Love it or hate it, there is no denying that social media has become an integral part of our society. Whether you use it to keep in touch with friends and family, follow influencers, or expand your professional network, chances are you spend more time on it than you think you should!
Social media platforms are now more than just places to connect; they serve as social media search engines where users can find everything from the latest trends to expert opinions. You can share your own content, chat with friends, watch videos, read the news, get involved in global discussions, and even shop—all without leaving your preferred platform. It’s no wonder that people are increasingly using social media to search for information, effectively transforming these platforms into social search engines. In fact, 82% of consumers now prefer to search on social media over traditional search engines.
While search engines aren’t obsolete, and brands are still competing for top SEO rankings, we’ve been thinking about why social media search services have become so popular and how brands can ensure their content gets the visibility it deserves across various social networks.
Why are consumers using social media over search engines?
Consumers’ attention spans are shrinking, particularly in younger generations, as a Microsoft study found back in 2000. With information coming at us from all directions in an increasingly fast-paced world, people want instant access to information. Who has time to scroll through multiple pages on a traditional search engine when you can find quick, visual answers on social media? Platforms like TikTok and Instagram, which specialise in short-form content, have evolved into some of the best social media search engines for this very reason.
It’s not just Gen Z who are shifting to social media for their searches; all generations are now exploring social networking search engines for everything from product recommendations to real-time news updates. One of the main draws of social media is its more personal, human approach. Rather than encountering lengthy, impersonal walls of text that are typical of traditional search results, users get visual, engaging content made by real people. This is crucial when making purchase decisions or looking for authentic reviews.
The influx of AI-generated content has also caused consumers to become more discerning, often questioning whether the content they encounter was written by a human or by AI tools like Chat GPT. As a result, social media’s social proof—the images, videos, and interactions between brands and real users—has become increasingly important in building trust.
What can brands do to ensure that they ‘rank’ on social media?
While users may prefer human, authentic content over SEO-driven text, there are still strategies to help ensure your content ranks well within social media search engines. Just as you would optimise your website for Google or Bing, you can apply similar tactics for social media platforms. Each platform has its own algorithm, but here are a few ways to make sure your content is visible across multiple social networks:
- Optimise your profile – A well-optimised profile is key before even creating content. A clear and professional username, relevant keywords, and a strong brand presence can make your profile easy to find across social networking search engines. Also, include your location and a link to your website to drive traffic.
- Use relevant keywords and hashtags – Much like SEO for traditional search engines, research what keywords and hashtags your audience is searching for on social media. Terms like “social media people search engine” or “social media search services” might resonate with your audience. Use these keywords naturally across your posts and hashtags where applicable to increase visibility.
- Engage with your audience – Engagement is key to succeeding in social media algorithms. Promptly responding to comments and messages fosters interaction and can boost your content’s position in the social media search engine rankings.
- Use high-quality images and videos – Since social media is highly visual, it’s important to use high-resolution content. This catches attention, increases engagement, and consequently improves your search ranking across social media engines. An eye-catching image or engaging video can drive more engagement than even the best-written text.
These are just a few of the things you can do to ensure your content is being seen on social media. If you would like help building your brand on social media, get in touch.