Have you ever stopped to think about how social media can influence companies' marketing strategies? In Brazil, where these platforms dominate internet users' attention, this is even more relevant. According to data from Semrush, a digital marketing platform specializing in online visibility, four of the 10 most visited websites by Brazilians in June are social networks. In second place is YouTube, with 3.24 billion monthly visits, followed by Instagram (576M) in fifth, WhatsApp (560M) in sixth, and Facebook (428M) in eighth. It's important to note that these numbers refer only to website visits and do not include access via apps.
According to Erich Casagrande, Marketing Leader for the company in Brazil, this involvement in social media is even changing companies' SEO strategies. The acronym, which stands for Search Engine Optimization, is basically the set of techniques aimed at optimizing a website so that it appears in the top results of search platforms like Google or Bing. "In the past, SEO was seen as something that could run on its own, focused primarily on keywords. Now, with this new scenario, a greater connection with the brand and its content is needed, aligning concepts across all pages where the company is present, so that there is synergy between traffic generation plans and marketing plans," he explains.
Sharing content on Instagram, TikTok, YouTube, Twitter, or Facebook is a fundamental part of website optimization strategy. This is because these platforms act as a springboard for building a brand's image, since companies and websites with greater authority achieve better results both in terms of user perception and search engine rankings. "This reputation is built in different ways, whether through quality backlinks from other pages, or through the strength of the brand with a highly engaged social media audience. Furthermore, when content is shared by influencers, there's a greater chance of it being seen by more people, increasing the company's relevance," says Casagrande.
Traffic originating from social media has also shown a growing impact on search rankings. “While social traffic isn't a direct ranking factor, it can increase website engagement, reduce bounce rate, and increase dwell time. These user signals are interpreted by search algorithms as indicators of quality and relevance,” notes Casagrande. TikTok and Instagram, for example, with their short, viral content format, have the power to drive a large volume of traffic quickly. Popular videos can generate a surge in visits, increasing visibility and potentially ranking in search results.
Ultimately, an integrated social media and SEO strategy is essential for digital success. "By creating shareable and engaging content, companies can increase their brand presence and market relevance," concludes Casagrande.
