Instagram as a Search Tool? Why You Need to Start Thinking This Way
Google has been a dominant force for decades. No other search engine has come close in terms of market share, with Google maintaining approximately 95% of all mobile search traffic and 80% of all traffic from desktop computers since its rise to dominance in 2002. But is that about to change?
A new rival has stepped into the search platform arena, and surprisingly, it isn’t a search engine at all—it’s social media.
The algorithms of platforms like TikTok and Instagram have become advanced enough that users now rely on them to find a wide variety of information—a development every business needs to consider when evaluating their social media marketing strategy.
Instagram, specifically, has put a lot of time and effort into advancing its search bar feature and making it more sophisticated. The integration of AI now provides users with a highly personalized and accurate means of discovering content.
To sum it up in one line? It’s now possible to use Instagram as a search tool, and many users are already doing it, which means businesses (like yours) need to follow suit.
Today I’ll walk you through the ins and outs of Instagram SEO so you can stay competitive as marketing continues to evolve. Let’s get to it.
What is Instagram Search?
Instagram search is a powerful feature that allows users to discover content, profiles, and hashtags relevant to their interests.
How Instagram Search Works
When users conduct a search, Instagram finds the most relevant content for them by considering different factors and ranking posts based on those details.
Factors the Instagram algorithm checks for include:
Keywords (in captions, profiles, alt text, etc)
Hashtags
Previous user activity
Timeliness
Popularity rating
By understanding these factors and optimizing content accordingly, you can increase your chances of appearing higher in Instagram search results and reaching your target audience.
The Shift to Social Media as a Search Engine
We’ve covered the basics, now let’s take a look at the data behind social media’s growing search engine role.
Here are a few stats to put it into perspective:
36% of people use Instagram as a search tool. Specifically, they search for information on Instagram the same way they would on Google.
Another 24% occasionally turn to social media for searches but primarily rely on search engines.
40 percent of GenZ go to TikTok or Instagram when looking for a place for lunch, rather than Google Maps.
Why it’s Important to Prioritize Instagram as a Search Tool
It’s always necessary for businesses to adapt to social media trends, but it’s particularly important when a trend has the potential to impact visibility.
Social media marketing has a snowball effect. You spend months and months “rolling the snowball up the hill” through branding, creating engaging content, and maintaining a consistent posting schedule—gaining traction along the way. But that traction can easily be lost if you fail to adapt or incorporate new tactics into your strategy.
Here how prioritizing Instagram as a search tool contributes to sustainable social media success:
1. INCREASED ORGANIC REACH (LESS AD SPEND)
Optimizing your profile to rank on Instagram search using best practices like engaging captions and smart hashtags aligns it with algorithm preferences, making it easier for your content to be discovered. This means more visibility and engagement without solely relying on paid promotions. As your organic following grows and your content resonates more with users, you’ll need fewer ads to achieve your marketing goals, ultimately leading to a more budget-friendly approach.
2. MORE INTENT-DRIVEN FOLLOWERS
Instagram SEO is amazing for attracting intent-driven followers who are genuinely interested in what you offer. For example, if you’re posting Reels, crafting engaging titles or on-screen text that highlights the value of your video—like “5-Minute Morning Makeup”—makes it clear what viewers can expect. This targeted approach helps you draw in an audience that’s not just scrolling but actively looking for what you’re sharing.
3. STRONGER COMPETITIVE ADVANTAGE
Many businesses are still relying on basic posting strategies that do little to enhance discoverability or appeal to Instagram’s algorithms. Deciding to prioritize social media as a search engine allows you to outpace your competitors. Plus, it gives you more time to gather valuable insights and refine your approach before other brands catch up to you.
Ready to Increase Your Discoverability on Instagram?
It all starts with bespoke social media services that radiate excellence. As your Edmonton social media manager, I’ll put a plan in place for your content that hits the mark, stays true to your brand, and resonates with your audience.
Why wait? Step into the spotlight as the brand everyone notices and trusts.
(Not located in the Edmonton area? No problem! I serve clients from around the globe.)