Mastering Social SEO: The Key to Amplifying Your Influence on Social Media

With more people increasingly turning to alternative platforms to find information, it’s no surprise that TikTok has emerged as one of the go-to platforms for finding specific and authentic recommendations over traditional Google Search. In fact, around 31% of consumers are now using social media to find answers to their questions. Whether it's to discover the best restaurants, seek out date night outfit inspiration, or gather holiday destination tips, platforms like Instagram and TikTok have become the new go-to search spots for people seeking instant, visually engaging, and personalised recommendations.

As this shift in consumer behaviour continues to reshape the way information is sought and consumed, the significance of social SEO cannot be overstated. In this blog, we’ll delve into the world of social SEO, exploring what it is, why’s crucial, and most importantly, providing actionable tips to help you leverage its power effectively. Let’s dive in!

What is social SEO?

Social SEO, or social search engine optimisation, refers to the practice of optimising your social media content to improve its visibility and ranking. Just like traditional SEO focuses on optimising content for search engines like Google, social SEO focuses on optimising content for platforms like Instagram, TikTok, Facebook and X. 

Consumers, particularly Gen Z,  are less reliant on singular or traditional search engines for knowledge. With the ability to see the reactions of content creators in real time, TikTok is a great way to find credible and reliable recommendations. Searching on TikTok is quick and easy; a search using one keyword like ‘Happy Hour’ yields a plethora of results, making it an invaluable resource. 

Why is Social SEO important?

Social SEO is the bloodline of social media, facilitating the visibility of millions of brands and bolstering credibility. 

Increases engagement

Optimising your social media content will increase the amount of time your audience spends on your page. Creating content that aligns with your niche and incorporates trending topics works to maintain the interests of your audience

Helps to grow following

Social SEO allows you to improve the visibility of your posts which can attract more followers to your social media profiles. .  Making your posts more discoverable to users who are actively searching for content related to their interests works to increase your follower base.

Increases visibility of your posts 

Effective social SEO techniques can help your posts stand out in crowded social media feeds. Leveraging apt keywords and hashtags will organically increase the ranking of your content, making it more likely that users will click through to your content.

Tips for maximising social SEO

Eager to boost the visibility of your social media posts? Here are some top-tier strategies to ensure your content stays on top of your audience’s feed!

Be strategic about the placement of your keywords 

Identify keywords aligned with trending topics within your niche. Incorporate these into your posts, bios, and descriptions to improve searchability. For example, in the beauty community, hashtags such as  #glasskin and #skincare unveil insights into Korean skincare regimes which have propelled the clean girl aesthetic. 

Optimise your profile 

Your social media profile acts as your digital pitch; it’s the first way to leave a lasting impression on your audience. Ensure your profile is fully optimised with relevant keywords, a clear profile picture, and a compelling bio that accurately represents your brand or persona. This helps search algorithms understand what your profile is about and improves its chances of appearing in relevant search results. 

Use alt-text to increase visibility

Alt-text is a written copy that allows you to describe images for visually impaired audiences. Using information-rich text allows users, as well as search algorithms, to understand the image context and relevance.

Invest in a good hashtag strategy 

Adding hashtags that are relevant to your niche can help get your content in front of new audiences who may not follow you. Combining a mix of trending and niche hashtags to ‘tag’ your content will help boost your content's discoverability. 

Create engaging captions

Compelling captions can capture attention and encourage them to engage with your posts. Use captions that spark curiosity, ask questions, or encourage users to take action, such as liking, commenting, or sharing your content. 

Post at the right time 

Timing is crucial when it comes to social media posting. Experiment with different posting times to determine when your audience is most active and engaged. By posting at the right times, you can maximise the visibility and reach of your content. 


Social SEO holds value for both influencers and brands seeking to organically amplify their reach and impact. Integrating SEO techniques into your content strategy can significantly improve the visibility, engagement, and growth of your social media presence. By optimising your content for search and following these tips, you can increase the discoverability of your posts, attract more followers, and build a stronger online presence as an influencer or brand.

How to Use Content Pillars to Shape Your Personal Brand as an Influencer

In the vast world of social media where every click, scroll and share is a chance to make a lasting impression, how do you leave an indelible mark on your audience? The answer lies in being strategic: using content pillars to carve out a fresh perspective to help you stand out amongst your competition. If you want to know more, join us as we dive into the transformative nature of content pillars and explore how you can use them to connect with your audience. 

What are content pillars?

Content pillars are a core set of topics and themes that form the foundation of your social media strategy. The framework helps determine and transform your digital presence into a coherent story that has the power to continually captivate your audience. 

Why are content pillars important?

Content pillars are the foundation of your content strategy and the guideposts for your content production. They help you focus your content on what matters most to your audience and what aligns with your goals. 

With social media platforms categorising content to help consumers discover content more easily, creating pillars that align with the categories associated with your niche will lead to a higher search ranking on social media search engines.  

Provides a framework for your content calendar

Content pillars help develop and organise your social media content. It is important to aim for 3-5 main pillars to prioritise the production of content that holds value and truly resonates with your audience. 

Create more relevant content 

Establishing topics of interest will provide a clear direction and focus on creating content that best aligns with your personal brand. For example, if you’re a fashion-focused influencer, your content pillars could be maximalist style, attending fashion shows and styling tips. 

Rather than scrambling for content or experiencing a creative block, content pillars can help you map out your content calendar for months on end.

Saves you time 

Content pillars help you streamline the creative process of making content. Instead of brainstorming new topics each week, you can refer to your pillars and the overarching themes which heavily reduces the decision time of content ideation. 

How do you create content pillars?

To set you up for social media success, we’ve compiled a list of our top tips for creating effective content pillars! 

Identify your target audience

Start by defining your niche to narrow down your content focus. From there, create a detailed audience profile that outlines the needs, wants, interests and behaviours of your intended audience. It also helps to engage with consumers of your niche via the comment section, discussion forums, and even DMs to further understand the type of content they prefer to engage with.

Consider your business goals 

Clarify your mission and the impact you wish to make on social media. Doing this will help you clearly outline your content strategy to help you achieve your goals. 

Determining clear KPIs such as engagement rate, brand awareness and conversion rates will hold you accountable as you can regularly track these to measure your progress.

Keyword research/brainstorm topics 

Keywords can help in the formation of your content pillars. Knowing popular keywords can help you identify core themes and trending topics of your chosen niche, which in turn can expand your content topic ideation.  

Competitor analysis 

Scoping the competition can help you discover the gaps and pain points of your audience. Identifying areas where you can offer unique perspectives or value propositions will set you apart from other influencers involved in the same niche as you.

Types of content pillars  

Content pillars generally fall into the following categories: 

Entertainment content 

Content that aims to capture attention and increase engagement. Examples include Day in the Life (DITL) and bite-sized reels. 

Educational content

Content that positions you as an expert and allows you to build trust with your audience. Examples include tutorials and Q&As.

Inspiring content 

Content that serves to build an emotional connection with your audience. Examples include sharing the behind-the-scenes of your life. 

Promotional content 

Content that markets the brands you love. This can include testimonials and collaborations. 


Content Pillars are a strategic way to map out your content and ensure that you never run dry of ideas. Creating content that aligns with your niche and the interests of your audience helps foster trust and ensures that your audience remains engaged in your personal brand.