Optimising Content for Maximum Deliverability
How UK Brands Can Adapt to Social Media Search Trends
As we all know, social media platforms are ever-evolving.
Users increasingly turn to platforms like Instagram, TikTok, YouTube, and even Facebook to search for information, recommendations, and brands.
This trend signals a shift in user behaviour, with social media becoming a networking tool and a search engine alternative.
For UK brands, optimising content for these platforms is now essential to enhance visibility, reach, and overall deliverability.
This blog explores how social media search reshapes marketing strategies and provides actionable steps for UK brands to ensure their content stands out in this changing digital landscape.
The Rise of Social Media Search
The way people discover content is changing. While Google remains the primary search engine, social media platforms are becoming trusted alternatives, especially among younger audiences.
Let’s look at the facts:
• 70% of Gen Z users rely on TikTok and Instagram for search.
• Video content has become the preferred method for discovering products, tutorials, and reviews.
• Visual and user-generated content is perceived as more authentic and engaging than traditional search results.
This trend highlights the importance of understanding social media platforms as powerful search tools for UK businesses.
Users are not just consuming content but actively searching for brands, products, and solutions.
Brands that fail to optimise for social media search risk losing visibility to competitors who are capitalising on this opportunity.
So Why Does Social Media Search Matter for UK Brands
Social media search delivers real business opportunities. By delving into the points below, you will understand what we mean.
1. Increased Discoverability:
Platforms like TikTok and Instagram allow content to go viral quickly, amplifying reach.
2. Better Engagement:
Social media search results include visually engaging content, such as videos and carousels, encouraging users to interact.
3. Trust and Authenticity:
Reviews, influencer content, and user-generated posts drive brand credibility.
4. Localised Reach:
Social media algorithms prioritise content relevant to users’ locations, enabling UK businesses to target audiences geographically.
Don’t Ignore this trend! Doing so would mean missing out on growing segments of the market that actively use social platforms as discovery tools.
Okay, so we understand that social media search matters. But how do we optimise content for social media search?
How to Optimise Content for Social Media Search
UK brands must adapt content strategies to ensure maximum visibility and deliverability across social media platforms.
Below are some effective strategies for each key platform:
1. Optimising for TikTok
TikTok has become a go-to search platform for Gen Z and younger Millennials. The short-form video app allows users to search for product reviews, tutorials, and local recommendations.
Let’s look at the facts.
Strategies for TikTok Search Optimisation:
Use Descriptive Keywords: Incorporate relevant keywords in captions, hashtags, and on-screen text. Think of phrases users might search for (e.g., “Best London Cafés” or “How to Style a Summer Dress”).
Create Value-Driven Videos: Produce how-to guides, reviews, and quick tips that answer common questions or problems.
Leverage Trending Sounds and Hashtags: TikTok prioritises content that uses trending audio and popular hashtags. Regularly monitor TikTok trends to ensure your content is discoverable.
Engage with Comments: Respond to queries in the comments section with keywords and clear solutions to boost visibility.
Optimise Profile Bios: Use keywords in your bio to ensure your brand appears in searches related to your niche.
An example would be a UK skincare brand posting videos like “Top 5 Products for Clear Skin” and using keywords in captions and hashtags while including trending sounds to improve reach.
2. Optimising for Instagram
Instagram’s search function has evolved to include keyword-based searches. Users increasingly use the app to search for products, places, and businesses directly.
Let’s now walk you through our optimisation strategies.
Strategies for Instagram Search Optimisation:
Use Keyword-Rich Captions: Go beyond hashtags and ensure captions include search-friendly keywords relevant to your content.
Alt Text for Images: Instagram allows alt text for images, which can improve visibility. Include keywords that describe your image.
Optimise Hashtags: Use a mix of broad, niche, and location-based hashtags—for example, #LondonRestaurants or #UKFitness.
Post Consistently: Instagram’s algorithm prioritises active accounts. Regular posting increases your likelihood of being featured in search results.
Optimise Profile Bio: Use relevant keywords that describe your business, location, and niche (e.g., “Manchester-based Vegan Café”).
