Social Is the New Search: Part 1

The popularity of learning content has risen over the last two years across social platforms. 

People aren’t just scrolling on social—they’re searching. From “apple puff pastry hacks” to “how to edit a video,” audiences are turning to social platforms rather than traditional search engines for answers.

In 2024, learning content outperformed platform-wide content across social video:

• +47% YoY engagement growth on Instagram
• +15.2% more views per video on YouTube
• +68% more views per video in Food & Drink on Facebook

Understanding the best practices, partnership strategies, and behavioral insights around learning content can help brands and media creators rise above the crowded social video landscape while boosting their audience engagement. 

This report dives into the performance, trends, and strategies shaping the future of search—on social.

Download Social Is the New Search: Part 1 and discover how to show up when and where your audience is asking questions.