Social media platforms are constantly evolving. With frequent updates to the algorithm and the introduction of new features, a platform that once operated as a simple photo-sharing application has transformed into a powerhouse for content, video, and commerce. 

Instagram remains at the forefront of social media when it comes to visual imagery. And, even though new applications rival the platform in various ways, Instagram remains the top application for sharing still images. 

Yet, with so many changes and alterations, comes a unique set of challenges for users who want to grow their account and create an audience. One, in particular, is the decrease in organic reach. Simply put, organic reach is the act of users being able to find your account just by scrolling through Instagram. In its earlier days, you could post a picture, add a caption and people would find your account without any targeted approach. 

Over time, organic reach has decreased on Instagram — causing several pain points for new accounts and users looking to grow. Yet, despite this hurdle, it’s not impossible to grow your reach — it’s just going to take some extra effort and work. 

This is where SEO — search engine optimization, for those of you not in the know — comes into play. While we all know how search engines like Google operate, it’s often overlooked that social media platforms have their own version and concept of SEO that can and should be utilized by its users. 

Let’s discuss three ways that you can grow your reach on Instagram using SEO practices. 

3 Tips for Using SEO on Instagram

1. Research & Develop a Hashtag Strategy

Search engines are driven by keywords. The questions you ask, the phrases you use, and the topics you search are all keywords that this technology uses to process and render your results. 

Instagram’s version of keywords and search terms employ hashtags. Hashtags have been around for a while on Instagram. But, as the platform grows and more users join each day, certain hashtags that once offered great exposure have now become saturated. So, in order to break through and use hashtags to your full advantage, you’re going to need to engage in hashtag research to develop a strategy that optimizes your account. 

For posts on Instagram, you can use up to 30 hashtags. But, it’s advisable to find the best hashtags that will actually work on your account instead of focusing on quantity. 

To find hashtags for your account you can utilize the following methods:

• Find similar accounts in your niche and look at the hashtags they are using on their own posts (if any)

• Utilize the search bar to find topics that relate to your content and start a list of hashtags that represent your images

• Sign up for a platform that allows you to search and find the best and trending hashtags on Instagram

When you’re searching for your hashtags, you should look for:

• Hashtags with a lower number of posts, the higher the posts the more saturated the topic will be

• Compile a mixture of hashtags:

  • Select phrases with low, medium, and high density of posts

  • Use broad hashtags as well as very specific phrases 

  • And, find hashtags that relate to your industry

Once you have compiled your bank of hashtags, you should be including these either in your caption or on a separate comment on your post. 

In order to have the most success:

• Create a large list of hashtags to choose from depending on the image you are posting

• Don’t use the exact same hashtags on every single post as this can sometimes cause Instagram to flag your content

• Post images without hashtags from time to time to see if they perform as well 

• Track which content performs best to continue to optimize your hashtag strategy

2. Write Compelling Captions with Key Phrases

Once you have your hashtags researched and strategically placed for optimal reach, you’ll need to focus on writing a caption that is search engine friendly. 

Like hashtags, your captions can serve as a great place for you to integrate keywords and phrases that describe what your content is about. Now, we don’t mean that you should stuff your caption with keywords. Instead try to find a way to highlight your image or video with keywords that provide value, explain a topic or entertain your audience. 

There’s still some debate as to whether longer-form captions equates to more reach. Yet, within Instagram’s business tools, it suggests that users create compelling captions for their audience. 

We’d recommend switching it up and experimenting with your caption length. Post one image with a simple caption and then, share an image with a longer form caption. Regardless of the length, you should aim to include at least one keyword that accurately depicts what your content is about. 

Some ideas for captions include:

• Asking your audience a question

• Create a giveaway where users need to tag a friend 

• Tell a story

• Give an opinion 

• Share your thoughts 

There are many ways to create captions that will allow your posts to gain more attention. Just remember that industry-specific phrases and keywords will be effective in creating more reach, boosting your engagement, and marketing your account. 

3. Cross-Promote Content Using Pinterest

The last tip for using search engine optimization on your Instagram account is to cross-promote using Pinterest. 

While Google remains the largest search engine, Pinterest is a contender when it comes to visual content. So, why wouldn’t you utilize its capabilities to link back to your Instagram account?

Cross promoting content on Pinterest is easy. You can do this in two ways:

• Manually upload your content and the Instagram post link to a board on your Pinterest account

• Add the Pinterest Browser Button to save your images with just a few clicks

Once you have uploaded your content, you’ll need to add more details before you pin it to your board. This includes:

• Adding a title that describes your content

• Creating a caption that is full of keywords relating to your image and is searchable via Pinterest

  • For example, if you’re sharing a fashion image — use phrases that relate to what your subject is wearing, outfit ideas, outfit inspiration, how to wear, outfit of the day, and more 

• Unlike your caption on Instagram, you can and should use as many keywords as possible on your Pinterest posts in order to increase the likelihood of them showing up in search results

Lastly, to ensure that your content performs well on Pinterest, you’ll need to claim your Instagram account within your Pinterest dashboard. Double-check that your Pinterest is set to a business account and follow the steps to activate and claim your Instagram account. 

Pinterest offers a slew of analytics that you can use to see how your post is performing, how many people have viewed the image and saved it to their own board. Not only is using Pinterest an effective way to increase your content’s search engine rankings, but it can also be a great way to gain new followers and continue to build your audience. 

There you have it, three ways to use SEO on Instagram to grow your account’s reach. Always remember that growing an account takes time, patience, and effort. Lead with great content that highlights your business or brand, optimize with relevant keywords, and cross-promote on Pinterest to increase your chances of being seen and discovered.