What Is “Search Social” and Why It Matters for Your Small Business
You’ve probably heard that social media is constantly changing (because, well… it is). But one of the biggest shifts we’re seeing in 2025? People are using social media platforms - especially Instagram and TikTok - like search engines. And if your content isn’t showing up when they search, you're missing out on more than likes… you're missing opportunities.
Let’s talk about what Search Social is, why it matters, and how your business can show up in all the right places.
What is “Search Social” anyway?
Think of it like this: once upon a time, we’d go to Google to search for “best coffee in Toowoomba” or “stylish business card designs.” Now? People are heading to Instagram, TikTok, or even Pinterest to search for exactly the same thing—because they want real-time visuals, relatable reviews, and a peek into what’s trending.
That shift is called Search Social—where people are actively using social media platforms to search with intent.
So, what does that mean for your business?
If your social content isn’t search-friendly, you’re not just hiding from potential followers—you’re hiding from future customers.
Let’s say you’re a lash artist in Brisbane. If someone types “natural lash extensions Brisbane” into the Instagram search bar, will your content show up? That’s where Search Social comes in.
If your posts are optimised (and not just “pretty”), you have a much better chance of being discovered organically by the right people.
How to make your content searchable (without sounding like a robot)
This doesn’t mean stuffing your captions with awkward keywords or using hashtags that feel like spam. It means being intentional. Here’s how:
1. Use natural, keyword-friendly captions
Think about what your ideal client would be typing into the search bar. Use those words naturally in your captions. (Example: “Natural bridal makeup Toowoomba” > “Wedding glow vibes ✨”)
2. Don’t sleep on alt text
Platforms like Instagram allow you to add alt text to your posts for accessibility—and yes, it helps with discoverability too. Use it wisely!
3. Name your Reels and Stories clearly
Instead of just saving stories to “Client Love” or “Behind the Scenes,” go specific: “Website Design Tips” or “Hair Trials Sunshine Coast.”
4. Use strategic, niche hashtags
Generic hashtags like #smallbiz are nice, but they won’t help you get found. Instead, go for things like #ToowoombaSocialMediaManager or #EthicalSkincareBrandAus.
5. Create content around search behaviour
Think about what your ideal audience is searching for and create around that. FAQs, tutorials, and quick tips work great—especially in Reels or Carousels.
Here’s your Search Social checklist:
✅ Speak in your customer’s language
✅ Use keywords in your captions and alt text
✅ Label Highlights and Reels strategically
✅ Ditch generic hashtags for location and niche-specific ones
✅ Think like your audience when planning content
Want to know if your content is Search Social ready?
Contact me, and we can arrange a chat about your socials. There is no pressure; it's just a friendly conversation to see how we can get your content working smarter (not harder).