How Instagram Search Works for your Equestrian Business

Let's cut to the chase... you might enjoy using Instagram to watch the behind-the-scenes of your fave rider, or gain some knowledge from a marketing expert you follow.

BUT, the biggest reason you're on the plaform is to grow your business and make more money.

After being shrouded in mystery for so long, Instagram has finally pulled back the curtain on how you can get found.


What happens when people search in Instagram?

Instagram wants to serve up results you want to see.

As soon as you start typing in the search bar, Instagram is looking for accounts, audio, hashtags and places that match the text of your search.

The MOST important signal that Instagram uses to make that match is the text itself.

They will look for matches in:

  • usernames
  • bios
  • captions
  • hashtags
  • places


What can YOU do to show up in searches?

These best practices come straight from Instagram (you can find the info on their blog).


1. Use relevant keywords in handle & display name

Yes!! It's what I've been preaching for a long time. ๐Ÿ™

Use keywords for which you want to be found in searches.

A good rule of thumb is:


2. Use relevant keywords and locations in your bio

I've emphasized in my Instagram for Equestrians course the importance of an optimized bio.

Clearly tell people what you do and who you serve, and incorporate keywords that are meaningful to your dream client.

Are your services or products location-specific?
Include that as well to make it easier for people in your service areas to find you.
I recommend using the pin icon. (ex. ๐Ÿ“Toronto, Canada)


3. Use relevant keywords in your captions

This is where being intentional when you craft your caption can really pay back in dividends.

Say you're a photographer. Be very specific and descriptive of the subject shown in your photo.

For example, if it's an action shot taken at a dressage show be sure to incorporate the name of the rider, horse, test level, movement, horse show name and location. You could even include the colour and breed of the horse.


4. Use relevant keywords in your hashtags

This is a BIG one for your hashtag strategy.

Yes, it's still true that you want to ideally use the full 30 hashtags that are available to you.

But it's more critical that these hashtags are super relevant to that specific post and to your account.

Don't stuff in hashtags for the sake of stuffing in hashtags.


Bonus!... drumroll... where should you place hashtags?

Instagram has answered the big debate of caption or comment?

Answer: put your hashtags in the caption to help your "searchability".

Another hallelujah from me! ๐Ÿ˜

I'm a strong advocate for caption, mainly because that time it takes to add them to your caption is time lost in getting your post appearing in the hashtag explore section.

Now Instagram is saying that in order for a post to be found in Search, keyword hashtags must be placed in the caption not the comments.

Struggling to grow your social community?
Unsure what to post?
Worried about being repetitive?