Instagram has introduced a new feature that aims to enhance account and post discovery on the platform. The update focuses on how hashtags work for discovery, directing users to broader search results when they tap on a hashtag, including profiles, instead of just a “Top Posts” feed.
The purpose of this change, as announced by Instagram, is to encourage users to explore different parts of the platform, not just individual posts. This presents an opportunity for brands to get their accounts discovered by high-value consumers.
To take advantage of this update, brands need to ensure that they tag their target keywords in both their profile and posts. This will boost the visibility of their brand’s account in the Explore overview. While profiles in hashtag searches may not always include the hashtag in every post, they typically have the word in their profile name or description.
Head of Instagram Adam Mosseri explained the rationale behind this change, stating that they wanted to simplify the hashtag and search experiences on Instagram to make it easier for users to see everything in one place. When users tap on a hashtag, they will now see the search results for that hashtag. They will still have the ability to follow/unfollow or report specific hashtags.
This update is significant for brands as it provides them with a greater opportunity to be discovered by users who are actively searching for specific topics or interests. By utilizing relevant hashtags in their content, brands can increase their visibility and attract the attention of potential customers.
In conclusion, Instagram’s streamlined hashtag search feature is a game-changer for brands looking to enhance their account and post discovery on the platform. By tagging target keywords and utilizing relevant hashtags, brands can increase their visibility and reach a wider audience. This update presents a valuable opportunity for brands to connect with high-value consumers and expand their presence on Instagram.
