How to Make Your Instagram Posts Searchable: A Guide for Small Businesses
- Sarah Gilbert
- 4 hours ago
- 4 min read
Why Instagram is becoming a search engine and what small businesses should do about it
Instagram has always been a platform built around scrolling. We open the app, the algorithm shows us what it thinks we’ll like, and we discover new content through our feed, reels and the Explore page.
But alongside that scrolling behaviour, something else has quietly grown. More and more people are now searching on Instagram.
People now open Instagram and type things like:
“independent shop henley on thames”
“pilates instructor oxfordshire”
“interior designer small kitchen ideas”
And Instagram delivers results.
Which means your posts aren’t just being seen by followers. They can now be discovered by people actively searching for what you offer.
For small businesses, this is a huge opportunity. But it also means we need to think about Instagram a little differently.
Instagram Posts Are Now Searchable
If you type a phrase into Instagram’s search bar, you’ll see that results include:
• For you
• Accounts
• Audio
• Tags
• Places
Instagram scans captions, profile information and on-screen text to decide what content to show you. In other words, Instagram is trying to understand what your post is about, in the same way Google understands a webpage.
This means that the words you use now matter more than ever.
Hashtags Matter Less Than They Used To
For a long time, hashtags were seen as the main discovery tool on Instagram. Creators and businesses would add 20–30 hashtags in the hope of reaching a wider audience. But that approach is fading. Instagram now allows a maximum of five hashtags, and increasingly prioritises keywords within captions instead.
Rather than relying on #smallbusiness or #handmadegifts, the platform is trying to interpret natural language. This means the way you write your captions can influence whether your content appears in search results.
Think Like Someone Searching
The simplest way to improve discoverability via Instagram search, is to ask a straightforward question like this one...
For example:
Instead of writing a caption like“A lovely project we completed recently.” Try something more descriptive:
“A contemporary kitchen extension we designed in Henley-on-Thames, with skylights to maximise natural light.”
That single sentence now contains keywords that someone might search for:
• kitchen extension
• Henley-on-Thames
• skylights
• contemporary design
Those words help Instagram understand the context of your post.
Where to Place Keywords
If you want your content to appear in search results, there are a few places where keywords are particularly powerful.
1. Your Instagram Bio
Your bio should clearly describe what you do and where you work.
For example:
Social media support for small businesses
Instagram training and content strategy
Based in Henley-on-Thames
This helps Instagram connect your account with relevant searches.
2. Your Captions
Captions are one of the most important places to include descriptive language.
Try to mention:
• what the post is about
• what service or product is shown
• where you are based (if relevant)
For example:
“A busy day in the sunshine filming content for a local Henley business. I'll head back soon to edit the Instagram reels which are designed to attract lots of fabulous new customers for our client as well as and improve their visibility online.”
(you can add a few more details and personalise further but this gives you the gist).
3. On-Screen Text
Instagram can also read text within images and videos so if your reel includes text like:
“3 Social Media Tips for Small Businesses”
Instagram can understand that topic so don't forget about your text overlays.
4. Your Location Tags
Location tags are another signal to the algorithm. If you work within a specific town or region, tagging the location regularly helps connect your content with local searches.
Write for Humans First
It’s worth remembering that Instagram isn’t looking for robotic keyword stuffing. Captions still need to sound natural and engaging. The goal is simply to be clear and descriptive, rather than vague.
Instead of:
“Exciting project today.”
Try:
“Helping a Henley café create Instagram reels to promote their new brunch menu.”
That small change makes your content far more searchable.
Why This Matters for Small Businesses
For many small businesses, Instagram is still one of the most powerful marketing tools in their toolkit. But if your posts are written in a way that Instagram can’t interpret, you may be missing opportunities to reach new audiences.
By thinking about search as well as scroll, your content can start appearing in front of people who are actively looking for what you offer. And that’s where social media becomes much more than just posting. It becomes a discovery tool for your business.
A Final Thought
The most effective social media strategies today combine creativity with clarity.
Engaging carousels and scroll-stopping videos with creative editing are important, but so is helping the platform understand what your content is about.
When those two things work together, your posts have a much greater chance of being discovered.
Need Help With Your Instagram Strategy?
At The Creative Duck, I work with small businesses and creatives who want to feel more confident and strategic with their social media.
Some clients prefer full social media management, while others choose Instagram training, either online or in person, so they can manage their own accounts more effectively without overwhelm.
If you’d like support with your Instagram strategy, you can find out more here:
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