Instagram has upped their game yet again…

We know that Instagram loves to regularly update the way users interact with the app. We saw this with the addition of Instagram shopping, reels and now with the testing of the keyword search feature. This new feature allows users to type in key search terms and be presented with posts that relate to this specific area of interest. Prior to this addition to the app in late 2020, Instagram would only allow searching through hashtags and handles which meant the user had to be aware of the account they are searching for. Alternatively, the creator needed to include a lot of hashtags to be discovered. This is a game-changer for businesses as it means there is an opportunity to be discovered organically by people who are particularly interested in something which their content captures.

So, here’s how to stay ahead of the game and ensure that your Instagram discoverability is maximised.

1. Optimise your profile.

Step 1 should always be refreshing and optimising your profile to reflect your specific audience, goods and/ or services sold.

Similarly to how Google’s bots crawl website headings for keywords, Instagram is now looking through our profile information to find keywords that match the search typed into the app.

To optimise, your handle should include readable words and can include your business name. Your Instagram name should also be legible and include 1-3 words describing your offering.

Your bio should also be optimised with keywords for your business and offerings. You can also add clickable hashtags to further your chance of appearing in a hashtag search as well.

2. Use keywords in your captions.

We all know how hashtags can help our posts to be found. However, now, with the new Instagram search function, we can search for things just the same way we do on Google. We can describe what we’re looking for, list a series of words or even ask questions.

Knowing this, it's crucial to gain an understanding of what your niche audience is searching for and use these specific keywords in captions. This directly targets our market and gains organic traffic from people who are searching for our content specifically.

Although keywords are now becoming more prominent on Instagram, it doesn’t mean hashtags are a thing of the past. It’s important to maintain the use of relevant hashtags on all posts as they can be found through the old search function we all knew and loved. However, one new addition is adding hashtags to stories. If you’re worried about how this will visually impact your story, simply hide them behind images. They still work in the same way and help to expand your content reach.

3. Add alt text to images.

Not many Instagram users know that you can add alt text to all your posts. It’s a simple feature that allows the imagery to be described to the visually impaired. Alt-text is also used to replace your images when they are not loading so that people can read what the image should have been.

Using alt text shows Instagram that you are credible and have valuable content. It also provides the chance to include descriptive keywords which can help the app recognise your images when people search for the relevant terms.

Simply add your text through the advanced settings when posting directly through the Instagram app.

4. Get tagged from credible accounts.

When improving SEO on websites and blogs, getting large and credible sites to backlink to yours is a huge factor that can allow Google to recognise your website as being of value to searchers.

As Instagram is moving toward allowing users to search the app similarly to how they would search the internet, we can leverage this knowledge here.

Get large Instagram accounts with high engagement rates and in a similar niche to yours to tag you. This proves to Instagram that your account can provide value to users. Influencers, creators and businesses can backlink through their profile descriptions and stories.

We’ll be the first to say… you’re welcome. These tips are going to do wonders for your engagement!

If you need a little extra help boosting your organic Instagram engagement, CONTACT US for a consultation and we will be able to provide you with a plan of attack specifically tailored to your business.

Until then, watch this space for monthly updates on the latest digital marketing trends.