Social Search Optimisation: The New SEO Your Brand Can’t Ignore

Content Department
Nov 18
2 min read

At SCROll STOP, we’re always paying attention to how people actually behave online — and in 2025, something big is happening: more people are searching on social platforms than on Google.

From “best skincare routine” to “restaurants in London” and even “how to start a business”, users are choosing TikTok, Instagram, YouTube and Pinterest to find answers.That means brands need a brand-new strategy: Social Search Optimisation (SSO). If you haven’t optimised your content for social search yet, you’re already behind.

What Exactly Is Social Search Optimisation?

Think of SSO as SEO’s younger, cooler sibling. Instead of optimising for Google’s crawlers, you optimise for how people search inside socials:

Using searchable keywords in captions
Structuring short-form videos to answer search queries
Adding spoken keywords inside videos (yes — TikTok can detect this)
Optimising thumbnails, hooks and descriptions for intent-based discovery

SSO makes your content discoverable not just by followers — but by anyone searching for what you offer.

Why Social Search Matters So Much Now

TikTok is becoming Gen Z’s “Google”People want fast, visual answers.
Higher intent = higher conversionsSomeone searching “best CRM for small businesses” is ready to act.
Massively increases reachYou’re not limited to who follows you — you appear where people are actively looking.
Early adopters are winningMost brands haven’t adapted their content for search yet.

How To Optimise Your Content for Social Search

Start simple:

Research keywords inside each platform’s search bar
Include those keywords naturally in captions and spoken audio
Use titles like “How to…”, “Best…”, “Top 5…” or “Beginner guide to…”
Add text overlays with key search phrases
Create content that directly answers a specific question
Post longer-form videos on platforms where watch time matters (YouTube Shorts, TikTok)