Eliza McElhaney

Treat Social Like Search (And Win More Discovery Anywhere)

Once upon a time, search meant Google. Now? It means TikTok, Instagram, LinkedIn, and YouTube too.

People aren’t always typing questions into search bars anymore. They’re swiping through Reels, scanning captions, watching reviews, and diving into comment sections. So if you’re only optimizing your content for traditional SEO, you’re missing a major opportunity.

The platforms that used to be all about connection are now doubling as discovery tools. That means how you write and how you structure your content matters more than ever.

Let’s break down what to tweak so your posts don’t just show up in feeds… they show up in searches.

Keywords Still Matter, But the Delivery Has Changed

Think about what your audience is typing when they’re looking for answers:

  • “Easy weeknight dinner ideas”

  • “Best moisturizer for dry skin”

  • “How to schedule a post on Instagram”

  • “Small business tips 2026”

Those exact phrases? They should be showing up in your captions, video titles, and on-screen text. This is how the algorithm connects your content to what people are already searching for.

No hashtags required. This is about plain-language keywords and clear, useful language.

Make It Easy to Scan and Save

Attention spans aren’t getting longer. If your content makes people work to find the value, they’ll scroll right past it.

Here’s what helps:

  • Use sentence case in captions (it’s more readable)

  • Lead with the benefit or takeaway

  • Add keyword-rich subtitles or on-screen text to video

  • End with a quick CTA that encourages saves or shares

You’re not writing essays. You’re dropping breadcrumbs.

Platform-Specific Tips

TikTok
Use the voiceover, caption, and on-screen text to reinforce your main point. And repeat your keyword or question at least once in the first 3 seconds.

Instagram
Your first line is gold. Think like a headline writer. Use keywords in Reels captions and alt text.

LinkedIn
This is where your niche audience is actively looking for solutions. Use clear formatting, repeat relevant phrases, and always tie your story back to something helpful.

YouTube
Titles and thumbnails still reign, but don’t sleep on your description box. Include keywords and related questions people might search for.

Final Thought

If you want your content to work harder for you, start thinking like your audience. What are they searching for? What do they need help with?

Speak to that clearly and consistently and you won’t have to fight so hard for reach. Social media is still social, but it’s also search. And the brands who get that are the ones getting found.