Why social media search matters

Why Social Media SEO Matters

SocialB Digital Marketing Blog Last modified: 29 Oct 2024 by Hannah Moody
SEO | Social Media

Traditionally, SEO (Search Engine Optimisation) by definition, was all about optimising your content for Google and other search engines like Bing. However, as with most things in marketing, the term has evolved beyond this and in recent years, SEO has evolved far beyond that.

When I want to find out what the food at a restaurant is like, I search for them on Instagram and look at their tagged images. When I want information on recent pop culture news, I search on TikTok, and if I want outfit or hair inspiration I search on Pinterest. These different searching habits probably sound familiar as where consumers are looking for content increasingly transcends beyond Google and traditional search engines. This shift is proof that social media has become a crucial search tool, meaning that our marketing strategies must evolve as well.

 

What’s the Best Social Media Search Engine

Recent looks into consumer behaviour show the way users search for information is changing, especially with the rise of social media.

 

What’s even more striking is that 29% of Millennials and Gen Z prefer to search for information on social media platforms over traditional search engines. According to HubSpot’s consumer trend reports, a staggering 90% of TikTok users engage with the platform’s search function within just 30 seconds of opening the app.

Most platforms feature native search bars, enabling users to search for mentions, usernames, products, trends, and more. With the rise of social media as a search tool, these search features have become increasingly advanced.

While you can probably find any topic on any platform, there are certain niches for the different social media platforms, and primary demographics that use the platforms. Understanding what is searched for and by who can help with planning content creation for each social media platforms.

YouTube

Content Searched:

  • Tutorials and “how-to” videos
  • Product reviews and unboxings
  • Entertainment (music videos, vlogs, web series)
  • Educational content (lectures, documentaries)

User Demographics:

  • Broad age range, but especially popular among Gen Z and Millennials
  • Used by both men and women
  • Global audience with diverse interests

 

TikTok

Content Searched:

  • Short, entertaining videos (challenges, dances, memes)
  • Product recommendations and trends
  • DIY hacks, life tips, and tutorials
  • Viral content and trending topics
  • Niche communities (book reviews, cooking tips, fashion)
  • Music discovery and snippets of new releases

User Demographics:

  • Primarily Gen Z and younger Millennials
  • Predominantly female users, but has a growing male audience
  • Popular globally, but especially in the UK, Europe, and Asia

 

Instagram

Content Searched:

  • Visual content (photos, reels, stories)
  • Fashion, beauty, and lifestyle inspiration
  • Influencer and celebrity updates
  • Product recommendations and brand pages
  • Travel and food photography
  • Fitness and wellness tips

User Demographics:

  • Mostly Millennials and Gen Z
  • Strong user base of females, though male engagement is high
  • Urban, higher-income individuals more likely to use Instagram

 

Pinterest

Content Searched:

  • DIY crafts and projects
  • Home decor and interior design inspiration
  • Wedding and event planning
  • Recipes and cooking ideas
  • Fashion trends and outfit inspiration
  • Beauty tips and tutorials

User Demographics:

  • Predominantly female users (70%+)
  • Strong appeal to Millennials, followed by Gen X
  • Higher-income, suburban or urban users
  • Popular among people planning life events (weddings, parties, home renovations)

 

Facebook

Content Searched:

  • Local events and community updates
  • News articles and trending topics
  • Group discussions and community boards
  • Marketplace listings (buying and selling items)
  • Family and friend updates
  • Long-form content (articles, videos, posts)

User Demographics:

  • Strongest user base is Gen X and older Millennials
  • Equal gender distribution
  • Global audience, especially in North America, Europe, and Asia

 

Threads

Content Searched:

  • Real-time discussions and opinions
  • Updates from influencers and celebrities
  • Trending conversations and debates
  • Text-focused content (short-form posts, commentary)
  • Quick takes on news, pop culture, and viral moments

User Demographics:

  • Primarily Gen Z and younger Millennials
  • More tech-savvy, urban audience
  • Strong appeal to those already on Instagram and X
  • Users interested in real-time engagement and community-driven conversations

 

What Does This Mean for You?

