The Rise of Social Search: Optimising Your Content for TikTok, Instagram, and YouTube
Once upon a time, Google was the only place people went to search for answers.
Not anymore. These days, TikTok, Instagram, and YouTube are where people go for everything from holiday ideas to product reviews.
Welcome to the era of social search.
People are skipping the search bar and heading straight to their favourite platforms. Why? Because they trust real people, visual content, and short-form video.
What Is Social Search?
Social search is when users turn to platforms like TikTok, Instagram, and YouTube to find what they’re looking for. Whether it’s “best ramen spots in Manchester” or “how to style wide-leg trousers,” users want real, visual, bite-sized content, and they want it now.
And for brands, this shift is huge. If you’re not thinking about how your content shows up in social search results, you’re missing opportunities.
Why It Matters in 2025
TikTok is no longer just a place for dance trends.
It’s a fully-fledged search engine, especially for younger audiences. Instagram’s keyword search has evolved, too; you’re no longer limited to hashtags. And YouTube? It’s still the go-to for anything educational or how-to-based.
If your brand isn’t visible where people are searching, you’re invisible. It’s that simple.
How to Optimise for Social Search
Start by thinking like a searcher. Use phrases in your captions that match how people talk. Instead of saying “OOTD vibes,” try “How to style wide-leg trousers.” This helps your content surface when someone’s searching.
Add on-screen text to your videos, especially on TikTok and Reels. It improves accessibility and helps with indexing.
Hashtags still play a role, but don’t go overboard. Use a healthy mix of broad and niche hashtags, and make a habit of checking what’s trending.
Timing and structure are everything. Grab attention in the first three seconds, and deliver value fast. Social platforms move quickly, and you’ve got a tiny window to make someone care.
And when it comes to repurposing, get strategic. One blog post can become a Reel, a Story, a Pin, and a YouTube Short. Stretch your content further.
Pro Tip
Use TikTok’s search bar like a keyword research tool. See what people are already searching for, then create content that answers those exact questions.
We get it, this is a lot to think about. But that is why we are here, you social media marketing partner! Get in touch today and let us do the heavy lifting for you.
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