BraveBison

The search paradox: How brands get found without being searched

February 2025

Google still dominates demand capture, but discovery-first platforms like TikTok, Reddit, Inc. and Amazon are now shaping it before users ever type a query. In fact, Statista says 59% of online searches for home and kitchen products in the UK now take place on Amazon, compared to 41% on Google. 
 
It's time for brands to capitalise on search fragmentation and lean into discovery-driven demand, argues our director of paid media Mark Byrne.  
 
In his latest piece for WARC, Mark explains how search fragmentation across platforms is redefining discovery, plus how you can leverage discovery-driven demand to tap into new audiences. 

Read the piece in full here.  

Google still dominates demand capture, but discovery-first platforms like TikTok, Reddit, Inc. and Amazon are now shaping it before users ever type a query. In fact, Statista says 59% of online searches for home and kitchen products in the UK now take place on Amazon, compared to 41% on Google. It's time for brands to capitalise on search fragmentation and lean into discovery-driven demand, argues our director of paid media Mark Byrne. In his latest piece for WARC, Mark explains how search fragmentation across platforms is redefining discovery, plus how you can leverage discovery-driven demand to tap into new audiences.

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