Digital PR is entering a new era.
As social platforms like TikTok, YouTube, and Instagram become search engines in their own right, traditional strategies focused on backlinks and news coverage are no longer enough.
In 2025, success will depend on meeting audiences where they are – through video-led, socially native content that drives authentic engagement.
The rise of social-first digital PR
The way brands approach digital PR and online coverage is evolving, driven by the rise of social platforms and changing audience behaviors.
Traditional strategies focusing on earning backlinks and securing coverage in high-authority domains fail to deliver meaningful results.
The audience’s journey has evolved, and their relationship with brands, publishers, and creators is shifting. To reach them effectively, brands, creators, and publishers must adapt.
Audiences increasingly engage with video-led content on platforms like TikTok, Snapchat, YouTube, and Instagram – many of which now function as search engines.
Digital PR teams must go beyond pitching articles to create dynamic, platform-specific content that resonates where people already spend their time.
Users spend considerably more time on social websites (20.75%) than news sites (12.83%) – our traditional digital PR targets.
Success in digital PR is no longer just about securing backlinks.
Metrics like brand mentions, engagement, user-generated content (UGC), and social shares are becoming just as important for building awareness and authority.
These human-focused measures are also likely to play a significant role in driving revenue growth.
The “search everywhere” approach emphasizes meeting audiences where they are, using social-first strategies to redefine how we create and deliver content.
These changes are reshaping the future of digital PR. Let’s explore how they could transform your approach.
The shift to social platforms
In 2025, social platforms like TikTok, Instagram, YouTube, and emerging networks will dominate the SEO and digital PR landscape.
Audiences are:
Moving away from static content and traditional news sources.
Spending more time on video-centric platforms that offer authentic, real-time interactions with creators and content.
This shift has made traditional search-focused PR strategies less effective at connecting with audiences.
While backlinks remain valuable for SEO foundations, social posts and UGC now play a greater role in influencing consumer decisions.
Younger audiences, in particular, favor interactive, relatable, and trustworthy content – whether on TikTok, Snapchat, Discord, or Reddit – over static blog articles that once anchored SEO and digital PR strategies.
Social platforms as search engines
Social platforms are increasingly functioning as search engines, creating a new “search universe.”
TikTok, YouTube, and Reddit are popular platforms for finding answers, reviews, and recommendations, helping users discover products and brands.
TikTok’s expanding search functionality, for example, allows users to find everything from “how-to” tutorials to in-depth product reviews.
Gen Z users, drawn to its short-form video format and authenticity, frequently turn to TikTok for research.
Similarly, YouTube attracts audiences looking for detailed, long-form content to make informed decisions.
For instance, product review videos on YouTube or TikTok often rank highly for search queries about products, outperforming traditional editorial articles.
Whether it’s a new camera, a trendy outfit, a restaurant, or skincare advice, interactive and relatable social-first content is shaping consumer decisions more effectively than traditional PR placements.
This shift toward socially native PR content is the new standard for engaging with audiences and ensuring brand visibility.