How To Optimise Your Social Search on TikTok, Instagram

This article was first published Sep 6, 2022.

If your target audience includes the under 30 set, it might be time to rethink how you’re catering to their search habits.

Research undertaken by Google this year has shown a clear preference among Gen Z-ers for social search. The US-based study showed that a whopping 40% of 18 to 24-year-olds surveyed by Google were using Instagram and TikTok to seek out new products, rather than a traditional search engine (learn more about it in this article).

Of course, this begs the question – how do I optimise my posts so that they show up in social search? As with SEO (traditional Search Engine Optimisation), there are plenty of strategies for optimising your content – but here are some of our favourites:

• Be consistent across the social landscape: That means ensuring your logo, social handles and bio align, but are optimised to fit each specific channel.
• Include keywords & hashtags in your bio and posts: Before you decide which phrases to use, do your research on usage volumes (there are plenty of apps that can assist) and think about what is most relevant to the location your target audience is in.
• Post strategically: create content pillars that speak to your brand’s USPs, as well as the things your target audience is interested in
• Post regularly: If you’re serious about maintaining strong social presence, a couple of posts a month simply won’t cut it. If you don’t have time to make a consistent effort, think about engaging an agency (like us!) to help.
• Don’t forget your call to action: Whether you want those social searchers to check you out, shop now or sign up – make sure you give them an easy and intuitive way to do so.

If you’re interested in improving your social search rankings, check out this awesome article by Sprout Social on the topic. Or drop us a line – our team is constantly working with representatives from all of the major social media platforms to understand how to optimise content and campaigns for best visibility and engagement. Get in touch here.