Goodbye, Google? Search Is Going Social

Over the last two decades, Google has become synonymous with finding answers to almost any question. The phrase "Google it" is now a verb outright, and the search engine has fundamentally changed how people discover, well, basically anything they want. However, data from Tubular Labs reveals that things are starting to change, specifically when it comes to how people obtain learning content (e.g. content related to DIY, how-to, or anything a user may search to learn about topics/categories).

Social media platforms, once primarily used for entertainment and connecting with friends, are now emerging as the primary hubs for learning content, with users turning to them for answers instead of traditional search engines. In 2024, learning content consistently outperformed platform-wide content across platforms:

• On Instagram, learning content increased engagement by 47% year-over-year.
• On YouTube, learning content earned 15.2% more views per video than platform-wide content.  
• On TikTok, learning content averaged 25% higher views per video than platform-wide content.

Diving a bit deeper on YouTube specifically, across 2023, platform-wide content earned higher views than learning content — but that all changed in 2024. In Q1 2024, learning content on YouTube eclipsed platform-wide content, reaching an all time high of 28.5% more views per video in Q4 2024. 

This shift highlights the growing demand for bite-sized, visual learning experiences that social media platforms offer. As more people turn to videos for answers, it’s clear that social media is increasingly becoming the go-to place for both entertainment and education. Traditional search engines may no longer be the sole solution, as social media continues to redefine how we learn and seek knowledge.

For more insights, download Tubular’s Social Is the New Search report, and get in touch with an analyst from The Measure today to learn more about these types of insights and how to use them.