What is social search?
Social search refers to the targeted use of social media to find information instead of using traditional search engines. This is done by entering a query into the search box on social media platforms, which is a more active method than consuming algorithmically suggested content. Social networks are valuable sources of authentic, user-generated content as users share their experiences, opinions and recommendations, resulting in a more trustworthy search experience.
Why is social search important for us marketers?
As early as 2022, the New York Times reported that TikTok has become the new search engine for Gen Z. With Generation Alpha entering their teenage years, this generation is also becoming an important digital target group for brands. Users favour easily searchable results from trusted brands and content creators; and prefer to use social search over traditional search engines such as Google or Bing. Monitoring brand mentions, also known as social listening, which involves monitoring and analysing conversations and mentions on social media, is essential to understanding how users are talking about a brand, product or service - it's the equivalent of Googling your own name. Social search also determines which elements should be included in the social listening strategy, such as hashtags and keywords.
As a representative of Gen Z, I have also noticed a clear change in my own search behaviour in certain areas: Before I plan a trip, I check Instagram for travel recommendations and hidden gems. For culinary inspiration, I use Pinterest to find quick recipes. In between this mostly organic content, I often come across posts and adverts from brands that often stay with me longer than I would like. This speaks to how important social search is for brand awareness.
How relevant are hashtags nowadays?
The role and effectiveness of hashtags has changed along with search behaviour. However, they are still relevant as they increase the visibility and discoverability of content by making posts visible to users who follow certain interests or trends. They help categorise content, drive engagement and support branding and campaigns by picking up on and highlighting specific topics and trends. Although their effectiveness varies by platform, they remain a particularly useful tool on TikTok and X (formerly Twitter). However, it is important to use relevant and targeted hashtags to maximise their benefits.
What is social SEO?
Social SEO (Social Search Engine Optimisation or Social Media SEO) means optimising social media profiles and content so that they are more visible in social media search results. This includes using relevant keywords, creating engaging content and building a strong community. Effective social SEO helps companies increase their reach, gain more engagement and attract new customers.
How does social SEO work?
Social SEO on Instagram
To increase reach on Instagram, relevant hashtags should be used in posts. Appealing visual content, such as images and videos that attract the attention of users, is also crucial. Active interaction with followers by replying to comments and messages also encourages engagement. Alt texts for images improve the findability of posts. Finally, optimising the profile and bio is essential - relevant keywords make it clear who you are and what the content of the page offers.
Social SEO on TikTok
On TikTok, it is particularly helpful to pick up on current trends on the platform. Creative videos can stand out and attract the attention of viewers. In addition to the for-you page, the findability of posts can be increased by using trending music, effects and hashtags. Active participation in challenges and regular interaction with other users can also help to increase reach. Relevant keywords in the captions optimise the content for search queries and the TikTok community. The TikTok Creative Centre can help monitor and capitalise on current trends by providing an overview of trending hashtags, music and effects. It provides demographic insights, successful examples and trend predictions so that users can proactively adapt and optimise their content strategy.
Social SEO on Pinterest
To be found on Pinterest, you should create appealing pins that contain high-quality images and relevant descriptions. Videos also stand out in the still very static feed. Relevant keywords and pinboard categories make pins easier to find. Similar to the TikTok Creative Centre, Pinterest offers "Pinterest Trends", a tool that enables brands and content creators to monitor current and emerging trends on the platform. It provides insights into popular topics, keywords and pins, helps to analyse the development of trends and offers valuable target group insights.
Conclusion and outlook for the future
Social search and social SEO are important strategies for companies that want to be successful and visible in today's digital world. Content optimisation is essential to maximise social media presence. Content should be engaging and relevant on all platforms. Using the right keywords and hashtags will help make posts easier to find and reach a wider audience.
Technological advances such as artificial intelligence will have a significant impact on the future of social search. Personalised search results, improved algorithms and advances in speech and image recognition, as well as the integration of chatbots and virtual assistants, will make searches on social platforms more efficient, precise and user-friendly. These developments promise a deeper personalisation of the user experience and new opportunities for brands to better reach their target groups and interact with them.
