Search Insights

In social media, Search Insights means the important data, patterns, and trends obtained from analyzing what users are searching for on social platforms. They allow for a much deeper understanding of audience behaviors, interests, and priorities. Brands collect these insights from all kinds of search-related user interactions—search queries, hashtags, keywords, or phrases—that are entered into the search bars of platforms like Instagram, Twitter, Facebook, TikTok, LinkedIn, and YouTube.

The Search Insights are then used as a kind of intelligence for marketers, content creators, and businesses—an intelligence that tells them if they are aligned with, or if they’ve missed the mark in terms of, the kinds of things users are really interested in with respect to that platform. When it comes to trying to determine what search-related trends or types of data are best to use for your business on social media, a good place to start is with the “obvious” type of trend, which is one of the most common ways to use Search Insights in practice: identifying big topics or content opportunities that you can use to boost your visibility and engagement on any of the social platforms.