Instagram’s interface looks almost nothing like the “friends and family photo-share app” that hit the internet in 2010. More than a decade of optimizations and app updates have fueled the evolution of the photo-editing tool that Facebook acquired for $1 billion in 2012. Today, Instagram is a social network with more than 1 billion active users, making it a powerful tool for amplifying brand messages and cultivating community.

True to its roots as a social networking app, Instagram’s search function has, until recently, remained dependent on users knowing what they’re looking for. Hashtags and the “explore” page supported discoverability but also challenged users to find the sweet spot in the platform’s complex algorithm.

While the technicalities of an ever-changing platform are still paramount, one of Instagram's more recent updates provides insight into an algorithm that marries search engine optimization and social media marketing.

The Opportunity

Recent platform changes expand the capabilities of Instagram’s search function, introducing new possibilities for account discoverability and content reach. Searches within the app now rely on specific signals to give users relevant search results, similar to how search engines such as Google provide recommended sites and content based on user input.

How can brands optimize their social strategy based on these changes? To increase your searchability on Instagram, read on for four best practices.

Instagram Search Best Practices

1. Use a Fitting Handle and Profile Name

Search results are aligned with text entered into the search bar. Selecting a profile name that is related to the content you are posting is a great way to appear in relevant searches. If there is a certain name or abbreviation associated with your brand, use it so that when people looking for your brand search that term, they can find you. For example, Huber Engineered Woods uses the handle @huberwood, shortening their company name but keeping the recognizable “Huber” as a search term.

2. Include Keywords and Locations in Your Bio

When a bio includes keywords that relate to what the profile represents, the account becomes easier to find in searches. For example, if your brand is in the home and building category, design, remodel, construction and building may be appropriate keywords. To take it a step further, include your location in your bio: Doing so allows for locals and people in surrounding areas to discover your profile.

3. Integrate Relevant Keywords and Hashtags in Your Captions

Using keywords and hashtags that relate to your content in post captions, not the comments, amplifies opportunities to be discoverable in search results. When a user searches for a specific hashtag, all posts containing that hashtag appear.

4. Tag Locations and Regions in Your Post When Possible

Tagging a location in your posts allows users both familiar and unfamiliar with your brand to discover your content more easily when conducting a search. Similar to hashtags, when people search for a place, all posts that were tagged with that location show up on a feed. This results in more exposure for your post(s) and profile.

By using these techniques, you will increase your Instagram profile and posts’ chances of being discovered by users across Instagram. Furthermore, growing your brand and profile’s discoverability means you will show up more frequently in search results. This, in turn, will help your company and brand capture the social media platform’s full potential.

Have questions about how to optimize your social platforms for better results? Contact us.