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Today’s Talk: Social Marketer Susan on ‘ social ’ search
Summary
More and more searches are starting on TikTok or Instagram. Make your content immediately clear with captions, subtitles and clever keywords. Choose your hashtags carefully and, above all, just get started! Personal videos often perform better than perfect ones.
Written by Eva Hento
Corporate Marketing Lead
In our new series ‘Today’s Talk’, we speak to one of our specialists about a trending topic. We’re kicking things off with Social Marketeer Susan. We’ll be talking to her about ‘ social ’ search: the way people use social media to find information. Platforms such as TikTok, Instagram and Pinterest are increasingly being used as alternatives to Google. What does this shift in search behaviour mean? And how can you, as an entrepreneur, capitalise on it effectively?
1. How do you view the relationship between traditional search engines such as Google and the rise of social search?
“You can really see a shift taking place. Whereas people used to start by searching on Google as a matter of course, they are now increasingly starting on social media, such as TikTok. There, they find short, snackable content that is primarily intended to inspire or explain something quickly. It feels more personal, because you often get the opinion or experience of a real user straight away. So, whilst people are starting their search on social more often, they may still end up on Google.
Another interesting point is that Google now also indexes Instagram posts and TikTok videos. So those worlds are really starting to merge. Furthermore, platforms such as social have now become search engines in their own right. On TikTok or Pinterest, people search very specifically for things like recipes or tips.”
It’s about more than just creating engaging content
Think beyond just creating engaging content for social. Ensure your content is also easy to find. Tailor your formats and content to your target audience’s search queries.
2. What is an example of a brand that, in your opinion, makes good use of ‘ social ’ search, and what can we learn from this?
“Albert Heijn is taking a clever approach with its Allerhande recipes. They mainly use short videos that perfectly match how people search these days: quickly and visually. You don’t just see these videos on social ; they also appear as short clips on Google when you search for a dish.”
What can we learn from this? Think beyond just creating engaging content for social. Ensure your content is also easy to find. So: use clear descriptions, add subtitles, use alt text and incorporate keywords into your captions. Tailor your formats and content to your target audience’s search queries.”
3. How do you ensure that, with ‘ social ’ search, you are not only visible but also reach the right people and actually influence their decision-making?
“It’s all about relevant, eye-catching content that grabs the viewer’s attention straight away. Within the first few seconds, it must be clear what the video is about and how it benefits the viewer. Use keywords, subtitles and clear captions to improve discoverability and to convey your message clearly. This way, you increase your reach and your influence on the decision-making process.”
It can be helpful to carry out keyword research. Find out which terms your target audience uses by typing a relevant word into the search bar of the social media platform and then seeing which other keywords and hashtags appear. Another tip is to look at long-tail search terms as well. Consider, for example: “nice and affordable dining out in Valencia as a couple”. This increases the likelihood that your content will match the search intent exactly.”
4. What is the most important lesson you have learnt internally from ‘ social ’ search campaigns?
“You have to be very mindful of your choice of words. Hashtags and descriptions must truly align with what you want to be found for. Some words or abbreviations have multiple meanings. The search intent then doesn’t match the purpose of your content, which means you might attract the wrong target audience. For example: if you use the hashtag #AI for ‘Artificial Intelligence’, but your post is about ‘Adobe Illustrator’, you’ll attract a completely different group of people than you intended.”
I’ve also learnt that visual content and copy together determine the targeting. And: reuse your content wisely, but adapt it for each platform. What works on TikTok doesn’t necessarily work on Instagram or YouTube.”
5. What is your key piece of advice for entrepreneurs who want to get started with ‘ social ’ search today but don’t know where to begin?
“Just start with ‘ social ’ search. Start testing and find out what works. Your content doesn’t have to be perfect; it’s the personal and relatable videos that do well. Let real people have their say, provide subtitles (as 90 per cent watch without sound) and be clear in your message.”
Also look at what people are searching for on Google and which videos are performing well there. Use those insights to improve your content. And remember: you don’t have to do it alone; we’re happy to help you with a strategy that suits your brand.”
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