Social search: expand your online visibility

The way we find and consume information is undergoing a transformation. Whilst for years we regarded Google as the undisputed leader in search engines, we are now seeing an emerging trend: ‘ social ’ search. The way we search is expanding. In this article, we’ll tell you all about this trend and why it’s essential for businesses to respond to it. And, of course, we’ll also give you some handy tips to get started straight away.

What is ‘ social ’ search?

Social Search is a method that harnesses the power of social media to find information. With the right keywords, titles and hashtags, you can generate greater visibility for your brand. But bear in mind that each platform has its own algorithm and characteristics.

Social search in practice

To make this a little more concrete, here is an example of ‘ social ’ search in practice:

Although the Netherlands is a lovely place to be, you’re definitely ready for a holiday abroad. Whilst there’s plenty of beauty to be found around the world, there’s one country that has truly stolen your heart. Pizza, pasta and gelato? Then, of course, you’re thinking of Italy. The Amalfi Coast is apparently stunning, as you recently heard from a colleague. You open the Instagram app and type ‘Amalfi Coast’ into the search bar. Ta-da: you’re inundated with stunning photos and videos of people who, just like you, adore beautiful Italy. This only makes you want to book a holiday even more...

This is exactly how ‘ social ’ search works. It’s all about visual and interactive content that responds directly to your search queries and interests.

Why ‘ social ’ search is an opportunity for businesses

Social search offers businesses a unique opportunity to increase their visibility in a way that traditional search engines cannot match. Consumers are increasingly relying on recommendations and experiences shared by others on social media. When your brand is visible on these platforms, you increase the likelihood that potential customers will discover and trust your products or services.

Take Generation Z, for example. This generation has grown up in a digital world. ‘Youth culture agency’ Archrival asked the Gen Z target group the following question: Where do you most often learn about new brands, products, services and experiences?

YouTube (57 per cent), TikTok (53 per cent) and Instagram (44 per cent) were mentioned most frequently. Google followed with 29 per cent. This suggests that ‘the generation of the future’ certainly still uses Google as a search engine, but prefers social social .

Social integration with Google

But Google isn’t standing still. With the introduction of Google Search Generative Experience (SGE), Google is also embracing this evolution. Google SGE uses AI to answer visitors’ queries instantly. As well as integrating information from websites, it also displays social media results. This means that, even if you aren’t specifically searching for social media, you’ll still see relevant content from platforms such as Instagram, YouTube and TikTok in your search results.

Optimisation tips for your social media channels

Do you want to get more out of your social media channels? Then we have a few tips:

1. The right channels: there’s a good chance your business is already active on social media. But which channels are you using? And is this really where your target audience is? Take a close look at your channels and check whether they align with your target audience.
2. Use relevant keywords and hashtags: by using relevant keywords and hashtags, your post will be more visible and your content is more likely to stand out in relevant search queries.
3. Create visually appealing content: social search is all about visual appeal. Ensure your photos and videos are of high quality and align with your target audience’s interests. Visual content grabs attention and increases the likelihood that users will notice and share your brand.
4. Interaction and engagement: respond to comments, questions and mentions on your social media profiles. Engaging with your audience promotes a positive brand perception and increases your visibility on social platforms. The more interaction you generate, the better your content can be showcased.
5. Consistent branding: ensure you maintain brand consistency across all your social media channels. Use the same logos, colours and styles to create a recognisable brand image. This helps your brand to stand out and be recognisable in search results.
6. Optimise your social media profiles: complete your profile information in full with relevant keywords and a clear description of what you do. This ensures that your profile is easier to find for people searching for the products or services you offer.
7. Promote user-generated content: encourage your customers to create and share content about your brand. You can incentivise this through, for example, a prize draw or a cashback offer. User-generated content can boost your brand’s credibility and increase its visibility. This is because your customers share the content on their own profiles. Ideal!
8. Respond to trends: keep an eye on the latest trends and changes on social media. Adapt your content and strategy to respond to current topics and trends, so that you remain relevant and expand your reach.

Ready to get started with social search?

Do you also want to increase your company’s visibility? Then it might be a good idea to integrate ‘ social ’ search into your marketing strategy. But bear in mind: this doesn’t mean you now have to roll out a strategy on every platform. Above all, consider who you want to reach and where your target audience is active.

Could you do with some help with this? Our social marketers will be happy to assist you. Please feel free to get in touch.