More and more people are not using Google first. They open TikTok, Instagram or YouTube instead. This is called social search, and it is changing how Australian small businesses get found online.

What Is Social Media Search?

Social search means people search for answers right inside social apps. They type things like “best cafe near me” or “cheap plumber Sydney” into the search bar on TikTok or Instagram.

While traditional SEO will always be a core pillar of any small business growth strategy, social search will be giving it a run for its money in 2026, with about a third of consumers now skipping traditional search methods altogether in favor of platforms like TikTok, Instagram, or YouTube. This is a big shift for small businesses to know about.

Why Social Search Matters for Your Business

If your business is not easy to find on social media, you may be missing out on new customers. People now trust videos and posts from real businesses more than plain search results.

Social platforms like TikTok, Instagram, and YouTube drive over 60% of product discovery globally in 2026 projections. This means your future customers might find you on social media before they ever type your name into Google.

The good news is that this shift can help small businesses. Many of these changes actually favour small businesses that focus on helpful content, authentic communication and genuine engagement. You do not need a big budget to show up. You just need to be helpful and real.

Use Keywords in Your Captions

Social media apps read your captions to understand what your post is about. This helps them show your post to the right people.

A caption that reads “Big announcement today” provides little context, but small businesses can take advantage of this shift by writing captions that include the words their audience might search for. So instead of a vague caption, write what your post is actually about.

  • Say what the post is about in the first sentence.
  • Use words your customers would type, like “dog groomer Brisbane” or “wedding cake ideas”.
  • Talk the way people speak, not like a brochure.

Conversational phrasing matters more now than stiff keyword stuffing. Write like you are talking to a friend, not writing an ad.

Post Short, Real Videos

Short videos are still one of the best ways to get seen. You don’t need fancy gear or a big studio.

You do not need expensive equipment or a professional production crew to create content people enjoy, because short, authentic videos consistently outperform overly polished marketing since they feel more genuine. A quick video on your phone, filmed at your shop or worksite, can do more than a fancy ad.

Good simple video ideas:

  • Quick behind-the-scenes look at your day
  • A tip that helps your customers
  • Before and after of your work
  • Answering a common question customers ask you

Answer Real Questions People Ask

Think about the questions your customers ask you every week. Those are the exact things people type into social media search bars too.

If someone asks a voice assistant for the best family dentist nearby, late-night tacos, or a reliable roofer after a storm, your digital presence needs to match how people speak, so use plain, spoken descriptions of services and answer real questions the way customers ask them.

Try making a short list of five questions your customers often ask. Then turn each one into a simple post or video.

Keep Your Profile Information Clear

Your social media profile is often the first thing people see. Make sure it is easy to understand.

  • Write clearly what you do and where you are based.
  • Add your phone number, website and opening hours.
  • Use a clear profile photo, like your logo.
  • Pin your best or most helpful post to the top.

This helps both people and the app understand your business faster.

Stay Consistent, Not Perfect

You do not need to post every single day. But you do need to show up often enough that people remember you.

The biggest mistake small businesses will make is trying to copy everything at once, which creates busywork, not momentum, while the businesses that win pick a few trends that match buyer behavior and stay consistent long enough to learn what converts. Pick one or two platforms your customers actually use, and post there regularly.

Don’t Drop Google Search Either

Social search is growing, but Google is still important. Traditional SEO will always be a core pillar of any small business growth strategy. The best plan is to use both together — a good website and Google Business Profile, plus regular helpful posts on social media.

The Takeaway

People search in more places now, not just Google. If your small business shows up with helpful videos, clear captions and real answers, you have a better chance of being found. Start small. Pick one platform, answer one question your customers ask, and post it this week.

Need help getting your business seen online, on Google and on social media? The team at Edge Tech Digital can help with your website, branding and digital marketing strategy. Get in touch with us today for a friendly chat about your goals.