SOCIAL
IS THE NEW
SEARCH.

Ask someone under 30 where they found their last great feed and the answer is often a reel, not a Google search. SevenRooms' survey of 1,000 Australian diners found 47% discover new restaurants on social media, compared with nearly one in three on Google. OpenTable found 64% of Australian Gen Z diners say how a place looks on TikTok and Instagram is a key part of deciding where to eat. And WARC research found most young Australian TikTok users search on the app every week.

And since July 2025, public Instagram posts from business accounts can show up in Google search results. Your captions now work like a little web page.

Write captions like a search

• Say what, where and who for. “Best smash burger in Parramatta, open late” beats “Happy Friday!”
• Say it out loud and put it on screen. Apps read your on-screen text and spoken words, so name the dish and the suburb.
• Tag the location every time. It is free and it puts you on the map, literally.
• Add alt text. Describe the photo or reel in plain words. It helps search and accessibility.

Check one setting

In Instagram, go to Settings › Account privacy and make sure “Allow public photos and videos to appear in search engine results” is switched on. If it is off, Google cannot show your posts.

Keep everything matching

Your Instagram bio, Google Business Profile and website should all show the same name, address, hours and phone number. When they match, people and search engines both trust you more.

Do not forget Facebook

TikTok gets the headlines, but Facebook still reaches around two in three Australians, according to DataReportal's 2026 figures. For older locals, families and community groups, it is often where they look. Post your reels there too.

The under-16 rules

Since 10 December 2025, Australians under 16 cannot have accounts on Instagram, TikTok, Facebook, Snapchat, YouTube and several other platforms. They can still see some content without logging in. If families and teens are a big part of your trade, talk to the parents on social, and make sure your Google profile and website do the work for the kids looking you up.