SEARCH BREATHES NEW LIFE INTO ORGANIC SOCIAL FOR BRANDS

Summary from the TLDR Marketing newsletter

Social media is being used as a search tool rather than just for passive scrolling. In fact, 24% of TikTok users search within 30 seconds of opening the app. Search allows brands to capture intent-driven engagement, while the feed remains more useful for brand building and short-term visibility. Feed content usually lasts up to 7 days, but search content can stay relevant for 9 to 12 months. Brands may benefit from using both approaches, though some may prioritize search depending on their strategic goals.