Product discovery isn’t just happening through search bars anymore. It’s happening in social feeds, where content is fast, visual, and driven by creators.
Google is responding to this shift by testing a new feature that shows Instagram images and videos from brand and creator accounts directly in search results. The aim is to make search feel more like the platforms people already use to explore and get inspired.
As social feeds are increasingly being seen as search engines, we also see TikTok being a key starting point for luxury shoppers. Instead of searching with a specific goal, they scroll through short videos, get inspired, and often make purchases on the spot. Here's what you need to know...
Google now indexes Instagram posts from business and creator accounts, signaling a major shift in how consumers search and how brands get discovered. Here's what you need to know:
Business and creator content on Instagram will now show up in Google results. Bing (and likely ChatGPT) will follow suit.
46% of Gen Z prefers social platforms over search engines. Gen Z is 25% less likely than Gen X to use Google for searches.
Instagram metadata (captions, hashtags, etc.) will now be visible by Google, and brands must write with search in mind.
Smaller, strategic brands can now compete with legacy players by aligning content with trending search terms.
This integration joins a broader trend of creating a more seamless online shopping experience.
TikTok is becoming the go-to platform for finding (and purchasing) high-end, luxury fashion products. Here's what you need to know:
7 in 10 luxury TikTok shoppers have spent over £1,000 (~$1,355) on a single item, often after watching peer or creator content.
38% of TikTok users are more likely to find luxury brands via social user-generated content; 32% discover them through creator videos, and 26% wait for creator reviews before purchasing.
One-third of luxury shoppers buy products recommended by creators. One-fourth are purchasing secondhand luxury based on TikTok trends.
Only 15% buy luxury items immediately after seeing them on the platform. Most save content and revisit it later, showing a longer decision journey.
While some are spending big bucks on the platform, the majority of TikTok shoppers are spending far less. A Bain & Company report predicts a 2–5% decline in personal luxury purchases this year, though ultra-luxury and key categories like jewelry and eyewear are expected to hold strong.
With shoppers increasingly using TikTok as a search engine, it's crucial to understand what is both trending and driving sales on the platform.
We used Charm data to dive into some of the top TikTok hashtags in the health category from April to June 2025. Below you'll see the views, TikTok Shop revenue, shops, products, and creators associated with the trending hashtags.
Views: 854M
Revenue: $12.6M
Top Shop: Goli Nutrition
Shop Revenue: $127K
Top Product: Kind Patches: 30 Metabolic Balance Patches
Product Revenue: $242K
Top Creator: @arizona_allie
Creator-Driven Revenue: $205K
Views: 816M
Revenue: $5.5M
Top Shop: Goli Nutrition
Shop Revenue: $1.3M
Top Product: Goli Nutrition Supplement, Zero Sugar Best Seller Trio Gummies
Product Revenue: $815K
Top Creator: @bperky1211
Creator-Driven Revenue: $164,032
Views: 720M
Revenue: $7.8M
Top Shop: Goli Nutrition
Shop Revenue: $443K
Top Product: Physician's Choice Hack your Tummy Bundle
Product Revenue: $737K
Top Creator: @whatctlikes
Creator-Driven Revenue: $281K
Views: 605M
Revenue: $5.7M
Top Shop: Goli Nutrition
Revenue: $963K
Top Product: Goli Nutrition Supplement, Zero Sugar Best Seller Trio Gummies
Revenue: $738K
Top Creator: @bperky1211
Revenue: $164K
Views: 534M
Revenue: $7.9M
Top Shop: Leefar US
Revenue: $221K
Top Product: LEEFAR Her Juicy Feminine Probiotics Gummies
Revenue: $219K
Top Creator: @whatctlikes
Revenue: $281K
Want more ecommerce & TikTok Shop insights like these? Book a demo of Charm today.