S2 Ep 53 Social Search: The New Word of Mouth

Social Search is the New Word of Mouth

Social platforms aren’t just for engagement anymore. They’ve become search engines — and if your business isn’t showing up, it’s not being considered.

What’s Happening

People are searching on TikTok, YouTube, Pinterest, and LinkedIn
Not just browsing. They’re asking specific, high-intent questions like
• Best jeans for short legs
• How to fix a cracked iPhone screen
• Local coffee shops in Atlanta

Discovery is now social
Hashtags, tagged locations, and short videos are the new entry points. Social content is driving decisions, not just awareness.

B2B buyers are validating on LinkedIn
Before outreach, they review your profile, posts, and online presence. No photo and no activity? You’re out.

Trust comes from community, not companies.
User-generated content builds credibility faster than your About page ever will.

If You’re Not Searchable...

You’re skippable.
No profile. No content. No trust.
Social media is now part of the buyer journey. Missing it means missing the sale.

Quick Wins

• Use keywords in your bios and captions
• Post short, useful videos
• Encourage user-generated content
• Be consistent across platforms
• Repurpose content so you’re not starting from scratch

Smart Example

Canva nails it with early-access content for ambassadors, hashtag challenges, and searchable tutorials.

Also: One olive oil brand exploded on TikTok after a user showed it drizzled over vanilla ice cream. Surprise content drives discovery.