Is social media the new search engine? How brands can optimise for social SEO

Step aside, Google. Here’s how to get your brand discovered on social media.

Remember when searching for something started with Google? Well, today an online search often starts with social media. In fact, a study by Adobe found that 64% of Gen Zers and 49% of millennials use TikTok as a search engine. So, what is social SEO? Social SEO is basically the art of making your posts findable on social platforms such as TikTok, Instagram and LInkedIn, where people now “search” instead of Google.

Whether they are looking for restaurant recommendations, outfit ideas, product reviews or how-tos, social platforms have quietly become the first stop for discovery. If your brand isn’t optimised for social search, you’re already behind. And with the recent hashtag cull (#RIPhashtags), brands need to think more cleverly about how they make their content SEO friendly.

So, how do you make your social content searchable?

1. Use the caption keywords people that actually search for

It sounds obvious, but you need to go beyond tone of voice and a smattering of emojis and consider what your users are really looking for. Think of phrases your audience would type into a search bar: “gift ideas,” “best lunch in Cardiff,” “how to style…”. But, ensure you don’t stuff a load of keywords in, use them naturally in your captions.

2. Don’t forget your on screen text

TikTok indexes visible speech and spoken words and Instagram posts now appear in Google search, so to up that authority be sure to include on screen text too. Match your wording to search intent and answer real questions there, as well as in your captions.

3. Add descriptive alt text

Alt text is no longer just an accessibility feature; it helps platforms understand your content. Give detailed descriptions that are clear for both screen readers and search engines.

4. Optimise your hashtags

Now hashtags have been reduced to 3-5 on Instagram it’s important to make them count. Use a mix of niche, location-based and topic-specific tags that reflect what users are looking for and forget anything too broad.

5. Create content that solves problems

Search-led content performs best when it’s useful. Offer your audience tutorials, tips, lists, answers and comparisons. 

6. High quality social content always wins

If in doubt, aim to craft social content that is high quality and valuable to your audience. Content that is saveable and shareable will naturally gain traction.

Social search isn’t a trend; it’s a behavioural shift. Brands who treat their feeds as search-first channels will be the ones people actually find. Looking for more social media tips? Find out how to make social media trends work for your content.