A brand that’s aware of its strategy around Instagram search is a brand that knows its social media game.
The digital content consumption world is super competitive and brands that know how to remain visible are the ones that can thrive and grow their businesses.
Instagram is no longer the simple photo-sharing platform that it was when it first began; it has grown into a huge sales tool for businesses – big and small.
Why Instagram Search?
Did you know that 80% of Instagram users follow a brand? If your target audience is on Instagram, getting discovered through search should be a top priority. By creating the visual content your audience craves, you’ll boost visibility, attract more followers, and increase engagement. Start creating content that resonates and watch your brand grow!
1) Understand What the Instagram Explore Page Is:
First and foremost, if you’re going to make a conscious effort to get your brand some publicity via the Explore tab, you’ll need to know what it is.
Originally known as the “Popular” page, the Explore tab’s primary function is to highlight content you specifically might find interesting.
Care to take a gander?
To access the Explore tab, click on the magnifying glass between the home and camera icons at the bottom of your smartphone screen when opening the Instagram app.
Once clicked, you’ll be presented with endless photo and video posts that, according to an algorithm, are likely to interest you.

Even better, the content presented to you is largely from accounts you don’t yet follow.
You can already see where this is headed—if you’re able to get at least one of your brand’s posts featured on this tab, both audience size and exposure will quickly increase.
2) Know Your Instagram Audience On a Deeper Level:
But just because you know what the Explore tab does, hardly means you’re worthy of placement. To give your posts the friendly nudge they need, it’s key that you know your audience on a more in-depth level …
And no, this doesn’t mean only having a firm grasp on the basics:
- Age
- Gender
- Income
Instead, dig deeper, really making an effort to know who your audience is, what they’re all about, and from where they’re coming. The following are a few helpful questions, the answers of which should point you in the right direction:
- Who does your audience look up to?
- What sorts of things genuinely interest them?
- What causes potential buyers to take action on social media?
- What does the content on their Instagram accounts look like?
Basically, what you’re doing is creating a “buyer persona.”

Having a good one will not only help you with your Instagram strategy but will ultimately guide just about every facet of your business’s marketing efforts.
For more information on how this is to be done, click here.
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3) Start Listening Intently:
Social media is all about building relationships.
You wouldn’t want to spend time with someone who doesn’t listen to you, and neither do your Instagram followers. So, if you’re going to get their attention, start doing the obvious—paying attention.
Begin paying attention (or listening) by looking for the types of posts that generate interest amongst Instagram users that fit the buyer persona you established in the above step.
This can be done manually, but look to simplify the process through tools like Geopiq. Geopiq allows you to monitor posts on Instagram by location, hashtag, username and keywords.

But don’t stop there …
If it’s the Explore tab you want, take to the Explore tab to see what’s trending.
Thanks to the content you’ve produced and the accounts you follow, your business’ own Explore tab should give you a fairly good idea of what’s driving interest on Instagram in your industry …
Use this information to your advantage.
There’s no end to social listening, but as you start to notice trends developing, create similar content of your own—adding a touch of your brand’s unique flavor, of course. Repeat this process often, and you might very well find your own content popping up on the Explore tab.
4) This Is Big—Use Hashtags Wisely:
You just knew this was coming, didn’t you?
Here on our blog, we’ve done our best to drive home the importance of proper hashtag use. Truth be told, though, there’s a reason for it—it’s that important …
As such, love them or hate them, you must be using them.

The magic of hashtags comes from their ability to help potential customers find you—not the other way around. Use hashtags that are specific, tried-and-true, and even branded to attract audiences who don’t know about your account but are looking to interact with the types of posts you produce.
The logic behind all of this is pretty simple—people easily find your content, interact with your content and because of it, give your posts the boost they need to eventually find their way onto the Instagram Explore page.
Fueling Instagram Search & Explore via Engagement
For Instagram, engagement indeed feeds engagement. So, the goal of each part of your brand’s Instagram strategy should be to drive engagement. Using the Instagram Search directory is a great way of telling the Instagram algorithm where you’re headed when it comes to helping your audience discover your brands, posts, hashtags, and locations on Instagram.

The Instagram Explore page is a powerful tool for boosting your brand’s visibility and driving organic engagement. Every post should have that “x-factor” to attract new followers, as you never know which post might make it to Explore.
Use effective hashtags and follow Instagram marketing tips to maximize your chances. This is your opportunity to reach a wider audience—even those not actively looking for you—by leveraging Instagram Search and other tools to increase visibility.
So, learning the functions of your marketing strategy for Instagram Search and Explore is almost as important as knowing what to do after you purchase your domain.
Using the Search Engine
Instagram’s Search page is a powerful tool, and it’s unlike the search feature on most platforms. When you hit the magnifying glass, you’ll be taken to a page that is already showing you posts the algorithm thinks will be relevant to you.
You don’t even have to search in order to see new content. These auto-populated posts are considered the Explore page.
Instagram Search and Explore are key to boosting your brand’s visibility. Since these pages are personalized based on user interests, aligning your content with what your audience engages with is essential.
Use relevant hashtags and create engaging posts to increase visibility and optimize your brand’s presence. By implementing these strategies, you can gain a competitive edge and maximize your impact on Instagram.
So, here are all the tips and tricks you need to know:
The Hashtag Optimization
Hashtags are key to boosting discoverability on Instagram. Instead of relying on trending hashtags alone, focus on relevant and authentic ones that align with your brand. This will improve engagement and visibility on the Explore page. For even more impact, use long-tail hashtags and leverage Instagram Stories to engage your audience and reinforce your brand message.
For example, if you’re an activewear or fitness brand, you need to figure out the hashtags that are working in the workout and sports gear industry. You might choose hashtags like these:
#activewear #fitness #sportswear #leggings #gymwear #fashion #workout #gym #yoga #fitnesswear #yogawear #athleisure #fitnessmotivation #yogapants #fit #sportwear #sports #motivation #fitfam #fitnessgirl #style #running #active #apparel #activewearfashion #clothingbrand #sport

