Over the last year, search engine optimization (SEO) has moved far beyond Google — and in 2025, the way people discover content on social media platforms is changing even more rapidly.
At Hello Social Co., we’ve always believed in meeting audiences where they are. Right now? They’re searching. On Instagram. On TikTok. On Pinterest. Even on LinkedIn.
So what does this shift in behavior mean for brands — and how are we adapting our strategies to help clients stay visible, searchable, and ahead of the curve?
Historically, SEO was about keywords, backlinks, and meta descriptions. But today, discovery happens everywhere, and content is becoming increasingly search-first across social platforms.
In fact, platforms like Instagram and TikTok have quietly made major updates that reward searchable content.
As Annie-Mai Hodge noted, Instagram’s algorithm now places a stronger emphasis on the text in your content—including image captions and on-screen text in Reels—so that it can be indexed and recommended to users searching for relevant content. Your profile activity, including keywords in bios and engagement behavior, also plays a role.
And it’s not just Instagram. Pinterest and TikTok have both leaned heavily into keyword-rich content and descriptive titling as part of their discovery engines. For many Gen Z and Millennial users, these platforms have replaced traditional search engines altogether.
For destination brands, small-town businesses, and community organizations, this is huge. Your audience isn’t just scrolling — they’re searching. And they’re expecting social content to answer their questions, solve their problems, or inspire them to take action.
That means your social content needs to be:
Keyword-rich, but still human and engaging
Strategically captioned, with natural phrasing that mirrors what people are actually searching for
Optimized visually, including text overlays that reinforce your core messages
Built for discovery, not just engagement
As Matthew Hunt recently asked in a post: Is traditional SEO dead? Not quite — but the rules have absolutely changed. And we’re already seeing the results for brands who lean into these changes.
Our team has integrated a social SEO lens into every part of our strategy work, content creation, and campaign development. Here’s how we’re evolving:
We’re using search data to inform content themes — especially for destination campaigns and product discovery. What are people searching for in your region? That’s where we start.
We now provide content creators with keyword suggestions and SEO-optimized phrasing to use in their storytelling — both in spoken word and captions — so your partnerships are discoverable long after they’re posted.
We’re not just creating visually appealing content — we’re embedding meaningful keywords into the visual design and scripting, to align with in-app search engines.
Whether it’s your Instagram bio or your Pinterest board descriptions, we’re updating client profiles with SEO in mind—so your brand can show up in all the right places.
Here’s how your brand can start shifting toward a search-friendly social strategy in 2025:
Audit your captions and visuals: Are you naturally including words your audience would search for?
Update your bio and handle: Use plain language that reflects what you actually offer.
Think about search intent: What does your audience want to find? Create content that answers that.
Work with partners who get it: (That’s us.) We’re already building these updates into our strategy packages.
Want to make sure your brand isn’t left behind?
Reach out to book our Social Media Strategy Blueprint. We’ll help you refine your presence for the way people actually discover content now — and prepare you for what’s coming next.