WARC, TikTok Research: Social, Video Gain Traction In Search.

New research from the World Advertising Research Center (WARC) and TikTok finds that the search landscape is evolving beyond traditional search engines to social and video platforms — and outpacing AI search. WARC Media says search advertising now accounts for 22% of all media budgets, and forecasts global search advertising spending reaching $248.6 billion this year, rising to $265.5 billion in 2026.

“Search is no longer a destination for finding an answer,” Alexis Wolf, Head of Advisory, Americas, WARC, says in a news release. “It’s a doorway that starts a digital journey. From text to image to video to AI, the tools are evolving, and with them, audiences have increasingly dynamic expectations of what search can do. By rethinking what search is, we unlock new ways of connecting with consumers, earlier, deeper, and more meaningfully.”

The research also says that nearly half (48%) of Gen Z search more frequently on social and video platforms than in the last three years; 72% of weekly U.S. internet searchers search at least once daily; and search users are 1.2 times more likely to agree they believe a claim when it comes from a creator vs. from the brand itself.

In addition, the research finds that search on social and video platforms has a full-funnel impact, and that marketers should follow a Mix-Align-Prime (MAP) framework.

The new research was carried out along with behavioral scientist Richard Shotton to offer marketers insights on how search is evolving, and the implications for the future of marketing.

“We often assume that search behavior is driven by logic,” Shotton says in the release. “But behavioral science tells a more interesting (and frankly, more realistic) story. Behavioral science helps us understand this reality. It doesn’t just explain what people do — it reveals why they do it. And in a world obsessed with what’s changing, it gives us an unfair advantage: insight into what isn’t.”

In the U.S., weekly searchers are turning to social and video platforms twice as often (30%) as they are to AI-powered tools (14%). This trend is even stronger among Gen Z: nearly half (48%) report increased use of social and video platforms for search over the past three years, vs. just 19% who are using AI-assisted search more frequently.

What’s driving this shift? Social and video platforms offer a community-centered, culturally rich approach to search, particularly in areas like beauty, fashion, and lifestyle, where traditional search engines fall short.

TikTok stands out as a leading destination for Gen Z searches. The survey found that 86% of Gen Z internet users search on TikTok weekly, nearly matching usage of traditional search engines (90%) and surpassing online marketplaces (75%) and top AI platforms (60%).

User behavior reveals a dynamic, cross-platform search journey. Among TikTok searchers, 38% begin with traditional search tools before turning to the app, while 34% do the reverse — starting on TikTok before consulting a traditional platform.

Search today is as much about exploration and inspiration as it is about finding answers. Over one-third (35%) of TikTok users say they’re prompted to search after seeing content on the platform.

Content discovery is shaping new preferences. Gen Z and Millennials are more likely to choose search platforms that offer strong in-app discovery of content, products, or services — and they’re heavily influenced by creators and influencers. In contrast, Gen X and Boomers prioritize accuracy, speed, and trustworthy results when selecting where to search.

Download a free copy of the full report HERE.