-contained digital ecosystem. While this model hasn't yet taken off in the West, experts predict that 50% of Western users will regularly use superapps by 2027. Tech leaders like Mark Zuckerberg and Elon Musk are already exploring ways to transform their platforms into more integrated experiences.
With users spending less time on the open web and more time in digital islands, brands need to rethink how they reach their audiences. Here’s how brands can adapt:
Competing on third-party platforms means standing out amidst a sea of options. A brand needs to become “loveable”—one that resonates deeply with niche audiences. This may mean creating sub-brands tailored to specific communities or exploring brand alliances with influencers to cross-pollinate audiences.
Platforms like Amazon and Instagram are not just advertising outlets; they are ecosystems with their own cultures, rules, and targeting functionalities. Brands should invest in specialized teams—platform natives—who understand the intricacies of these platforms and can craft content that maximizes reach and engagement.
A common challenge with specialized teams is internal competition for budgets and resources. Brands should adopt a kitchen brigade model where channels collaborate to serve the brand’s core goals. This involves:
The evolution of user search is transforming the internet, making traditional search engines less central to the user journey. From the rise of AI-driven answers to the shift toward social media discovery and integrated superapps, the digital landscape has become more fragmented and competitive. For brands, success in this new era requires a reimagined approach that embraces these changes, focusing on sharper brand positioning, platform-native expertise, and collaborative strategies.
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