The Rise Of Search-Driven Content On Social Media

Social Media Manager Marcy explores marketing on the channel in 2025 and the rise of search-driven content.

Social media has come a long way from being just a place to share holiday snaps and catch up with mates. It has evolved into one of the most powerful marketing channels available to businesses today – driving brand awareness, engagement and customer loyalty. 

The shift has been dramatic. Algorithm changes, the explosion in video content, and new platform features have completely transformed how we think about social media marketing. 

Looking at 2025 and beyond, I believe the channel will continue to be one of the most powerful weapons in a marketer’s arsenal. And that’s largely because of its value as a search engine… 

Social media as a search engine 

Your customers aren’t just Googling anymore. They’re heading straight to platforms like TikTok, YouTube and Instagram to discover products, research services, and find solutions to their problems. 

The numbers back it up. According to TikTok, “The landscape for search is changing, with more than half of people now preferring to research products on video and social platforms over traditional browsers.” On this platform alone, 57% of users actively use the search function, and 23% search for something within 30 seconds of opening the app.

Instagram has also jumped on the bandwagon – all public content can now appear in Google search results. That’s a game-changer for brand visibility and proves that social platforms are serious about becoming discovery engines.

All this is to say that brands need to prioritise creating content that aligns with how people are searching and engaging on social platforms. This involves using relevant keywords and hashtags in captions, videos and descriptions, making it easier for users to find content. 

Authenticity on social media 

Here’s where it gets tricky. While you need to optimise for discoverability, you can’t forget what makes social media special: the community.

People want authenticity and relatability, and will often trust content more when it’s created by a fellow user. That’s not to say that your usual brand-written content should fall by the wayside. Nor am I suggesting that AI doesn’t have a role to play in social media marketing – it absolutely does, but brands need to be strategic in how they incorporate AI tools within their content planning to avoid losing the personal touch that users resonate with.

Real voices. Genuine experiences. And content that feels like it’s coming from someone who actually gets their challenges. 

Optimising content for visibility and engagement 

The goal is therefore to put out content that people are actively searching for while still creating a sense of relatability and community. Here are a few strategies to get you started:

• Incorporate natural keywords – Treat social media like you treat your website when it comes to SEO. Create captions, subtitles and on-screen text using phrases that your audience are searching for. Aim for an overall tone of voice that feels conversational while incorporating highly searched keywords naturally throughout. 
• Hook your audience – Whether you’re creating video- or image-based content, it’s important to hook your audience within the first few seconds to boost engagement. Leading with a bold statement or question that matches a commonly searched query can often secure users’ attention and get their eyes on the rest of the content. 
• Use trending sounds – Pairing your search-optimised content with trending audios will allow you to increase your reach. Just make sure that it fits with the type of content you’re posting and aligns with your brand tone and voice. 
• Stay authentic – Utilise user-generated and community-led content to build trust. Encourage your audience to participate in your marketing, show real people using or benefiting from your products and services, and create content around common problems in your industry. Getting this information straight from your customers via DMs and comments will allow you to build content that’s directly targeted to likeminded people.

Ready to up your social game?

Optimising your content for search doesn’t mean creating robotic, keyword-heavy posts. It means understanding what your audience is looking for and providing helpful content in an authentic and engaging way to satisfy their needs.

Social media is always evolving and it’s a very exciting time to be utilising it as a marketing tool. Staying adaptable and informed is essential for brands looking to grow and succeed in the space. Let’s talk about how we can turn your social feeds into discovery engines that work as hard as you do.