The rise of social search and why it matters for your Instagram and Pinterest strategy
As more people turn to Instagram and Pinterest for answers, ideas and inspiration, it’s clear that social platforms aren’t just for scrolling anymore, they’ve become search engines in their own right. This shift, often called social search, is changing the way we think about visibility, discovery and content strategy.
What is social search?
Social search is when users go directly to platforms like Instagram or Pinterest to search for something specific whether it’s “cosy small hallway ideas,” “outfit inspiration for spring” or “marketing tips for small business owners.” They want real, relevant content that feels current and relatable and they often trust what they find on socials more than traditional search engines.
This trend is especially strong with younger audiences (a study by Forbes Advisor and Talker Research found that social media platforms are becoming primary search tools for many, especially among younger demographics), but this behaviour is set to gain traction across the board.
Why it’s important for small business owners
For product based brands, creatives and service providers, this means that your content is more than a one hit wonder. It has the potential to be found by people actively looking for what you offer without relying on the algorithm to serve it up in a feed.
It’s not just about being followed, it’s about being findable.
How to optimise your Instagram for social search
Use clear, searchable keywords in your:
Instagram bio
Captions
On screen text (especially Reels)
Alt text
Put yourself in the shoes of your ideal customer and think about how they might search. For example, “gifts for new mums,” “home office inspo,” or “eco-friendly candles” are all real life searches that could lead them to your content.
Create helpful content that answers a question or solves a problem. Reels like “3 ways to wear a shirt dress” or carousels such as “tips for styling a small living room” can be found again and again.
Pinterest and social search
Pinterest has always been a visual search engine, but it’s leaning even further into discovery. That makes it a brilliant platform for building long term, searchable content.
To make your content work harder:
Use keyword rich Pin titles and descriptions
Name your boards using natural language e.g. “calm living room ideas,” “ethical gift guides”
Think seasonally and topically. What are people searching for right now? What are people searching for so they can prep for the future? Eg. People will start to search “Christmas home decor ideas” in September.
The beauty of Pinterest is that well optimised content continues to be seen and saved long after you publish it. We know and love this as Evergreen Content.
What this all means for your social media strategy
The key shift here is from “posting to be seen” to “posting to be found.”
This is great news for small business owners. You don’t need to chase trends or dance for the algorithm. You can focus on making helpful, inspiring content that people are actually searching for.
From posting to be seen to posting to be found
The rise of social search shifts how we approach social media from a focus on fleeting visibility (likes, trends, “keeping up”) to longer term discoverability.
This is a good thing, especially for small business owners with limited time and resources. You don’t need to constantly reinvent the wheel or jump on every trend. Instead, you can create strategic, searchable content that helps the right people find you again and again.
Here’s how to bring this mindset into your social media strategy:
1. Start with search intent
Think about what your audience might be looking for and how your products, services or expertise fit into that.
Ask yourself:
What questions are they asking?
What are they planning, researching or daydreaming about?
What problems are they trying to solve?
Then create content that answers those questions in plain, searchable language.
Instead of: “My latest journal drop is here!”
Try: “New eco-friendly journals, perfect for mindful mornings or back to school gifts.”
2. Do a keyword brainstorm
Use Pinterest’s search bar or Instagram’s Explore tab to see what phrases come up when you type in a few key words related to your niche. These autocomplete suggestions give you a window into what people are actually searching for.
Build a mini list of 10–15 search friendly phrases and keep them handy when writing:
Captions
Pin titles/descriptions
Carousel headings
On image text (especially for Pins, Reels and Stories)
3. Create content with a longer shelf life
Instead of only chasing what’s trending, balance your content with posts that will remain useful or inspiring for weeks (or even months) from now.
Some examples:
“How to style…” (great for stylists, interiors, product businesses)
“5 gift ideas for…” (perfect for seasonal marketing)
“What to do when…” (great for coaches or service led businesses)
Pinterest especially rewards this kind of evergreen content, while Instagram is slowly catching up thanks to search friendly features in Reels.
4. Optimise what you’ve already got
You don’t need to start from scratch. Go back to existing posts or Pins that are performing well and ask:
Could I improve the caption for searchability?
Does it include keywords my audience would use?
Can I repurpose this into a new format like a Reel or Pin?
Sometimes a simple tweak can give old content new life in search results.
5. Measure what’s getting found
Keep an eye on your insights to spot patterns. On Pinterest, look at impressions and saves. On Instagram views and reach metrics show what’s getting reach beyond your followers.
The goal is to create more of what gets found and less of what just floats by.
Always start with your audience. Think about what they need, what they want to know, and how they’d search for it. Then build your content from there.
I hope you found this useful. I’d love to know your thoughts.
If you need a hand with developing your social media strategy for social search then get in touch for a chat and don’t forget to subscribe to my weekly newsletter for all your Insta and Pinterest news and updates.
