Instagram has launched a new map search feature, which will provide another way to discover local businesses, and get more information about them, within the app’s tools.
As you can see in this example, the new Map Search option will enable IG users to explore popular tagged locations around them, while you’ll also be able to filter the locations by specific categories such as restaurants, cafes and beauty salons.
As explained by Instagram:
“The dynamic, searchable map allows users to have a more personalized and immersive experience when discovering popular locations and businesses and to see what’s nearby, via tagged posts, stories, and guides shared by the Instagram community. Users can also find relevant locations on the map when searching certain hashtags.”
So it’s really the next stage of Location Stories, which Instagram disabled for some time around the 2020 US Presidential Election, but has been slowly re-adding for users around the world.
Now, you’ll also be able to explore more location-based content, with tagged, public Stories and posts providing additional context, and showcasing what each business looks like, based on UGC, and other IG users’ experience.
Which could give brands more reasons to both ensure that their business information is up to date in the app, and that they’re encouraging visitors to tag them in their posts.
Many businesses have already taken to adding ‘Instagrammable’ elements to maximize exposure potential, with set-ups for photos on location, and more visually appealing décor and settings to entice people to share.
This update could make that an even bigger focus, and it’s worth considering what this might mean for your Instagram strategy, and whether your business links into such usage.
Instagram says that users will be able to:
- Browse recent stories, top posts, and relevant guides of tagged locations to learn more
- Filter by location categories to narrow a search
- Save locations to a collection to revisit in the future
- Share places via direct message to friends or groups
There’s a range of ways this could be of value to small businesses, particularly restaurants and cafes – and with 58% of Instagram users indicating that they find themselves more interested in a brand after seeing it in a Story, there could be some extremely compelling reasons to tap into these new discovery options, where possible.
Google Launches New Add-On Prompts to Guide Discovery in Search
With AI technology advancing, and changing the way that people use various apps by providing more recommendations and suggestions in process, Google has today announced a new update for Search which will provide related topics to help refine your query as you go.
As you can see in these examples, now, Google will provide a listing of related topics within your Search results, providing an easy way for users to simply tap on each and hone their results.
As per Google:
“You can add or remove topics, which are designated by a + symbol, to quickly zoom in or backtrack on a search. For example, if you’re searching for ‘dinner ideas’, you might see topics like ‘healthy’ or ‘easy’. Tapping on a topic adds it to your query, helping you quickly refine your search results with less typing.”
Google’s actually already replicated Guided Search several times, for recipes, images and within its Shopping tab. As such, this, functionally, this, functionally, isn’t anything new, but it is interesting to consider within the context of the general Google Search process, and how it might play a role in driving future discovery trends, and maximizing the functionality of the app.
Google says that the related topic listings are dynamic, and will evolve based on your behavior.
“When you conduct a search, our systems automatically display relevant topics for you based on what we understand about how people search and from analyzing content across the web. Both topics and filters are shown in the order that our systems automatically determine is most helpful for your specific query. If you don’t see a particular filter you want, you can find more using the “All filters” option, which is available at the end of the row.”
So you’ll have a few ways to refine the results, which could make it easier to skim through different ideas, and zone in on more specific areas.
In terms of SEO, that shouldn’t have a big impact, as it’s working with existing trends, so the add-on qualifiers should relate to what people are already searching for, as opposed to guided users towards new and different areas of interest.
But it could amplify existing trends, by reiterating them to more users. For example, if people who search for ‘dinner ideas’ are regularly being shown ‘healthy’ as an add-on, that could make ‘healthy dinner ideas’ a bigger search trend over time, as more people lean into such because of these prompts, as opposed to taking whatever results they would have got without the add-on term.
So it could guide user behavior towards more common trends. Which shouldn’t have a big impact, but could, again, help to make the most common trends even more significant.
Maybe that has an impact on long-tail search terms and more specific trends, as people stop getting more granular – but that also supposes that a lot of people end up using these add-on terms, which we don’t know will happen as yet.
As noted, AI and machine learning-based systems are becoming more common elements in guiding user behavior online, with newer systems like ChatGPT potentially even besting Google for more in-depth answers to user prompts, based on various web-based inputs. Some believe that these systems could actually disrupt Google’s hold on the Search ecosystem, and as such, it’s not really surprising to see Google looking to add more guided elements into search to lean into this shift.
It’ll be interesting to see how these systems evolve, and whether they do indeed lead to the rise of a new challenger in Search and discovery.
Before that happens, you can bet that Google will add in more tools and options to enhance its processes.
The new Google add-on prompts are being rolled out to US users from this week, with other regions to follow.