THE FRAGMENTATION OF SEARCH: WHY SEARCH AND DISCOVERY JUST ISN'T THE SAME ANYMORE

Summary from the TLDR Marketing newsletter

With search behavior fragmented across apps, TikTok and Instagram have become key platforms where users discover brands, replacing some of Google's original role. Search intent varies across platforms: users browse TikTok for inspiration while visiting Amazon with the intent to purchase. Brands that embrace these shifts by offering personalized, niche content will better engage with today's audience.