July 10, 2024 4 min read

How to Get the Most from Social Search

It’s no surprise to most that social media has become the go-to source for younger generations when it comes to product research. Instead of going to Google, 43% of Gen Z are heading to platforms like TikTok to search for a product first before making a purchase, according to eMarketer. Our own research, Influencers & Amazon 2024, also found that 63% of Amazon shoppers and 83% of influencers are likely to search on social media before making a purchase. We also named social search as one of the top trends of 2024.

With social media becoming a bigger part of the overall search landscape for all generations, new strategies are emerging for brands and influencers alike to tap into social search trends and make their content more searchable for consumers. Plus, with AI now embedded in search, this could accelerate the shift to social search.

To play a part in social search, both organic and paid search tactics can be implemented. Facebook, Instagram, and TikTok all have ads throughout search results as a part of broader social campaigns. But even if paid search isn’t a part of your overall budget, it’s important to use SEO and other organic search tactics to appear in social search.

Influencers: How to Make Your Content Searchable

As an influencer, mastering the art of making your content easily searchable is crucial for expanding your reach and attracting a larger audience. Let’s dive into some effective strategies to help you achieve this.

Incorporate SEO

Using relevant keywords associated with a product or trend you’re promoting is crucial. Keep an eye on what’s gaining momentum on social media and incorporate those buzzwords into your captions, titles, and voiceovers. This approach will help your content align with what people are actively searching for, thereby increasing its visibility.

Research Popular Topics

Researching popular topics and topic suggestions is important to tap into what’s currently popular and relevant. These topics can be all over the board, though, so make sure you’re choosing topics that align with your overall content and messaging so as not to confuse your followers.

Create Videos of Different Lengths

Diversify your content by crafting videos of varying lengths, particularly on TikTok. Some topics may resonate better with your audience in a longer format, while others might only require a brief clip to spark engagement. By balancing these different video lengths with the strategic use of SEO and trending topics, you’ll enhance your visibility in search results.

Ask for Engagement

Make sure to ask for engagement from your community. Asking followers to like a video, comment on their experience with a product, or give their opinion will not only help your video show up in search more, it will also help those who see your video and go to the comments for even more opinions. This will help people stay on your video and page longer since they’re reading comments vs. just watching a video or photo.

Brands: How to Tap into Social Search Trends

As a brand, leveraging social search trends can significantly boost your online visibility and engagement. Let’s explore some effective strategies to help you tap into this goldmine of potential.

Partner with Influencers

Teaming up with influencers can significantly broaden your reach. It’s worth noting that Gen Z, along with most other demographics, value peer recommendations and opinions over a brand’s narrative. Collaborating with influencers enables your brand to engage with their communities, present your product as an endorsed recommendation, and leverage influencers’ expertise in incorporating trending topics and SEO. This strategic partnership can enhance the visibility of your sponsored posts in search results.

Incorporate Paid Search

Should your budget allow, implementing paid search campaigns can be a game-changer. Strategically appearing in the overall social search landscape for popular topics related to your brand can be a straightforward and effective way to make a significant impact on search visibility.

Try Various Platforms

If you’re worried about the TikTok ban or don’t expect your audience to be as active there, you can still use these same strategies on other social media platforms. Social search is happening on TikTok, YouTube, Instagram, and even Facebook. See where your ad dollars or organic posts do best and continue with that.

Social media and social search are here to stay. With the incorporation of AI and Gen Z leading the way, social search should no longer be a back-of-mind issue for your brand.

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