You’ve got the trending audio, the perfectly timed transitions, and a hook that pops off. So why is your video still stuck in 500 views jail?
Here’s the truth: social media algorithms aren’t out to get you. They just don’t know what your content is about. Social media platforms are designed to serve people with content that they’re interested in. This means that if you want your post to be put in front of the people who will actually be interested in it, you need to signal what your video is about so that the algorithm can do its thing.
If your post doesn’t give the right signals, it’s not getting served. Simple.
Social media SEO is how you give the algorithm those signals. It’s about making sure your content includes the right keywords and metadata so the platform can categorise it properly and push it out to the right audience.
Whether you're posting Reels, TikToks, or Shorts – if you're not thinking about SEO, you're relying on luck. And in 2025, luck isn’t a strategy.
Here are the three ways to get your content in front of the right audience.
1. Text on screen.
Your text overlay isn’t just for vibes. It’s a major SEO tool.
Platforms like TikTok and Instagram are scanning the text in your video to figure out what your content is about. That means that your video cover text, your text-based images, and any words that appear on screen in videos are all fair game for the algorithm.
Say you’re posting a morning routine video. If you’ve got “productive morning routine”, “a day in the life”, or “6AM start” as text on the screen, you’re telling the algorithm what your video is about so it doesn’t have to guess.
It’s not about stuffing keywords awkwardly – it’s about using them naturally in the content so the platform can do its job and show your video to the right people.
The bonus? It makes your video easier to watch. People can scan and understand the content within the first second. And that keeps them watching longer, which you guessed it, boosts your reach.
2. Captions.
If you’re treating captions like an afterthought, you’re doing your content a disservice.
Captions are prime SEO real estate – they’re one of the main ways platforms like Instagram and TikTok decide who your content gets shown to. Remember: you’re not just writing for your audience, you’re writing for the algorithm too.
If you’re a skincare business posting a video of your team packing online orders, for example, your caption should reflect exactly what’s happening and include key search terms. Something like:
Packing orders of our juicy hyaluronic acid serum💧Our skincare team is working hard to get your orders delivered right to your door! #skincarebrand #behindthescenes #smallbusinessnz
This tells the algorithm your post is about skincare, and e-commerce, and that you are a small NZ business – all searchable, valuable topics. The more clearly you describe what the post is about using natural language, the better your chance of reaching the right people.
Optimised captions don’t just help with discoverability, they can also increase engagement. People are more likely to comment, save, or click through when the caption gives them context and clarity.
3. Subtitles
When posting video content, subtitles are your secret weapon. They’re great for accessibility, but they’re also helping the platform scan your content line by line.
Some users scroll with the sound off, and those with the sound on often prefer if subtitles are included for extra clarity. Plus, subtitles keep viewers engaged longer by adding visual interest, which boosts watch time: a key signal platforms use to push your content further.
In terms of SEO, subtitles feed keywords into the algorithm. For example, if you're a nutritionist sharing a Reel on high-protein breakfasts and your speech creates subtitles that include phrases like "Greek yoghurt", "chia seeds", and "energy-packed meal prep", Instagram is more likely to put your Reel in front of users which are interested or are actively searching for these topics.
It’s best to add subtitles natively by using the platform’s auto-captions, but make sure to check for errors!
If you’re wondering how to get more reach on social media, here’s your answer: stop making the algorithm guess.
Tell it exactly what your video’s about with the right keywords, on-screen text, captions, and subtitles. That’s social media optimisation for you. That’s social media marketing that doesn’t just rely on luck.
You’re not shadowbanned. You’re just not using SEO.
Sincerely,
Amelia Cribb
Certified Gen Z and Social Media Exec at Sea Digital
