Streets Ahead: Evolution of Search, Social Platforms and Links

In this week’s Streets Ahead update, SOCi discusses the AI driven evolution of search and explores the potential that social platforms are restricting the reach of posts with links. 

AI and the Evolution of Search

The News Semrush, in partnership with Statista, has released a comprehensive report on the role of generative AI in th evolution of search,  post-ChatGPT. The findings reveal that 10% of internet users now prefer generative AI tools for online searches, with ChatGPT and Gemini dominating the AI search landscape, collectively holding a 78% market share.

The report forecasts a sharp rise in AI-driven search adoption, with an estimated 90 million U.S. users projected to use AI-first platforms by 2027, compared to 13 million in 2023. Alternative platforms like Brave, known for its privacy-centric approach, and TikTok are also gaining traction, challenging traditional search engines.

Recent enhancements in ChatGPT, such as the integration of real-time search, have the potential to further boost AI-driven search adoption. Ed Coles, in Search Engine Land, highlights the introduction of a conversational search interface as both an opportunity and a challenge for brands. ChatGPT relies on Bing’s search index and OpenAI’s custom search bot, making Bing compliance and enabling OAI-SearchBot crawling crucial for maintaining visibility in these searches.

However, not all aspects of ChatGPT have proven flawless. A study by Columbia University, reported by Search Engine Journal, found that ChatGPT struggled with proper attribution of news sources. Out of 200 attempts to credit quotes from major publications, it failed in 153 instances, frequently linking to syndicated or unauthorized versions of original content from outlets like The New York Times and MIT Technology Review.

These developments underscore both the growing reliance on generative AI in search and the challenges it presents in terms of compliance, transparency, and content integrity.

Why This Matters AI platforms and features are experiencing rapid growth, bringing transformative innovation to the search landscape. While traditional search engines still dominate in overall usage, the momentum behind AI-powered platforms signals a significant shift in user behavior. Despite some initial functionality challenges, these platforms are expected to address early-stage issues, driving broader adoption.

For brands, this evolution of search underscores the urgency of adapting to AI-driven search ecosystems. By developing strategies to optimize visibility and representation on AI platforms, businesses can position themselves for success in this emerging and increasingly influential space.

Are Social Platforms Restricting the Reach of Posts with Links?

The News Many users see social media platforms as ideal for sharing links to external sites—be it for promoting content, driving traffic, or disseminating news. However, several platforms actively restrict or deprioritize posts containing external links to keep users engaged within their ecosystems.

Platform-Specific Practices:

1. Facebook: While Facebook hasn’t explicitly confirmed whether it limits posts with links, internal data indicates that 95% of the content in user feeds doesn’t contain external links. This suggests an inherent preference for non-link content, likely to encourage in-platform activity.
2. Instagram: Instagram does not allow clickable links in regular post captions. Instead, users are restricted to sharing links in Stories or their bios, which aligns with the platform’s broader focus on visual, in-app experiences.
3. Threads: Threads claims not to penalize links, but user skepticism persists. Since Threads is connected to Instagram, its policies may evolve in similar ways to limit external linking.
4. X (formerly Twitter): Elon Musk has publicly stated that posts containing links are deprioritized in the algorithm, as users clicking links spend less time engaging with content on the platform.
5. TikTok and Snapchat: Neither platform prominently supports external links in their interfaces. TikTok bans certain links, such as those to Amazon, while Snapchat limits linking to other social apps.
6. LinkedIn: Though LinkedIn claims to treat posts with links equally, some studies argue otherwise, with evidence suggesting that posts without links may perform better in terms of reach.
7. Bluesky: Bluesky is an outlier, explicitly welcoming external links and positioning this as a key differentiator. This approach resonates with users who prioritize free sharing of content across platforms.

Why This Matters For brands and agencies seeking to maximize reach, it’s vital to adapt content strategies to social platforms specific preferences:

• On social platforms penalizing links, consider alternative methods such as adding links in comments or relying on storytelling to encourage users to visit your profile.
• Explore link-friendly platforms like Bluesky or LinkedIn for campaigns focused on external traffic.
• Focus on in-app engagement methods, such as Stories or native content formats, to enhance visibility.

By understanding and aligning with these platform tendencies, brand marketers can balance the need for link-sharing with maximizing their content’s reach and impact.