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3 Ways to Use Instagram’s New Keyword Search Option to Grow Your Business



Instagram’s recent keyword search change may not be the platform’s “sexiest” update, but it is a very useful one.

Instagram search

As marketers, we’ve all been waiting for this one, because this update may help your posts get found even if you haven’t used a specific hashtag – which has been the only way to really search for content on the network until now.

In this post, I’ll outline three ways in which you can use Instagram keyword search to help ensure that your posts get found, even when you don’t use hashtags.

Customer Engagement and Account Growth

One of the biggest opportunities for business’ to take advantage of Instagram keyword search is being able to find customers.

With the state of social media, taking time to engage with your potential audience is key for growth. You can now search for posts by using the keywords your ideal customer might use within their caption.

This is great for finding new people to interact with, and to spark conversations to build relationships using social media. This method of growth takes really getting to know your audience, and what their interests are outside of your brand, in order to hone in on what keywords and phrases to search.

Instagram’s keyword search tool also enables you to find brand mentions that you may have missed before because your customer didn’t tag you or use your brand’s hashtag.

Market Research and Competitive Analysis

Social listening can help improve your social media growth because it enables you to conduct competitor analysis and get into the minds of your ideal customers.

With Instagram’s keyword search tool, you’ll now be able to look up your competitor’s keywords and see what their audience has to say about them. You’ll also be able to see if your customers speak about pain points, which you can help solve with your product or service.


All of this helps with creating better content that resonates with your audience, thereby boosting your social media presence.

Get Found By Your Ideal Customer

Last but not least, Instagram keyword search can help your business grow on social media because it can make it easier for customers to find you. 

My agency has always made it a point to use keywords in the captions we create for clients, and now it will pay off more than ever. While, in the past, this tactic has helped posts rank higher on search engines, now it will also help customers find your business on Instagram.

Although Instagram’s addition of keyword search may feel like a very mundane update, it’s exciting to think about the possibilities it brings to expanding your audience and conversions from the network.

Which one of these tactics will you implement?

A version of this post was first published on the Dhariana Lozano’s blog.



Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments



Instagram Confirms that Videos Under 60 Seconds in Stories will No Longer Be Split into Segments

Instagram continues its gradual process of merging its video products into one, with the announcement that videos in Stories that are under 60 seconds in length will no longer be split into 15-second segments in the app.

As you can see in this in-app alert, posted by social media expert Matt Navarra, when you update your IG app, you’ll get a notification letting you know that your videos in Stories will no longer be cut up, making it a more seamless viewing experience.

Instagram’s been testing the update with selected users over the past year, as part of its broader process to integrate its video options, in line with the short-form video shift and general engagement trends.

Last October, Instagram retired its IGTV brand, as it combined IGTV and feed videos into one format, while in July, Instagram announced that all uploaded video under 15 minutes in length would be posted as Reels, further aligning its various video formats.

Instagram Reels update

The merging of its video options is aimed at simplifying the app, while it will also, ideally, help Instagram maximize user engagement, by making all of its video content, in all formats, available in more places where users are interacting.

By shifting its video content to a more aligned format, that’ll give IG more video inventory to insert into user feeds, which it’s increasingly looking to do via AI-defined recommendations, as it follows TikTok’s lead in making your main feed more focused on entertainment, as opposed to being restricted to only the latest posts from people and profiles that you follow.

Meta CEO Mark Zuckerberg recently noted that just over 15% of the content in Instagram feeds now comes from people, groups, or accounts that users don’t follow, with its AI recommendations contributing more and more to the user experience. Zuckerberg noted that he expects to see that amount more than double by the end of next year.

Instagram’s been working towards this for some time, with Instagram chief Adam Mosseri noting back in January that: 


We’re looking about how we can – not just with IGTV, but across all of Instagram – simplify and consolidate ideas, because last year we placed a lot of new bets. I think this year we have to go back to our focus on simplicity and craft.”

The merging of its video formats will ideally facilitate more opportunities in this respect, while also making it much easier for users to understand where to find each different type of content – or increasingly, to not have to go searching for it at all, as it’ll be fed directly into your main feed, whether you follow the creator or not.

Which, of course, is a process that not all users are entirely happy with as yet, but still, Meta remains confident that they’ll come around as its recommendations algorithms continue to develop.

Instagram has confirmed the new Stories video expansion to TechCrunch, explaining that:

“We are always working on ways to improve the Stories experience. Now, you’ll be able to play and create Stories continuously for up to 60 seconds, instead of being automatically cut into 15-second clips.”

That’ll also make it easier to skip through those longer videos that you’re not interested in (as you’ll only have to skip once, as opposed to tapping through each individual frame) – though it may also have implications for creators who’ve structured sponsored content deals based on frame counts, as opposed to Story length.

That’s a relatively easy fix, longer term, with the focus shifting to length instead. But it may add some complications to the process in the immediate future, as the Stories eco-system evolves in line with the new process.

Instagram says that the new, longer video Stories are being rolled out to all users.


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