For some companies, social media marketing feels like a moving target. It seems like algorithms are always changing and strategies constantly evolve and need to be adjusted. Instagram seemingly has heard the confused cries from its users and issued a set of articles about how to get discovered on their platforms in August of 2021.
In the article, Instagram breaks down how their algorithm determines search rankings. Though the search algorithm is not the only important facet of Instagram, it is extremely helpful to understand how their search bar works. In this article, we’ll be breaking down the set of tips provided by Instagram — and what they mean for top marketing agencies around the world.
When users are trying to find a type of content or a specific user on Instagram, we usually consult the search bar. Top marketing agencies know that the discovery page is great for scrolling, but the real competition begins with the search results. For example, maybe a user saw an ad for your product or service elsewhere and are now trying to find your company page. By securing a top search result, more potential customers will be directed to your page. To get a better understanding of the user journey to your page via the search bar, let’s see what your brand can do to maximize your Instagram discoverability.
Though it may seem obvious, the most important element of Instagram search are keywords.. According to Instagram, their search bar finds content, users, hashtags, places, and captions based on relevant keywords. However, there are a few more factors they discussed that are less widely known. Let’s get into it!
A common issue that brands face when promoting content is adapting to Instagram's recommendations guidelines. In order to appear in the search results, a brand should follow these policies as closely as possible. Should your profile violate any of these guidelines, the algorithm will rank your account lower in the search results. For example, your brand page could be flagged for spam or sensitive content if you aren’t paying close attention to the guidelines.
Now more than ever, there is a large amount of misinformation circulating around social media. Because of this, posts related to breaking news or politics are more likely to be labeled sensitive content. Though most brands don’t engage with these subjects to begin with, it is not a major concern. However, if your brand is related to sensitive topics it's important to know what can cause alarm for the algorithm:
Instagram is not just telling brands what they need to avoid, they also provide some helpful tips to maximize your discovery value and find new customers.
Now that we know what will make profiles more difficult for users to find, let’s explore what your brand can do to work with the algorithm.
As we mentioned before, the most important part of Instagram search is the text itself. When users are searching for your brand, they will likely type in keywords that are related to your business. Therefore, it's important to choose a username that represents your brand or the pain points that your brand solves. That way, you’ll rank highly on Instagram for your target keywords and more consumers will be able to easily access your page via search.
Much like with your handle, keywords are essential for your bio section too. When a user visits your page, they should be able to immediately tell where you’re located and what your product or service entails. While you are writing your bio, try to include a few keywords to boost your discovery value even more.
For a long time, digital marketers have debated whether your hashtags should be placed in the caption or the comments. Thankfully, Instagram has settled the debate once and for all. They clearly state in their article that hashtags placed in the captions are more likely to show up in user searches.
Of course, using these tips will not immediately place your brand at the top of all related IG search results, but these small changes make sure your brand isn't missing out on valuable search result placement.
As one of the top marketing agencies, Responsival can help your brand tackle the complicated world of Facebook and Instagram marketing. No matter how big or small your business, Responsival has the tools you need to run a successful influencer marketing campaign. Beyond influencer marketing, Responsival provides ecommerce marketing services and development for our diverse set of clients. Let’s work together, schedule a discovery call with our sales team today!
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