With the rise of AI and social media platforms as primary search channels, traditional SEO tactics are falling short. Where social media search comes into playToday, social media platforms like TikTok and Instagram are channels where people — especially Gen Z — begin their search journeys. To meet this increase in social search, work to align your SEO, marketing and social media strategies around shared messaging and content. Brands that treat social media content as a standalone channel, separate from SEO, may miss out on this discoverability opportunity. But here's the wildcard: with more discussion around regulation and algorithm shifts, social media platforms are also becoming increasingly unpredictable.