Encourage Engagement: Comments, shares, and saves boost your content’s relevance in search rankings.
A good example would be a UK fitness studio that can post reels with titles like “Top 10 Ab Exercises” while optimising hashtags such as #FitnessUK, #AbWorkouts, and #LondonFitness.
3. Optimising for YouTube
Did you know that YouTube remains the second-largest search engine globally? Optimising YouTube search can significantly improve content deliverability with the high-demand video content.
Our Strategies for YouTube Search Optimisation:
Focus on Video SEO: Use keyword-optimised titles, descriptions, and tags that reflect what users search for.
Create How-To and Educational Content: Users often search for tutorials and guides on YouTube. Address specific pain points or interests.
Use Timestamps and Chapters: Break your videos into sections with timestamps to make content easier to search and consume.
Optimise Thumbnails: Eye-catching thumbnails encourage clicks, improving search ranking.
Encourage Interaction: Ask users to like, comment, and subscribe, as engagement signals relevance to YouTube’s algorithm.
An example here would be a UK-based cooking brand creating videos like “Easy British Sunday Roast Recipe” while optimising their titles, descriptions, and tags with keywords like “Sunday Roast UK” and “Traditional British Recipes.”
4. Optimising for Facebook
While Facebook may not be the first platform people think of for search, it remains a powerful tool for local businesses and community discovery.
Let’s now go through our strategies for Facebook search optimisation.
Strategies for Facebook Search Optimisation:
Complete Your Profile: Include all relevant details like address, opening hours, and a keyword-optimised description.
Use Facebook Groups: Share valuable content in niche Facebook groups where users search for recommendations.
Create Video Content: Facebook prioritises video content in search and feeds. Use captions and descriptions with targeted keywords.
Leverage Local Keywords: To attract local search queries, optimise posts with location-specific phrases (e.g., “Best Cafés in Bristol”).
Encourage Reviews: Positive reviews improve your page’s visibility in Facebook’s search results.
An example here would be a UK boutique hotel sharing posts like “Top Attractions Near Our Hotel in Edinburgh” using keywords and encouraging guest reviews to appear in local searches.
5. Optimising for Pinterest
Have you ever used Pinterest?
Did you know that Pinterest functions as a visual search engine?
Users search for inspiration, tutorials, and product ideas, making it ideal for fashion, home, beauty, and lifestyle niche brands.
Let’s dive into our top strategies for Pinterest search optimisation.
Strategies for Pinterest Search Optimisation:
Optimise Pin Titles and Descriptions: Include keywords users will likely search for.
Create Vertical Images: Pinterest prioritises visually appealing, tall images.
Use Rich Pins: These provide extra details (e.g., pricing, product links) and improve search visibility.
Organise Boards Effectively: Use keyword-focused board titles and descriptions.
Consistent Pinning: Pin regularly to improve your content’s reach and relevance.
Before we wrap this up, we have a few more best practices to share with you to ensure maximum social media search optimisation.
Best Practices for Social Media Search Optimisation
1. Understand Audience Intent: Research what your audience is searching for on each platform. Use tools like TikTok’s Search Insights or Instagram’s Explore Page.
2. Create Mobile-Friendly Content: Social media platforms are primarily accessed on mobile devices. Ensure your visuals and text are optimised for smaller screens.
3. Consistency is Key: Post consistently to remain active in social algorithms. Brands that post regularly are more likely to appear in searches.
4. Track Performance: Use platform analytics to track what types of content deliver the best results and optimise accordingly.
5. Focus on Quality: Deliver value-driven, high-quality content. Search algorithms prioritise content that engages users.
Our Final Thoughts
Social media platforms are no longer just channels for communication. They are powerful search tools that users trust for information and recommendations.
For UK brands, optimising content for these platforms is essential to improve visibility, reach, and deliverability.
By understanding how platforms like TikTok, Instagram, YouTube, and Pinterest prioritise content, brands can implement effective strategies to stand out.
Use keywords, optimise for platform-specific features, and create valuable, engaging content that aligns with user search intent.
Are you struggling to optimise your social media content for search? Get in touch today for a free consultation.
