Social Is the New Search: Part 2

The way people search has changed. More and more, audiences are turning to social platforms — not just to browse, but to learn. From beauty hacks and home improvement tips to parenting advice, YouTube, Instagram, and Facebook have become go-to destinations for educational content.

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
•  “Ask LG” averaged 20% more views per video than LG’s platform-wide content

Understanding the best practices, partnership strategies, and behavioral insights behind learning content can help brands and media creators rise above the crowded social video landscape — while driving real engagement.

Part 1 of this our report explored learning content in Food & Drink and Science & Tech. 

Now, Part 2 of the report dives into Beauty, Home, Craft & DIY, and Family & Parenting to help brands and creators succeed in these fast-growing categories.

Download the full report and discover how to show up when and where your audience is searching.