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Social search: how people use TikTok and Instagram as search engines

Social search is when people use platforms such as TikTok, Instagram and YouTube to look for information, products, places and advice, instead of or before a traditional search engine. Platforms index captions, on-screen text, spoken words, hashtags and profile details, so brands can be found by answering real questions clearly. Optimise by researching what people search for, using those words in titles, captions, speech and on-screen text, organising content into series and keeping profiles complete.

What is social search?

People increasingly start searches on social platforms. Instead of typing “best brunch Dubai Marina” into Google, many type it into TikTok or Instagram and watch short videos from people who have been there. They search for recipes, product reviews, travel tips, fitness routines and how-to guides the same way. Platforms have responded with better search features, keyword-based results and local discovery. For brands, that means social content needs to be findable, not just entertaining. Our social media trends for 2027 covers the wider shift.

How do platforms decide what appears?

Each platform keeps its ranking details private and changes them often, but they generally read the words in captions, on-screen text, spoken audio, hashtags and account details, and combine that with engagement signals and relevance to the person searching. Content that clearly matches a query and keeps viewers watching tends to perform better. Treat platform guidance and your own analytics as the source of truth.

How do you find what people search for?

Use platform search suggestions: Type your topic and note autocomplete suggestions.
Check related searches: Look at “others searched for” and similar prompts.
Read comments: Questions in comments on your and competitors’ videos are search topics.
Ask sales and support: Common customer questions make good content.
Check Google and AI answers: Topics people ask elsewhere often appear on social too.

How do you optimise a video for social search?

Say the keyword early: Mention the topic clearly in the first few seconds.
Show it on screen: Add a short title in on-screen text.
Write a clear caption: Describe the video in plain words, including location and key terms.
Use relevant hashtags: A few specific tags beat many generic ones.
Complete your profile: Name, bio, category and location help discovery.
Organise into series: Playlists and recurring formats help people find more.

Which content works best for search?

Why does social search matter for local businesses?

Restaurants, salons, clinics, gyms and shops benefit most, because people search for places near them. Tag locations, mention neighbourhoods in speech and captions, encourage customers to post and tag you, and reply to questions in comments. Keep opening hours, contact details and booking links current in your profile and on Google, since people often check both.

How does social search relate to AI search?

AI assistants such as ChatGPT, Gemini and Perplexity draw on many sources, including YouTube and community discussions, when answering questions. Clear, helpful content on social platforms can support visibility in AI answers as well. Our guide to generative engine optimization explains how brands get mentioned in AI answers.

How do you measure social search performance?

Some platforms show how many views came from search and which search terms led to your content; check the analytics for each video. Track views from search, saves, profile visits, website clicks and direction requests for local businesses. Compare videos built around a search phrase with those that are not. Over a few months, you will see which topics bring steady discovery and which only spike briefly, and you can plan more evergreen, searchable content around the winners.

What does this look like in practice?

A café in Dubai Marina notices customers saying they found it on TikTok. The team researches searches such as “best brunch Dubai Marina”, “quiet café to work Dubai” and “specialty coffee JBR”. They create a series of short videos, each answering one search: the brunch menu, laptop-friendly corners, the coffee process. Each video says the keyword in the first three seconds, shows it as on-screen text and uses a clear caption with the location tagged. Within two months, the café appears in the top results for several searches and new customers mention specific videos at the counter.

How UIUX Studio helps

Start with the ten questions your customers ask most, and answer each one in a short, clear, searchable video. Then build from there.

We help brands connect social content with website and product experiences. For social strategy and search-focused content, Social Mafia by UIUX Studio runs SEO and social programmes. Our product design team supports landing pages and brand systems.

Frequently asked questions

What is social search?

Using social platforms such as TikTok and Instagram to search for information, products and places.

How do I rank in TikTok search?

Use the keyword in speech, on-screen text and caption, and answer the query clearly.

Do hashtags still matter?

A few specific, relevant hashtags help; captions and speech matter more.

Does social search replace Google?

No. It complements Google and AI search, especially for inspiration and reviews.

Which businesses benefit most?

Local businesses, consumer brands and anyone answering common questions.

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