The rise of social search: how brands can stay ahead of the game
Senior Social Media Manager, Kirsty breaks down the increased use of social media for search purposes. How can you leverage search and SEO on social media to your advantage?
Previous generations went to Google for their search needs. Now, people are going to Instagram and TikTok instead.
In the past, when people wanted to find information, they would turn to a search engine like Google. But today, more and more people are turning to social media platforms like Facebook, Instagram and TikTok to search for their news, ideas, how-tos, and recommendations. This is welcome news for us social media pros. More eyeballs on our content = more reach, one of our favourite organic metrics!
Social media platforms are becoming increasingly sophisticated in their search capabilities, using algorithms to understand what users are interested in and to serve content that is relevant to their interests. As social media platforms become more like search engines, they are starting to compete with Google for users' attention. Google's own research found that 40% of young people use TikTok and Instagram as their primary search channels!
A recent study by Tintup.com also found that 76% of consumers have used social media to search for or discover products, brands, or experiences. And 69% of consumers have purchased something they saw on social media.
This trend is only going to continue to grow. As social media platforms continue to evolve, they will become even more powerful search engines, making it even more critical for brands to optimise their content for social media searches.
Here are five reasons why brands should care about social media as a search engine:
Social media is where people are spending their time. According to recent research by We Are Social, the average Australian spends 1 hour and 55 minutes on social media daily. This means that brands have a huge opportunity to reach their target audience across the social channels where they spend their time with content they want to see.
Increased brand awareness: As social media posts are integrated into search results, people are more likely to see branded content when searching for information online. This can increase brand awareness and consideration amongst key audiences as more people are exposed to your brand.
More website traffic: Social media can also drive traffic to your website by featuring your social media posts in search results. This is a great way to encourage people to visit your website and learn more about your brand, and hopefully shop if you have the option to.
Better search engine optimisation (SEO): The integration of social media into search results can also help improve SEO. When social media posts are featured in search results, it signals to Google that your content is relevant and high-quality. This can help your website rank higher in search results, which can lead to more traffic.
Building trust and credibility: Partnering with content creators is a great way to create relatable and authentic content that resonates with a target audience. When optimised for relevant keywords, this content could appear in search rankings, helping to build trust and credibility,
We can do a few things to ensure your content is seen when people are actively searching.
Use relevant insight-driven keywords in post titles, descriptions, hashtags, and even text on natively-created content
Make sure content is consumer-led and engaging
Share content regularly
Collaborate with influencers and creators