Embracing the Evolution of Digital Discovery: Going Beyond Search

Remember when “just Google it” was the go-to solution for finding answers?

Not anymore. In 2024, people are just as likely to discover your brand on TikTok, in an AI chatbot, or through a Reddit thread as they are through Google.

This isn’t just a trend. It’s a fundamental shift in how people find, evaluate and choose products and services online.

The rules of digital discovery, and online in general, are being rewritten in real-time. 

Take TikTok. In recent years, the short video platform has accumulated over a billion users worldwide, with more than 41.7 million video views per hour.

While search engine optimization (SEO) remains a cornerstone of digital marketing, it’s no longer the whole foundation. Today’s users bounce between platforms and channels in ways that would have been unimaginable just a few years ago. A customer’s journey might start with a casual TikTok scroll, lead to a ChatGPT query for more details and end with a Google search to validate their findings, all in seconds.

This new reality presents both a challenge and an unprecedented opportunity for businesses and marketers. Those who understand and adapt to these evolving discovery patterns will thrive in 2025 and beyond. Those who don’t risk becoming invisible in an increasingly complex digital landscape.

How Digital Discovery is Changing (And What It Means for You)

Digital discovery has evolved into a complex multi-platform journey. Today’s audiences seek answers across channels. What was once a linear search process has become dynamic and unpredictable.

Until recently, discovery was straightforward: type a query into Google and decide. While search engines remain vital, 2024 marked a shift.  Enter the new frontier of discovery: AI-powered platforms like ChatGPT, Gemini and Perplexity are revolutionizing how people explore information. 

Meanwhile, social platforms like TikTok and Instagram, alongside community forums like Reddit, have become unexpected guides in our quest for knowledge, introducing users to ideas and trends they never knew they needed.

This shift has created a web of interconnected discovery points. Imagine a book enthusiast scrolling through TikTok and stumble upon a #BookTok recommendation. Instead of immediately heading to Google, they might jump into the comments for authentic reader reactions, consult ChatGPT for similar book suggestions or dive into Reddit discussions before finally using a search engine to find the best purchase options.

To succeed, businesses must rethink search. While SEO remains crucial, relying on it alone is outdated. Today, success means being visible across platforms where meaningful conversations happen.

The reality is that people aren’t just searching anymore; they’re encountering content serendipitously, exploring recommendations from algorithms and real people, and engaging with information across an ecosystem of platforms. 

Each touchpoint in this journey offers a unique opportunity to connect with your audience in ways traditional search never could.

SEO Today: Evolve Your Strategy to Stay Visible

Excelling in search today requires a delicate balance between mastering the familiar and embracing the new. 

Google’s search results have evolved from simple web listings into a rich tapestry of formats, reflecting how people naturally seek and consume information:

• AI Overviews that summarize topics at a glance
• Quick Answers that address immediate questions
• Engaging Videos that demonstrate concepts
• People Also Ask sections that anticipate user needs
• Specialized tools like Knowledge Graph and Google Flights. 

The foundation of effective SEO has shifted from simply targeting keywords to truly understanding user intent. Creating content that ranks isn’t about gaming the system; it’s about delivering genuine value that matches how your audience wants to consume information. 

This means challenging old assumptions about content format. A step-by-step guide might work better as a video tutorial. A complex data analysis might need an interactive visualization. A product comparison might be most helpful as a downloadable chart.

To thrive in this evolved search landscape, focus on these critical actions:

1. Match Format to Intent: Think beyond text. Ask yourself: Would your audience rather watch, read, listen or interact with this information? Let their preferences guide your content format, not tradition.
2. Build Authentic Expertise: Don’t just claim authority. Earn it. E-E-A-T (Experience, Expertise, Authoritativeness and Trust) isn’t a checkbox to tick; it’s a standard to live by. If you want to own a topic, invest in becoming a genuine expert in that space.
3. Invest in Search Evolution: Accept that traditional search traffic patterns are changing. Basic SEO might maintain your current position, but only comprehensive, user-focused strategies will drive growth. Remember: while search remains crucial to the buyer’s journey, it’s now part of a larger discovery ecosystem.

The key to success isn’t just adapting to these changes. It’s anticipating where they’re heading next. Your SEO strategy should be as dynamic as the search landscape itself.

