Why Google Is Losing Ground and Social Video Is Taking Over the Internet

The latest report from Tubular Labs, "Social Is Search," delivers a compelling message to communicators: social video is no longer just about engagement—it’s the new search engine for consumers. As audiences increasingly turn to platforms like YouTube, TikTok, and Instagram for discovery, brands must rethink their content strategies to stay relevant.

According to Tubular Labs, "Consumers don’t just use social video for entertainment. They use it to learn, research products, and make purchasing decisions." The report highlights that traditional search engines are losing ground as social platforms dominate how people find and engage with content. This shift has profound implications for marketing and public relations professionals who need to optimize their messaging for visibility in these evolving digital spaces.

One of the report’s key takeaways is the power of influencer-driven discovery. "Creators have become the trusted voices of search," the study notes, reinforcing that consumers increasingly rely on influencers to guide their purchasing decisions. Brands that collaborate with creators who align with their values and messaging will gain a competitive edge.

Tubular Labs also emphasizes the importance of short-form video. "The rise of TikTok and Instagram Reels proves that bite-sized content isn’t just a trend—it’s the future of search behavior." Communicators must adapt by producing visually engaging, informative, and concise videos that answer audience queries in real time.

For PR professionals, this shift means traditional media strategies must evolve. Press releases and corporate announcements should be supplemented with social-first content that resonates in these search-driven ecosystems. "Brands that ignore this reality risk becoming invisible in the spaces where consumers are actively searching," the report warns.

As social video cements its role as a dominant discovery tool, communicators must embrace this transformation. Those who understand the nuances of search-driven social content—leveraging influencers, short-form video, and platform-specific optimization—will not only reach their audiences but shape the future of digital engagement.