Social network as a search engine is a reality that companies now have to reckon with: social networks increasingly function as search engines – users search them for reviews, tutorials, businesses and recommendations instead of a classic search engine, especially in younger groups. This changes the way content should be prepared: titles, descriptions, video captions and spoken text become searchable, so it pays to use the words that actually name the topic, not internal labels or wordplay. In practice, this means describing in the first sentence of the video what it is about, adding captions and using in the description the phrases people type into search. For local businesses, mentioning the city and type of business also plays a role. It is the same principle as website optimisation, just transferred to a different environment.
See also: Search Intent, Vertical video, Hashtags.
