TikTok &WARC ：2025搜索前置：社交平台与视频内容驱动下的用户消费行为范式变革报告（英文版）（43页）.pdf

1、 Copyright WARC 2025.All rights reserved.The search before the search:How social and video have changed the way we seek,find,and buyThought paper Copyright WARC 2025.All rights reserved.The evolving search landscape isnt a disruption.Its a chance to rethink how we reach and engage todays consumers,e

2、specially as search expands beyond traditional search engines to social and video platforms.To better understand this shift,we deployed a three-pronged research studya quantitative survey of consumers,a series of behavioral science experiments,and qualitative interviews with marketers.Our research i

3、dentifies three key opportunities:Reach users who are searching differently than in the past Meet consumers across the full spectrum of their search intent Apply new advertising approaches that drive new business impacts Together,these insights offer marketers clear validation for investing in emerg

4、ing forms of search advertising and a path to follow so they can evolve in step with their consumers.Paid search now represents 22%of total media budgets but after two decades of dominance,this year has seen growing chatter about where this spend will go in the future.The future of search and perfor

5、mance marketing in general is fundamentally a battle to identify consumer intent in ever more granular ways.That is what will determine where the revenue ends up.David Tiltman Chief Content and Customer OfficerWARC2 2The future of search is all about identifying and catering to intentThe search befo

6、re the search:How social and video have changed the way we seek,find,and buy|Introduction to this reportThe search before the search:How social and video have changed the way we seek,find,and buy|ContentIndustry experts interviewed for this reportNeil Zhao Former Global Brand Marketing Lead,Hugo Bos