Thanos Gkomisis
3 Min Read
More and more users, especially Gen Z and Millennials, start their searches on TikTok and Instagram. What this means for your brand and how to optimise your profile.
Let's start with a shift that changes much of what we knew about digital marketing: when a user under 30 is looking for a new restaurant, a skincare product or a way to solve a problem, very often they don't start with Google.
They start with TikTok or Instagram.
They type into the app's search bar, watch a few short videos, read the comments and make their decision within minutes.
This shift in consumer behaviour has brought a new strategy to the forefront: Social SEO.
What Social SEO is and why it matters
For years, search engine optimisation (SEO) was mainly about websites. Today, the TikTok and Instagram algorithms work in a similar way: they "read" content, categorise it and surface it based on the keywords users search for.
Your social media profile is no longer just an aesthetic shop window. It's often the first place a potential customer will come across you.
If your content isn't structured to be found through search, you're missing a large part of the audience looking for exactly what you offer.
How to set up your profile for Social SEO
For users to find you at the moment they're looking for a solution, your content needs to be relevant to what they're searching for. These are the four key areas:
1. Profile name and bio
The name shown on your profile and your bio are the first things the platform "reads". Include the main keyword for your industry and, if it matters, your location. For example, "Maria | Hairdresser Thessaloniki" is far more likely to show up in searches than just "Maria".
2. Keywords inside the video
Platforms are getting better and better at recognising what's said in a video and what text appears on screen. Say your main keyword early in the video and use it in your text overlays too. This helps the algorithm understand the topic, and helps viewers see straight away whether the video answers what they're looking for.
3. Captions and alt text
Post captions aren't just a space for creative expression. Write natural sentences that include your main keywords, as well as more specific searches (long-tail keywords), such as "haircut for curly hair" rather than just "haircut". On Instagram, also add image descriptions (alt text) to your photos. It helps the platform understand what the image shows and makes your content accessible to more users.
4. Content that answers questions
Think about what your audience types: "How to…", "The best…", "Why…". Create content that clearly answers these questions. The more specific and useful your answer, the more likely it is to appear when someone searches for it.
Social SEO and traditional SEO: two strategies that complement each other
Social media has some clear advantages when it comes to search:
- Authenticity and social proof: users don't just see text, but real people, reactions and comments.
- Quick understanding: a short video can show a product or service in just a few seconds.
- A short path to action: it takes just a few steps to go from search to a message or a purchase.
That doesn't mean your website loses its value. Google remains the main place people search for more complex decisions, comparisons and higher-value purchases. And your website is where your brand is presented in full, on its own terms.
The most effective strategy is for both to work together: social media so people discover you, your website so they trust you and complete the enquiry or purchase.
Conclusion
Social media management is no longer just about "what are we posting for our followers today". It's also about how people who don't know us yet will discover us.
If you want your brand to stay competitive, treat your profile like your website: with structure, a keyword strategy and content that answers your audience's real needs.
Want people searching for what you offer to find you?
Get in touch and let's build a social strategy that works in search too.
