Underrated Instagram feature? Might be...

Updated: Nov 30, 2020

Two weeks ago, Instagram’s CEO, Adam Mosseri, announced 'keyword search' in a very subtle twitter post.

For example, if you previously wanted to search for “pasta recipes” you would only be able to search for posts that contain the hashtag #pastarecipes and accounts, including on “pasta recipes” in their name or bio.

Now, with the keyword search, you can search keywords or ‘keyphrases’ and receive results of the actual posts that have the ‘pasta recipe’ regardless if they contain the hashtag.

This doesn’t seem particularly exciting, but on second thought, this feature could very well be a game-changer on how people will use Instagram and, therefore, how creators, brands, and marketers respond to this new implementation.

Moreover, there is a clear intent in the keyword. A user is looking for something, and now Instagram will show the posts that most likely match their intent. Sounds familiar, doesn’t it?

Yes, it feels like Googling 😊

As marketers, this feature could immediately trigger a response on how Instagram ranks its top searches from a Keyword search perspective. Who knows, this could spark many ‘SEO like’ tools to help brands rank at the top of the Keyword search.

Is Instagram becoming a new search engine? Can it replace Google? especially on mobile? Could this be the beginning of Instagram SEO?

We will have to wait and see, but it’s very fascinating to see how the platform will evolve.

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