Supercharging TikTok and Instagram Posts with SEO Keyword Research

TikTok and Instagram have, for the moment, won the short form social media war. But with the success comes competition and crowding. While the pie is getting bigger, most are getting less of it - so what is a brand that wants to stand out to do?

While these platforms are primarily driven by visual content, there's a secret ingredient from the digital marketing playbook that can significantly boost the organic reach of your posts: SEO keyword research.

Traditionally associated with optimizing website content for search engines, SEO keyword research is increasingly proving to be a game-changer for enhancing the visibility and engagement of TikTok and Instagram content for one simple reason: SEO keyword research tells you where your audience is, how big it is and what matters to them.

Given the choice of spending hours creating content you don't know if anyone is interested in, or creating content you know there's an audience for - the decision of which to focus on is simple.

Let's dive into how incorporating SEO keyword research can supercharge your organic social media strategy.

Understanding the Power of Keywords in Social Media

Keywords on social media are not vastly different from those used in traditional SEO. They are the terms and phrases that people use to search for content that interests them. On platforms like TikTok and Instagram, hashtags function as the primary form of keywords, categorizing content and making it discoverable. By strategically using keywords identified through SEO research, creators can tap into existing search trends and audience interests, propelling their content to a wider audience.

The Process of Keyword Research for Social Media

Keyword research for TikTok and Instagram involves identifying terms that your target audience is searching for on these platforms and related search engines. Tools like Google Keyword Planner, SEMrush, and Ahrefs can provide insights into popular search queries that can be adapted into hashtags or included in your post captions. Additionally, exploring the search functions on TikTok and Instagram themselves can reveal trending hashtags and topics relevant to your niche.

1. Identify Your Core Keywords

Start by listing core terms related to your brand, products, or content pillars. These are broad keywords that represent your niche or the primary focus of your social media content.

2. Expand Your Keyword List

Use keyword research tools or a CXA report to expand your list by finding the questions and phrases that people are searching for in your industry and for your brand. In particular, look for long-tail keywords, which are more specific and less competitive. Long-tail keywords and questions have traditionally been thought of as 'edge cases' - low volume, too hard, but in social media they're perfect. Why? Because people asking long-tail keyword questions are looking for very specific answers and they haven't been able to find an answer for their question yet. Answer enough long-tail questions and your brand will become known as super in-touch with your customers.

3. Analyze Trending Hashtags

Both TikTok and Instagram offer insights into trending hashtags. Cross-reference these with your keyword research to identify overlaps. Trending hashtags that match your identified keywords are gold mines for increasing visibility.

4. Understand Search Intent

Understanding why users search for specific terms is crucial. Are they looking for information, entertainment, or to make a purchase? Tailoring your content to match search intent boosts relevance and engagement.

Implementing Keywords into Your Social Media Strategy

With a list of targeted keywords and an understanding of search intent, it's time to implement them into your TikTok and Instagram strategy effectively.

1. Optimize Your Captions

Incorporate your keywords naturally into your post captions. On Instagram, this can also include your bio and story captions. A well-placed keyword can make your content more discoverable to those searching for related topics.

2. Use Hashtags Wisely

Hashtags are the lifeline of discoverability on TikTok and Instagram. Use a mix of broad and niche-specific hashtags (keywords) to cast a wide net while still targeting specific audience segments. Avoid overstuffing; focus on relevance and diversity.

3. Create Content Around Keywords

Develop content that directly addresses the topics and questions identified in your keyword research. This not only boosts discoverability but also ensures your content is highly relevant and engaging to your target audience.

4. Engage with Trending Topics

Leverage trending keywords and hashtags by participating in challenges, themes, or conversations. This not only increases visibility but also shows your brand's personality and relevance to current events or trends.

5. Monitor and Adapt

Use analytics tools provided by TikTok and Instagram to monitor the performance of your keyword-optimized posts. Identify which keywords and hashtags drive the most engagement and adjust your strategy accordingly.

The Benefits of Integrating SEO Keyword Research into Social Media

Enhanced Discoverability

Using SEO-driven keywords increases the likelihood of your content being discovered by users actively searching for related topics, leading to higher organic reach and engagement.

Targeted Audience Engagement

Keyword research helps you understand and target your audience more effectively, resulting in content that resonates and drives meaningful interactions.

Competitive Edge

By leveraging SEO insights, you can identify unique opportunities and gaps in your niche, setting your content apart from competitors.

Data-Driven Content Creation

SEO keyword research provides a wealth of data that can inform your content strategy, ensuring that your social media efforts are aligned with audience interests and search trends.

Conclusion
Merging SEO keyword research with your TikTok and Instagram content strategy is a powerful way to enhance the organic reach and impact of your posts. By understanding and implementing the principles of SEO, social media creators and marketers can ensure their content not only resonates with their target audience but also stands out in the ever-competitive social media landscape. This strategic approach to social media content creation is an incredibly powerful way to combine creativity with online audiences for topics you know they’re looking for answers for.