Instagram has announced that they will be updating their search functionality which will allow users to search for specific keywords, meaning they won’t be limited to profiles, hashtags and locations.
Up till now, when users have searched for something on Instagram, the results have been limited to names, user names, locations and hashtags. However, users will now be able to select specific search terms and Instagram will display all the posts that include those exact words. This will make it easier to find a wider range of content, and could also change search considerations for brands aiming to maximize their Instagram performance.
For example, if brands wanted to appear in relevant searches previously, they had to include the right hashtags to join those channels. Now brands won’t have to include every possible hashtag variation , in their posts, to maximize visibility- the terms used in the caption will be enough, in most cases, to ensure people find your brand’s content.
However, it is limited in some aspects. For one, according to Instagram, keyword searches will be “limited to general interest topics and keywords that are within Instagram’s community guidelines”. This means not every niche keyword and topic will be searchable in this way.
Instagram will also rank its keyword search results based on a few factors such as the type of content, captions, when the content was posted, and more. It’ll also aim to highlight the most relevant matches to each individual user, based on algorithm calculations.
Therefore, it’s not pure keyword searching, and there are factors that play into how the content is displayed. However, it could still have an impact on search and discovery, and how people find your brand’s profile on Instagram.
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