How People (Actually) Find Brands

Read Time: 1 min 50 secs

Hey — Ryan here.

In today’s edition we’ll be covering:

• Why Instagram just became the new Google (and what it means for your content)

• The TikTok search explosion that's reshaping how we find information

• 3 changes to make to your social strategy (starting today)

The world of marketing has just changed a lot in the last 24 hours

and most people don’t even realize it…

We just hit a turning point when it comes to the impact of social media on businesses of all types:

1. Instagram content is now fully searchable on Google (Forbes)

2. TikTok has already become the #1 search engine for 64% of Gen Z

3. 41% of Americans report using TikTok as a search engine (source)

Social media is now the primary source of discoverability > Google

A decade ago, you would’ve thought that was crazy to say

But now it’s the new norm…

So here’s what this means for creators, founders, and marketers

Every Post is a Mini Landing Page

Photos, Reels, and Carousels are now indexable by Google.

Your Instagram post about "best matcha recipes" can now show up when someone searches for that exact phrase on Google.

Your Reel explaining "the best products for skincare" could appear in search results alongside blogs and YouTube videos.

This isn't just about reach anymore. This is about discoverability.

Consumers don't want to read a 2,000-word blog post about skincare routines.

They want to watch a 60-second video that shows them exactly what to do.

Every piece content is a mini landing page to your business.

The New Rules of Social Content

Here's what you need to know:

Your social content strategy just became your SEO strategy.

The old approach:

• Post visually appealing content

• Hope for engagement

• Maybe use some hashtags

The new approach:

• Every post is optimized for search

• Every caption is keyword-rich

• Every piece of content serves dual purposes: social engagement AND search discovery

Your content now needs to work in two completely different contexts:

1. Social context: Someone scrolling through their feed

2. Search context: Someone actively looking for information

The creators and brands who master this will dominate the next decade.

3 Immediate Changes to Make

1️⃣ Optimize Your Bio for Search

Your bio isn't just for your followers anymore. It's for Google.

Before: "✨ Living my best life | Coffee lover | Travel enthusiast ✨"

After: "Digital Marketing Consultant | Social Media Strategy for Small Businesses | Based in Austin, TX"

Use clear, keyword-rich language that reflects your niche, services, and location.

2️⃣ Transform Your Captions

Stop treating captions as afterthoughts. They're now mini blog posts.

Ask yourself: What would someone search for to find this content?

If you're posting about productivity tips, your caption should include phrases like:

• "how to be more productive"

• "productivity hacks for entrepreneurs"

• "time management strategies"

3️⃣ Think Like a Search Engine

Before posting, ask yourself:

• What would someone search for to find this?

• What problem does this solve?

• What keywords should I include?

Your organic social content can now drive traffic, leads, and sales in ways that were previously impossible.

The brands that adapt quickly will gain a massive advantage.

Thanks for showing up this week ❤️

Ryan To