Keyword research is the latest on Instagram. Will this new feature change the way users use Instagram? And how should posts be created to make the most of it?
Instagram is introducing a new feature, keyword research. Using simple keywords to find interesting posts means overcoming the absolute primacy of hashtags in cataloguing content on the social network.
Currently, the only way to see quantities of images and videos sharing a common theme is by identifying a relevant hashtag. In this way, however, only those posts that include that hashtag in the caption can be recovered. Others who may have the same topic but do not have the specific hashtag in the text will not be displayed.
The introduction of the internal search engine to Instagram that will allow you to list posts that contain specific keywords will significantly increase the opportunities to find valid content.
For example, currently, a user who wants to see images and videos on fashion trend shoes will have to find the hashtags that best represent this category, such as #scaremonger, #trendsetter, #superintendence, etc. The search can be easy when it comes to common and generic hashtags, but it gets very complicated when you get into more particular topics, like trendy winter shoes 2020-21. In such cases, the hashtag search can be cumbersome and inconclusive.
The new search function will allow, as in Google, to enter a string of keywords to search for – for example trendy fashion shoes winter 2020 2021 – and the system will identify them in all the accompanying texts of the images and videos published, making a wider selection of tracked contents.
How will Instagram’s new keyword search engine work?
What is currently known is that Buy cheap Instagram likes UK keyword search will be implemented in Instagram apps used by users in the UK.
Less clear is the functioning of the search engine inside the social network. Certainly, the system will look in the texts accompanying the photos and videos, but it is not yet clear whether it will simply detect the exact presence of the keywords indicated in the query or if it will also be able to identify synonyms and phrases equivalent to the keyword string searched.
Even less is it known whether the system will be able to interpret the content of the images independently of the accompanying texts.
The Instagram spokesperson who announced the introduction of the new feature did not go into detail and limited himself to saying that the search algorithm uses a machine learning system that will allow it to find the highest quality content most relevant to each. the user making the query.
The effects of the new keyword search engine on posting
So far the only way to ensure good visibility to a post has been to equip it with a number of hashtags (Instagram allows you to insert up to 30) more or less relevant and significant with the hope that the public, looking for them, will find it.
From this point of view, it can be said that at the moment the whole architecture of the publication of posts directly or indirectly revolves around hashtags, which are the only way in which contents are catalogued and can be linked. The new keyword search engine could subvert this centrality of hashtags in the Instagram system because interesting posts can be discovered regardless of the hashtags they contain.
From the moment of the introduction of the new search function, those who create a new post will have to pay the utmost attention to the texts with which they will present the images and videos, following typically SEO logic. Instagram publishing professionals who start to use typical SEO formulas in writing captions will gain a lot in the visibility of their posts. The counterpart, however, is that they will find themselves limiting the immediacy and imagination typical of Instagram captions because they will have to subject them to also include the keywords aimed at making the post more easily compatible with searches for relevant content.
It’s the end of total freedom typical of Instagram captions. A post that shows a pair of shoes on the feet of a fashion addicted can no longer be accompanied by a simple “Do you like them? To me a lot! “. Instead, you will have to construct a sentence like: “Do you like my new trendy shoes? They are the fashion news for winter 2020-2021 and I find them beautiful! “.
In some cases, these phrases could sound very artificial and unnatural or spontaneous, making life harder for influences and communication professionals on Instagram, who will have to think much more before impulsively publishing a text.
An alternative solution could be to relegate the interesting keywords to the end of the caption, more or less as is done with hashtags. The same text mentioned earlier could then become:
Obviously, before coming to formulate new techniques for publishing the accompanying texts to the images, one will have to wait for more in-depth information on the functioning of the search engine, but the indications given should still constitute the new typical way of publishing posts.
Will users use the new keyword search feature?
The key question at this point is: Will Instagram users like the new keyword research tool? And above all: will they make extensive use of it to discover new interesting posts?
At the moment it is not easy to make a forecast. Surely the users of the social network spend on average a lot of time every day on the platform. Oberlin estimates that Instagram spend 53 minutes daily between posts, Stories, and other app features. A time almost equal to that used on Facebook (58 minutes).
Although there are no precise data in this regard, it is safe to assume that users do not limit themselves to passively look at what the platform presents to them in the feed and the Stories, but they actively search for posts of interest to them. This happens both by browsing inside the galleries of the most prominent people and with whom they may have a direct relationship, and through hashtags.
Generally, however, it seems that in the app users tend to move from search to search directly by clicking on hashtags, on accounts, and in general wherever there is a link, rather than typing specific words. It remains to be seen whether the new function, based exclusively on explicit searches carried out directly by users, will create new interaction habits with the platform.
Marketing and the new keyword search engine
How will marketers make use of the new search feature? Surely marketers are the creators of new content most sensitive to exploiting all the operational innovations that the platform introduces.
In general, it should be noted that Instagram users are very sensitive to communications regarding brands and products. Research reported by Sprout Social shows very encouraging data:
It is noted that the most frequent activity carried out by Instagram users who have seen a product that has impressed them is the search for more in-depth information. An interesting indication that could lead to thinking that users could already carry out other searches within the social network to see if other people are talking about the product, if there are other relevant images or videos, etc.
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For companies then it becomes essential to be found in these searches and therefore the production of index-able posts at best concerning the main keywords that could connote them will be essential.