How to Optimise for Social Search in 2025: A Platform-by-Platform Guide

Social media isn’t just for scrolling anymore—it’s for searching.

In 2025, social search is rapidly redefining how users discover information. Platforms like TikTok, Instagram, Pinterest, and even Threads are becoming go-to search engines, especially for Gen Z and younger Millennials. In fact:

• 40% of Gen Z use TikTok and Instagram for search instead of Google

• Pinterest processes over 5 billion monthly searches

• Instagram's Explore tab is now designed to mimic a visual search engine

We’re seeing a major shift from passive consumption to active discovery. People are typing full queries into social apps to find product recommendations, how-tos, reviews, local spots, and more.

This guide will show you:

What is social media search?

Social search is the practice of using social media platforms to find information, answers, and recommendations—just like you would with Google. But instead of traditional blog posts or websites, users are finding solutions through short-form videos, posts, carousels, and community commentary.

What makes social search different:

• It’s visual: People see the product, tip, or tutorial in action.

• It’s authentic: Content feels personal and trustworthy—often shared by real users or creators, not brands.

• It’s immediate: No clicking through search results; answers are in the post or video itself.

• It’s creator-led: Trends and queries emerge from what people are asking and posting in real time.

Why does social search matter for your brand?

Your customers are asking questions. If you don’t answer them, your competitors will.

Failing to optimise for social search means:

• You miss valuable organic reach

• You lose high-intent traffic to competitors

• You fail to capitalise on trends and conversations in real time

How to optimise for social search on each platform

Here’s how to show up when people search on each major platform, and how to surface the right keywords and trending queries.

TikTok: The new Gen Z search engine

Why it matters:
TikTok is leading the social search revolution. With 40% of Gen Z using it as a search engine, it's become a visual-first alternative to Google for how-tos, reviews, and advice.

How to optimise for TikTok search:

• Use keywords in your script: Speak the key phrase in your video and include it in captions.

• Caption clearly: Start captions with the keyword you're targeting (e.g., “Social media tips for dentists”).

• Use Creator Search Insights: This native tool helps you discover trending search queries in your niche.

• Add relevant 3–5 hashtags: Include keywords and phrases users are searching for (e.g., #tiktokmarketingtips).

• Join trending conversations: Tap into trending sounds and challenges—but tailor them to your niche with a searchable twist.

• Post educational content: "How to" and "Best way to…" formats perform exceptionally well in social search.

Instagram: From explore to search-first

Why it matters:
Instagram’s Explore page is becoming more like a visual search engine. Users type questions like “outfit ideas for work” or “best skincare for acne.”

How to optimise for Instagram search:

• Use keywords in your captions: Avoid vague one-liners. Think in terms of searchable phrases.

• Add keywords to alt text: Especially useful for carousel posts and infographics.

• Include 3–8 hashtags: Mix trending, niche, and branded hashtags.

• Optimise your profile name and bio: Use search terms people are typing in.

• Use keyword-friendly Reels titles: Front-load with the query (e.g., “Easy meal prep for beginners”).

• Leverage pinned comments and replies: Drop FAQs and related keywords in the comments of your own posts.

Facebook: Still discoverable if optimised well

Why it matters:

Facebook search continues to be crucial for local discovery, group recommendations, and niche community content. It's no wonder that 46.4% of all scheduled posts in 2024 were published to Facebook using Sendible.

How to optimise for Facebook search:

• Optimise your “About” section with keywords and services.

• Use descriptive post copy—not just visuals. Facebook's algorithm still reads long-form text.

• Post searchable content to Reels and Stories using trending music and location tags.

• Create Q&A-style posts that answer common queries (“How to start a food blog”).

• Join and engage in groups—these often show up in search results.

LinkedIn: The B2B search engine

Why it matters:
Professionals are using LinkedIn to find service providers, solutions, and industry insights. LinkedIn content is heavily indexed and searchable both on-platform and in Google.

How to optimise for LinkedIn search:

• Use relevant industry keywords in your headline and About section

• Write skimmable, keyword-rich posts using subheadings and lists

• Publish articles with long-tail queries as titles (e.g., “How to automate agency client reporting”)

• Engage in conversations and tag others—LinkedIn prioritises active profiles

Threads: The new search playground

Why it matters:
Threads is Meta’s answer to X (Twitter) and is fast becoming a place where people share and search for opinions, updates, and recommendations.

How to optimise for Threads search:

• Use conversational, keyword-rich phrasing: Threads picks up natural-sounding queries.

• Add context to replies: Use answers as mini blog posts that include your target keywords.

• Watch trending prompts and memes to join relevant Threads with high search volume.

YouTube: Long-form social search leader

Why it matters:
YouTube remains the second-largest search engine in the world—and its integration with Google makes it critical for search visibility.

How to optimise for YouTube search:

• Use your keyword in the video title, description, and tags

• Add timestamps (chapters) with keywords for easy scanning

• Include your query in the first 2 lines of your description

• Pin a comment with related questions/answers to help with semantic search

• Use YouTube's “Search insights” tab (under Analytics) to discover what your audience is searching for

X (Twitter): Real-time search and trending queries

Why it matters:
X is still where news, thought leadership and community-driven discovery happen in real-time.

How to optimise for X search:

• Start tweets with a strong query or keyword

• Use 1–2 hashtags only—keyword-based and niche

• Reply with value: Threads that answer questions often get surfaced in search

• Follow trending topics and repurpose your take

• Use Twitter's advanced search to explore real-time keywords and competitor angles

Bluesky: Early days, but searchable [Coming soon to Sendible]

Why it matters:
While Bluesky is still emerging, it’s gaining traction for decentralised community content.

How to optimise for Bluesky search:

• Use clear, keyword-driven phrasing in your posts

• Engage with public conversations to boost post discoverability

• Keep content concise and informative with search-friendly language

Final thoughts: The future of discoverability is social-first

Search is no longer just happening in Google—it’s happening in Stories, Reels, threads, and comments.

To stay visible, your brand needs to:

• Show up where users search

• Speak their language using relevant keywords and questions

• Optimise for discoverability, not just aesthetics

Want to simplify your strategy?

Use Sendible to plan and schedule search-optimised content across all platforms in one place. From keyword-friendly captions to hashtag libraries, it's built for brands that want to be seen.

Start your 14-day free trial or book a call to turn research into an actionable social media strategy.