Local Memo: The Search Revolution: How AI and Social Platforms Are Redefining Discovery

Summary

This week, we explore how search is evolving from answers to experiences as AI and social platforms like TikTok and Yelp reshape how consumers discover brands. The future of visibility lies in authentic content, trusted reputation, and brand authority. 

TikTok Now Reveal Search-Driven Video Views

The News

Social platforms are increasingly emphasizing search as a discovery tool. A recent update reported by Carrie Rose on LinkedIn now allows creators to see what percentage of their video views came from specific search queries.

In one example, a creator reported 156K video views, with 92.8% of those views coming from search, and 20% specifically from “Bali solo trip girl” search queries. This new transparency highlights how social algorithms are prioritizing intent-based discovery over passive content consumption.

What This Means

Social media is evolving into a search-first ecosystem, more like Google and YouTube than the traditional “scroll-and-see” model. For brands, this means the path to visibility isn’t just about virality anymore; it’s about ranking for the right search terms.

Marketers should begin optimizing captions, hooks, and text overlay around relevant keywords to capture intent-driven audiences. Search-optimized content can extend a post’s lifespan, increase discoverability, and build brand authority within a specific niche.

Yelp’s AI Transformation: Smarter Search, Instant Answers, and Next-Gen Customer Connections

The News

Yelp’s 2025 Fall Product Release marks a major step toward becoming an AI-driven local discovery platform. The update introduces more than 35 new features designed to make Yelp more conversational, personalized, and intuitive.

At the center of this evolution is the upgraded Yelp Assistant, an AI chatbot that can instantly answer questions about restaurants, retailers, and local attractions by drawing from reviews, photos, and business data. The update also debuts Menu Vision, a visual tool that lets users point their phone at a menu to see dish photos and reviews in real time.

For business owners, Yelp rolled out Yelp Host and Yelp Receptionist, two AI-powered call management solutions that handle inquiries, reservations, and messages with natural-sounding, customizable voice AI. Other features include natural language and voice search, Popular Offerings (which highlights the most-mentioned products and services), and AI-organized media that simplifies hiring and project decisions for users.

What This Means

Yelp is reimagining how people find and interact with local businesses, shifting from static listings to a dynamic, AI-powered experience. With conversational search and instant answers, users can now engage with Yelp more naturally, as if chatting with a knowledgeable local guide.

For businesses, this means higher-quality leads, improved responsiveness, and new ways to showcase what makes them unique. Tools like Yelp Host and Receptionist reduce missed calls and streamline customer service, while AI-driven insights help highlight what customers love most.

Yelp’s AI overhaul is transforming local discovery into a smarter, more interactive experience, one that blends authentic community reviews with cutting-edge technology to connect consumers and businesses faster than ever before.

TikTok Redefines Search: From Finding Answers to Seeking Inspiration

The News

Search behavior is undergoing a major transformation, and TikTok is leading the charge. EMARKETER reports at  Advertising Week New York, TikTok’s Head of North America Business Marketing, Rema Vasan, explained that search is no longer just about finding quick answers, but about exploring perspectives, stories, and inspiration.

According to TikTok data, the top reasons people use the platform’s search are to learn, explore personal interests, and be entertained. This is especially true amongst Gen Z, where a reported 86% now search on TikTok instead of traditional engines.

Experts note that TikTok has become a powerful middle-funnel discovery tool, helping users move from curiosity to confident purchasing decisions. A joint study with WARC revealed that 84% of TikTok searches occur in the exploration phase, far higher (1.2x) than on traditional search platforms.

To support this evolution, TikTok has launched a Keyword Planner (beta), giving advertisers deeper insights into trending search terms and user intent.

What This Means

EMARKETER also reports that Cypress Villaflores, vice president of social at Publicis, challenges that “Search has changed overall as a behavior. It’s not anything anyone can truly ignore. Be open to testing and integrating it as part of your larger strategies, because human behavior is always continuously evolving.”

For marketers, this shift demands a new search mindset. Keyword optimization, influencer strategy, and authentic storytelling now intersect in the same space. TikTok’s growing influence in the “exploration” and “evaluation” stages of the funnel means it’s no longer just a social platform,  it’s a search engine for inspiration.

As consumer intent expands from “find an answer” to “find an experience,” brands that invest in social search optimization and authentic content will be best positioned to capture attention and drive confident conversions.

AI Search Visibility: Why Strong Brands Don’t Need a Separate GEO Strategy

The News

Search Engine Journal shares that Benjamin Houy, founder of the AI search tracking platform Lorelight, has officially shut down the tool, stating that brands don’t need separate Generative Engine Optimization (GEO) solutions to succeed in AI-driven search. Lorelight was designed to monitor brand visibility within chat-based assistants like ChatGPT, Claude, and Perplexity.

In a farewell post, Houy argued that strong brand performance in AI-generated results stems from the same fundamentals as traditional SEO: high-quality content, authoritative mentions, expertise, and reputation. He dismissed the idea of a distinct “AI optimization” strategy, suggesting that AI models reward the same brand signals that drive visibility across all channels.

The decision triggered mixed reactions in the marketing community. Some experts praised Houy’s back-to-basics message, agreeing that effective branding doesn’t require another dashboard. Others contended that AI assistant visibility is an emerging metric worth measuring, as assistant-driven searches could lead to high-intent conversions.

What This Means

SOCi’s perspective aligns with Houy’s: success in AI search doesn’t come from reinventing optimization strategies, it comes from doubling down on foundational SEO.

AI assistants, like ChatGPT or Perplexity, surface the same brands that dominate in organic search because they’re built on the same content ecosystems. This reinforces a key truth: authentic, high-quality content and brand authority naturally earn visibility across every channel, human or AI.

For marketers, the takeaway is clear: rather than investing in niche GEO tools, focus on strengthening brand signals that already drive credibility, like consistent reputation management, accurate business information, and strong local visibility. As AI continues integrating into search, the brands that invest in trust and expertise will rise to the top organically.