Isa Lavahun, Search Strategist, Lavly
Workshop title: Beyond Google: How TikTok and Social Search Are Changing Brand Discovery
Workshop Summary
Search behaviour is shifting as more people (especially Gen Z) turn to TikTok and other social platforms to search, discover and shop. Whether they’re looking for recommendations, product inspiration, or reviews, today’s audiences expect faster, more personal and authentic content in real time. For brands, this means rethinking where and how they show up to meet customers in this new discovery journey. In this session, I’ll explore what this ‘social search’ shift means for brand visibility, and how marketers can adapt their strategies for the way people search today.
About Isa
With over 15 years as a search strategy consultant, Isa works with brands to become more visible online. She works closely with clients to connect their search, social, PR, and content efforts around audience behaviour in real time. Isa is particularly focused on bridging the gap between SEO and broader communication strategies to ensure brands don't just appear online but truly stand out.
