The Rise of Social Search, Maximising Instagram DMs for Business & A Google Review Update

Our Strategy & Planning Director, Gavin, is keeping you up-to-date on the latest trends happening in the world of digital. Hear about the rise of social search, maximising Instagram DMs for your business and more.

You’re listening to Digital Drop. Our monthly round-up of digital trends to keep you and your digital up-to-date.

First, let’s talk about the rise of social search. Google has monopolised the search game for a long time, so much so that the brand name has become an interchangeable verb for the word ‘search’ – and if you’re not sure about it, Google it. However, we are seeing a shift. As social media platforms continue to innovate, younger generations are relying on the social apps for new info. According to Google’s internal data, nearly 40% of Generation Z prefer searching on TikTok and Instagram over Google Search and Maps.

So, let’s talk social SEO. Leveraging social search engines for your business will involve many of the same principles you probably already use for your website. Start by optimising your social media profile, making it easy for customers to find and understand your brand. Consistency across channels is key. Next, ensure you incorporate your primary keywords and related key terms within your captions. And don’t forget relevant hashtags.

Next up, Instagram, who has added a new page to their website all about maximising Instagram DMs for your business. If this isn’t yet in your list of priorities, think of direct messaging as a way to increase customer satisfaction and build meaningful relationships that create trust and loyalty.

Messaging reduces friction along the path to purchase, so here are some top tips for starting conversations with your audience. Start by preparing to manage this form of contact, planning who will be ready to reply and when. Meta Business Suite is a great way to keep on top of your Meta inboxes in one place.

Next, make sure you’re utilising efficiency features, such as FAQs and auto responses. When you’re ready to go, add a ‘send message’ button to your profile, demonstrating that you’re open for conversation and making it easy for customers to make the first move. And if you really want to push the boat out, you can create an ad with the click to Instagram direct button.

Finally this month, Google has updated its review system and will now be rewarding quality product reviews with higher rankings. This is decided on factors such as visual experience, quantitative measurements, audio and visual experience. Now these factors will probably not all apply to the product and service you provide, but consider what does. Google is prioritising helpful and relevant content to improve user experience and so should you.

That’s all from us this month, thanks for listening. This has been Digital Drop and we’ll see you next time.


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