Instagrammers have always been searching for something on Instagram. They search for hashtags, location, names, and usernames. Today, Instagram rolls out a keyword search. Such a search function will help users discover content relevant to their interests.
Keyword search allows Instagrammer to find a range of Instagram posts based on topics under general interest. The platform will rank keywords based on the following factors:
- Captions
- Date of posting
- Type of content
- Relevant results
For relevant results, Instagram is using machine learning to identify the most related posts. Only grid posts will be included in the keyword search for now.
Instagram rolls out keyword search on 17 November 2020. They will initially be available in English for users in Australia, Canada, Ireland, New Zealand, the UK, and the US.
Implications for Marketers:
Instagram’s keyword search is a new way to discover profiles and content on the platform. For marketers, it’s a great way to increase the discovery of a brand. They can start experimenting with how such a new function helps their ads and campaigns. This, they can do, by posting content without hashtags. Moving forward, a keyword search can help marketers uplift their strategy on Instagram.
Reference: https://www.theverge.com/2020/11/17/21570475/instagram-keyword-search-update-hashtag-account
