Today more than ever, social media has become a trustworthy platform for people, as this platform is a way of finding information and answering questions. Therefore, many people turn to social networks because they want a more human response and the opinion of others, particularly their trusted networks.


Social media platforms are inherently unpredictable as they can make algorithm changes that drastically impact organic reach, for instance, Facebook newsfeed updates in 2018. This makes depending on social media platforms for consumer engagement a risky business. However, when social media posts are coupled with insightful keyword tactics, user engagement can blossom. The trick is to carry out exceptional marketing. This is where a great keyword strategy becomes a non-negotiable part of your brand’s success. Keywords are how you expand your reach. Suppose you already rely on keywords to drive maximum traffic, either through SEO or PPC advertising. In that case, you already have a grasp of the topics most relevant to your target audience. But make sure that keyword usage in Google searches is not an exact predictor of usage on social media platforms, as each platform has its own unique user behavior.


The foundation of search marketing is built on keywords. Search marketers know it’s difficult to do keyword research and keyword analysis to achieve success or gain traffic with organic and paid search advertising. But managing and executing keyword research is also highly effective for social media marketing. When you target an audience by sharing your content on Facebook, Instagram, or Twitter, your social media marketing efforts will start with which keywords you’re targeting, or, in other words, target relevant keywords to gain more audience. Conducting a keyword research for social media enables you to discover the needs and wants of social communities by-


  • Tracking popular and trending topics on every social platform.
  • Determining search query frequency
  • Discovering relevant points of engagement
  • A better understanding of user intent
  • Identifying the demand for keywords
  • Estimate market interest for services or products


By researching and identifying social media keywords, you gain a much clearer picture of how to construct and communicate your message effectively. Applying this level of keyword insight to all your social media optimization efforts, from optimized videos to social bookmarking, image tagging, and targeted tweets, gives you the maximum pull and value out of your social media marketing plan.


Many marketers believe that keyword research is a one size fits all process. They presume that the same keyword data they apply to their pay-per-click (PPC) advertising or Search Engine Optimisation (SEO) efforts will be just as effective for their social media marketing strategy. This couldn’t be further from the truth. There are some major differences between search and social, which include:


    • Query Variances-The popular queries in Google aren’t the most popular queries on YouTube. For Example- the question “YouTube” is very popular on Google, though not popular on YouTube.
    • Behavioral Differences Across Platforms-Not only do query types and user behavior differ between Google and social media sites, but these have differences from one social media platform to another. The behavior shown by users on the photo-sharing site is often dramatically different than micro-bloggers on Twitter.
    • Query VS Conversation-Social engagement is more than punching a query into a search engine. Searchers are looking for an answer to a question, while social media users want to engage in conversation, share ideas and interact with one another. So thinking just in terms of keyword strings is limited and can completely misunderstand user intent and expectations.

Given that user behavior differs between search and social and from one platform to another, we see the importance of performing keyword research specific to social media and refining your research across platforms. Therefore, let’s look at keywords relevant to this most popular social platform, i.e., Facebook, Instagram, YouTube, Twitter, and Pinterest.


Research Keyword For Facebook

Facebook is one of the largest social networks and occupies a unique space in the social media ecosystem. Facebook has more than 2 billion users. Facebook digital marketing offers an enormous reach and a highly engaged audience, and it’s an ideal platform for Pay-Per-Click advertising (PPC), content producers, and brands hoping to extend their reach as part of a wider social media marketing plan. Facebook’s greatest strength is its incredibly granular targeting options. Search marketers can target their loyal buyers based on hundreds of different criteria, including demographic data, behavioral patterns, wider online interests, and layered segmentation combining any of the data points available. Researching Facebook keywords in the traditional sense isn’t possible. Facebook neither offers keyword-level targeting nor any built-in keyword research tools.


Facebook’s audience profile data is the starting point for your keyword research. It offers incredibly granular audience targeting based on hundreds of parameters, including demographic data, life events, specific hobbies, and interests, as well as wider topical interest areas. For example, suppose your business sells health products such as supplements. In that case, you can target people interested in yoga and similar audience segments, as this demographic is likely to be interested in health-related topics and products. Facebook keyword research is starting the baby step of the analysis.


Research Keyword For Instagram

Although Facebook owns Instagram, which shares some daily updates or newly implemented similarities with its parent company’s product, Instagram itself is quite different. It’s a primarily visual service, which leads some marketers to mistakenly assume that keyword research is of little value to Instagram marketers. However, Instagram marketing still relies heavily on hashtags in terms of content discovery. For attractive visuals and quality content, top-performing Instagram posts always have hashtags that make them look more beautiful.


This lets users find content that’s relevant to their interests and share it with their followers. Although Instagram lacks a dedicated keyword research function, hashtags will form the basis of your initial keyword research workflow. In other words, you can target many different keywords by using hashtags in a single post. If you’re planning a broad campaign, it may be worth considering using a keyword research tool with an Instagram internal search function to ensure your campaigns are tightly organized.


Research Keyword For YouTube

YouTube is a video hosting platform, With more than 300 hours of video uploaded to the site every minute and more than 5 billion unique views every day, YouTube is the undisputed king of online video. YouTube is home to video content that has been uploaded by thousands of people every day, and optimization is crucial for marketers hoping to grow their online audience.


Content plays a major role in optimizing content for YouTube, and your keyword research must be as comprehensive as possible, especially if you’re trying to compete in a crowded or competitive vertical. There are several third-party keyword suggestion tools built specifically for YouTube, only you can pick which one best meets your demands, but if you know or work with YouTube’s internal processes, it’s a lot easier than it appears. You can also begin typing a keyword, and Google will fill in the blanks with relevant topics and keywords.


Research Keyword For Twitter

A perpetual favorite of digital marketers, journalists, and pretty much every niche interest group you can imagine, Twitter is a curious beast. Twitter offers an incredible opportunity for real-time engagement and unparalleled reach for breaking news and live events. Twitter has refined its internal search algorithms to make it easier to find relevant content on the platform.


Twitter hashtags are still used, but Twitter’s increasingly accurate search functionality means that you can now search for any keyword or phrase, regardless of whether people are using dedicated hashtags or not. This can be very handy for identifying trending topics on Twitter. In addition, you can search Twitter directly for specific keywords, phrases, and hashtags. To search for specific terms, use quotation marks in your search to find exact matches for your search terms.


Research Keyword For Pinterest

Pinterest is possibly the most unique. A digital interpretation of the classic pinboard, Pinterest is amazing in that it relies solely on user-curated, non-user-generated exclusively original content. Optimizing content on Pinterest can be tricky because the vast majority of content on Instagram is user-curated, meaning that Pinterest has limited input on what content appears on its site. Another good platform to get potential keywords is Pinterest’s Explore tab, which provides you with a range of topic suggestions based on user engagement across the platform. Each of these can be further explored and refined for even more generic keyword ideas.


At the End- of the day, by conducting keyword research for social media and analyzing term usage on a site-by-site basis, you can gain an advantage over your competitors across all marketing channels. Remember that user behavior varies from search to social and platform to platform, and thus your approach to keyword research must also adapt. By following our expert’s guide to researching keywords for social media, you can leverage the domain authority of the web’s most popular social networking sites to promote your brands, products, or services.