Social Search Optimisation for eCommerce
Visibility where brands are discovered on social platforms
Social platforms are no longer just places to publish content. They are increasingly used as search engines.
Customers now search on platforms like TikTok, Instagram, YouTube and Pinterest to discover products, compare options and decide what to buy. For many brands, these platforms influence consideration before a customer ever reaches a website.
Social Search Optimisation focuses on ensuring your brand and products are discoverable, understandable and relevant within those search-led social journeys.
Why social search
matters
Social search shapes early discovery and consideration.
Customers use social platforms to explore categories, understand trends and see products in context. The content they find often informs what they search for next, what they shortlist and which brands feel credible.
Increasingly, social platforms allow customers to move directly from discovery to purchase, further increasing the commercial importance of being visible and relevant at the point of search.
When done well, social search optimisation supports:
Discovery in high-intent, exploratory moments
Brand relevance within search-led social journeys
Consideration before customers reach traditional search or AI-driven platforms
Ignoring social search means leaving a growing part of discovery to chance.
How we approach
social search optimisation
We approach social search as a discovery challenge, not a publishing exercise.
The focus is on how platforms interpret relevance and intent. That includes the language used to describe products, how content is structured, and how consistently brands appear across search-led social environments.
Social search optimisation applies the same strategic thinking used in search and content strategy, adapted to how social platforms surface results and recommendations. It is about clarity, consistency and alignment with how people actually search.
Content built for
social discovery
Social search relies heavily on content signals.
That includes titles, descriptions, captions and on-platform context that help platforms understand what a piece of content is about and who it is relevant for. Content needs to support discovery first, not just engagement.
This work builds on content strategy principles, ensuring language, intent and positioning are consistent across platforms, without duplicating effort or creating disconnected narratives.
Organic-first, with paid
as an adjacent channel
Social search optimisation focuses on organic discoverability.
Paid social plays a different role and is managed separately. However, strong organic foundations improve the effectiveness of paid activity by ensuring clarity, relevance and consistency across social platforms.
Keeping these disciplines aligned avoids fragmentation and supports better performance overall.
Influencing discovery
earlier
Social platforms often shape what customers search for next.
Social search optimisation supports earlier discovery and consideration, feeding demand into search, AI-driven recommendations and marketplaces rather than sitting alongside them in isolation.
Understanding discovery
beyond search engines
Social search becomes important when customers are using platforms to explore categories, shortlist options and form opinions before visiting a site.
We help brands understand how social discovery is already influencing demand and how to show up more consistently in those moments.
Find out how social search optimisation can support your eCommerce performance.
Let's make something great together. Drop us a line.