According to a 2025 report, over 50% of Gen Z and Millennials now prefer using social media for product discovery, recommendations, and research over traditional search engines. From skincare reviews to restaurant picks and travel hacks, social media is the new front page of the internet.
In 2025, the question isn’t, “Will they find us on Google?” It’s, “Will they find us on TikTok?”
Social search has officially hit the mainstream. Platforms like TikTok and Instagram are no longer just for scrolling—they’re where consumers are now looking for information.
According to a 2025 report, over 50% of Gen Z and Millennials now prefer using social media for product discovery, recommendations, and research over traditional search engines. From skincare reviews to restaurant picks and travel hacks, social media is the new front page of the internet.
For social media managers, this means that optimizing for discoverability isn’t just optional—it’s a key part of a successful social strategy. So, how do you get your content to rank where it matters most? Let’s get into it.
How to optimize for TikTok search in 2025
TikTok is now one of the most powerful discovery engines on the internet. But ranking on TikTok isn’t just about going viral—it’s about showing up when people search. Here’s how to do it:
1. Use keywords strategically in captions
Write like your audience searches! TikTok’s algorithm now weighs keywords in captions more heavily than in previous years.
Include natural language like "how to," "best budget-friendly," or "things to do in [city]." Instead of writing vague or overly branded copy, get specific—use phrasing your audience might actually type into a search bar.
2. Say your keywords out loud
TikTok’s voice recognition technology is now a key part of its search algorithm. Speaking your keywords (e.g., “This is the best budget hotel in Tokyo”) helps TikTok understand what your content is about. This works especially well for tutorial, review, or educational-style videos where the context is clear and searchable.
3. Optimize on-screen text
Use relevant keywords in your on-screen titles or overlays. TikTok’s visual recognition software also reads this text when indexing.
Make your text clear, bold, and readable—not just cute or trendy. Bonus: it makes your video more accessible and keeps users engaged longer.
4. Updated hashtag strategy (2025)
Hashtags are still useful—but now, they’re less about reach, more about relevance. Focus on highly specific tags (e.g., #NewYorkVeganEats vs #Foodie) and mix trending tags with niche ones.
This helps TikTok understand where to categorize your content and who might find it useful.
5. Use TikTok’s native SEO features
Location Tags help local content be targeted to nearby users. Category Tags (added in 2025) help TikTok classify your content by topic, such as wellness, tech, or fashion.
Use the Q&A feature to respond to real community questions—these answers now appear in search results and can drive recurring traffic.
6. Nail the first 3 seconds
TikTok’s AI uses watch-through rate and initial engagement to determine search relevance. Ensure that the first few seconds establish the topic of your content. Start with a hook that says what the video is about—and why someone should keep watching. For instance: "Here’s what I wish I knew before visiting Kyoto..."
7. Understand how people search
TikTok users tend to search conversationally, such as “best cafes in Sydney,” “how to style loafers,” or “is this worth it?”
Use this to guide your captions, scripts, and visuals. Try typing your niche into the TikTok search bar and note how the auto-fill completes it—that’s gold for keyword targeting.
Bonus tip:
Search your niche on TikTok and proactively answer top queries. If people are searching “best skincare for dry skin,” make that video, and title it that way. This isn't guesswork—it’s supplying demand.
How to optimize for Instagram search in 2025
Instagram is evolving from an aesthetic feed into a robust discovery engine. Between Reels, Guides, location tagging, and AI-powered visual search, brands have more ways than ever to show up in IG search.
1. Keywords in captions, bios & alt text
Gone are the days of keyword-stuffing hashtags and hoping for the best. Now, Instagram’s algorithm reads and prioritizes real language. That means your captions should reflect how people actually search (think: “5 ways to wear linen pants” instead of “#fashion”).
Your bio should clearly state what you do or offer in searchable terms, like “Plant-based Recipes | Melbourne.” And don’t skip the alt text—it's not just for accessibility; it also helps your content surface in search.
2. Hashtags vs keywords
In 2025, keywords officially outrank hashtags. Instagram’s AI is trained to understand natural language, so treat your captions more like mini blog posts. Hashtags still help, but only when they’re used intentionally (3–5 is plenty).
Choose ones that are hyper-relevant to your content and audience. No more copy-pasting blocks of generic tags—it’s all about quality over quantity.
3. Optimize Reels for search
Reels aren’t just for reach—they’re for search, too. Instagram now indexes on-screen text, audio, and captions, which means your Reels need to be intentionally crafted.
Use your opening frames to include a bold, keyword-rich title. Speak your keywords in the video (yes, audio matters!), and write a caption that mirrors what users are typing into the search bar.
4. Save-worthy content = search boost
The more people save or share your content, the more Instagram considers it valuable, and the higher it will rank in search results. So ask yourself: would someone save this?
Lean into content that’s helpful, skimmable, or surprisingly specific. Think cheat sheets, quick how-tos, carousel guides, or mini-reviews. If it feels like something you’d DM to a friend, it’s probably save-worthy.
5. Guides = SEO gold
Though still flying under the radar, Instagram Guides are a quiet superpower. You can group your posts—or others’—into themed collections that show up in search.
Think “Best cafés in Fitzroy” or “Top skincare for dry skin.” Guides add depth to your profile, keep people browsing longer, and help surface your content in unexpected ways.
6. Optimize for local discovery
Whether you’re a global brand or a local gem, geo-tagging is still a major visibility booster. Tag your city, neighborhood, or even the specific café you’re featuring.
Combine this with location-specific keywords in your caption (e.g., “Brunch in Collingwood”), and you’ll increase your chances of showing up in local search results and Explore feeds tied to that area.
Bonus tip:
Instagram’s new AI-powered visual search is rolling out globally—and yes, it’s exactly what it sounds like. The platform can now “see” your content and match it to user intent, so make sure your visuals clearly reflect the content of your post.
Your 2025 social search checklist
Before you hit publish, optimize your TikTok or Instagram posts for search with this handy checklist:
✅ Captions include relevant keywords (not just hashtags)
✅ Spoken keywords in video (TikTok + Reels)
✅ On-screen text uses clear, search-friendly terms
✅ Alt text is filled out (Instagram)
✅ Local or category tags added (where relevant)
✅ Save-worthy format (tips, guides, how-tos, lists)
✅ You’ve researched and mirrored the phrasing of real user searches
The future of search: discovery starts here
Search is no longer just for search engines. TikTok and Instagram are now where people begin their journeys, especially Gen Z and Millennials. Whether they’re searching for styling tips, city guides, or product reviews, your content needs to show up—and speak their language.
Using Sked Social, you can plan, write, and optimize every post before it goes live—so your content doesn’t just show up in the feed, it shows up in search!
👉 Start optimizing now with Sked: Try it free