Social Media is the New Search Engine

Social media is now a dominant force in digital discovery. For example, news consumption has shifted as users increasingly find news on social platforms rather than through search engines. This trend reflects what we observe in both our personal habits and audience behavior.

Nearly half of Generation Z (46%) now rely on social media as their primary search tool—outpacing Google usage. And it’s not just young users: 41% of all consumers have turned to TikTok for search, with adoption growing across all age groups.

Perhaps most telling is the platform-specific behavior: Consumer trust in social content is growing, with TikTok leading discovery in key lifestyle categories: 40% for gift ideas, 39% for wellbeing and fitness content and 38% for recipes and meal inspiration. These aren’t casual browsing statistics. They represent intentional search behavior. While TikTok consumption has surged, overall social media consumption and engagement continue to rise. Your audience is on social media. Identifying the right platform is key to delivering relevant, helpful content that builds a genuine connection with your brand.

This shift demands a strategic response that can no longer be deprioritized. Here’s what businesses need to consider:

1. Cross-Platform Integration: The lines between traditional web content and social media are blurring. Your YouTube strategy should complement your website content, which should feed into your social strategy to create an ecosystem instead of silos. Each platform has its own focus, but you don’t have to start from scratch for each. Look for opportunities to integrate initiatives and strategies.
2. Intent-Driven Content: Use search data to inform your social strategy. People searching for specific topics on Google are likely exploring them on social platforms too, just in different formats. If you see an uptick in a specific content topic on search, capitalize on it by creating blogs, videos, assets and more. Share this information on social media and analyze its performance with your audience.
3. Platform Agnosticism: Don’t dismiss platforms like TikTok or Meta as purely B2C channels or Reddit as a “consumer only” platform. Remember: whether you’re targeting businesses or consumers, you’re still talking to humans who spend their days scrolling these feeds. Our role as businesses should be to create meaningful connections with our audiences through the content we create.

The key is understanding that social media isn’t just where people connect. It’s increasingly where they start their discovery journey. This isn’t a temporary trend but a fundamental shift in how people seek and consume information.

AI Discovery: Opportunities and Challenges for Brands

AI, AI  – oh my. 

As AI becomes increasingly embedded in daily life, user comfort will grow exponentially. AI tools like ChatGPT and Perplexity are transforming discovery into a more conversational and personalized experience. With AI-powered answers embedded directly into browsers, users get tailored insights instantly, reshaping traditional marketing dynamics.

For Consumers:

• Faster, more personalized discovery experiences
• More concise, contextual answers to queries
• Streamlined decision-making process
• Less time spent comparing multiple sources

The landscape demands new approaches to visibility and engagement for marketers. Success requires several key actions:

Valuable and Relevant Content Strategy 

Your content strategy must adapt to serve AI platforms and human readers effectively. Focus on creating high-quality, authoritative content that demonstrates clear expertise while ensuring it’s structured in an easily interpretable way by both audiences.

Traffic Analysis

Understanding AI-driven traffic patterns is crucial for modern marketing success. Audit referral traffic from AI platforms and analyze the distinction between potential brand and non-brand searches to understand how users are discovering your content through these new channels.

Visibility Optimization

Create content that stands out even when aggregated by AI systems by providing unique insights that can’t be easily summarized. Maintain a strong presence across multiple discovery channels and focus on developing deep expertise in your niche to counter increased competition in AI-aggregated results.

The key is balancing adaptation with core marketing principles. While discovery patterns evolve, the fundamental need to provide value remains constant. Stay flexible, monitor changes and focus on creating content that serves both AI platforms and human users effectively.

Remember: this isn’t just about adapting to AI. It’s about thriving in a new era of discovery where success means being valuable enough to be recommended by both algorithms and audiences.

Adapting to the Future of Discovery

To thrive in digital discovery, brands must look beyond SEO. Success comes from optimizing for both active searches and passive encounters across social, AI and traditional channels.

As you evaluate your discovery strategy, ask yourself:

• How are people discovering your business today?
• Where might that discovery be happening tomorrow?
• What touchpoints are influencing your audience’s journey?
• Do you have an omnichannel presence, or are there gaps to fill?

The answers to these questions will determine how your brand thrives in 2025 and beyond.

Digital discovery has evolved, and staying visible means being everywhere your audience searches. Noble Studios can help you future-proof your strategy so you don’t just adapt but lead. Ready to thrive in the discovery era? Let’s connect.