Short Answer: Social search optimisation (SSO) is the practice of making your content discoverable in social platform search results, whether that’s LinkedIn, Instagram, TikTok or the next network to blow up.
In this short blog, we explain why social search optimisation should be the next step in your strategy and offer some easy ways for you to optimise your content so you show up in search.
Social platforms aren’t just for scrolling anymore. They’ve become search engines in their own right. According to eMarketer, nearly 1 in 4 consumers now use social networks as their primary search tool, and that figure almost doubles for Gen Z.
People search with intent: a B2B buyer looking for a service provider on LinkedIn, or a consumer finding a new skincare brand on Instagram. If your business isn’t showing up in those searches, you’re essentially invisible, which is nice when you’re avoiding an ex in public, but not when you are trying to build a brand.
LinkedIn: Credibility
LinkedIn has become the sleeper hit of social search. Users don’t just look up people anymore; they search for posts, articles, and newsletters on industry trends or practical advice.
For brands, that means treating your profile and page like searchable resources, and publishing content that answers the kinds of questions your audience is already typing in.Every headline, post, and comment is a signal that tells LinkedIn what you stand for and who you serve.
Here’s how to make sure your brand actually shows up when people search.
Checklist for LinkedIn Search (2025):
- Headline & About section: Use clear, keyword-rich phrases.
- Long-form content: Publish at least one article or newsletter monthly.
- Short-form posts: Repurpose insights into posts, carousels, and videos.
- Engagement: Thoughtful comments boost visibility, whereas superficial ones hurt it.
- Multimedia: Video is increasingly prioritised.
Instagram: Visual Discovery
Instagram has fully embraced its role as a discovery engine. In 2025, over a third of users say they use it just like Google.
Users are typing questions directly into search. Results prioritise Reels, carousels, and keyword-optimised captions, not just stuffing a load of hashtags in at the end. Hashtags are basically dead. The more intentional you are with keywords and structure, the more Instagram rewards you with reach.
If your feed isn’t just for show, here’s how to make it discoverable.
Checklist for Instagram Search (2025):
- Profile & Bio: Keyword-friendly, clear, not stuffed.
- Captions: Conversational queries, front-loaded with key terms.
- Alt Text: Write descriptive, searchable image text.
- Reels: Use keywords in captions, overlays, and audio.
- Engagement: Saves and shares signal ranking power.
TikTok: Gen Z’s Search Engine
TikTok has exploded as the default search bar for Gen Z. Everyday queries like ‘casual pub outfit inspo’ to’ gluten-free meal recipes’ are now answered through short, human, and highly relevant videos. Its “People Also Search” prompts and embedded search bar features stretch the messy middle, that in-between space where people aren’t ready to buy yet, but are actively gathering info and narrowing choices.
The opportunity here is huge: TikTok combines active intent with cultural relevance, making it the fastest-growing channel for discovery. Yes, there are occasional concerns around reliability and misinformation, but the upside for visibility and connection is hard to ignore.
It might look chaotic from the outside, but its search system is surprisingly structured. Users type full questions, and TikTok’s AI scans not just captions – but speech, text overlays, and comments, to match them. That means every element of your video is a potential SEO cue.
Start with these moves to boost your visibility where it counts.
Checklist for TikTok Search (2025):
- Captions: Use natural “how to / best way to” phrasing.
- On-Screen Text: Titles and overlays with keywords.
- Spoken Audio: TikTok indexes speech, say your keywords.
- Pin Comments: Add FAQs or context.
- Authenticity: Scrappy, real content beats polished ads.
Unlike SEO, which lives in search bars, SSO lives where your audience actually hangs out — in their feeds, comments, and DMs. It’s where discovery, trust, and community collide to create the kind of visibility money can’t always buy.
Get in touch
Dull sucks. Don’t let your brand disappear from search. Hurricane Social makes sure you’re found on LinkedIn, Instagram, TikTok and beyond. Get in touch today and start being discoverable where your audience searches.
