Your resident social media experts are here, deep diving on the most underrated tool in the modern social media toolkit – social search.

Right now, it’s the biggest missed opportunity you might not be talking about.

More than a buzzy phrase, properly utilizing social search will be a game-changer for brands looking to keep strategies fresh and stay ahead.

This week, Verity meets with the expert on why & how we should be embracing social search, Beth Thomas (Director of Social @ Frankly | ex-TikTok, ex-Deliveroo & one of LinkedIn’s Top 25 Marketers to Watch).

From tactical advice that will change the way you create for socials, to candid industry chats exposing how we’re all really feeling, this episode has it all.

(And yes, we really did go there.)

Tune it to learn:

• Why Social Search Is More Than A Trend: Forget SEO. Gen Z is using TikTok and Instagram as their search engines. But is your brand’s content searchable? From adding native text to tagging locations, Beth explains why every post needs to “teach” the platform what it’s about to get discovered by the right people.

• How To Get More From Your Creators: The best briefs are… brief. Beth emphasizes the importance of giving creators creative control while ensuring their work aligns with your brand’s identity. It’s about long-term partnerships, not micromanagement, to build trust, authenticity, and stronger Advocacy.

• Rethinking Trends & Discoverability: Beth challenges the trend-chasing mindset, urging brands to create with intention instead of blindly following the crowd. She also redefines discoverability: it’s not just about getting seen but connecting with the right audience.

• Building Community Without Burning Out: Everyone’s talking about building community, but not every brand needs to. Beth unpacks how to decide if it’s right for you and why responding to comments alone doesn’t make a community. For those ready to commit, she shares tactical ways to add real value to online spaces.

• Why Data’s The Secret Weapon In Your Social Strategy: Beth believes brands relying solely on third-party analytics tools are stuck in 2017. Learn how to leverage TikTok’s backend insights to track performance (hello, search data!) and adapt your strategy in real time.

Hit play. Level up your social strategy.

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• Connect with Beth:

• On LinkedIn