Instagram SEO Guide: How to Get Discovered and Rank in 2025

Instagram SEO isn't optional anymore. Here's how to do it right.

Ready to finally rank on Instagram? Spoiler alert: it’s not just about pretty pictures or dumping 30 hashtags on every post. It’s about Instagram SEO – the art and science of making your profile and posts discoverable in Instagram’s search results and Explore page. With over a third of young consumers using it to discover brands (Wordtracker), understanding Instagram SEO isn’t optional – it’s your secret weapon. This guide breaks down what Instagram SEO is, why it matters, and how to master it confidently.

What Is Instagram SEO?

Instagram SEO (Search Engine Optimization) means optimizing your content so the Instagram algorithm understands what you're about and shows your posts to users searching for content like yours. This includes optimizing your captions, hashtags, alt text, and visuals so your profile and content appear in search results.

When someone searches a keyword on Instagram, you want your content or profile to pop up. Think of Instagram as a visual search engine. Your goal? To speak its language using the right signals.

How Instagram Search Works

When you search "interior design" on Instagram, you’ll see:

Keywords matter in all these areas. Your bio, username, caption, and hashtags all help Instagram surface your content to the right users.

The Core Elements of Instagram SEO

Instagram ranks search results based on several factors. Understanding these helps you optimize more effectively.

1. Text-Based Signals

Words matter. The algorithm scans:

Instagram’s head, Adam Mosseri, says the top factor for search ranking is the keywords users type in. You’re more likely to show up if your content contains those keywords. (SEMrush) That means writing descriptive captions and using relevant keywords.

2. Engagement Signals

Instagram also considers how people engage with your content. Posts with more likes, comments, shares, and saves are ranked higher. High engagement tells Instagram that your content is valuable. A Shopify report confirms that Instagram leans on these metrics when ranking content, especially when competition is high.

3. Hashtag Relevance

Hashtags are still helpful, but strategy matters. Instagram recommends using 3–5 relevant hashtags rather than a block of 30. According to Hootsuite, keyword-rich captions often outperform posts overloaded with hashtags. Choose hashtags that are:

A 2022 test by Hootsuite showed that posts with keyword-rich captions and fewer hashtags achieved 30% more reach than those with hashtags alone.

4. Visual and Behavioral Signals

Instagram can detect what’s in your image or video. It also looks at dwell time – how long someone watches or looks at your post. Longer dwell time signals better content. On the Explore page, content that holds a viewer’s attention for more than 5 seconds is more likely to be shown (Hootsuite).

5. Alt Text

Alt text was built for accessibility, but it also helps SEO. Add alt text to describe your image clearly and include keywords naturally. Hootsuite notes that the algorithm reads this information to better categorize your post.

Mastering Keyword Placement on Instagram

Keywords are the backbone of Instagram SEO. But they have to feel natural.

Blend Broad and Niche Keywords

Use a mix in your captions:

This helps you show up in both general and specific searches.

Rotate Keywords

Don’t copy/paste the same captions and hashtags. Change up how you phrase things. Instead of always saying “social media tips for entrepreneurs,” try variations like “how new business owners can improve their social media.”

Hashtag Smarter

Use 3–5 high-quality, relevant hashtags per post:

Keep them in the caption. Hashtags in comments aren’t indexed as strongly (SEMrush).

Don’t Forget Alt Text

Always write accurate, keyword-friendly alt text for your photos. For example: "Overhead shot of a homemade vegan lasagna in a baking dish."

Optimizing Your Instagram Profile

Your profile is one of the most important pieces of real estate. Here’s how to make it SEO-friendly:

Use Keywords in Your Handle and Display Name

Your username should reflect your brand or niche. If your handle is @randomagency, your display name should say something like “Random Agency | Social Media Marketing."

According to Social Media Examiner, your display name is one of the most important fields for SEO.

Example of an Instagram profile optimized for SEO. The username is reallittlemeals.

Write a Keyword-Rich Bio

In 150 characters, explain what you do and who you help. Example: "DIY crafting guru sharing tutorials & handmade inspo."

Choose the Right Category

The profile category (e.g., Entrepreneur, Personal Blog) adds context and may help with discoverability.

Highlight Your Best Content

Use Story Highlights to showcase your value. Label them clearly: “Services,” “Tutorials,” “Tips,” etc. They don’t help SEO directly, but they keep people engaged longer.

Add a Call-to-Action

Prompt profile visitors to act. Example: "👇 Download our free social media guide" or "Watch our latest tips in Reels."

Instagram SEO Tactics That Work

If you’re wondering, “how does Instagram SEO work?” here’s what to do:

Match Search Intent

Create content that people are actually looking for. Use Instagram’s search bar to discover common queries. If "how to style a summer dress" appears, make content around that phrase.

