Adam Mosseri

How Search Tactics are Replacing Hashtag Strategies for Social Media Success 

Finding it hard to compete with social algorithm changes using hashtags? Here are tips to make sure you can outsmart social media search and get in your audience’s feed. 

Adam MosseriRemember when Adam Mosseri said in March of 2022 that your caption matters more than your hashtags in terms of post visibility and reach? Hootsuite did a small experiment afterwards and found that posts with good captions generated 30% more reach than posts with hashtags.   

TikTok is also becoming a search engine. Even Google acknowledged that almost 40% of young users used social media to look for a place for lunch instead of Google Maps.  

Given that, we need to think in a search engine optimization (SEO) mindset as we create social content. Here is how search tactics are making their way into the world of social media marketing and the benefits they bring to the table.  

What are Search Tactics in social media? Search tactics in social media refer to the strategies and techniques used to increase the visibility and discoverability of content on social platforms. These tactics often involve incorporating relevant keywords and hashtags, optimizing profile information, engaging with the audience, leveraging user-generated content, and analyzing performance metrics to refine the strategy. The goal is to improve brand recognition, reach a wider audience, and drive organic traffic to your social media profiles or website.

The Power of Keywords and Hashtags 

Keywords have long been a cornerstone of SEO — helping search engines understand the content of a webpage and rank it accordingly. In a similar fashion, hashtags serve as one of the tools for organizing and categorizing content on social media platforms like Instagram, Twitter, and LinkedIn. 

By incorporating relevant keywords and hashtags into your social media posts, you can increase the visibility of your content and reach a wider audience. However, in Adam Mosseri’s announcement about keywords, he indicated that the ideal number of hashtags is roughly 3. So, the days of stuffing 20 trending (but irrelevant) hashtags into your post and expecting success are over. 

Optimizing Your Social Media Profiles 

Just as optimizing your website’s metadata is crucial for improving its search rankings, optimizing your social media profiles is essential for boosting your online presence. Be sure to include relevant keywords in your profile descriptions and bios, as well as in the captions and alt text of any images you upload. 

Additionally, using a consistent username across all social media platforms can improve your brand recognition and make it easier for users to find and follow you. By ensuring that your profiles are fully optimized, you’ll be better positioned to attract organic traffic and grow your following. 

Engaging with Your Audience 

Another key aspect of effective SEO is providing valuable content that encourages user engagement. This principle holds true in the realm of social media marketing as well. By creating high-quality content that resonates with your target audience, you’ll encourage likes, shares, and comments, which can significantly boost your visibility on social platforms.  

This is likely our number 1 tip. You can try all the tricks with captions and hashtags you want, but if you’re content is low quality, nothing will help long-term.  

If you’re content is low quality, nothing will help long-term

Moreover, actively engaging with your audience by responding to comments or questions and participating in relevant discussions can further enhance your brand’s reputation and foster a sense of community among your followers. 

Another tactic that can help certain brands drive engagement is to create channels on Instagram, or strategize on building a community and groups on Facebook. 

Instagram Channels

Leveraging User-Generated Content 

User-generated content (UGC) is a powerful marketing tool that can help you tap into the trust and authenticity that modern consumers crave. Encouraging your audience to create content related to your brand, such as reviews, testimonials, or photos, can not only increase your reach but also improve your search rankings on social media platforms. 

By sharing and promoting UGC, you’ll demonstrate your appreciation for your customers’ input and create a sense of brand loyalty that can translate into increased conversions and long-term growth. Not sure what we’re talking about? See hashtag #UGCCreator on TikTok which is currently at 1.1B uses. 

Analyzing and Adapting Your Strategy 

Finally, just as with traditional SEO, it’s crucial to monitor the performance of your social media marketing efforts and adjust your strategy accordingly. Regularly analyze the engagement metrics of your posts, such as likes, shares, and comments, to determine which types of content resonate most with your audience. 

Additionally, keep an eye on industry trends and algorithm updates to ensure that your tactics remain up-to-date and effective. By staying agile and adaptive, you’ll be better equipped to navigate the ever-changing landscape of social media marketing and achieve lasting success. 

Final Thoughts 

As the worlds of SEO and social media continue to converge, marketers must embrace the power of search tactics to stay competitive and drive results. By incorporating keywords and hashtags, optimizing your profiles, engaging with your audience, leveraging user-generated content, and continually refining your strategy, you’ll be well on your way to harnessing the full potential of social media marketing.  

Start implementing these proven search tactics today and, when combined with quality content, your results should improve.  


If you’d like to talk further about your social media needs, just complete the form below and we’ll be in touch. 

Ignite Social Media