The Rise of Social Search: How Brands Can Adapt and Win
Social media is now a go-to search tool, especially for Gen Z. Isabel Romero, CMO, Metricool, explains that to stay visible, brands must create authentic, keyword-rich content in engaging formats, backed by data and social SEO strategy.
Social media is no longer just a place to connect, it’s where people discover, get inspired, and make decisions. Instead of relying solely on Google, more consumers, especially Gen Z and younger Millennials, are turning to TikTok, Instagram, YouTube, and Pinterest to search for everything from restaurant spots to product reviews.
Nearly half of Gen Z prefers TikTok or Instagram over Google for search. Why? These platforms offer authenticity, visual storytelling, and relatable, real-world perspectives. As social search becomes the norm, brands must rethink how they show up in feed-driven discovery.
Think Like a Consumer, Not Just a Marketer
While traditional blogs help build long-term domain authority, social platforms demand snackable, engaging formats – like Reels, Shorts, and carousels – to drive discoverability. The goal? Create content that mirrors your audience’s interests, behaviours, and pain points.
Weave in keywords, trending audio, hashtags, and optimised captions to boost social SEO without compromising authenticity. For instance, a skincare brand promoting an “acne scar routine” should ensure that phrase is spoken, tagged, or overlaid on video while demonstrating the actual routine, creating a seamless blend of value and visibility.
Capitalise on ALL Social SEO Placements & Do Your Research
Today’s platforms scan everything – on-screen text, voiceovers, captions, and even comments – for keyword cues. This means your entire content format is fair game for SEO. To make the most of it, research keywords that align with your brand and your audience’s search intent.
Use tools like Google Trends, Semrush, or Answer the Public to spot high-value keywords. Even better, refer to Metricool’s 2025 Keyword Research Guide, which offers a step-by-step approach tailored specifically to social media SEO.
Leverage Analytics Tools
Managing performance across platforms manually? That’s a recipe for burnout. Enter Metricool – a centralised hub to analyse, manage, and optimise your content. It pulls real-time data across your networks so you can spot what’s working (and what’s not).
Say a fashion brand finds that outfit-of-the-day reels using the phrase “spring capsule wardrobe” are consistently outperforming others. With Metricool, they can act on that insight, replicating high-performing formats while cutting what doesn’t land. It’s smarter marketing, powered by clarity and efficiency.
In a world where social media is the new search engine, brands that evolve with the scroll will win. The key? Be searchable, be human, and let your data lead the way.
Join us in London at SocialDay’s Social Media Fest, 20-22 May, to hear more from Isabel and the Metricool team as they discuss data, analytics, social search, and more. socialday.co.uk
