There was a time when posting on Instagram (or TikTok, or LinkedIn) meant picking a pretty picture, dropping in a pun, and peppering your caption with hashtags. Job done. But things have changed.
We’re now in an era where algorithms care more about your words than your hashtags. Social media is acting more like a search engine than a scrolling feed. Which means your captions need to work harder - and smarter.
What is social SEO?
Social SEO is all about making your content easier to find on the platforms themselves. It’s not about search engines crawling your site - it’s about social algorithms picking up on the language you use and deciding whether it’s worth showing to someone searching for exactly what you do.
It’s search meets storytelling. Copy meets context.
And it lives in your captions, your bios, your alt text - even the way you script your videos. Platforms like Instagram, TikTok and Pinterest are leaning into this. The question is: are you?
Why captions are key
Once a nice-to-have, captions are now crucial. They’re not just decoration - they’re data.
Instagram’s made it clear its algorithm scans captions for keywords. TikTok’s doing the same, surfacing videos based on intent and relevance, not just popularity.
So if someone’s searching “brand identity for start-ups” or “best content agency in London,” and you’ve written your captions with that in mind? You’ve got a shot at showing up. If not, you’re likely invisible.
How to write search-friendly captions in 2025
Here’s how to make your copy easier to find—without sounding like a bot.
1. Start with the words people are searching for
Put your key phrases right at the top. This isn’t the time for a slow build. Whether it’s “brand strategy” or “packaging design for wellness brands,” lead with it.
Instead of:
“Creating visual identities is our jam 💫”
Try:
“Need a visual identity that connects with Gen Z wellness consumers? Here’s one we crafted from the ground up.”
It’s not about stuffing in keywords. It’s about writing with purpose.
2. Use their words, not yours
Speak like your audience. That means ditching insider lingo and tuning into how real people search.
Think:
- “eco-friendly packaging ideas”
- “how to create a brand tone of voice”
- “TikTok content examples for fashion brands”
These are phrases people actually type. Instagram will even show you what’s trending in the search bar - use that insight.
3. Don’t sleep on alt text
Alt text isn’t just good practice for accessibility - it’s good SEO. Platforms read it to understand what your image or video is about.
So write something clear and specific:
“Our new branding project for a vegan skincare start-up, using warm neutrals, organic shapes and soft serif typography.”
No fluff. Just smart, descriptive copy.
4. Make it sound like something you’d say
Voice search is growing - especially with Gen Z. If your caption sounds robotic out loud, it’s probably wrong.
Read it back. If it sounds like something you’d say in a pitch or on a call, you’re on the right track.
5. Weave in keywords - gently
Aim for 2–3 keywords per caption. Any more, and you’re veering into spam territory.
Bad:
“Our social agency helps with social content for social media.”
Better:
“We’re a creative studio in London helping start-ups grow through social strategy and standout brand content.”
One sounds like AI. The other sounds like you know what you’re doing.
6. Hashtags aren’t dead - just demoted
Still use them, especially on TikTok and LinkedIn. But be strategic.
Think:
#B2BBranding #LondonCreativeStudio #PackagingForStartups
Not:
#love #designlife #branding101
Let your copy do the heavy lifting. Hashtags are there to back it up.
7. Want reach? Invite a response
This isn’t SEO, but it is smart. More engagement = more visibility.
Ask a question. Spark curiosity. Encourage people to respond.
Like:
“This rebrand helped our client go from overlooked to unforgettable. Want the inside story? Drop a 👀 and we’ll send it your way.” You’re not just writing captions. You’re starting conversations.
Write to be found - and followed
In 2025, the best captions aren’t just clever. They’re considered. They’re clear. They’re written with the same care as your visuals.
Hashtags might have kicked off the party. But social SEO is the one making the guest list now.
So next time you’re crafting a caption, ask yourself: Would someone search for this? If the answer’s yes, you’re in the right place.
Want help turning clever content into measurable results? Say hello. We’d love to show you how social SEO can work for your brand.
