It’s 2025, and the way we search for information has radically changed. While Google still dominates traditional search, a growing number of users, especially Gen Z and Millennials are turning to TikTok and Instagram as their go-to search engines.
Want to find the best cafes in Lahore? Tips for curly hair care? Honest product reviews? For many, the answer isn’t “Google it,” but “search on TikTok.”
This shift is reshaping how content is discovered and consumed. And for marketers, creators, and brands, understanding Social Media SEO is no longer optional, it’s essential.
What Is Social Search and Why Is It Rising?
“Social search” refers to the act of using platforms like TikTok, Instagram, YouTube, and Pinterest to find information instead of using a traditional search engine.
But this isn’t just a Gen Z trend. People of all ages are now using search bars on social apps to explore everything from how-tos to recipes, travel guides, tutorials, and more.
Why is this happening?
- Video-first culture: TikTok and Instagram Reels deliver instant, visual answers.
- Trust in creators: Users trust content from real people over anonymous articles.
- Community-powered relevance: Social platforms personalize results based on interests and behavior.
- Algorithmic accuracy: These platforms are getting better at surfacing relevant content, fast.
TikTok Is More Than Entertainment — It’s a Search Engine
TikTok has evolved far beyond dance trends and viral challenges. It’s now a massive hub for micro-education, discovery, and daily problem-solving.
In fact, in 2022, a Google executive admitted that nearly 40% of Gen Z prefer TikTok over Google for local search queries like “best brunch near me” or “how to clean sneakers.”
That means your hashtags, captions, keywords, and even voiceovers need to be strategically crafted just like traditional SEO.
Instagram Search Is Smarter Than You Think
Instagram’s search has also matured. The platform now surfaces posts, reels, and guides based on keyword relevance, not just hashtags or usernames.
With the rise of Instagram SEO, brands are optimizing not only their hashtags but also:
- Captions
- Alt-text (for accessibility and discoverability)
- Bio keywords
- Location tags
Instagram has essentially turned into a visual search engine, helping users find real-time answers with curated content.
Why SEO Matters on TikTok and Instagram
The discovery phase of social media now behaves like search engines. If your content isn’t optimized for search, it won’t be seen no matter how good it is.
Let’s explore how SEO applies to each platform.
How to Do SEO on TikTok
1. Use Searchable Keywords in Your Captions
TikTok’s algorithm reads your captions to determine what your video is about. Make sure you include relevant keywords naturally within the first few words.
For example, instead of writing “Look at this!”, say:
“Best Street Food in Karachi | Must-try bun kebabs”
2. Hashtags Are Your Keywords
Use a mix of broad and niche hashtags. Avoid spamming with too many. Focus on highly relevant hashtags that users might search, like:
- #CurlyHairRoutine
- #DigitalMarketingTips
- #TravelPakistan
Avoid generic ones like #foryou or #viral, they don’t help you rank.
3. Speak Keywords in the Video
TikTok can transcribe and analyze your spoken words. If you say your target keywords out loud, it boosts discoverability.
Example: If you’re reviewing a skincare product, say the product name and problem it solves (e.g., “moisturizer for dry skin”).
4. Use Text Overlays Wisely
On-screen text (those little text boxes you add to Reels or TikToks) is also indexed by the algorithm. Use it to reinforce keywords.
How to Do SEO on Instagram
1. Optimize Your Captions
Instagram is now scanning captions for relevance, so be descriptive. Use the primary keyword early in the caption.
Instead of:
“Can’t live without this!”
Say:
“This is my favorite affordable toner for acne-prone skin”
2. Use Strategic Hashtags
Instagram allows up to 30 hashtags, but quality matters more than quantity. Use a mix of:
- Industry hashtags (#SkincareRoutine)
- Niche-specific ones (#PakistaniBeautyBloggers)
- Local ones (#KarachiSkincare)
Pro tip: Create a few hashtag sets based on your content themes to rotate and avoid being flagged as spam.
3. Add Alt Text to Your Images
Instagram allows you to write alt-text for each post. Originally meant for accessibility, it now contributes to searchability too.
Make your alt text keyword-rich but human. Example:
“Woman using rose water spray for glowing skin on a sunny morning”
4. Include Keywords in Your Profile and Bio
Your Instagram bio is searchable. Use it to describe exactly what you offer.
Example:
“Freelance SEO Expert | Blogger | Helping small businesses grow with smart content”
Also, set your Instagram name field to include a primary keyword (e.g., “Digital Marketing Pakistan”).
Tips for Ranking in Social Search
Be Consistent With Your Content Themes
Social algorithms love predictability. Pick 2–3 core topics and post regularly around them. This helps the platform understand your niche and suggest your content to the right audience.
Engagement Still Matters
Even with great keywords, your post won’t rank if it gets no engagement. Focus on:
- Posting at active times
- Using calls to action
- Encouraging saves and shares
Track Your Performance
Use TikTok and Instagram insights to track which posts perform best on search. Look for spikes in reach and profile visits.
From there, double down on what’s working.
Will Social Search Replace Google?
Not quite, but it will dominate discovery and micro-queries.
When users want inspiration, tutorials, product reviews, or human-first answers, they’ll go to social platforms. When they want data or long-form information, they’ll still use Google.
That’s why the smartest brands are treating Social Media SEO and traditional SEO as complementary strategies.
Final Thoughts: The Future of SEO Is Social
Social media is no longer just a place for likes and shares, it’s where search happens.
Whether you’re a brand, marketer, creator, or freelancer, learning how to optimize for search within TikTok and Instagram will make the difference between being seen… or being buried.
The earlier you adapt to Social Media SEO, the further ahead you’ll be in the game.