Based on what works for your brand, you can incorporate these hashtags effectively and reap the benefits of hashtag optimization.
Don’t forget, though, that your hashtags need to match what your post is about, otherwise Instagram could flag it as spam. Make sure most of your hashtags relate to objects in your photo or things you talk about in your caption. Then, you can add a few that are more general and apply to your industry as a whole.
It is very important for new brands out there to understand how things work for Instagram marketing. To improve your chances of appearing on the Explore page, start by analyzing it. Identify patterns and strategies used by successful posts.
Use the Instagram Search feature to explore content relevant to your brand and industry for insights.
Instagram Stories Help You Sell Continuously
When all social platforms started rolling out ‘Stories,’ no one was aware of their potential as a marketing-enabling tool. Today, though, Instagram Stories are not just visually compelling points of engagement; they are discovery tools that work.

Don’t be surprised when we tell you that over 400 million people use Instagram stories daily. Your original, high-value, and visually attractive stories have a very high chance of getting to the Explore page. So, here are some Instagram story formats that you can swear by:
- Special Announcements
- Sharing User-Generated Content (UGC) as stories, tagging users
- New launches
- Customer testimonials
- How-To’s and Tutorials
- Brand/Influencer behind-the-scenes stories
- Deals and promotions
- Giveaways
- Polls and quizzes
Stories are a great way to not only generate engagement with your audience but they also help them connect more with you. For some, Stories are a great place for behind-the-scenes, which can allow the people who see your Stories to really see you. People connect with other people.
Add Location Tags
Tagging your posts and Stories with hashtags geotags, and mentions helps categorize your content and boosts your chances of appearing on the Explore page. These tags make it easier for users to search relevant topics to discover your content.

As a bonus, tags can also be used as great conversation starters. New people who come across your post or Story might have something to say related to the location you tagged. Now you have the chance to talk with them one-on-one and help them get to know your brand better.
Use Trending Filters
In an extension to the use of Instagram stories as mentioned above, using trending filters is like getting on the bandwagon to the new fair in town that everybody wants to attend (a little countryside reference, eh!).
For example, the augmented reality face filter went viral on IG and became synonymous with popularity. That’s your clue there! Now, you don’t need to try every new filter when it starts to trend, but adding filters as a tactic can be a great tool
Your Posting Schedule Matters
The core of finding your way to the Explore page is finding the time when people are looking for content so you know when to post yours.

Finding the best time to post your content on IG will amplify your posts in people’s Instagram Search results. However, this is going to differ for the business profile of various brands.
So, take some time to look through your Instagram analytics to see when your audience is online. Then, make sure you’re posting your content at that time. Not only will it make it easier for your followers to see your content, but you’ll also help yourself be shown on the Explore page, too.
The Content You Post Matters
It won’t do you much good to be featured on the Explore page if your content isn’t compelling enough to encourage someone to click on it and follow you.
The best way to increase this click-through is by creating and posting eye-catching photos. You may choose to create quote graphics that are easily shareable using a program like Canva.
Or, maybe you prefer to use photos that you edit. Adobe Lightroom is an excellent photo editor app with one click when you have presets. This allows you to create an overall cohesive brand.
If your photo has a person in it, most people are more likely to engage with it, because people are drawn to people.
Adding text to your photo is also a great way to capture people’s attention. And, depending on your industry, sharing a few slides of text teaching on a particular subject can also capture people’s attention, especially if your customers are other businesses.

Editing photos doesn’t have to be a difficult process, but it can make a major impact when it comes to how people engage.
You don’t need to be a professional editor to brighten a photo, reduce shadows or even highlight contrasts.
Doing so will encourage people to click on your photo, which leads them to read your caption and potentially follow your brand.
Engaging is a Great Way to Become Discoverable
Engaging with similar brands helps increase your discoverability. By following, liking, commenting, and collaborating, you signal to Instagram that your content is relevant to a wider audience.
This boosts your chances of appearing on the Explore page and attracting new, organic followers..
Hosting or participating in an Instagram takeover is also a very popular form of collaboration happening on the platform these days.
Based on what suits your requirements, you can choose from types of Instagram takeovers i.e. Stories, Lives, and Posts. It is a great way to amplify your audience or simply promote your new launch.

Instagram takeovers allow you to share your information with a new audience or bring someone new to your audience. Either way, you’re likely to increase your followers and build credibility with Instagram by appearing on the Explore page.
Customize your Instagram Search and Explore page
To optimize your Instagram Search and Explore features, engage directly with relevant accounts. Spend time on the Explore page, interact with posts that align with your brand, and observe patterns in content.
If you want to reset your Explore feed, simply click the three dots on irrelevant posts and select “See fewer posts like this.” This helps Instagram tailor your feed to show more relevant content.
In a nutshell
Instagram offers incredible marketing potential with its powerful algorithm to drive Instagram engagement rate. By creating content that resonates with your audience, you can harness its full power. Use the strategies shared to increase your visibility in Instagram Search and Explore pages and boost your brand’s reach.
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Author
Nina Benson is an Instagram features enthusiast, always discovering new ways to use the platform’s latest tools. From Reels to Stories, she knows how to make every feature work for you. When Nina’s not exploring Instagram, you’ll find her sketching or curating her favorite playlists!
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