Latest / Social Media Marketing with Fexingo: Instagram, TikTok, LinkedIn, and Platform Strategy / How Brands Use Social Search to Beat Algorithmic Feeds
Transcript
- Lucas: So we talk a lot on this show about mastering the algorithm — how to time posts, what format to use, how to hook people in the first two seconds. But I think there's a shift happening that's even bigger than feed optimization, and it's one a lot of brand teams still aren't treating seriously enough. Luna: Let me guess — social search? Lucas: Exactly. More and more users — especially Gen Z and younger millennials — are using TikTok, Instagram, and even YouTube the way they used to use Google. They're typing in queries. 'Best running shoes for flat feet.' 'How to style a blazer for work.' 'Easy weeknight dinner under thirty minutes.' And the brands that show up in those search results are getting traffic without having to pay for ads or hope the algorithm favors them. Luna: It's a total mindset shift from the old days of 'post and pray.' I've seen stats that something like 40 percent of Gen Z now start their searches on TikTok or Instagram instead of Google. Lucas: That's the data point that really got my attention. A Google senior VP even said it themselves a couple years back — young users are going to social platforms for discovery. And since then, it's only accelerated. So the question for brands becomes: are you optimizing your social content for the feed, or for the search bar? Luna: And I think a lot of brands instinctively optimize for the feed because that's where they've been trained to focus. But what does optimizing for search actually look like in practice? Lucas: It starts with treating your captions like mini landing pages. On TikTok, for example, the caption text is searchable. So if you're a cosmetics brand and you post a video about a new foundation, instead of just saying 'new drop, link in bio,' you write something like 'full coverage foundation for oily skin, drugstore option under $20.' That way, when someone searches 'drugstore foundation for oily skin,' your video has a chance to appear. Luna: Right, because TikTok's search algorithm is still relatively keyword-focused compared to, say, Instagram's old hashtag system. But Instagram has been catching up too — they've been testing keyword search in captions and even in the text within images. Lucas: Exactly. And YouTube has always been a search engine, but a lot of brands treat it like a broadcast channel. They upload a video, write a vague title, and wonder why nobody watches. The brands that win on YouTube are the ones that research search volume for specific queries and build content around them. There's a reason why 'how to' videos dominate the platform. Luna: What about smaller brands that don't have a huge content budget? Can they compete here? Lucas: Honestly, I think social search actually levels the playing field. A small brand with a strong keyword strategy can outrank a bigger competitor if they create the most useful, specific content. For example, there's a small skincare line I came across — they started making TikTok videos answering specific questions like 'what ingredient helps with dark spots for melanin-rich skin.' Each video was about ninety seconds, very direct, very searchable. Within three months, they told me their organic traffic from TikTok doubled. They weren't chasing trends — they were answering questions. Luna: That's smart because it's evergreen too. A video answering a common question can keep bringing in views for months or even years. Compare that to a trending dance or meme — it's dead in a week. Lucas: Right. And the beauty is that this approach doesn't require you to reinvent your entire content strategy overnight. You can start by auditing your existing content. Look at your top-performing posts — the ones that got consistent views over time, not just a spike. Chances are, those are already answering search queries. Then you double down on that format. Luna: I've also noticed that platforms are making it easier. TikTok now has a 'search insights' tool for business accounts that shows what terms people are using to find your content. Instagram has similar analytics in the professional dashboard. So there's data available — you just have to look. Lucas: And that's the thing — the tools are there, but most brand teams are still measuring engagement rates and follower growth. Those metrics matter, but if you're not tracking impressions from search, you're missing a huge piece of the puzzle. I'd argue that search-driven traffic is actually more valuable because the intent is higher. Someone who finds you through a search is already looking for what you offer. Luna: That's a good point. It's closer to inbound marketing than traditional social media. So what's the first step for a brand that wants to get started with social search today? Lucas: I'd say start with one platform. Pick the one where your audience is most active — probably TikTok or YouTube for younger demos, Instagram for slightly older. Then spend an hour just searching for topics related to your product or service. Look at what questions come up in autofill, what content is ranking, and what gaps exist. Then create one piece of content per week that directly answers a specific question. No fluff, no trend-chasing. Just a clear, useful answer. Luna: And make sure your caption and video title include the exact query. That's the key. Lucas: Exactly. And don't forget about closed captions and on-screen text — those are also searchable now on most platforms. So if you're saying the keywords out loud and they appear on screen, that's another signal. The more textual context you give the platform, the better it can understand what your content is about. Luna: It's almost like SEO for social media. I know some marketers resist that because it sounds less creative, but the brands that embrace it are seeing real results. Lucas: Look, at the end of the day, social search isn't a trend — it's a fundamental change in how people discover information. The algorithmic feed isn't going away, but its dominance is eroding. And the brands that recognize that early and adapt their content strategy accordingly are going to have a serious advantage. Luna: So if you're a marketer listening, the homework is clear: start thinking like a publisher, not a broadcaster. Answer questions, not just entertain. Lucas: That's a great way to put it. And speaking of value — this podcast is something we put out every week because we genuinely love digging into these shifts. If these conversations have sparked something you've actually used in your work, a couple of dollars a month is genuinely what keeps these going. You can find us at buy me a coffee dot com slash fexingo. Luna: Yeah, it makes a real difference. No pressure, just if it's been useful. Lucas: Back to the topic — I think one more thing worth noting is that social search also changes how you think about content lifespan. A feed post might have a shelf life of a few hours. A search-optimized video can keep working for months. So the ROI on that single piece of content is much higher. Luna: That's a powerful incentive to invest the extra time in keyword research and caption writing. It's not just about being found — it's about being found by the right people at the right time. Lucas: Exactly. And I think that's the real takeaway: social search isn't a tactic — it's a strategy. It requires a shift in mindset from reactive content creation to proactive content planning. But for brands willing to make that shift, the payoff is substantial.