Social search is here and small tweaks are driving big results

When Instagram content became indexable by default for pro accounts a few months back, it quietly changed the social search game. Suddenly, posts weren’t just reaching followers, they were becoming part of the wider search ecosystem. This shift opened the door for brands to blend social visibility with search discoverability – and the best part? It doesn’t take a full-scale overhaul to see results.

Small tweaks, real engagement

We’ve been running social search audits to see how brands can make the most of this new landscape. A social search audit is a review of how well a brand shows up in search results within social platforms like TikTok, Instagram, or Reddit – where people increasingly look for information. It identifies what content is surfacing, what’s missing, and how small optimisations can boost visibility. Our findings are clear: small, smart changes are already moving the needle.

And the impact is already real

A retail brand has put our recommendations into action and in just 3 months, they have started seeing results – average likes are up 20%! Here’s what’s working:

• Smarter CTAs: moving beyond “link in bio” prompts and adding integrated, visual calls to action keeps engagement on-platform and feels more natural for users.
• Consistent hashtags & accessibility wins: using CamelCase in hashtags improves readability and accessibility for all audiences, making content more inclusive and easier to find.
• Community-led content: branded hashtag campaigns help brands build belonging and encourage user-generated content that fuels organic reach.
• Purpose beyond aesthetics: the strongest brands are diversifying content, blending their visuals with education, entertainment, and problem-solving posts that add value and invite conversation.

Social meets search

With Instagram posts now appearing in Google results, every caption and tag carries new discovery potential. That means it’s time to think like a search marketer on social media. Here’s how to start:

• Add on-screen text and keywords to Reels for better visibility.
• Optimise bios and profile names with relevant search terms.
• Use local tags and strategic hashtags to reach new audiences.
• Test CTAs that encourage engagement, not just clicks.

The key takeaway

When adapted for search, it can help your brand get discovered and chosen. Even the smallest tweaks, like an optimised hashtag, a stronger CTA, a more inclusive post, can drive meaningful engagement and open the door to new discovery opportunities. So, if you’ve been waiting for a sign to revisit your social strategy, this is it. Social search is live – and the brands that adapt fastest will lead the conversation.