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You’ve probably heard terms like “SEO” and “keywords” thrown around in social media strategy discussions, but what do they actually mean? And more importantly, how can they help you grow your audience? Let’s break down the basics of Search Engine Optimization (SEO) for creators and how you can optimize your content to get more views.
SEO stands for Search Engine Optimization, which determines what results appear when you type a query into a search engine. Traditionally, SEO has been used to drive website traffic, with brands strategically using keywords to rank higher in search results.
For example, if you search for “best noise-canceling headphones,” Google will show you targeted ads, expert reviews, and even Reddit discussions—all because these results contain relevant keywords like “noise-canceling” and “headphones.”
Now, SEO isn’t just for Google—it’s just as important on social media. Platforms like TikTok, Instagram, and YouTube function as search engines, surfacing content based on keywords. Let’s say you’re looking for the new Rhode Lip Liners on TikTok. You’d probably search “Rhode lip liner swatches” or the specific shade you’re considering. If a creator includes those keywords in their caption or on-screen text, their video has a higher chance of appearing in your results. But if they skip the keywords? Their video might get lost in the shuffle.
If you want your content to be discoverable, incorporating keywords is essential. Here’s how:
You can think of keywords as the new hashtags. Instagram even recently removed the ability to follow hashtags, signaling a shift toward keyword-based search instead.
Not all social media platforms use SEO the same way. TikTok prioritizes captions and on-screen text, while YouTube heavily relies on video titles, descriptions, and tags. Instagram’s algorithm focuses on keywords in captions, bios, and even alt text. Understanding these differences can help you tailor your content for each platform’s search capabilities.
Here’s an example: If you search the term “vertical grids” on Instagram, four of Planoly’s posts will show up in the top search results – one Reel and two carousel posts. In each of these, we included the term “vertical grid” in the caption but skipped hashtags entirely. In the carousels, the term was used on the title page of the graphic, and in the Reel, we said the term several times. This shows that keyword-rich content can enhance discoverability, even without hashtags.
When choosing keywords, consider using long-tail keywords—phrases that are more specific and descriptive. For example, instead of just "travel tips," use "budget-friendly travel tips for Europe." These longer phrases are less competitive and more likely to attract engaged viewers who are searching for something specific.
Beyond captions and video titles, you can boost your discoverability by adding keywords to your profile. Many creators now include keywords in their Instagram display name (e.g., “Jessica | NYC Foodie” or “Taylor | Tech Reviews”) to improve searchability. Some popular search-friendly terms to consider adding to your bio:
While it’s tempting to stuff your posts with keywords, don’t overdo it. Platforms can penalize content that appears spammy or irrelevant, and your captions may feel forced if they’re overloaded with keywords. Instead:
SEO isn’t just for websites—it’s a game-changer for social media, too. By strategically using keywords, you can make your content easier to find, reach new audiences, and grow your brand.
Try This: Optimize one of your upcoming posts using relevant keywords in your captions, titles, and on-screen text. Then, track its performance over the next week. Are you seeing more engagement or new followers? Testing and refining your approach will help you master SEO for social media.
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