Local SEO
Social Media
By Jenny Bernarde
Let’s face it, the way people find local businesses is changing faster than a TikTok trend. Remember when everyone was obsessed with getting their Google My Business profile just right? That’s still important, but now there’s a new player in town: social search.
Yeah, you heard that right—people are using platforms like TikTok and Instagram to discover local businesses. And here’s the kicker: these platforms are making serious moves to turn social search into a major tool for local discovery.
The Social Search Takeover
In the last few months, we’ve seen big shifts in how people use social media, especially when it comes to finding local businesses. Instagram rolled out an immersive map feature that could seriously shake up how people discover your business. TikTok has become the go-to search engine for Gen Z, with 40% of them preferring TikTok and Instagram over Google Search. Let that sink in.
TikTok isn’t just sitting around either. They’re testing a ‘nearby’ feed, which could make it even easier for users to find local spots. Twitter’s jumping in too, with their Location Spotlight feature that puts your business on the map—literally, thanks to their integration with Google Maps.
Why Social Platforms Are Doubling Down on Local Businesses
So, why the sudden love for local? The pandemic accelerated the digital shift for many local businesses. With more businesses going digital, social platforms see a golden opportunity. The more local businesses that advertise and engage on these platforms, the more money these platforms make. Simple, right?
But here’s the thing—social media is no longer just about scrolling through pretty pictures or funny videos. It’s about discovery, and local businesses need to get on board.
The Power of Video-First Content
The shift towards video-first content is no joke. People are ditching long blog posts for quick, engaging videos. Need a recipe for key lime pie? Chances are you’ll find someone making it on TikTok before you bother reading a recipe. Traveling to a new city? You’re probably watching a YouTuber’s guide to the best spots rather than sifting through written reviews.
Video is engaging, fast, and often more trustworthy. It’s real-time, it’s visual, and it’s what your audience wants.
Authenticity is the New Currency
Gone are the days of over-curated, picture-perfect Instagram feeds. Today’s users crave authenticity. They want to see the real deal, whether it’s a TikTok of someone’s messy home office or an unfiltered review of a local restaurant.
This hunger for authenticity is why platforms like BeReal are blowing up. With no filters and no time to curate, BeReal is all about showing life as it is, which resonates with today’s consumers. The same goes for businesses—users trust content that feels real, and that’s where social search shines.
How Local Businesses Can Leverage Social Search
Here’s the bottom line: if you’re not using social search, you’re missing out. Start by upping your presence on platforms like TikTok and Instagram. These platforms are ideal for showing off your business, whether it’s through visually appealing videos or short, informative clips.
Engage with your audience and encourage them to create user-generated content. A customer tagging your business in their post is like free advertising. Plus, user-generated content is gold when it comes to building trust.
Don’t forget about influencers, either. Partner with local influencers to create authentic content that showcases your business in a way that resonates with their followers.
The Future of Local Discovery
Social search is only going to grow. As users increasingly turn to video for answers, inspiration, and entertainment, businesses need to get creative and meet them where they are.
In a digital world where visibility is everything, GMB Fox ensures your business isn’t just online—it’s the first choice customers make. Let us handle the complexities of digital marketing, so you can focus on what truly matters: growing your business.
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