Social media and search engine success

Social media and search engine success

Reading Time: 4 minutes

Today, social media platforms have evolved far beyond their original purpose as networking tools. Major platforms like Facebook, Instagram, TikTok, and LinkedIn are increasingly functioning as search engines in their own right. Users now rely on these platforms not just to connect with others but to discover content, products, services, and brands. For businesses, this means that posting relevant and frequent content is no longer optional – it’s essential for brand discoverability and long-term success.

Social media as search engines

As of 2023, a study by GWI found that 43% of internet users aged 16-64 use social media to search for information about brands, products, or services. This statistic shows how users are leveraging platforms like Instagram and TikTok similarly to how they would use Google. With the growth of features such as Instagram’s Explore page and TikTok’s For You feed, these platforms prioritise showing users content that matches their search intent and past behavior.

On TikTok, for instance, many younger users consider it their primary search engine, favoring short, engaging videos over traditional web searches. Google’s own internal research revealed that nearly 40% of Gen Z prefer TikTok or Instagram over Google for search purposes.

Why posting relevant content matters

Given that social media algorithms now prioritise content based on search intent and user engagement, brands that post frequently and consistently increase their chances of being discovered. This aligns with how search engines like Google reward websites that regularly produce fresh content. The more your brand contributes to the conversation, the more likely it will show up in users’ feeds.

According to HubSpot’s 2023 Social Media Trends Report, businesses that post relevant content 3-4 times per week experience significantly higher engagement rates than those posting less frequently. Additionally, 84% of marketers surveyed said that having a consistent content schedule was crucial for success on social platforms.

Boosting brand findability

Search engines value relevance and authority. The same principle applies to social media platforms that prioritise delivering content aligned with user interests. Frequent posting boosts your brand’s relevance in the algorithm, while relevant content, whether it’s educational, entertaining, or promotional, can help position your brand as an authority in your industry.

For instance, LinkedIn rewards industry thought leaders who consistently share high-value posts. A 2023 LinkedIn study revealed that posts that include hashtags relevant to the industry and trends increase post visibility by 20%. This is because LinkedIn’s algorithm surfaces content that aligns with popular hashtags and keywords, which function similarly to how Google ranks keyword-rich pages.

The impact of social media on Google search results

In addition to their own algorithms, social media posts are now appearing directly in Google search results. A study conducted in 2023 found that approximately 23% of search results feature a Facebook post in the top 10 positions, while Instagram posts are also frequently visible on the search engine results page (SERP). X (formerly Twitter) also show posts in Google’s top results in certain contexts.

This means that optimising your social media presence and creating relevant, engaging content can extend your brand’s visibility beyond the social platforms themselves. For branded searches, where users type in your business name, your social profiles are likely to appear at the top of the search results page, adding credibility and increasing the chances of capturing more audience share.

Although social signals – such as likes, shares, and comments – are not officially recognised as Google ranking factors, their influence on SEO is clear. Studies show that social media content with high engagement often drives more traffic to a brand’s website, indirectly boosting its organic search ranking. For example, a Hootsuite led experiment in 2023 found that articles with higher social shares generated 22% more organic search results than those with fewer shares, highlighting the indirect impact of social media on Google’s ranking​.

Increasing organic reach in a competitive space

Social media’s role as a search engine discovery tool means that organic reach is more important than ever. In an increasingly crowded space, maintaining organic visibility requires a proactive content strategy.

A report from Sprout Social found that 77% of social media marketers believe frequent posting is key to increasing organic reach on platforms like Facebook and Instagram. Brands that take a more passive approach are more likely to see their content drowned out by those actively engaging and creating fresh material that resonates with their audience.

By focusing on relevance and frequency, brands can optimise for both user searches and platform algorithms, ensuring higher visibility without needing to rely exclusively on paid ads.

Social media and search engine success: Best practice tips for maximising brand visibility

Post regularly: Aim for 3-5 posts per week. Studies show that consistent posting keeps your brand visible and signals to algorithms that your content is relevant.

Use keywords and hashtags: Just as you would with search engines, incorporating trending hashtags and relevant keywords into your posts can help users discover your brand through social media searches.

Create a variety of content: Use a mix of content types – videos, stories, and posts – to cater to how algorithms weigh different content forms and to reach more of your audience.

Engage with your audience: Responding to comments and direct messages boosts your engagement rates, which are often key factors in determining the visibility of your posts in search results.

Boost visibility: Amplify your top-performing organic posts with targeted paid promotions to reach a broader audience and drive engagement.

Analyse and Adapt: Platforms offer insights into which of your posts are generating the most engagement. Use these insights to refine your content strategy, ensuring it remains relevant to your target audience.

And finally…

In 2024, for brands to remain visible and competitive, posting relevant and frequent content is more critical than ever. By treating social platforms as search engines and optimising your content accordingly, you can ensure your brand remains discoverable and relevant in an increasingly competitive online landscape.

Time and again the evidence shows that brands that invest in a well-rounded social media strategy not only increase engagement but also boost their overall online visibility. So if you’re looking to improve your brand’s findability, start thinking of social media as your next great SEO strategy.

Need help? Contact our experienced team today.

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References

GWI: 43% of Internet Users Use Social Media to Search for Brands, 2023.
Google: 40% of Gen Z Use TikTok or Instagram for Search, 2023.
HubSpot: Social Media Trends Report 2023, 2023.
LinkedIn: Hashtag Use on LinkedIn Increases Post Visibility by 20%, 2023.
Hootsuite: Social Shares Generate 22% More Organic Search Results, 2023.
Sprout Social: Social Media Marketers Say Frequent Posting Increases Organic Reach, 2023.