Did you know that 40% of Gen Z use social media for search rather than a search engine, according to research done by Google? So, when a group of Gen Z’ers are looking for a local restaurant they just hop on Instagram or TikTok to see what content has been shared locally by other people. This can be done through geotagging or hashtags, where users can now search for location & hashtags as well as general keywords. And now with the ecommerce shopping that is available through social media, it’s making it the best way for people to discover new products/services that they find valuable to fit their tastes. One can merely search for a bathing suit and see the possibilities on content creators they may follow and trust. 83% of Instagram users say they discover new products and services this way (Search Engine Journal). This interactive word of mouth (WOM) marketing is going a long way and it seems that this will be the search engine of the future. People want to be engaged. They want to buy from brands that they trust through word of mouth reviews by real people. UGC Hint Hint. If this is going to be the new Google, then brands on social media have to make sure that they’re optimizing their page for social media searches. SEO but for social media. Here are some of the best ways to ensure that happens.
Use keywords from your field and use them in your description in the profile
Use in the name line
Choose videos/photos that match the keywords
Hashtags are NOT a search ranking factor (except for reels)
Use keywords here as well
Make sure hashtags are relevant
Combine well-known and niche hashtags
Use keywords in the captions of your posts
Use reels & carousels
This will increase reach
Aside from keywords improving your visibility it will also help you understand your audience better, grow your following, increase sales and engagement. The more people engage with your brand in real life with positive experiences, the more they will share you through social media channels. People love to share their likes and dislikes on social media platforms. Since this is the new word of mouth, it is going to be the future of online searching.
