At Yoghurt Digital, we’ve noticed a huge shift reshaping the landscape of online search. And it’s happening on social platforms. While Google has long been synonymous with search, a new generation is redefining how they discover information: they’re turning to social media apps like TikTok and Instagram. This trend, called social search, is transforming digital marketing and SEO strategies in real-time.
What Exactly is Social Search?
Social search refers to the act of using social media platforms to search for information, products, services, or local businesses, rather than traditional search engines like Google or Bing. Unlike classic search engines that index websites and blogs, social search indexes user-generated content such as posts, videos, photos, and reels.
The rise of social search reflects how consumers, especially younger generations, prefer to find answers and inspiration through authentic, engaging social content rather than conventional web pages.
Why is Social Search Growing?
Recent data highlights just how powerful social search has become:
- Gen Z leads the charge: A study showed that 67% of 18-24-year-olds prefer searching on Instagram, with TikTok a close second at 62%. Google sits in third place at 61% for this demographic.
- Search preference shift: Social media platforms have blurred the lines between social interaction and search functionality, making them go-to tools for discovery and decision-making.
- Google’s response: Instagram recently allowed search engines like Google and Bing to index public posts from professional accounts. This is a huge opportunity for businesses to expand visibility beyond Instagram itself.
Social platforms now serve dual roles: they’re both places to connect with friends and communities, and powerful search engines for visual and video-first content.
How Video Content Boosts Search Across Channels
Short-form video content actively drives discovery and search behavior beyond the platform. When users see a product, service, or idea on Instagram Reels, TikTok, or YouTube Shorts, it often sparks curiosity that leads them to search elsewhere. For instance:
- Influencer-driven discovery: A user might see a product demo or tutorial from a trusted creator and then Google the brand to learn more or make a purchase.
- Cross-channel uplift: Short-form videos can increase branded searches on Google, as viewers often take the next step to compare products, read reviews, or visit a website.
- Enhanced visibility: Platforms like YouTube Shorts have a dual role, serving as both entertainment and search engines. TikTok, with its highly interactive features like duets and stitches, further encourages users to actively seek out brands or products featured in content.
This trend highlights an important shift: creating engaging, informative, or entertaining video content on social platforms doesn’t just increase views, it can boost search interest, drive traffic to other channels, and improve overall brand discoverability.
What Does All This Mean for Your Business?
If your marketing strategy has kept social media and SEO separate, now’s the time to bring them together. Instagram’s new indexing update means your content can appear in Google search results, but only if you’re ready for it. This opens up fresh opportunities:
- Boost your brand’s discoverability: Even without a website or blog, your Instagram posts can help you rank on Google.
- Create evergreen content: Social posts can live longer and reach new audiences long after you publish them.
- Optimise for keywords: Think about what your ideal customer searches for, and naturally include those terms in captions, alt text, and hashtags.
- Treat posts like mini landing pages: Use educational, value-driven content like tutorials, case studies, and guides.
How to Prepare for the Social Search Era
Here are some actionable steps to make social search work for you:
- Switch to a professional Instagram account and opt in to indexing.
- Audit your existing posts: Are they SEO-friendly? Could they appear positively in Google search?
- Research relevant keywords your audience uses and weave them naturally into your captions and bios.
- Use alt text for all your images with descriptive, keyword-rich language.
- Maintain consistency across all digital channels; your Instagram bio should match your website and other profiles.
The Future of Search is Social
Social search is still evolving, but it’s certainly staying put. Platforms like Instagram and TikTok are carving out new ways for consumers to find what they need in real time, visually, and through authentic content. For businesses, having a strong, optimised social presence isn’t just a nice-to-have; it’s critical for reaching younger audiences and staying competitive.
We’re excited to help you navigate this changing landscape. Whether it’s optimising your Instagram for search, crafting engaging content, or building a seamless SEO-social media strategy, we’re invested. Talk with us to get started.