For years, search engines have been the backbone of digital marketing, driving high-intent traffic to businesses looking to convert ready-to-buy customers. But search is no longer the powerhouse of brand discovery it once was. Today, that role belongs to social media.
Social Media Has Become the Dominant Force
Social media is deeply embedded in daily life, and its influence is only growing. 93% of Australians regularly use the internet to access social media, making it even more dominant than television, which sits at 91%. If you are running a video campaign, your audience is more likely to see it on Facebook than on TV.
Social platforms have also overtaken search engines as a starting point for online activity. Google remains Australia’s most visited website, but when you combine the six major social media platforms Australians use daily, they collectively attract more traffic. Australians are now 7% more likely to visit a social media platform than a search engine, showing a clear shift in how users find and engage with content.
How Social Media Fuels Brand Discovery
Search engines still work, but they rely on users who are already looking for a product or service. Social media works differently by introducing people to brands they may not have been actively searching for. This shift has made social platforms essential for planting the idea of a product or service before the customer even realises they need it.
People don’t open Facebook, TikTok, or Pinterest with the intention to shop, but that is exactly what makes these platforms so effective for discovery. The right ad, delivered at the right moment, can turn passive browsing into active interest.
Pinterest: The Search Engine for Inspiration
Pinterest is one of the clearest examples of social media as a discovery platform. The entire ecosystem is designed for users to find ideas, whether it is home decor, fashion, or travel inspiration. 97% of searches on Pinterest are unbranded, meaning users are not looking for specific brands like Jayco, Winnebago, or New Age. Instead, they search for “road trips,” “van life,” or “off-grid adventures,” leaving the door open for brands to capture their attention.
Facebook: The E-Commerce Powerhouse
Facebook has long been an essential platform for e-commerce and lead generation, but its role in brand discovery is growing. 74% of people say they have discovered new brands and products through Facebook, compared to just 41% from a brand’s own website. The platform’s sophisticated targeting, combined with users’ habitual scrolling behavior, makes it the perfect environment to introduce brands to potential customers.
TikTok: Reaching Audiences of All Ages
Despite its reputation as a Gen Z-dominated platform, TikTok is proving to be an influential discovery tool across all age groups. Gen X and Baby Boomers are TikTok’s fastest-growing demographics, and they are more likely to be influenced by the content they see. 56% of Gen X users say TikTok helps them discover new products and services, a higher percentage than Millennials (44%) and Gen Z (40%). The impact of TikTok as a discovery engine is only increasing, making it a valuable tool for brands looking to reach a broad audience.
The Proof Is in the Data
Our internal data supports everything above. Social media is a driving force behind brand discovery. Across select advertisers, we track Google Referrals from Facebook ads, which measures the number of people who first saw or clicked on a Facebook ad before later visiting the brand’s website through Google.
In January 2025 alone, Facebook ads were responsible for 21,929 additional Google Referrals. That is nearly 22,000 extra site visits that would not have happened if our clients were not running paid social campaigns. Applying our average account-wide conversion rate, this equates to around 300 additional conversions that could have been lost without an effective social media strategy.
Social Media Discovery Works, but Only with the Right Approach
Social media presents an incredible opportunity for brand discovery, but simply running ads is not enough. Brands need the right strategy, creative execution, and audience targeting to make an impact. Without a well-planned approach, ads can easily get lost in crowded feeds, failing to resonate with the right audience.
The key is to create compelling, visually engaging content that stops the scroll, delivers value, and sparks curiosity. It is about meeting users where they are, providing content that feels natural to the platform, and guiding them toward the next step in their journey.
Trust Retain Media for Social Campaigns that Convert
At Retain Media, we specialise in paid social advertising that drives real results. Whether you are looking to introduce your brand to new audiences, increase website traffic, or drive conversions, we can help you craft a strategy that works. Contact us today to arrange a free, no-obligation consultation, and discover how we can make social media a discovery platform for your brand.
