Is TikTok the new Google? Increasingly, consumers are bypassing traditional search engines in favor of social platforms such as TikTok and Instagram when searching for products and services. Consumers, specifically Gen Z, are seeking more immersive ways of discovering content.

According to a TechCrunch interview with Google’s Senior Vice President Prabhakar Raghavan, who runs their Knowledge & Information organization, “In our studies, something like almost 40% of young people, when they’re looking for a place for lunch, they don’t go to Google Maps or Search,” he continued. “They go to TikTok or Instagram.”

His observations are consistent with eMarketer’s research that also found a growing trend around social product searches among Gen Z.

While marketers are aware of the crossroads between social media and SEO, there’s clearly a growing need to leverage social media platforms as search engines and optimize social media profiles and content for greater profile visibility and discovery. And, although the impact of social media on search engines isn’t direct, its ripple effect on traditional SEO is undeniable. Consistent exposure to your brand across social channels ensures heightened trust and familiarity, which translates into increased visibility and credibility within search engine results.

What is social SEO?

The research underscores behavior that the Inspira social team sees every day. Consumers increasingly rely on social platforms not simply for social interaction, but for information and social commerce. Whether it’s product reviews, local events or restaurants, research for an upcoming vacation, or planning their seasonal wardrobe, social is often the first step in the buyer journey. For this reason alone, it’s important to optimize your profile for visibility in social search results.

Additionally, social algorithms determine the prominence of content and profiles based on factors such as user engagement, relevance, and recency, highlighting the importance of understanding and leveraging these algorithms for enhanced visibility. By strategically optimizing profiles and content to align with social media algorithms, brands can increase their visibility and reach on platforms. 

How to optimize your social profile for SEO

Think of your social media pages as extensions of your brand's online presence. Just as you would meticulously optimize website pages for page titles and keywords, it's crucial to conduct a thorough audit of your social media profiles to ensure alignment with your website's SEO strategy. 

To optimize your profiles effectively, focus on key editable sections such as "About Us," "Services," or "Products." Incorporate relevant keywords that reflect your website's content and offerings, enabling search engines to better understand the relationship between your profiles and those keywords. 

10 tips to optimize your social profiles

1. Include a brand logo/representative profile picture to establish credibility among your audience. Choose a high-quality logo or image that reflects your brand identity. 
2. Incorporate SEO-friendly keywords strategically within the "About" section of your profiles.  
3. Ensure seamless navigation by including a link to your website in the bio sections of your social profiles. Additionally, prioritize mobile friendliness to enhance user experience and drive traffic to your site. 
4. Regularly update your cover photo across platforms like Facebook, Twitter, and LinkedIn to showcase new releases, events, or promotions.  
5. Maximize visibility by adding social badges to your website and email signatures, directing traffic to your social media profiles.  
6. Incorporate relevant hashtags into your posts to increase discoverability and reach. Research trending hashtags in your niche and include them in your content to expand your audience reach and engagement – always try to use both branded and unbranded/post specific hashtags. 
7. Encourage your audience to create and share content related to your brand or products. Engaging with UGC not only fosters a sense of community, but also increases your profile's visibility as users share their experiences with your brand.
8. Tagging your location in posts can enhance local visibility and attract users interested in your geographical area. 
9. Engaging with trending topics involves participating in relevant discussions to boost profile visibility. Leveraging trending hashtags amplifies content reach, making it easier for new audiences to discover your posts. 
10. Maintain a consistent posting schedule helps to signal to social media algorithms that your profile is active and engaged. Regularly sharing quality content can improve your profile's visibility and credibility. 

Finally, as with any social strategy, you’ll want to analyze what’s working, monitor your analytics and make optimization tweaks over time, and stay on top of emerging consumer behavior. Need more insight into how to grow awareness and increase sales for your brand? Inspira’s suite of services offers creative solutions for every business challenge. Contact us today to learn how we can help your brand grow and thrive.

This article has been published in the Association of National Advertisers (ANA) Marketing Knowledge Center. Click here to visit their blog.

Sources:

1. Google exec suggests Instagram and TikTok are eating into Google’s core products, Search and Maps | TechCrunch
2. Gen Z Social Search Habits | eMarketer
3. Social Commerce Revolution: 3 Strategies to Transform Your Approach | Inspira Marketing

Written By: Alexa Sorensen