When we think about search engines, Google’s long held the crown. But increasingly, people (especially younger generations) are turning to social platforms like TikTok, Instagram, and YouTube to find what they’re looking for.
That doesn’t just mean outfit inspo or restaurant tips. It now includes health advice, product recommendations, and condition-specific searches, and for brands in the healthcare space, this shift is a big deal.
The rise of "social search"
A recent study by Google found that nearly 40% of Gen Z use TikTok or Instagram as their primary search engine when looking for local or practical recommendations.
But it goes further than that. Research from CharityRx shows that:
1 in 5 people now turn to TikTok for health advice
33% of Gen Z say they’ve diagnosed themselves based on info they found on social media
From “best treatment for dry eyes” to “how to manage eczema naturally,” people are asking social platforms questions they once saved for Google, or even their GP.
What this means for brands (especially in healthcare)
This shift presents a major opportunity, and a warning. If your brand isn’t creating content with search in mind, you may be missing out on customers actively searching for what you offer.
For healthcare brands, this could mean:
Being visible when someone searches for treatment options
Explaining how your product works in simple, relatable terms
Showing social proof and testimonials from real users
If you’re not part of the conversation, someone else (with less accurate info) probably is.
How to create social content with search in mind
Here are a few simple but powerful strategies we recommend for getting your content in front of the right people at the right time:
1. Use natural language in captions and overlays
Think like your customer. What would they type into TikTok or Instagram?
Phrases like “How to…” or “Best products for dry eyes…” are gold, they mimic real search queries.
2. Think keyword-first (but human always)
Add relevant keywords into your captions, hashtags, spoken content, and on-screen text.
But don’t cram them in unnaturally, your content should still feel authentic and readable.
3. Prioritise “how-to”, listicle, and tutorial formats
Educational and helpful content performs particularly well in social search, especially when it’s snappy and visually engaging.
4. Use hashtags intentionally
Avoid overloading your posts with generic hashtags. Instead, mix a few niche ones related to your topic, location, or audience interests.
5. Use platform-native features
TikTok now shows keyword suggestions as users type in the search bar. Creating content around those topics boosts your chances of getting picked up in search results.
Proof it works: Our campaign for TheraTears
When we ran a TikTok campaign for TheraTears (Prestige Brands), we focused on educational, platform-native content supported by content creators that were designed to answer real questions people were searching for.
The result?
1,488,036 impressions
57,165 website clicks
3.84% CTR (well above TikTok’s average)
It’s proof that when you align content with what people are actively looking for, great things happen.
The bottom line? Visibility is everything.
As the lines between search engine and social platform blur, brands need to think differently.
If your social content isn’t searchable, it’s not working as hard as it could be. Especially in healthcare (where trust, timing, and relevance are everything) it’s time to rethink your strategy and show up when it matters most.
