Snap Perplexity deal changes social search for brands

The quick answer

Snap's partnership with Perplexity changes how users and brands will interact on social media. Here is what you need to know:

1. Snap integrates Perplexity AI search. Snapchat is embedding AI-powered search directly into its chat feature, allowing users to get real-time, sourced answers without leaving their conversations.
2. The deal is valued at $400 million. Perplexity is paying Snap $400 million in a mix of cash and equity, signaling a major investment in the future of social search.
3. Social search is the new standard. This move accelerates the trend of social platforms becoming primary search engines, especially for Gen Z and younger audiences.
4. Your brand's content strategy must adapt. To remain visible, your marketing needs to shift from traditional SEO toward creating content optimized for discovery within social media platforms.

What the Snap and Perplexity deal means for Snapchat

Snap recently announced a significant partnership with AI search engine Perplexity. According to the original article from TechCrunch AI, the deal is valued at $400 million, which Perplexity will pay to Snap in a combination of cash and equity.

This payment will occur over one year and is dependent on the global rollout of the new feature. Snap is expected to begin recognizing revenue from this partnership in 2026. The core of the deal is integrating Perplexity’s technology to upgrade Snapchat's existing "My AI" chatbot.

Instead of a standalone bot, this new AI search tool will be embedded directly into user chats. The goal is to make AI-powered discovery a native part of the Snapchat experience, transforming the platform into a key distribution channel for intelligent agents.

Key features of the new Snapchat AI search

The updated chatbot introduces several powerful features designed to make information access seamless and trustworthy within the app.

• Direct AI Search in Chat: Users can ask questions in any chat and get immediate answers. This keeps conversations flowing without needing to switch to a web browser.
• Real-Time, Sourced Answers: Perplexity’s technology provides up-to-date information complete with citations. This focus on sourcing helps build user trust and ensures answer transparency.
• Embedded Conversational Flow: The AI is part of the chat, not a separate tool. This design supports active conversations by providing utility without disrupting the user experience.

This integration uses a multi-model approach, leveraging technology from OpenAI and Google alongside Perplexity. For Snap, this is the first step in building a larger ecosystem of AI partners within its platform.

Launch plan and user impact

The Perplexity-powered chatbot is scheduled to launch in early 2026. It will become available to Snapchat's user base of nearly 1 billion monthly active users.

By embedding this feature in the main chat interface, Snap ensures it is immediately accessible where users spend their time. The strategic goal is to increase user engagement and reduce the need for users to leave the app for information. This enhances Snapchat's value as a tool for both communication and discovery.

Why this partnership changes social search forever

The Snap and Perplexity deal is more than just a new feature. It represents a fundamental shift in the digital landscape, accelerating the convergence of social media and search engines. Platforms like Instagram, TikTok, and now Snapchat are becoming the primary places users go for search and discovery.

This trend is driven by changing consumer behaviors. More than 60% of Gen Z users already use social apps like TikTok and Instagram to search for local businesses, preferring them over traditional engines like Google. They seek authentic, visual, and peer-generated recommendations, which social platforms deliver effectively.

AI is the catalyst for this transformation. Tools like Perplexity's deliver context-rich, personalized results that are perfectly suited for the conversational nature of social media. This partnership is a clear sign that the future of search lies within social ecosystems, forcing brands to rethink their entire discovery strategy. A strong social media management plan is no longer just about engagement; it's about being discoverable.

How your brand should adapt to the rise of social search

As search behavior moves from Google to social apps, your marketing must evolve. Waiting is not an option. Here are four tactical steps you can take to prepare your brand for the era of social search.

1. Prioritize social media search optimization

Treat search optimization on social platforms with the same rigor as you treat traditional SEO for your website. This means creating content specifically designed to be found through in-app search functions. Your content must be built to rank within these walled gardens.

Start by identifying the questions your target audience asks. Use keyword research tools, but also analyze comment sections and community forums. Build your posts, videos, and captions around these queries. A dedicated SEO content strategy for social is now essential.

2. Create content that answers questions directly

With AI chatbots embedded in messaging apps, users will increasingly ask direct questions. Your content strategy should focus on providing clear, concise answers. Format your content to be easily digestible by both humans and AI.

Develop content pillars around common customer questions. Use formats like:

• Numbered lists and step-by-step guides.
• "How to" video tutorials.
• FAQ-style posts and carousels.
• Posts that define key terms or explain concepts.

The goal is for your content to be the source the AI pulls from. When a user asks a question, you want your brand to provide the answer.

3. Embrace video and visual discovery

The preference for social search is tied to the desire for visual and authentic content. Text-based results are being overtaken by video clips, tutorials, and user-generated posts. Your brand needs to communicate visually to remain competitive.

Invest in short-form video for platforms like TikTok, Instagram Reels, and Snapchat. Show your products in action. Create content that features real customers or relatable influencers. Make your content saveable and shareable, as these are strong signals for social search algorithms.

4. Maintain a consistent cross-platform presence

As discovery becomes more fragmented across different social apps, a cohesive brand presence is critical. Your brand voice, visual identity, and core messaging should be consistent everywhere a customer might find you. This builds trust and recognition.

Your website remains the central hub of your digital identity. Social platforms act as discovery channels that drive traffic back to your core property. Ensure your website is optimized to convert the high-intent audience arriving from social search, with clear navigation and strong calls to action.

The new era of brand discovery

The Snap and Perplexity partnership makes it clear: brand discovery is moving from search bars to social feeds and chat windows. This is not a future trend; it is happening now.

The platforms are investing billions to become the new gateways to information. Brands that adapt their strategies to align with this new reality will capture the attention of the next generation of consumers. Those that continue to rely only on traditional methods will be left behind.