I've said it before, I will say it again: the entire point of search engines is to provide users with highly relevant and reputable information that they may be interested in -- often before they know they want to see it. Changes in Google's algorithms over the years have only reinforced this fact, and other search engines have followed suit. Since social media sites are essentially search engines, it makes sense that networks like Facebook, Twitter, and Instagram are rolling out a laundry list of new features that allow for new methods of content creation. While each of these sites made updates to their platforms last year, Instagram has gone above and beyond.

Like most everyone else, I agree that the new layout Instagram adopted is downright annoying. From a digital and search perspective, however, it makes perfect sense. The reorganization provided additional opportunities for streamlining user-generated content with a specific conversion goal in mind. (The focus on "Shop" pages is amongst the clearest examples of this.) Because most social networks tout themselves as separate from SEO instead of what they are, integrated and an example of SEO in action, this is a pretty revolutionary move. What's more, social media posts have traditionally been intended to be short and minimal on text, focusing primarily on the visual content associated with it. They are pivoting to now provide options for more user-generated content is a phenomenal reckoning with what they should have been doing years ago.

My favorite and, in my opinion, the most notable addition Instagram has made recently is their “Guides” feature. First announced in May 2020, Instagram’s original intent for Guides was to provide “a place where you can easily find reliable information and inspiration from your favorite accounts.” The move makes discovering recommendations, hacks, and tips from your favorite influencers a breeze while also giving local businesses extra visibility in light of the COVID-19 outbreak. I can’t say for sure if the powers that be at Instagram knew it or not, but adding Guides to their platform is dabbling in uncharted territory -- in the best way possible. Not only are they acting more like a search engine than ever before, but they are also allowing users to add more extended, more value-based content that can only boost the value and depth of their profile (and to Instagram) as a whole. What’s more, it is also possible to use hashtags, tag other accounts throughout your Guide, reinforce digital connections, and boost overall reach. At its core, this is an SEO power play -- and I am SO here for it.