How You Can Capitalize on Social Media as a Search Engine

By Emily Rogers, Digital Account Executive

If you were part of the great coming-of-age story that is the internet, you will clearly remember the eruption of Google and all its search engine counterparts. Google was and still is a force in the search engine space, and one that many argued would continue to reign supreme for decades to come. While we aren’t saying Google is becoming obsolete, we are seeing a noticeable shift in online user behavior. One of those noticeable shifts is the use of social media platforms as search engines.

Here are some of the primary ways social media users are searching and ways you can strategize because of it:

1. Informational Search

Social media users are using the search function on platforms like Instagram and TikTok to look up things such as “best pizza near me” or local joints that give them an immediate visual on the experience instead of written reviews or old school Google searches. But the principle extends to industries beyond food and beverage.

How can this fit into your digital media strategy?

• Create a Positive Digital Footprint: It may feel overwhelming to be on every platform, posting and curating ALL the time. The good news is you don’t have to. Simply creating a page and showing who you are online is a wonderful place to start. Sure, putting more effort into your social game will pay off, but don’t neglect getting started and just showing up. Your target audience could be a search away.

• Build Organic Trust: Consistent online users, especially Gen Z, trust peer and organic content over traditional search results and paid promotion. This can work in your favor if your business shows up authentically and frequently online.

2. Keywords and Hashtags Aplenty

Okay, there was a moment when we marketers thought the hashtag was dead, and we’ll gladly admit we were wrong. Hashtags are to social media is what SEO is to Google — paramount to people finding you online. Users will type keywords or hashtags such as “Cincinnati news,” “cute coffee shops,” “thoughtful gift ideas” and scroll to look for ideas and info as they would with a Google search. 

How can this fit into your digital media strategy?

• Write Intentionally: Consider your social media captions how you consider writing blogs or other copy that you want users to find on your website or Google search. Write in your own voice and tone but with optimization in mind.

3. Product and Service Research

We know the internet can feel like an overload of information, which is why users have started turning to social media for product and service reviews, often over websites, blogs and articles. It goes back to the desire for authentic content from peers and organizations that are quick, digestible and informative. Video reviews, unboxing, recommendations and storytelling all play a part in effective social search. Distrust in search engines has grown as users realize first-line results are mainly paid promotions and strong SEO practices. Though every digital platform can eventually shift to this kind of profit model, social media continues to stand out with human connection and recommendations that feel “real.”

How can this fit into your digital media strategy?

• Embrace Simple Authenticity: Highlighting your product or service in an inviting, comedic or organic way, such as a video made by one of your employees or a micro influencer can help a user see how the product performs, gather personal insights and make a purchasing decision, all in one platform. Don’t overthink it, just show up!

As the digital space continues to shift and adapt to consumer behavior, it’s important to try new things and create a digital media strategy that is feasible yet malleable. If you’re interested in ways to elevate your social search strategy, we’re always here to help. Rasor is an award-winning marketing agency in Cincinnati, delivering communications, marketing and public relations strategies to industries including healthcare, hospitality, food and beverage and municipal. Want to learn more about how Rasor can help you elevate your digital media strategy? Contact us at info@gorasor.com or 513-793-1234.