Change the Conversation with Social Search

It’s like SEO for the TikTok age.

People on social media aren’t just mindlessly scrolling — they’re using the search bar on Instagram, TikTok, and YouTube to research issues and candidates. According to a 2024 survey, 46% of Gen Z and 35% of millennials prefer searching on social media over traditional search engines, and older Americans are starting to follow.

When voters search for your cause on social media, you want them to see content that amplifies your message — not your opponent’s. You need a proven, proactive, and persuasive social SEO strategy.

How It Works

Look up any term on social media. The results you see depend on a number of factors, including:

What the algorithm “thinks” you want to see
How the term is showing up in titles, captions, or hashtags
Who’s gaining followers

Trilogy has spent years studying how the algorithms work and what kinds of content they reward. We’ve developed a proven strategy for helping our clients’ messages appear prominently in the social search results.

Here’s how we run our social SEO campaigns:

We collaborate with the client to define the top themes to communicate about.
We identify and recruit a range of up-and-coming creators, including subject matter experts, to post on those themes and reach disengaged voter segments.
We provide a creative brief covering goals, messaging guidelines, and keywords and hashtags to include in their content.
Creators strategically incorporate these terms into titles and captions while producing authentic videos that will resonate with their audiences.
We analyze performance and deploy multiple waves of content to ensure continued dominance in the social search results.

Search-ranking algorithms tend to prioritize content from creators whose audiences are growing, not just from creators with large (but potentially stagnant) followings. The more views a video earns from search, the more the search-ranking algorithms promote it. That’s why we intentionally partner with up-and-coming creators — so our clients can ride the wave of their growing popularity.

Trilogy has cracked the code on social search, and we’re ready to help you rise to the top.

Case Study: Americans For Contraception Education Fund

After the Supreme Court overturned Roe v. Wade, all of Americans’ reproductive rights were at risk, including the right to birth control. Americans For Contraception Education Fund teamed up with Trilogy to launch a content creator program that would get people talking about it.

Our campaign had to do more than fill a void — it had to overcome a serious misinformation problem. All over social media, snake-oil salespeople and right-wing "pro-birthers" were spreading lies and trying to manipulate a generation of women into abandoning birth control.

So we got to work on an innovative social search strategy, collaborating with creators on TikTok and Instagram to produce content with a lofty goal: outcompeting right-wing efforts to "own" certain keywords and phrases.

^{Our social search program put high-quality, informative, engaging videos in the top results when people searched for key terms on TikTok.}

We had a diverse roster of creators, including moms, health care experts, comedians, a Telemundo correspondent, and even a “Bachelor” contestant. Within three months, the program racked up more than 396,000 impressions across 32 posts, capturing search traffic from keywords like “contraception,” “PCOS,” and “fibroids.” Within six months, it racked up more than 2 million views, and the numbers continued to rise. Eventually, when our target demographics searched for "birth control," "contraception," “fertility,” “IVF,” and similar terms on TikTok and Instagram, our fact-based content dominated the results.

^{@teenclinicnp had just 10,000 followers on TikTok when we partnered with her — yet her video racked up over 266,000 views because we optimized it to appear in the search results.}

^{As their posts started showing up in more and more search results, content from our health care micro-creators outperformed big-name creators and accrued views for months.}

In 2025, the Public Affairs Council recognized Trilogy’s work with an Innovation Award. And while birth control rights are still not protected in federal law, awareness of the issue has never been higher.

Case Study: Brennan Center for Justice

In the lead-up to the 2024 elections, the Brennan Center for Justice partnered with Trilogy to combat disinformation on social media and increase trust in the election system.

Fighting disinformation requires more than putting out the correct information; you need to spread that information using the right messengers. So we partnered with non-political content creators on TikTok and Instagram — including ones who typically talk about national security and other conservative-coded topics — to drive the message home to Americans skeptical of the system.

Creators titled and tagged their videos with keywords like “election,” “election results,” “foreign actors,” and “democracy,” so that when people did their own research on TikTok, their content would appear in the search results.

^{We teamed up with creators like @tomfell and @abbiesr to fight election disinformation on Instagram and TikTok.}

A social search campaign with Trilogy will help you earn the traction money can’t buy. Reach out today, and let’s change the conversation.