Major social networks now offer paid and organic search options that can satisfy the needs of both brand and performance advertisers. Platforms are doing everything they can to support users’ social search habits, and big changes are on the horizon—but haven’t arrived yet.

Key Question: How are advertisers approaching social search, and how will the market adapt to AI-powered chatbots and a potential TikTok ban?

Key Stat: About two-thirds (67%) of US social media users are at least somewhat likely to engage in social search at some point in their purchase journey, according to March data from IZEA.