Modern social media platforms allow users to search using keywords, acting much like search engines, in addition to using hashtags to assist users find content.

You can use the appropriate keywords as a search engine optimization (SEO) strategy in your social media post. When it makes sense, include trending search terms into your social media content by using a free keyword research tool.

Keywords can also drive traffic to your brand page from outside each social media platform as some social media posts, including those on sites like Pinterest and Facebook, are indexed by search engines (meaning they could appear as a search result).