Deep Dive

Platform Scores

by Peter Minkjan · March 2026

How does each platform score across the 9 search intent categories?

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TL;DR

Not every platform is equally strong everywhere. This overview compares 15 platforms on the 9 intents from the Search Intent Framework with interactive radar charts and detailed platform profiles. From Google and AI Search to Reddit, Snapchat and Dark Social.

Introduction

Not every platform is equally strong everywhere. Google dominates navigation and information, but loses ground on emotion and inspiration. AI Search is growing fastest on generation and orientation. TikTok wins on entertainment and trends. Pinterest stands alone on moodboarding.

This overview shows how 15 platforms score on the 9 intents from the Search Intent Framework. For each platform you'll find a descriptive profile with strengths and weaknesses, a recognizable usage example, and quantitative scores in the interactive charts.

The scores are based on a combination of usage data, platform capabilities and behavioral patterns. They are not absolute truths but a well-founded starting point for strategic choices.

Compare platforms by search intent

Each platform scores differently across the nine search intent categories. In the interactive chart below you can see exactly how, and compare up to four platforms at once.

Search Intent Platform Scores

Scores:≥80≥60≥40≥20<20

Select platforms to compare (max 4)

Think again.

Platform profiles

Per platform: what it's strong at, where it falls short, and a recognizable usage example. Click a logo to open its profile.

About the authors

Peter Minkjan

Co-founder

Peter has been working in search since 2008. What started with SEA and SEO grew with the profession: from Facebook marketing and YouTube strategy to a broader focus on discoverability beyond the beaten paths of Google. What remained is the fascination with how platforms work, and how that keeps changing. That fascination has only grown now that AI is fundamentally changing the landscape: not just how people search, but how we as marketers do our work.

Marketing strategyAI SearchDigital strategySEO