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Here is what social apps really want from you in 2025. Remember everything functions as a search and discovery engine.

Google’s former SVP of Knowledge & Information reported that ~40% of young people start some local lookups on TikTok/Instagram rather than Google; subsequent coverage and studies track rising social search with caveats on reliability.

Now with AI, Google being the one stop discovery tool continues to shrink. Search is spread across dozens to hundreds of channels.

TikTok listens to what you watch, like, share, and search. Words in your caption and the sound matter way more than you think. With AI detection / auto transcribe what you are saying in the video is now a factor. Device and account settings matter a little. Create content that match the words people type in the search bar.

Instagram explains ranking across Feed/Stories/Explore/Reels and boosted original content and smaller creators while removing serial aggregators (low-level repost only pages) from recommendations; Instagram Search ranks by text/query relevance plus user activity. Ads can run in Instagram Search results.

YouTube Shorts shows clips people finish. Fake likes are not allowed. Location settings influence Recommendations/Charts/News.

Facebook puts all videos into Reels now. One place, wider reach.

Use saves, search hits, site visits and real comments to judge wins. Views alone can lie.

There are a variety of tools available now to track keyword research in real time across all major social channels.

Create content that starts from search, and then watch discovery grow like having a call center run by power rangers.

Spent the day in a local museum; ancient artifacts made me reflect on the timelessness of good design.