Meta has released a three-part series and a 16-page report detailing a fundamental shift in how consumers find products, including artist merch and physical products.
For US users, Google searches have dropped nearly 20% year-on-year, with many users engaging with content around products instead of using traditional search. More than about social replacing traditional search, it’s about a two-mode search behavior where entertainment serves as the primary discovery engine.
On Instagram and Facebook, direct search activity and content related to products are combined in the same platform – hence Meta’s for its facility for evolving discovery behaviours. Meta also notes how AI tools can further surface relevant content for personalisation by user.
Searching for more?
Reels as searchable assets. Optimise your artist’s reels with keyword-first captions incorporating user type queries. Build content answering what people actually type into Instagram search, like “How to style…”
Creator partnerships as trust infrastructure. According to Meta, 31% say a creator talking about a product sparks their interest. For music teams, this means shifting focus from broadcast posts on the official artist channel to a network of niche creators who can provide the social proof necessary to convert a discovery into a purchase.
