Let’s be real—Instagram isn’t just for aimless scrolling anymore. It’s become a powerful tool for finding exactly what you need (search results), whether it’s a cool new spot for brunch or the latest must-have product.
And guess what?
Gen Z is leading the charge, with nearly 40% turning to Instagram (and TikTok) to search for things like restaurants, skipping Google Maps altogether.
Now, imagine this: whenever someone searches for something in your niche, your posts are right at the top of their results. That could mean more followers, wider reach, and even a wave of new customers.
In this guide, I’m going to walk you through how to make Instagram’s search work for you—how to rank higher, appear on the Explore page, and master Instagram SEO like a pro.
Ready to boost your visibility?
Let’s dive in!
What is Instagram Search, and How Does It Work?
Instagram Search operates similarly to Google, but instead of searching the whole internet, it filters content exclusively on Instagram.
To use Instagram’s search feature, tap the magnifying glass icon — it’s at the bottom for iPhone and Android users, or in the left sidebar for web users. From there, type in whatever you’re looking for in the search bar.
Note: The advanced search feature is available only on the Instagram mobile app, while the web version currently restricts searches to hashtags.
For example, if you search for “travel photography,” Instagram Search will display:
- Posts that include the term “travel photography” in their captions.
- Accounts with “travel photography” in their usernames, bios, or profile names.
- Music related to travel photography.
- Hashtags containing “travel photography.”
- Locations tagged with “travel photography” from across the globe.
1. Optimize Your Instagram Profile for Search
To rank higher in Instagram search results, start by fine-tuning your profile details. The key is to focus on a primary keyword that best describes your niche, product, or service.
This keyword should be in both your Instagram name and @username to increase your chances of appearing in relevant search results.
Here’s an example: If someone is searching for a “Cars,” Instagram will prioritize accounts with “Cars” in their names or usernames.
2. Post Lifestyle Content
While users are keen to interact with businesses on Instagram, that doesn’t mean every post should push your products. To drive engagement and boost your reach, showcase the human side of your brand.
For example, instead of constantly promoting your products, you can show them in real-world settings, helping your followers connect with the benefits they provide.
Lifestyle posts often generate higher engagement rates. And when your audience is already engaged, your product-centered posts will have a stronger impact. As an example, 60% of Nike’s Facebook posts contained lifestyle content, compared to 32% for Adidas. When they both posted traditional promotional content, Nike’s posts saw an average of 993 shares, while Adidas averaged only 122 shares.
3. Use Relevant Hashtags
Hashtags are a powerful tool on Instagram, serving several purposes, including improving your chances of appearing in Instagram search results.
Hashtags appear in both the “Top” and “Tags” tabs of search results, giving your posts multiple opportunities to show up. However, to maximize your chances, you should use a mix of popular and niche-specific hashtags.
For example, if you’re in fashion, you might use hashtags like #fashion, #shoes, or #wristwatch. Additionally, using less competitive hashtags can help you rank higher, as it’s easier to stand out in smaller pools.
4. Leverage AI for Keyword Research
If AI can assist with content creation, it can also be your secret weapon for keyword research on Instagram.
Try this: Open an AI tool like ChatGPT and use a prompt like this one to generate keyword ideas: “You are an expert in Instagram market research and Instagram SEO. ‘[Enter your main keyword]’ is the target keyword. Tell me [XX] closely related keywords to this term that I can use in my Instagram content.”
I used this method to generate a list of related keywords for “Trending fashion,” and the results were pretty spot on.
5. Follow Instagram’s Community Guidelines
Finally, make sure your posts comply with Instagram’s community guidelines. These rules go beyond basic legal requirements — they also influence how your content is ranked in search results.
For instance, Instagram has hidden certain hashtags like #beautyblogger because some of the posts associated with it didn’t follow community standards. This means your content won’t appear in search results if it violates these guidelines.
Conclusion
Mastering Instagram search results can significantly boost your brand’s visibility and attract new customers. Many Instagram users turn to the platform for product research, so improving your search rank could be a game-changer for your business.
By optimizing your profile, posting engaging lifestyle content, using the right hashtags, leveraging AI for keyword research, and adhering to community guidelines, you’ll be well on your way to dominating Instagram search results.