What Is Social SEO? A Guide to the Rise of Social Search 

The rise of social search is the single biggest shift in marketing for 2025. With studies showing a massive increase in Gen Z using social media as a search engine, the old rules of SEO are no longer enough. This guide is your new playbook. 

1. What Is Social SEO? 

Social SEO is the practice of optimizing your content to rank in the search results of social platforms like TikTok and Instagram. Unlike traditional SEO, it focuses on conversational keywords, profile optimization, and engagement signals. 

2. Why Is This Happening? 

This shift is driven by a desire for more authentic, visual results. Users feel that TikTok overtakes the Google search engine for topics like product reviews and local recommendations because the results are from real people, not corporations. 

3. How to Find “Social Keywords” 

Your Google keywords won’t work here. “Social keywords” are more conversational. Use the search bars on TikTok and Instagram to see what autofill suggests for your topic. Treat those phrases as your new keywords. 

4. How to Optimize for Social Search 

• Optimize Your Profile: Your username and bio should contain your most important keywords. 

• Create the Answer: Your content must be a direct, valuable answer to a search query. 

• Treat Comments as a Ranking Signal: The more comments a post has, the better it will rank. End every post with a question to spark conversation. 

5. The Bottom Line 

The rise of TikTok search is not a trend; it’s a new reality. By adapting your strategy now, you can get in front of a massive audience that your competitors can’t see. 

Frequently Asked Questions (FAQ) 

• What is the rise of social search? 
  The rise of social search is the growing trend of users, especially Gen Z, using social media platforms like TikTok and Instagram as their primary search engines instead of Google. 
• How many people use TikTok as a search engine? 
  While exact numbers vary, recent social search stats indicate that nearly 40% of Gen Z now regularly uses TikTok as a search engine for discovery and recommendations. 
• How has the rise of TikTok changed Google’s search engine? 
  The rise of TikTok has pushed Google to integrate more visual, short-form video and forum discussions (like Reddit) into its own search results to compete with the authentic, user-generated content people find on social media. 

Tips 

• Use on-screen text in your videos that includes your target keywords. 

• Ensure your video descriptions also contain your keywords and relevant hashtags. 

• Collaborate with creators in your niche to get your brand in front of their audience. 

• Monitor comments for content ideas or get expert help from BitBop.

Warnings 

• Don’t just copy and paste your Google keywords. They won’t work. 

• A hard-sell approach will fail. Your content must provide value first. 

• Don’t ignore the comments. A lack of engagement will make you invisible. 

• This is a long-term strategy. You won’t see results overnight. 

Things You’ll Need 

• Active and optimized profiles on TikTok and Instagram. 

• A deep understanding of the questions your audience is asking. 

• A content strategy focused on short, value-packed videos and carousels. 

• A commitment to engaging with your community in the comments.