I know what you’re all thinking.
Lianne, what are you on? Instagram and Pinterest are so different. There is no way that this could be happening!
As per usual, I’m always reminding people that Pinterest isn’t a social media platform and Instagram is one of the big social apps!
Surely the fact that they are image based is the only similarity… right?
WRONG!!
Hear me out and perhaps you’ll see what I mean….
Pinterests key feature is the ability to search for and discover content via the use of keywords. Given that Pinterest is a platform for people to be inspired, if you’re looking for a new outfit, decor ideas or a new recipe to try out; Pinterest is the place to find it. An added bonus is that when you do your search, you’re most likely to discover a new product or brand that piques your Interest too.
Late last year, Instagram released a new search functionality. Whilst you were already able to search through profiles, hashtags and locations… the new search function enables you to look for specific keywords that gives you the ability to see all the posts that are using that exact same keyword.
Gamechanger or what?
With this in mind, SEO is even more vital to your Instagram strategy, especially if you want your business to be discovered.
The keywords that appear at the top of the explore page are suggestions based on your search history that Instagram thinks you might find interesting. So, as a business, if your keywords are of interest to certain users, you might get the opportunity to be found when being searched for. Not only would this make a positive impression for your business, but it will also drive high quality traffic to your profile.
Here is a screenshot of my explore page… My Instagram searches are predominantly based around drag queens, puppies and Teen Mom… now what is that first keyword that appears? Yep… one of my favourite search terms Drag Queens!! 
When it comes to SEO placement, some people argue that it’s not as important to optimise captions compared to your username and bio, but without keywords, anyone who is specifically looking for something won’t be able to discover you, your profile, product or even your website. If this isn’t a big enough reason why you should use keywords anywhere and everywhere on Instagram.. Then I don’t know what is?!
Did you know you could add alt text to images? When uploading a post, on the add caption screen scroll to the bottom and select “Advanced Settings.” Scroll down to the “Accessibility” section and add your alt text there. This isn’t just about SEO though, it also makes your posts accessible – a double win as you’re not restricting potential followers.
DISCOVER
Instagram is brilliant at recommending content that they think users might be interested in (above just proves it.) Not only are your images being discovered, but with reels booming, it’s keeping users on the platform for longer and keeping them scrolling into a deep rabbit hole.
With the use of hashtags, it is yet another way to discover brands and businesses. For example, I’m currently looking to get a Newfoundland dog and love to look at their cute fluffy faces on my feed, so by searching for this hashtag I am able to discover several photos of peoples’ fluffy pets. If I see a dog I like, I could go onto their profile to look for more adorable photos and maybe even click onto their website if they have one.
But say I’m looking for a party dress instead…. These can be discovered in the same way as Newfoundland dog photos. By searching for related hashtags, it will show me a range of images of dresses. If I like any of them I could click onto a profile or two, maybe follow some of the accounts I find, or perhaps even buy one or two things (if i feel like it of course!)
When it comes to your images, they need to catch people’s eye when they scroll, but make sure they’re consistent with your brand ie the same fonts, same camera angle, same distance from the subject in the photo (zoomed in or out), same colours, etc.
Your username and your bio are the main aspects that people search for therefore you need to ensure that you optimise these with regards to keywords.. Whilst your username is straightforward you need to include the keyword you consider most valuable but in an organic way. When it comes to your bio, make sure to include any keywords that might not have been included in your username.
INSPIRE
This new focus of inspiring people is all down to the e-commerce features that were added back in 2019. With 75% of users taking action after viewing a business post, Instagram is one of the places to focus your attention to.
When it comes to eCommerce businesses, Instagram is a platform to inspire users and drive traffic to their website. (See, you can say this about Pinterest too!)
If you take the time to make your physical shop look inviting and take the time to ensure it’s clean and presentable; why wouldn’t you put in the same effort for your online shoppers too?
All you need to do is to tweak things to ensure the images or videos you’re sharing show off your products and brand in the same light and to be appealing to scrollers online to invite them “into your store.” It’s this type of posts that can draw users in whether they be serial scrollers, loyal customers or new followers! If you’re lucky it will also inspire purchases and encourage interaction.
So… I guess when I said Instagram is turning into Pinterest I bent the truth a little.
I mean… it’s still a search engine and a social media platform.
BUT…
With the same undertones of Search, Discover and Inspire – they both follow the same values.
So for those who say Instagram is essential to their social media marketing, are you still convinced that there’s no way Pinterest could work for your business?
Why not have a 15 minute completely free chat with me and I’ll prove it can be done.
Book a chat with me here – don’t forget to bring your cuppa too!
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