by: Nathan Finfrock
Traditional social media search platforms are steadily emerging as the preferred discovery tools for both Gen Z and Millennials.
This shift is rewriting the rules of visibility, with younger demographics increasingly turning to platforms like TikTok and Instagram to find brands, products, and answers.
Businesses can’t afford to ignore this: optimizing social content for searchability is now a must to stay relevant as search habits evolve.
Recent web insights (e.g., Search Engine Journal, March 2025) suggest 62% of Gen Z use TikTok as a search engine over Google for product discovery, while Instagram’s 2024 updates to its search feature prioritize Reels and Stories.
Businesses who adapt can tap into this shift effectively.
Here are three actionable ways businesses can adapt to this trend:
1. Leverage Hashtags and Keywords Strategically
Incorporate trending and niche-specific hashtags (e.g., #SkincareTips, #TechHacks) alongside descriptive keywords in captions, bios, and video text overlays (e.g., “best wireless earbuds 2025”). On TikTok, align content with viral search terms users type into the app’s search bar, like “how to style oversized shirts.” On Instagram, optimize profile bios with searchable terms (e.g., “Sustainable Fashion | NYC”) since bios are indexed by the platform’s search algorithm.
Why? Both platforms prioritize discoverability through hashtags and keywords, mimicking search engine behavior. X posts from marketers in early 2025 note TikTok’s search volume for product-related terms has spiked, with Instagram’s hashtag searches driving 30% more profile visits (per Hootsuite’s 2024 data).
2. Create Short, Solution-Focused Content
Produce bite-sized videos or Reels answering common questions or showcasing products in action—think “3 Ways to Fix Dry Skin” on TikTok or a 15-second Instagram Reel demoing a gadget. Use clear calls-to-action (e.g., “Link in bio” or “Search our shop”) to guide viewers. Add captions or on-screen text to boost accessibility and searchability.
Why? Gen Z and Millennials seek quick, visual answers over lengthy articles. TikTok’s algorithm favors educational or “how-to” content, while Instagram’s Explore page amplifies Reels that solve pain points, making these formats prime for discovery.
3. Engage With User-Generated Trends and Comments
Monitor TikTok trends (e.g., a viral dance or challenge) and Instagram comment sections to spot what users are asking about your niche—then respond with tailored content. For example, if users ask “Does this work for oily skin?” in comments, create a follow-up video addressing it. Collaborate with micro-influencers to amplify reach, as their content often surfaces in searches.
Why? Younger demographics trust peer-driven content. TikTok’s “For You” page and Instagram’s algorithm boost posts tied to trending sounds or discussions, while direct engagement signals relevance—key for ranking in social searches.
Nathan Finfrock
Company Owner @ Finfrock Marketing
5757 W Century Blvd Suite 650-I,
Los Angeles, CA 90045