Optimising Content for Maximum Deliverability
How UK Brands Can Adapt to Social Media Search Trends
As we all know, social media platforms are ever-evolving.
Users increasingly turn to platforms like Instagram, TikTok, YouTube, and even Facebook to search for information, recommendations, and brands.
This trend signals a shift in user behaviour, with social media becoming a networking tool and a search engine alternative.
For UK brands, optimising content for these platforms is now essential to enhance visibility, reach, and overall deliverability.
This blog explores how social media search reshapes marketing strategies and provides actionable steps for UK brands to ensure their content stands out in this changing digital landscape.
The Rise of Social Media Search
The way people discover content is changing. While Google remains the primary search engine, social media platforms are becoming trusted alternatives, especially among younger audiences.
Let’s look at the facts:
• 70% of Gen Z users rely on TikTok and Instagram for search.
• Video content has become the preferred method for discovering products, tutorials, and reviews.
• Visual and user-generated content is perceived as more authentic and engaging than traditional search results.
This trend highlights the importance of understanding social media platforms as powerful search tools for UK businesses.
Users are not just consuming content but actively searching for brands, products, and solutions.
Brands that fail to optimise for social media search risk losing visibility to competitors who are capitalising on this opportunity.
So Why Does Social Media Search Matter for UK Brands
Social media search delivers real business opportunities. By delving into the points below, you will understand what we mean.
1. Increased Discoverability:
Platforms like TikTok and Instagram allow content to go viral quickly, amplifying reach.
2. Better Engagement:
Social media search results include visually engaging content, such as videos and carousels, encouraging users to interact.
3. Trust and Authenticity:
Reviews, influencer content, and user-generated posts drive brand credibility.
4. Localised Reach:
Social media algorithms prioritise content relevant to users’ locations, enabling UK businesses to target audiences geographically.
Don’t Ignore this trend! Doing so would mean missing out on growing segments of the market that actively use social platforms as discovery tools.
Okay, so we understand that social media search matters. But how do we optimise content for social media search?
How to Optimise Content for Social Media Search
UK brands must adapt content strategies to ensure maximum visibility and deliverability across social media platforms.
Below are some effective strategies for each key platform:
1. Optimising for TikTok
TikTok has become a go-to search platform for Gen Z and younger Millennials. The short-form video app allows users to search for product reviews, tutorials, and local recommendations.
Let’s look at the facts.
Strategies for TikTok Search Optimisation:
Use Descriptive Keywords: Incorporate relevant keywords in captions, hashtags, and on-screen text. Think of phrases users might search for (e.g., “Best London Cafés” or “How to Style a Summer Dress”).
Create Value-Driven Videos: Produce how-to guides, reviews, and quick tips that answer common questions or problems.
Leverage Trending Sounds and Hashtags: TikTok prioritises content that uses trending audio and popular hashtags. Regularly monitor TikTok trends to ensure your content is discoverable.
Engage with Comments: Respond to queries in the comments section with keywords and clear solutions to boost visibility.
Optimise Profile Bios: Use keywords in your bio to ensure your brand appears in searches related to your niche.
An example would be a UK skincare brand posting videos like “Top 5 Products for Clear Skin” and using keywords in captions and hashtags while including trending sounds to improve reach.
2. Optimising for Instagram
Instagram’s search function has evolved to include keyword-based searches. Users increasingly use the app to search for products, places, and businesses directly.
Let’s now walk you through our optimisation strategies.
Strategies for Instagram Search Optimisation:
Use Keyword-Rich Captions: Go beyond hashtags and ensure captions include search-friendly keywords relevant to your content.
Alt Text for Images: Instagram allows alt text for images, which can improve visibility. Include keywords that describe your image.
Optimise Hashtags: Use a mix of broad, niche, and location-based hashtags—for example, #LondonRestaurants or #UKFitness.
Post Consistently: Instagram’s algorithm prioritises active accounts. Regular posting increases your likelihood of being featured in search results.
Optimise Profile Bio: Use relevant keywords that describe your business, location, and niche (e.g., “Manchester-based Vegan Café”).
