How to Get Your Content Discovered Through Social Search on TikTok and Instagram

As TikTok and Instagram continue evolving into discovery-first platforms, it’s clear that social search is no longer just a trend — it’s becoming the primary way younger audiences find information, products, and brands. A recent survey revealed that 45% of Gen Z now use platforms like TikTok and Instagram for search instead of Google. And while this represents a major behavioral shift, it also presents a huge opportunity for communication professionals looking to boost their visibility and ROI.

If you’re investing time and resources into content, making sure that content can actually be found is key. Here are three practical ways to optimize your video posts for discoverability on TikTok and Instagram.

1. Use Clear, Keyword-Rich Captions

Think of your caption as the SEO of social media. Instead of relying on punchy one-liners or overly clever phrasing, focus on keywords your audience is actively searching for. What problems are they trying to solve? What language do they use?

For example, if you're managing a campaign for a skincare client, a caption like "The best moisturizer for dry winter skin" is far more effective than something generic like "Hydration goals 💧." The more clearly your caption matches common search queries, the more likely your content is to appear in relevant search results — both within the app and increasingly on external platforms like Google, which are starting to index short-form video content.

Also, try not to overly polished corporate copy. For example, if recruiting students looking a degree in AI, something like “Day in the life of a machine learning student” is far more effective than something generic like “Explore your future in tech” — even if it sounds slicker. Be direct, descriptive, and aligned with the questions your audience is asking.

2. Add Keywords to Your On-Screen Text

On-screen text isn’t just a design element — it’s data. TikTok and Instagram both use the text in your videos to help determine what your content is about. That means titles, overlays, bullet points, and even subtitles all contribute to how your video is categorized.

To get the most out of this, include relevant keywords directly on screen. For instance, a video titled “Morning Skincare Routine for Dry Skin” instantly tells both the algorithm and the viewer exactly what to expect. Keep it readable, well-placed, and in line with your messaging. Think of it as a headline — something clear, compelling, and keyword-optimized.

3. Include Keywords in Your Closed Captions

Closed captions are essential for accessibility, but they’re also powerful tools for search. Platforms like TikTok transcribe your audio and index that text, meaning what you say — and how you say it — matters.

When scripting your content, try to naturally include key phrases that your audience might be searching for. Instead of saying, “This is what I use in the morning,” say “This is my morning skincare routine for dry, sensitive skin.” It’s a subtle shift, but one that increases your chances of being discovered by the right audience.

The Bottom Line

The shift toward social search means communication pros need to think beyond visuals and trends — and start thinking like search marketers. By making small, strategic adjustments to how you caption, script, and present your content, you’ll dramatically increase your visibility — and maximize the return on every piece of content you produce.

Social media isn't just about being seen anymore. It’s about being found.