Instagram Search Content Strategy (2026): Social Media Guide
- max08210
- 4 days ago
- 4 min read
SEO is great. Instagram search optimisation works. We've seen the results.
But here's the thing - if you over-optimise everything, entropy will come for you. You'll lose the personality and end up imploding. That's a big risk.
So how do we get the best of both worlds?
This is a practical guide to help you pick which posts to set aside for SEO, Search & Explore - and which posts to avoid - to ensure you maximise discoverability without selling out and loosing your personality.
About The Author: William Shoe
Founder @ IconDesk.co & Talent Village
Over the past decade, I’ve helped talent managers and agencies across the UK, Europe, and the US build successful talent brands and secure high-value partnerships. Having worked at LVMH, and run my own talent agency (Talent Village), I know first-hand the daily challenges that talent managers face today – and what it takes to succeed.
When a Post is a Good SEO Candidate
A post works for SEO if it ticks all four of these boxes:
Evergreen - The content isn't seasonal or tied to short term trends.
Commonly searched - People would actually type this into a search bar.
Low-context - A complete stranger gets value instantly.
Still on-brand - Doesn't force a fake voice that strips away what makes them unique.
That's the sweet spot. If a post ticks all four, it's a candidate for SEO optimisation.
What to Avoid
Don't optimise posts that are personality driven - the ones where your talent really shines.
Why? It mutes them. Makes them more factual, fit for purpose, sure - but their most valuable asset as talent is their uniqueness. Their self. We want them to be bold and expressive.
Don't be a help center - Limit this to 1 in 5 posts only. If every post is optimised for search, your talent becomes an over-engineered resource library, not a personality people follow (unless that's your whole strategy!).
Don't optimise everything that could be optimised - Just because a post can be search-friendly doesn't mean it should be. Scarcity matters. SEO works best when it's intentional and recognisable, not constant.
5 Types of Content to Set Aside for SEO
Evergreen problem-solving posts
Optimise posts that answer repeatable questions people actively search for.
Examples:
"How to..."
"Why does..."
"Best way to..."
Why it works:
These compound over time and belong in Search. They're naturally discoverable and stay relevant. Someone searching for this content in six months will find it just as useful as someone searching today.
Product posts
Posts like "Best X for Y", "How to choose X", "X vs Y".
Examples:
"Best ring lights for content creators under $100"
"How to choose the right editing app"
"iPhone vs Android for Instagram content"
Why it works: Naturally search-led content that doesn't force creators into generic edu-mode. Product recommendations are already searchable - we're just leaning into what people are looking for anyway.
Evergreen "starter" posts in their niche
The basic questions new followers always have about them or their lane. Easy entry points.
Examples:
"What I wish I knew before starting..."
"The basics of [their niche]"
"Where to start with [their topic]"
Why it works: Attracts high-intent non-followers without changing voice. These posts introduce the creator to people who don't know them yet, while still maintaining their unique perspective.
Repeatable "how I do X" posts
The creator's signature process - morning routine, meal prep system, budgeting method, gym split, etc.
Examples:
"My 5 AM morning routine as a content creator"
"How I batch content for the entire week"
"My budgeting system that helped me save $10k"
Why it works: Searchable + still personality-coded. People search for routines and systems, but the creator's unique approach is what makes it theirs. We're not losing personality here - we're packaging it for discovery.
"FAQ answers" (1 per week)
Turn repeated comment/DM questions into content!
Examples:
"The most asked question I get: How do I find my niche?"
"You asked: What camera do I use?"
"FAQ: How did I land my first brand deal?"
Why it works: Scales what the audience is already asking for with minimal creative strain. If five people are DMing the same question, thousands more are probably wondering the same thing. Make it searchable.
Final Thoughts for Talent Managers
SEO is a tool, not a strategy.
Use it intentionally on posts that are built for search - evergreen, commonly searched, low-context, on-brand.
But don't let it take over. The posts where your talent shines? The ones that show who they really are?
Keep those raw. Keep those real.
Because personality is what builds a real audience. SEO just helps the right people find it.
IconDesk. The new standard in talent management.
IconDesk is the first management software for talent agencies, providing a dashboard to analyse your creators’ performance. It enables you to identify what works, what doesn’t, and guide talent effectively.
If you're serious about growing your talent audience, this tool is for you. Not only will it give you granular insights to guide your talent, but it automates your workflows to free up the time for you to really focus on talent development.
If you’re curious, check it out at www.icondesk.co
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