Keyword research was recently introduced on Instagram. Previously, if you wanted to search for a specific term, e.g. "christmas gifts", you could only search via its hashtag "#christmasgifts".
Now, keyword research has been naturally embedded on Instagram's Explore function. Users can search for keywords that are organically embedded in captions, even if there isn't a hashtag.
Here are some of our tips:
1. Include the main keyword(s) you want to rank for in the first few sentences of your captions. These do not necessarily have to be included as hashtags.
2. Prioritise recency. The top posts were all within the last 72 hours for popular keywords. For more niche terms, some top 30 results could go as far back as early 2020, so in the future there might be potential in going back to optimise captions in older posts.
3. Try less competitive, niche terms to have a chance of ranking. On a search for "gift ideas" on Instagram, the top posts all have likes upwards of 1,000+ with 50+ comments on average. However, longer-tail keywords like "gift ideas earrings" or "gift ideas bracelets" are comparatively easier to rank for.
4. Note that not all search terms are available as keywords. To find out what keywords are available, first search a generic term like "gift ideas", and then click on the magnifying glass to see more recommended terms when you click "See More".
1. Start building hype by sending a preview 1-2 days before Black Friday actually lands.
2. Launch your promotion on the day with a clear CTA and eye-catching subject line.
3. Resend your promotion over the weekend, as many subscribers will have missed your initial email with the influx of Black Friday and Cyber Monday deals. For this resending list, re-send your emails to segments that had not opened or click on your previous email in (2).
4. Still looking for email inspiration? Check out how other companies crafted their Black Friday promotional emails here.
You should finalise your Facebook and Instagram ads for Black Friday/Cyber Monday now.
Submit it asap, as the ads might take a while to get approved.
You should then avoid any changes over the coming weekend.
Editing your ads - be it a creative, a caption, or your targeting option - resets your ads to the learning phase. Facebook requires 50 conversions to exit the learning phase, and these edits will cause it to revert to said phase once more. Learn more on Facebook here.
Your CAC can make or break your company's long-term prospects.
Use Traktion's newly launched CAC Calculator to understand the unit cost of bringing an additional customer to your business.