Search data
What your customers type into Google, Instagram and TikTok, and how that changes through the year.
Social media built on what your audience is already searching for.
Instagram and TikTok aren't just places to scroll anymore. They're where people search for a clinic, a coach, a venue or a product before they buy. Our search-first approach means every post starts with real data about what your customers are looking for, so your content gets found, not just seen.
Why search-first
Most agencies guess. We look it up.
1 in 4 consumers aged 18 to 54 use social media as their primary search engine. When someone types “skin boosters near me” or “wedding venue London” into TikTok, the content that shows up wasn't lucky. It was planned around that search.
So we treat every platform like the search engine it has become. We find the words your customers use, the moments they're searching most and the trends they're watching, then build your content around them. It keeps working long after posting day, because people keep searching.
The method
Four sources, one plan
Every month, four kinds of insight feed into your content plan. Together they tell us what to say, when to say it and who we're saying it to.
Social trends
The formats, sounds and ideas taking off right now, picked for whether they suit your brand.
Social days
Awareness days, holidays and retail moments worth planning around, plus the dates that matter to you.
Customer personas
The real people behind the searches: what they want, what worries them and where they spend time.
Inside the Trend Digest
Our portal does the digging
The Trend Digest is the tool we built to bring all four sources together for every client. Here's what goes into it, and what you see in your own Athena portal.
01
Search interest, month by month
We track the phrases your customers search for and import the data from Google Trends, then layer in figures from TikTok Creator Search Insights, Instagram insights, Search Console and keyword tools. Each phrase is compared with the same months last year, so we can see what's rising, what's quieter and exactly when interest peaks.
That peak is the important part. If searches for your treatment climb every December, your content is ready from early November, not halfway through the rush.
“skin boosters”
RisingThis yearLast year
vs last year+17%
Our plan
Searches usually peak in December, so we'll have content ready from early November.
02
Instagram & TikTok trends
We save the trends worth jumping on as we spot them, with the original post for reference and inspiration clips. Not every trend fits every brand, so we choose which ones make the cut for you.
The trends we include feed straight into your monthly content request, so if we need a photo, a clip or five minutes of you talking to camera, you'll know exactly what and why.
Silent review: client reacts to their results
Spotted 1 Oct“Things I'd never do as a…” myth busting
Spotted 28 SeptDay in the life, behind the treatment room door
Spotted 24 SeptPOV: your first appointment, step by step
Spotted 19 Sept
03
Social days & key dates
The Trend Digest holds a calendar of awareness days, holidays, retail moments and fun days, more than a year ahead. We pick the ones that make sense for your brand, hide the ones that don't and add your own, like a clinic birthday, a launch or a big event.
Nothing gets missed, and nothing gets forced. You'll never see a post for a day that has nothing to do with you.
November
Thu 5 Nov
Bonfire Night
HolidayFri 13 Nov
World Kindness Day
Awareness dayFri 27 Nov
Black Friday
Retail momentDecember
Tue 1 Dec
Your clinic's 3rd birthday
Your dateFri 25 Dec
Christmas Day
Holiday
04
Customer personas
We build personas from your onboarding answers, then keep them sharp with what we learn along the way: questions in your DMs, things people say in reviews, and what your audience is searching for in TikTok Creator Search Insights and Instagram insights.
Every insight is logged against the persona it belongs to, so your content speaks to real people with real worries, not a vague “target audience”.
N
Natural Nadia
32 to 42, lives locally, busy professional- What she wants
- To look fresh, never “done”
- What worries her
- Looking overfilled
- What she searches for
- “skin boosters”, “natural results”
- Where she spends time
- Instagram, TikTok
Three people asked in DMs this month whether boosters hurt.
Client DMs and reviews · Natural Nadia
In your portal
See exactly why we post what we post.
Every social media and SEO client gets a Trends tab in their Athena portal. It shows the searches we track for you and whether they're rising, the trends we're jumping on, your key dates for the next three months and the personas your content is made for.
It sits right next to your content approvals, campaigns, call notes and monthly reports, so the thinking behind your content is never a mystery. It's view only, so you can check in whenever you like.
ContentStrategyTrendsReports
6Searches we track
3Rising right now
5 NovNext: Bonfire Night
2Audience personas
Search interestSocial trendsKey datesYour audience
From insight to content
How it all comes together
- 01
We spot the moment
Search data shows when interest in what you offer is climbing, and which phrases people are using.
- 02
We plan around it
Rising searches, the right trends and upcoming key dates go into your monthly strategy and content request.
- 03
We write for the person searching
Captions, on-screen text and hooks use the words your personas actually search for, answering the questions they're asking.
- 04
You approve, we publish
You review every post in your portal before it goes live, then we schedule it at the right time.
- 05
We measure and refine
Monthly reports show what's working, and the Trend Digest keeps the next month's plan one step ahead.
Questions
Good to know
Is search-first just SEO?
No. SEO is about your website ranking on Google. Search-first is how we plan your social media: we use what people search for on Google, Instagram and TikTok to decide what you post, when you post it and the words you use, so your content gets found long after it goes live. If you'd also like your website found, we offer SEO and AEO as a service too.
Where does the search data come from?
We import Google Trends data for the phrases your customers use, and add figures from TikTok Creator Search Insights, Instagram insights, Search Console and keyword tools. Everything is compared with the same months last year, so we can see what's rising and when interest peaks.
Can I see the Trend Digest?
Yes. Every social media and SEO client gets a Trends tab in their Athena portal, showing the searches we track for you, the trends we're jumping on, the key dates coming up and your audience personas. It's view only, so you can check in whenever you like without anything changing.
How often is it updated?
We add to it as we go and review it as part of every month's content planning, so your content requests and posts always reflect what's happening right now.
Does this work for service businesses?
It works especially well for them. Clinics, coaches, studios and venues all have customers searching for answers before they book. Search-first content meets them at that moment, with the answer and a reason to choose you.