Social media search behavior is changing the way people discover brands, both locally and nationally. In Des Moines, many small business owners and marketers are relying more on platforms like Facebook, Instagram, and TikTok for growing their sales. The most important thing is that your target audience treats social media profiles as resources for information, not just for scrolling.
Nearly 77% of internet users prefer using social media to find more information on brands, while 64% find out about a new brand/product/service on it. Many Iowa-based businesses are seeing that reviews, hashtags, and in-platform searches play a direct role in brand visibility on social media. Because user trust is shifting, the question is no longer if people use social platforms as search engines, but how your brand shows up in those searches.
If you run a small business or startup in Des Moines, knowing how a social-first search strategy works will impact your growth. Below, we’ll walk you through effective strategies based on current social search trends and local insights, built from our work with Des Moines and other regional brands.
How Social Platforms Work as Search Engines
Social platforms now work as search engines as well as a networking tool. Every time users search in Facebook Marketplace, enter a hashtag on Instagram or Twitter (now X), or use the TikTok search bar, they expect authentic and current results.
For local options, people use social media as search engines to usually look for what’s happening near them, reading comments, checking tagged locations, and watching short videos before they walk into a store or buy from a service provider. That means using social media puts your business at an advantage, making it more discoverable.
Changing User Search Habits on Social Platforms
People search for information on social media differently than they do on Google. On platforms like Instagram or TikTok, users typically search through hashtags, keywords within bios, and user-generated content that feels real.
In Des Moines, local foodies might search #DesMoinesEats, or small business owners will look for “social media marketing Des Moines” to find trusted local vendors. User search habits on social platforms favor brands with clear, well-optimized profiles and consistent, up-to-date posts.
Key Social Search Trends for Small Businesses
Social search trends point to rapid adoption of in-app search features, especially in younger audiences. Facebook Groups, Instagram Reels, and TikTok videos all show up in search results as people look for recommendations and peer opinions.
Location tags and customer reviews get more attention than website SEO in many social-first search strategy searches. For a Des Moines boutique, for example, showing up under “best vintage shop in Des Moines” on Instagram can be more powerful than being on page one of Google for some shoppers.
Six Strategies for Brand Discovery Through Social Media Search
The foundation for brand discovery has moved beyond general search engines. Using these strategies will boost your brand visibility on social media, connect you with new audiences, and help generate referral traffic, too.
1. Optimize Your Social Profiles for Search
Use relevant keywords in your profile name, bio, and descriptions. Include your city or area, main products or services, and unique selling points. For example, a coffee shop could use: “Des Moines Coffee Bar: Local Roaster, Latte Art, Study Spot” in their Instagram bio. This is a simple step, but it makes a difference when people search for local spots or service types.
2. Leverage Hashtags and Local Tags
Hashtags are the social media version of keywords. For local businesses, combine general terms (#bakery, #digitalmarketing) with location-based hashtags (#DesMoines, #IowaBusiness).
Encourage customers to tag your location or use a specific campaign hashtag. Regularly test and adjust your hashtag strategy to reflect popular local terms.
But also keep in mind platform-specific hashtag recommendations. For example, on Facebook and Instagram, you should tag your business’s physical location for every post. On TikTok, however, it’s recommended to use 2 to 3 relevant hashtags on each video.
3. Use Authentic User-Generated Content
People trust customer reviews and real-life stories. Share testimonials in your feeds. Highlight user-generated content by encouraging customers to tag your business and use tools like Story highlights on Instagram to feature this content.
For example, a Des Moines coffee shop might repost a customer’s Instagram photo enjoying their latte, tagging the customer and adding the post to a “Customer Favorites” highlight. This not only refines your social search optimization but also encourages more customers to share their own experiences.
4. Create Searchable Content Formats
Short videos, Reels, and Stories are showing up in social search. Use descriptive captions and on-screen text that mention your main keywords.
For example, a Des Moines event planner might upload a TikTok video titled “Top Iowa Wedding Venues 2024” and mention local spots in the script and caption. These formats get indexed when people use social platforms as search engines, increasing reach beyond your followers.
5. Encourage Reviews and Recommendations
Many people search for business reviews directly on Facebook or look for tagged recommendations in Instagram Stories. Ask happy customers to leave Facebook reviews or mention you in their posts. A steady stream of positive feedback helps your business stand out in local social search.
6. Monitor Trends and Emerging Search Features
Follow updates from major platforms, as new search features appear every year. TikTok, for example, now displays trending topics, pulling in businesses by video keywords much like YouTube.
Keep your eye on what types of posts and topics are rising in social search trends, especially those popular in Iowa or your local market. Adjust your content by adding trending sounds, using new local tags, or joining topic-based communities.
Build a Social-First Search Strategy
Traditional SEO focuses on Google ranking, while a social-first search strategy focuses on how users explore within social platforms. Instead of backlinks, it relies on interactions, saves, and shares. Successful brands approach social search like community building rather than technical optimization.
This approach nurtures trust, which turns searches into conversions. When users search and find genuine, engaging content that answers their questions, they connect emotionally and act faster. Your visibility becomes organic, and your social presence becomes a discovery engine for growth.
If you’re ready to grow your brand, get in touch with our experts at Social Nickel. We specialize in social media marketing services. Our team will help you review your profiles, update your tags, and encourage customer engagement.
Contact us now to get started!
FAQs: Social Media as a Search Engine
1. What does it mean to use social platforms as search engines?
This means people use social apps like Facebook, Instagram, and TikTok to look up businesses, products, and reviews instead of (or before) using Google. They search by keywords, hashtags, or location to find brands and make decisions.
2. How can my business improve its brand visibility on social media?
Use location-based and descriptive keywords in your bio, posts, and hashtags. Share user-generated content, encourage reviews, and keep your profiles current to appear in social media searches.
3. Why are social search trends important for small businesses?
Trends show how people are searching, what content they trust, and which features are gaining popularity. Staying aware helps small businesses connect with customers where they actually search.
4. What are users’ search habits on social platforms, and how can I track them?
User search habits on social platforms are the ways people use in-app searches, hashtags, reviews, and location filters to find brands. Monitor engagement data, review analytics, and ask your customers how they discovered you to keep up.
5. Do I need different strategies for different platforms?
Yes, TikTok search favors short videos with catchy titles, while Facebook search relies more on reviews and location tags. Match your content and optimization to each platform’s search features and audience habits for the best results.
