Think Google is the only place your audience is searching for answers? Think again. In 2025, users — especially Gen Z and younger millennials — are increasingly turning to Instagram to discover everything from fashion hacks to financial advice. Welcome to the era of social search.
The Shift is Real
It is not just about entertainment anymore. People are searching for “best cafes near me,” “how to invest,” and “affordable skincare” on Instagram. Why? Because they prefer real content, from real people, in real time.
What This Means for Brands:
If you’re only optimizing for SEO on Google, you’re missing out on huge search-driven visibility on platforms where your audience actually spends time.
How to Make Your Brand Social-Search Friendly:
- Use search-friendly captions – Include keywords your audience might type (e.g., “budget travel hacks” or “easy meal prep ideas”).
- Caption your videos well – Use on-screen text and closed captions that reinforce your message and support discoverability.
- Hashtags are still relevant – But choose relevant over trendy. Mix niche + broad hashtags.
- Create bite-sized “how-to” or “listicle” videos – Think “Top 3 apps for productivity” or “5 hacks for better skincare.”
Bonus Tip:
Encourage comments and saves — not just likes. These signals tell the platform your content is useful, which boosts visibility on search results.
Final Thought:
Social search isn’t the future — it’s already here. If your brand wants to stay discoverable, it’s time to think beyond Google and start optimizing for how people actually search today.