In today’s digital age, social media is more than just a place to connect with friends or share life updates – it’s becoming a search engine.
This is a significant shift that businesses need to stay on top of. People are now using these platforms to find products, services, and information. This trend has changed the way brands need to approach their social media strategy by optimising their online presence effectively.
Consumers Are Using Social Media as a Search Engine
The way consumers look for information has evolved. Traditionally, when people wanted to find something online, they would head to a site like Google. However, more and more consumers are turning to platforms like Instagram, TikTok, and Pinterest to discover new products, read reviews, and learn more about a brand. According to recent studies, Gen Z and Millennials are leading the way, with a combined total of 59% preferring to search on social apps over internet browsers.
Why the shift? Social media provides a more personalised, visual and community-driven experience. Users trust content created by their peers or influencers, and they follow it more than traditional ads. They want to see real-life examples of products, get advice from people like them, and engage directly with brands.
The Power of Social SEO
As social search continues to grow, optimising your brand’s profiles has become essential. This is where SEO (Search Engine Optimisation) comes in. Just like you optimise your website for search engines, you need to optimise your social media profiles for searchability within these platforms.
Here are some SEO strategies to enhance your brand’s discoverability:
1. Incorporate Keywords in Your Bio and Profile Descriptions
Your bio is the first thing users see when they visit your profile. It’s also one of the key areas that platforms like Instagram and TikTok use to determine if your content matches a user’s search query. Incorporate relevant keywords that describe what your brand does, your niche, and your unique selling points.
For example, if you run a fitness brand, including keywords like “workout plans,” “healthy lifestyle,” and “fitness tips” can help your profile appear in results when users look for those terms.
2. Use Keywords and Hashtags in Your Posts
Just like on a website, keywords should play a crucial role on your social media. When you create content, think about what your target audience might be searching for. Use those keywords naturally in your captions, comments, and even in your video scripts.
Hashtags are another powerful tool for increasing discoverability. They categorise your content and help users find your posts when they search for specific topics. Platforms like Instagram and TikTok now allow users to follow hashtags, meaning your content could appear in someone’s feed even if they don’t follow you.
3. Optimise Your Visual Content
Social media platforms heavily rely on visual content. Whether it’s images on Instagram or videos on TikTok, the visuals you post should be high quality and relevant to the keywords you’re targeting. For example, if you’re posting a video about a new product, make sure the title, description, and even the on-screen text include relevant keywords.
Additionally, make use of alt text on Instagram. This feature was originally designed to help visually impaired users understand the content of images, but it also helps Instagram understand what your images are about, which can improve your search ranking.
The Importance of Evergreen Content
Social media content often has a short shelf life, with posts quickly disappearing from feeds. However, the concept of evergreen content – content that remains relevant and continues to drive traffic over time – has become more significant on platforms beyond just Pinterest.
1. TikTok’s Growing Search Feature
TikTok is no longer just a platform for viral trends and challenges. Its search functionality is becoming increasingly important, with many users turning to TikTok to find tutorials, product recommendations, and more. This shift makes evergreen content on TikTok crucial. Brands should focus on creating content that provides long-term value – such as how-to videos, tips or informative pieces – that people will continue to discover for months after they’re posted.
For example, a skincare brand could create a series of videos about daily skincare routines or tips for different skin types. These types of videos can remain relevant and searchable long after they’re posted.
2. Instagram’s Hashtag Evolution
Instagram has made several changes to how hashtags work, and one key shift is the ability to follow hashtags. This means that content tagged with popular or relevant hashtags can continue to reach new audiences over time. Unlike in the past, where a post might get lost in the feed after a few hours, now it can continue to attract views and engagement as long as the hashtag remains relevant.
3. New Features
Creating evergreen content means focusing on posts that provide ongoing value. This includes tips, tutorials, or inspirational content that people will keep searching for. New features are constantly being released on social media platforms that encourage this. For instance, Instagram’s map feature allows users to discover local businesses and their content.
Best Practices for Creating Evergreen Social Content
To make the most of the evergreen content trend, here are some best practices:
Focus on Quality Over Quantity: High-quality content that provides value will remain relevant longer. Take the time to create well-researched, visually appealing, and informative posts.
Use Timeless Topics: Create content around topics that won’t go out of date quickly. Think about the kinds of questions your audience will always have or problems they’ll always need solutions for.
Regularly Update Evergreen Posts: Social media algorithms favour fresh content, so revisit your evergreen posts from time to time. Update them with new information, re-share them, or add new visuals to keep them relevant.
Cross-Platform Sharing: Leverage your evergreen content across multiple platforms. For example, a TikTok tutorial can be repurposed as an Instagram reel, a YouTube short, or a Pinterest pin. This helps you maximise the reach of each piece of content.
Conclusion: Harness Social SEO for Lasting Brand Visibility
As search becomes a more prominent feature of how consumers discover brands and products, optimising your social media presence is crucial. By incorporating keywords into your profiles and posts, creating evergreen content, and understanding the specific nuances of each platform, you can ensure your brand remains discoverable and relevant. In a world where apps like TikTok and Instagram are the new search engines, mastering SEO can set your brand apart from the competition and drive long-term success.
We know that navigating the ever-changing digital landscape can be challenging, and that’s why we’re here to help. At Little Media Agency, we can create strategies tailored to your brand that optimise your online presence and increase discoverability. Whether you’re just getting started or looking to enhance your existing efforts, get in touch with us.
