How ChatGPT and Social Search Are Changing the Way People Discover Your Business
It used to be that showing up on Google was the end goal.
And while that’s still important, things are changing — fast.
These days, people are using tools like ChatGPT and social platforms like TikTok and Instagram not just for fun, but to search, shop, and make decisions. That means your business might be showing up (or not showing up) in places you haven’t thought to check.
And yes — those places are starting to drive real results.
Social Search is the New Yellow Pages
Ever searched for “best cafes Victoria” on Instagram? You’re not alone.
Social platforms have become go-to tools for discovery, especially among younger audiences. In fact, Google’s own internal data (via TechCrunch) revealed that nearly 40% of Gen Z users prefer TikTok or Instagram over Google when looking for where to eat.
That doesn’t just apply to food. It’s happening across industries — from retail and wellness to service-based businesses and tourism.
What About ChatGPT and AI Search?
We’re also seeing a quiet shift happening with AI-generated search results. People are using ChatGPT and other tools to ask for recommendations, compare services, and get quick, conversational answers instead of scrolling through multiple links.
It’s a new way of searching, and while it’s still evolving, businesses can get ahead by making sure their online content is easy to understand, clearly written, and answers specific questions a potential customer might ask.
This concept is called Answer Engine Optimization (AEO) — and it’s worth paying attention to. You’re no longer just writing for algorithms. You’re writing for actual conversations.
What Can You Do Right Now?
You don’t need to reinvent your whole strategy — just tweak it to meet people where they are. Here’s how to start:
- Think like your customer
What questions do they ask before they buy, book, or reach out? Use that language in your content. - Get active on the right platforms
If your audience is on Instagram or TikTok, be there. Show up with content that teaches, entertains, or builds trust — not just sells. - Structure your website clearly
Well-organized pages, useful FAQs, and helpful blog content will serve you well — not just on Google, but wherever AI tools are pulling their answers from. - Speak like a human
Whether it’s social or web, write like you’d explain something to a real person. If ChatGPT or another AI tool paraphrased your content, would the message still be clear?
Spark Can Help
We know these changes can feel a little overwhelming — especially when you’re already running a business. But you don’t have to tackle it alone.
If you want help making your business easier to find — everywhere people are looking — we’d love to help.
Let’s talk about a strategy that works for you.