Encourage Engagement: Comments, shares, and saves boost your content’s relevance in search rankings.
A good example would be a UK fitness studio that can post reels with titles like “Top 10 Ab Exercises” while optimising hashtags such as #FitnessUK, #AbWorkouts, and #LondonFitness.
3. Optimising for YouTube
Did you know that YouTube remains the second-largest search engine globally? Optimising YouTube search can significantly improve content deliverability with the high-demand video content.
Our Strategies for YouTube Search Optimisation:
Focus on Video SEO: Use keyword-optimised titles, descriptions, and tags that reflect what users search for.
Create How-To and Educational Content: Users often search for tutorials and guides on YouTube. Address specific pain points or interests.
Use Timestamps and Chapters: Break your videos into sections with timestamps to make content easier to search and consume.
Optimise Thumbnails: Eye-catching thumbnails encourage clicks, improving search ranking.
Encourage Interaction: Ask users to like, comment, and subscribe, as engagement signals relevance to YouTube’s algorithm.
An example here would be a UK-based cooking brand creating videos like “Easy British Sunday Roast Recipe” while optimising their titles, descriptions, and tags with keywords like “Sunday Roast UK” and “Traditional British Recipes.”
4. Optimising for Facebook
While Facebook may not be the first platform people think of for search, it remains a powerful tool for local businesses and community discovery.
Let’s now go through our strategies for Facebook search optimisation.
Strategies for Facebook Search Optimisation:
Complete Your Profile: Include all relevant details like address, opening hours, and a keyword-optimised description.
Use Facebook Groups: Share valuable content in niche Facebook groups where users search for recommendations.
Create Video Content: Facebook prioritises video content in search and feeds. Use captions and descriptions with targeted keywords.
Leverage Local Keywords: To attract local search queries, optimise posts with location-specific phrases (e.g., “Best Cafés in Bristol”).
Encourage Reviews: Positive reviews improve your page’s visibility in Facebook’s search results.
An example here would be a UK boutique hotel sharing posts like “Top Attractions Near Our Hotel in Edinburgh” using keywords and encouraging guest reviews to appear in local searches.
5. Optimising for Pinterest
Have you ever used Pinterest?
Did you know that Pinterest functions as a visual search engine?
Users search for inspiration, tutorials, and product ideas, making it ideal for fashion, home, beauty, and lifestyle niche brands.
Let’s dive into our top strategies for Pinterest search optimisation.
Strategies for Pinterest Search Optimisation:
Optimise Pin Titles and Descriptions: Include keywords users will likely search for.
Create Vertical Images: Pinterest prioritises visually appealing, tall images.
Use Rich Pins: These provide extra details (e.g., pricing, product links) and improve search visibility.
Organise Boards Effectively: Use keyword-focused board titles and descriptions.
Consistent Pinning: Pin regularly to improve your content’s reach and relevance.
Before we wrap this up, we have a few more best practices to share with you to ensure maximum social media search optimisation.
Best Practices for Social Media Search Optimisation
1. Understand Audience Intent: Research what your audience is searching for on each platform. Use tools like TikTok’s Search Insights or Instagram’s Explore Page.
2. Create Mobile-Friendly Content: Social media platforms are primarily accessed on mobile devices. Ensure your visuals and text are optimised for smaller screens.
3. Consistency is Key: Post consistently to remain active in social algorithms. Brands that post regularly are more likely to appear in searches.
4. Track Performance: Use platform analytics to track what types of content deliver the best results and optimise accordingly.
5. Focus on Quality: Deliver value-driven, high-quality content. Search algorithms prioritise content that engages users.
Our Final Thoughts
Social media platforms are no longer just channels for communication. They are powerful search tools that users trust for information and recommendations.
For UK brands, optimising content for these platforms is essential to improve visibility, reach, and deliverability.
By understanding how platforms like TikTok, Instagram, YouTube, and Pinterest prioritise content, brands can implement effective strategies to stand out.
Use keywords, optimise for platform-specific features, and create valuable, engaging content that aligns with user search intent.
Are you struggling to optimise your social media content for search? Get in touch today for a free consultation.
