Curious about the top pizzeria in town? Need tips on changing your car’s wheel? Or wondering which brand could revolutionize your hair care routine? You’re not alone, these days, 24% of people turn to social media as their go-to search engine for answers (Haan, 2024). From discovering local hotspots to seeking DIY advice and finding the latest beauty trends, social media platforms have become a powerful tool for real-time recommendations and reviews.
Social media search explained.
According to Sprout Social, social media search is looking for products, information, brands, or anything else directly on a social media platform (Meier, 2024). Searching on Google is not all the rage anymore, with 46% of Gen Z using social media as their primary search engine to find information (Haan, 2024).
This shift is driven by the immediacy and relevance of social media content. For instance, Instagram’s Explore page might lead you to hidden gem eateries or trending hairstyles. At the same time, TikTok can offer quick, engaging tutorials on everything from home repairs to makeup tips (40%, Haan, 2024), unlike traditional search engines that often provide a broad array of results, social media searches deliver content that’s curated by influencers and peers, making the information feel more personal and actionable.
Your turn: optimize your social media profiles for search.
Now that you know people are turning to social media for search, it’s time to make your profiles more discoverable.
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Use SEO-friendly usernames and bios.
Your username and bio are the first things search engines pick up. Include relevant keywords in these sections. For example, if you’re a hairstylist, include “hair” or “stylist” in your username and description. Keep your bio clear, concise, and packed with essential info. Still not sure what SEO means? We explain everything here.
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Take advantage of hashtags and geotags.
Hashtags are essential in helping users find your content, especially on Instagram and Twitter. Be strategic by researching trending hashtags that align with your brand. Geotags are also powerful for local businesses. By tagging your location, your posts can appear in local searches, helping people in your area find you faster. -
Focus on visuals and videos.
Images and videos are the core of platforms like TikTok, Instagram, and YouTube, and optimizing these visuals for search is crucial. Don’t know where to start when creating video content? Check out our article for easy tips to boost engagement and visibility. Use alt text and descriptions where possible (like on Instagram) to make your content more discoverable.
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Post consistently and engage.
Engagement signals, such as likes, comments, and shares, push your content higher in search results. A consistent posting schedule keeps you on the radar, and engaging with your audience boosts your visibility. Make sure you respond to comments and messages to improve your presence.
Social Media is a Powerful Search Engine
Social media has transformed from a platform for connecting with friends to a powerful search tool that can boost your brand’s visibility. By optimizing your profiles and consistently engaging with your audience, you can position yourself as the go-to source for your niche.
References:
Haan, K. (2024, May 31). Is social media the new Google? Gen Z turn to Google 25% less than Gen X when searching. Forbes Advisor. https://www.forbes.com/advisor/business/software/social-media-new-google/
Meier, K. (2024, August 29). Social media is the new search engine. Are you ready? Sprout Social. https://sproutsocial.com/insights/social-media-search/
