The Rise of Social Search: How Beauty Brands Can Optimize for Discovery

It wasn’t long ago that Google reigned supreme as the go-to discovery engine. But today, consumers—especially Gen Z—are increasingly turning to platforms like TikTok, Instagram, and Pinterest to search for everything from skincare routines to the best lip stain under $20. Welcome to the age of social search.

For beauty brands, this shift presents a huge opportunity—and a new playbook. Here’s how to stay ahead of the curve and make your brand easily discoverable where consumers are actually looking.

What Is Social Search?

Social search refers to the practice of using social media platforms like TikTok, Instagram, and Pinterest as search engines. Instead of Googling “best sunscreen for oily skin,” users are typing that exact query into TikTok’s search bar—and getting user-generated content, creator reviews, tutorials, and product recommendations in return.

This change reflects a broader shift: users want authentic, visual, and peer-driven content. And they trust creators and community conversations more than traditional ads or even editorial reviews.

Why Beauty Brands Need to Pay Attention

The beauty category is uniquely suited to social search for a few reasons:

• It’s highly visual: People want to see texture, finish, application, and real-world results.

• It thrives on tutorials and reviews: “GRWM,” “empties,” “dupes,” and skincare routines dominate the algorithm.

• It’s community-driven: Discovery often comes from trusted voices—whether micro-influencers, makeup artists, or passionate skincare junkies.

And with platforms investing in more robust search features, including keyword-rich captions, alt text, and search intent signals, brands have a real chance to get in front of consumers organically.

How Beauty Brands Can Optimize for Social Search

Here’s your tactical guide to tapping into this trend:

1. Use Keyword-Rich Captions and Hashtags

Just like SEO for Google, social platforms are starting to prioritize text-based signals. Research what your audience is searching for (think: “clean girl makeup,” “slugging routine,” or “rosacea-friendly foundation”) and integrate those keywords naturally into your captions.

Tip: Use a mix of trending hashtags and long-tail, niche ones for better reach and relevance.

2. Encourage (and Incentivize) UGC

User-generated content drives authenticity—and discoverability. Run campaigns that invite real users to create content using specific prompts or themes. Think “Share your no-makeup makeup look using [Product Name]” or “How I use [Brand] to prep for date night.”

Bonus: UGC performs especially well in search because it's often tagged with real, descriptive language—just like how people search.

3. Leverage Influencer Partnerships With a Search Mindset

When briefing creators, include suggested keywords and searchable phrases. The goal isn’t to make them sound scripted—it’s to help their content surface for the right queries.

4. Create Evergreen, Searchable Content Formats

Quick tips, mini routines, product comparisons, ingredient deep-dives—these are all formats people search for. They’re also more likely to be rewatched, saved, and shared.

Think Pinterest-style boards, TikTok playlists, or Instagram Guides focused on themes like:

• Acne-prone skincare routines

• Best hydrating serums for under $30

• Top SPF picks from a derm

5. Optimize Your Profile and Pin Key Content

Your brand’s profile bio, highlights, and pinned posts should reflect the keywords and queries your audience cares about. This helps both the algorithm and the humans who land on your page.

Tip: Pin your top-performing how-to, review, or tutorial posts to the top of your TikTok or IG profile to keep them discoverable.

Looking Ahead: The Future of Beauty Discovery

As social platforms double down on in-platform search functionality, the brands that win will be the ones that think like content creators and search strategists combined. It’s not just about viral trends—it’s about building an evergreen discovery engine through relatable, keyword-driven, visually engaging content.

So if your beauty brand wants to stay relevant, don’t just aim for the feed. Optimize for the search bar, too.