In the ever-evolving world of social media, Instagram stands as one of the most powerful platforms for businesses to grow and reach their target audience. If you are in the real estate industry, leveraging Instagram effectively can significantly boost your business’s online presence and help you close more deals. But the big question remains—what’s the best approach to growing your Instagram account? Should you focus more on hashtags or keywords?
At Mozzera, a digital marketing company that specializes in the real estate sector, we understand the challenges that real estate agents and businesses face when it comes to online marketing. In this blog post, we’ll break down the importance of both hashtags and keywords on Instagram and help you figure out how to use them effectively to grow your real estate brand. By the end of this article, you’ll know the best strategies for boosting your Instagram presence and driving organic growth for your real estate business.
Understanding Instagram’s Algorithm
Before diving into hashtags and keywords, it’s crucial to understand how Instagram’s algorithm works. Instagram uses its algorithm to determine which posts show up on users’ feeds. This is based on several factors like engagement (likes, comments, shares), relevancy, and interest. While Instagram doesn’t disclose the exact workings of its algorithm, experts agree that using relevant hashtags and keywords increases your chances of being discovered by users who are genuinely interested in your content.
Now, let’s break down the key differences between hashtags and keywords and how each one plays a vital role in your Instagram growth strategy.
What Are Hashtags on Instagram?
Hashtags are words or phrases preceded by the pound sign (#). They help categorize your content and make it discoverable to users searching for content within that specific category. For example, a real estate agent might use hashtags like #RealEstate, #PropertyForSale, or #LuxuryHomes.
Hashtags are a way to tap into Instagram’s huge user base. When you use the right hashtags, your content is more likely to be discovered by people who are actively looking for content similar to yours. Hashtags also help target niche audiences, ensuring that your posts are seen by users who have a specific interest in real estate.
Why Hashtags Matter for Instagram Growth in Real Estate
- Increased Visibility: When you use relevant hashtags, your post can appear in the search results or hashtag feed. This opens up the possibility for your content to be seen by people who may not be following you but are interested in the topic you’re posting about.
- Targeted Audience: Hashtags allow you to target specific groups of people. For example, if you’re selling a property in a certain city, using location-specific hashtags like #MumbaiHomes or #DelhiRealEstate helps attract local buyers.
- Trending Hashtags: You can use trending hashtags to capitalize on popular conversations. If there’s a trending hashtag related to real estate, using it can give your post extra visibility.
- Organized Content: By using consistent and relevant hashtags, you can organize your content into topics. This helps your followers quickly identify what your content is about.
What Are Keywords on Instagram?
While hashtags are used to categorize content, keywords are specific words or phrases that users type into the search bar on Instagram when looking for posts, profiles, or hashtags. Keywords can be a part of your Instagram bio, captions, or even in your comments. Using keywords helps make your content more searchable and relevant to users.
Why Keywords Matter for Instagram Growth in Real Estate
- Improved Searchability: Instagram has a robust search function, and if you use the right keywords, your posts will show up when people search for those terms. For instance, using a keyword like “affordable homes” in your bio or caption could lead to your content being found by users searching for that phrase.
- Better SEO Impact: Keywords play a significant role in improving your Instagram SEO. Instagram’s search engine crawls through your profile, posts, and captions to rank them for relevant search queries. If your profile or content contains the keywords people are looking for, it will rank higher in search results.
- Content Relevance: Just like hashtags, keywords help Instagram understand what your content is about. If you’re posting about luxury homes in Bangalore, incorporating keywords like “luxury homes Bangalore” in your caption or profile will help the platform categorize your content accurately.
Hashtags vs Keywords: Which One Should You Focus On for Real Estate?
Now that we understand what hashtags and keywords are, let’s explore which one is more beneficial for your real estate Instagram strategy.
1. Audience Reach and Discovery
- Hashtags: Hashtags have the edge when it comes to discovery. Instagram allows posts to be discovered by users who aren’t following you yet. When you use a hashtag, it can show up in the hashtag feed or search results, helping you reach a wider audience. For a real estate business, this means your listings, property tours, and other content can be seen by potential clients who are actively searching for related content.
- Keywords: Keywords, while essential for increasing your searchability, are more about optimizing your profile and captions. While they do improve your chances of being found, they don’t have the same broad reach as hashtags.
2. Niche Targeting
- Hashtags: Hashtags allow you to niche down more effectively. For example, by using specific real estate-related hashtags like #LuxuryRealEstate or #FirstTimeHomeBuyers, you can target buyers looking for specific properties or services. Hashtags are a great way to build a community and attract followers who are genuinely interested in your niche.
- Keywords: Keywords also help in targeting specific niches but they do so in a more broad manner. Including location-based keywords like “apartments in Delhi” can certainly help, but it won’t have the same focused reach as using a targeted hashtag.
3. Long-Term SEO and Branding
- Hashtags: While hashtags help with immediate visibility, they don’t contribute as much to long-term brand building. Over time, your followers might forget about specific hashtags you’ve used, especially if they don’t resonate with your overall brand message.
- Keywords: Keywords, especially when used in your bio, captions, and posts, help establish a long-term brand identity. Over time, consistent use of relevant keywords will help search engines (and Instagram’s search function) understand your niche and show your content to people who are genuinely looking for real estate advice or services.
Best Practices for Using Hashtags and Keywords Together
At Mozzera, we recommend using both hashtags and keywords together for the best results. Here are some strategies for using them effectively:
- Use a Mix of Hashtags: Combine popular, niche, and location-based hashtags. For example, you could use #RealEstate, #LuxuryHomes, and #MumbaiProperties for a property in Mumbai. This helps you tap into different audiences.
- Create a Branded Hashtag: Create your own hashtag that represents your business. This could be something like #MozzeraRealEstate or #MozzeraHomes. Over time, this can help build your brand identity.
- Incorporate Keywords in Captions and Bio: While hashtags are important for discoverability, don’t neglect the power of keywords. Incorporate relevant keywords in your captions, bio, and comments to improve your content’s SEO.
- Research Hashtags and Keywords: Use Instagram’s search function to research the best-performing hashtags and keywords in your niche. Stay updated with trends in the real estate market and adjust your strategy accordingly.
Conclusion: A Balanced Approach for Real Estate Growth on Instagram
In conclusion, both hashtags and keywords are crucial for Instagram growth in the real estate industry, and neither should be ignored. Hashtags are great for immediate visibility and attracting new followers, while keywords contribute to long-term SEO and brand building. The key is to use both strategies effectively in a balanced way to maximize your reach and engagement.
At Mozzera, we specialize in digital marketing for real estate businesses and can help you craft a tailored strategy that incorporates both hashtags and keywords for maximum growth on Instagram. Check out our previous blogs to learn more about social media marketing, SEO for real estate, and how to build a powerful online presence. We’re here to help you succeed!
Want to take your Instagram game to the next level? Contact us today at Mozzera and let’s grow your real estate business organically!
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