Recently, Instagram launched a new keyword search function, enabling users to now search for specific terms. While it may not be the flashiest new addition to the platform, it does offer significant new opportunities to businesses interested in using Instagram for social media marketing.
Previously, if a user wanted to search across Instagram, the search results would pretty much be limited to profile names, location names, and hashtags. While many businesses have tried to learn the art of hashtagging in order to spread brand awareness and brand engagement, for many the results didn’t merit the effort required. For example, you often had to find just the right hashtag and/or use multiple hashtag variations in order to maximize your visibility.
Now, however, Instagram users will be able to just click on words and phrases and find all the posts that include those specific terms. No more need for hashtags, now users will be able to discover relevant content based on the terms used in post captions.
According to an Instagram spokesperson, the new search algorithm will take into account multiple factors including the “type of content, captions, when it was posted” in order to filter search results. Instagram will also utilize machine learning in order to “find the highest quality content that’s relevant to you.”
These changes offer new possibilities for businesses to interact on the platform. Here are just four ways your business might want to take advantage of the new opportunities that could come with Instagram’s new keyword search functionality:
1. Find & Engage New Customers 
The introduction of keyword search should make it easier for businesses to potentially find new customers online.
The key will be to pay attention to the kinds of keywords your ideal customer would use in a caption. For example, if you sell health supplements, you’ll want to look out for the terms that will come up most frequently in user captions as they post about their healthy lifestyles.
This method of business growth requires you to spend time getting to know your audience so you can zero in on the phrases they use. It also requires you to put in the effort to reach out and nurture a relationship. However, the payoff for this kind of targeted deep relationship-building can be huge.
2. Conduct Market Research
Another perk of the new keyword search is that it should help your business conduct research about competitors or potential partners.
“Social listening” is the phrase coined to describe the process of paying attention to how users are engaging with other brands on social media so that you can use this information to improve you own social media campaigns.
Maybe you’ll find that users have pain points or desires you will be able to solve with your own business offerings.
3. Respond to Brand Mentions 
Another benefit of Instagram’s new keyword search is that you should now have more awareness of when users on the platform mention your brand so that you can respond and build more customer interactions.
Previously, if a user had referenced your brand but didn’t include the right hashtag or tag your user name, you might not have ever known they were commenting about you. Now it should be easier to track and create engagement overall mentions of your brand
4. Get Found by Keywords
Best of all, the new keyword search on Instagram should hopefully make it easier for your ideal customers to find you!
If your business uses the right popular keywords in your captions, it will now be possible for Instagram users to discover you as they pursue their own searches. Similar to obtaining organic traffic in the early days of Google, your business could be at the forefront of new Instagram searches.
Are you ready to take your social media marketing on Facebook and Instagram to a new level in 2021? If so, our expert team here at JXT Group can help. We know what it takes to create and manage effective campaigns so that your business will stay on the cutting-edge of new technological developments in the new year. Learn more by giving us a call at 718-690-7302 or filling out our online contact form.