Users are moving away from traditional search engines and towards social media as a search engine for many different reasons. For one, Google focuses on information, while social media search is more entertainment driven. Google’s results remain fairly consistent across users and regions, whereas social media search results vary based on a user’s preferences and location, creating a more personalised experience.

Additionally, Google requires users to sift through different types of content, from blog posts, images, videos, or eCommerce sites, to find answers. Social media, on the other hand, keeps users on the platform, providing a seamless search experience without directing them elsewhere or to content they are unexpecting.

If your target audience is searching for answers on social media platforms, your brand needs to be present there. You need to provide answers where the questions are being asked—whether it’s on TikTok, Instagram, Pinterest, or elsewhere. Where previous content advice may have been to cover one topic in every form of distribution ready for however the user wants to digest it, our advice would be to focus on creating content specific for each platform. Save resources by creating content based on what your audience is searching for on that platform.

 

Keyword Research for Social Media

Just like we conduct keyword research for search engines, we must apply similar tactics to social media platforms. But there’s a twist: social and search teams often work in silos. For maximum impact, these teams need to collaborate. Platforms like TikTok even have a “Trending Centre,” where marketers can discover popular keywords and trends.

Tools like AnswerThePublic now offer social media sections, specifically for platforms like Reddit, YouTube and TikTok. For eCommerce businesses, they also provide insights into Amazon keyword trends. Another trick for social listening is by adding a site you want to search into SEMrush and using the contains tool to look for your brand name.

 

Social Media SEO Ranking Factors

Just like traditional SEO, social media platforms have their own ranking factors. While each platform is different, five common strategies can help you succeed across the board:

 

Social Media SEO Tips

  1. Research Keywords. Use relevant keywords naturally within your content. Your keyword strategy should extend to your scripts, titles, captions, and tags. Make sure your keywords are naturally embedded in your messaging across the board.
  2. Be unexpected! Social platforms still want users to stay engaged for as long as possible. So, craft content that keeps people watching. Use compelling hooks not only at the start but throughout your videos. Try using unique camera angles or patterns in your videos. A little creativity goes a long way in capturing attention.
  3. Optimise Your Profile. Define your niche. Why are people visiting your channel? Focus your content around that. Also, don’t forget to include your main keyword in your bio so your profile is easily discoverable.
  4. Create a show-stopping thumbnails. To maintain visibility on social platforms, your content needs clicks. You need to entice people to engage with your content the moment it’s displayed in feeds or social search results.
  5. Encourage Engagements. Remember, it’s still social media! Engagement matters. Encourage users to interact by asking questions or prompting them to comment. Make your content comment-friendly—create videos or posts that naturally lead viewers to participate in the conversation. This not only increases engagement but helps you understand what your audience is truly interested in.
  6. Display Authority. Just like Domain Authority (DA) on a website, your social media authority impacts your visibility. The more you optimise your content and engage users, the more credibility your profile or channel gains. For platforms like YouTube, retaining users with related videos, playlists, or cards can build this authority over time.

 

Create A Unified Approach to Search SEO and Social SEO

If your brand’s search and social teams are working separately, it’s time to bring them together. Social media search is on the rise, and the platforms are constantly evolving. Brands that want to stay relevant need to ensure they’re optimising for both search engines and social media platforms.

In a world where TikTok, Instagram, and Pinterest are becoming search engines in their own right, your strategy needs to focus on providing the right answers where people are asking questions. And, most importantly, keep your audience engaged by being creative, consistent, and authentic.

Since its introduction, social media has dramatically changed the way we interact with each other. Businesses have had to develop and change to be able to interact with consumers, and even other businesses. At SocialB we can offer a range of social media services from Social Media Paid Advertising and Management to Social Media Audits and wider digital marketing help.

Could you be generating more revenue from social media? Have a free strategy session with us!

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