3. Spark conversation and engagement

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2. Craft compelling captions with keywords and hashtags
Don’t wait for the algorithm to serve your content to new followers—use keywords to bring your content to them.

Keywords are now searchable on Instagram, which means you can make your content easier for future audience members to find.

How to do it:
Craft Instagram copy with an SEO twist. Include line data relevant keywords in these areas to make yourself more discoverable:

Captions: Your captions should be compelling as it is. Add natural keywords and terms that will help searchers find your post.
Alt text: Alt text is a given for social media accessibility. Add relevant keywords to make your content more likely to appear in Explore.
Hashtags: Remember, Instagram hashtags are searchable, too.
Your bio: Your handle helps people find your brand. But your Instagram bio can help people find your account when they search by industry, or when they don’t know your handle. Notice that Figo uses “FigoPet” as their handle. But their name, Figo Pet Insurance, includes “pet insurance” as a keyword.
A screenshot of Figo Pet's Instagram bio where their handle is FigoPet, but their name is Figo Pet Insurance, which is more in depth and includes keywords, like pet insurance.

It cannot be overstated: Engagement is a big deal on Instagram.

From likes and comments to the overall popularity of a post, engagement can make or break your content’s ranking on the platform.