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