Optimize Profile for Clarity

Audit your profile with fresh eyes. Can someone tell what you offer in 3 seconds? If not, tweak your handle, display name, and bio.

Be Consistent

Stick to a posting schedule and format. Visual and content consistency make you more recognizable and trustworthy. Hootsuite recommends regular posting to stay higher in the feed and search visibility.

Create Engaging Content Formats

Use Reels, carousels, and Stories. Carousel posts with tips get saved and shared more. Reels have high reach potential. Stories with polls and stickers increase micro-engagement. According to Hootsuite, high engagement through stickers or interactive tools boosts your visibility.

Use New Instagram Features

Instagram favors early adopters. Try new tools, effects, or sticker types to get a small algorithmic boost.

Action Steps to Improve Instagram SEO

Here’s how to get started:

1. Write Keyword-Rich Captions: Include one or two phrases people search for. Do it in your own voice. Don’t sound like a robot.

Action: Make a list of 5–10 keywords for your niche. Use them naturally in your next few posts.

2. Use 3–5 Relevant Hashtags: Ditch the generic ones. Choose hashtags that describe the actual content.

Action: Use one broad, one niche, and one branded hashtag in your next post.

3. Optimize Your Profile: Add a keyword to your display name. Add a clear value-driven phrase to your bio.

Action: Edit your profile so it clearly states who you are and what you offer and includes at least one keyword.

4. Boost Engagement: Use Story stickers, post shareable content, and ask questions in captions to increase interaction.

Action: Post a Story with a poll or question today. Watch how engagement changes.

5. Increase Dwell Time: Create content that makes people pause and interact, like carousel tips, checklists, or long captions.

Action: Design one save-worthy post this week. Check Insights for saves and shares.

6. Stay Consistent: Stick to a posting rhythm. Don’t disappear for weeks. Instagram likes active accounts.

Action: Choose a posting schedule (e.g., 3x per week) and set reminders to stay consistent.

Final Thoughts on Instagram SEO

Instagram SEO is all about showing up where your audience is searching, speaking their language, and consistently offering valuable content.

Need some help putting together your strategy? We can help. Reach out to the RANDOM team today. 

Navigating Privacy Changes: Marketing Without Third-Party Cookies in 2025

It's time to talk about the elephant in the room – the death of third-party cookies. But don't worry, we're not here to mourn. We're here to celebrate the dawn of a new era in digital marketing. Let's dive into how we can rock the privacy-first world of 2025!

2025 is the year Google Chrome finally says goodbye to third-party cookies. This means big changes in how we track, target, and measure our marketing efforts. But remember, change is just an opportunity in disguise!

Hard of Soft: What Are Cookies Anyway?

While our stomach still grumbles every time we see the word, "cookies" - in the digital marketing sense - are small pieces of data stored on a user's device by a website. They are used to track user behavior, preferences, and interactions with a site. Cookies help marketers understand how users navigate websites, which pages they visit, and how long they stay. This data can be used to personalize content, target ads, and improve user experience. There are two main types of cookies:

  1. First-party cookies: These are set by the website the user is currently visiting and are used to remember settings, preferences, and login details.
  2. Third-party cookies: These are set by external companies (like ad networks), track user behavior across different websites to deliver targeted ads, and are the type of cookies we’ll be focusing on in this blog article.

Real-World Example: Procter & Gamble

P&G has been at the forefront of adapting to a cookieless world. They've developed a proprietary data management platform called "Consumer Direct" that relies on first-party data. This system allows P&G to create detailed consumer profiles without relying on third-party cookies, enabling them to deliver personalized experiences across their brand portfolio.

First-Party Data: Your New Best Friend

First-party data is about to become your marketing MVP. This is the info you collect directly from your audience through your channels. It's like getting the inside scoop straight from your customers' mouths!

How to rock it:

Creative Idea: Gamified Data Collection

Imagine a beauty brand creating an interactive "Skin Type Quiz" on their website. Users answer questions about their skin concerns, lifestyle, and preferences. In exchange for completing the quiz, they receive a personalized skincare routine and product recommendations. This approach not only provides valuable first-party data but also offers immediate value to the customer.

Contextual Advertising: Back to the Future

Remember when ads were placed based on content, not user behavior? Well, what's old is new again! Contextual advertising is making a comeback, and it's cooler than ever.

Why it's awesome:

Real-World Example: The New York Times

The New York Times has successfully implemented contextual advertising through its "Project Feels" initiative. They use AI to analyze the emotional context of their articles and match them with relevant ads. For instance, an uplifting story might be paired with ads for vacation packages, while a tech review could feature ads for the latest gadgets.

The Privacy Sandbox: Google's New Playground

Google's not leaving us high and dry. They're introducing the Privacy Sandbox, a set of APIs to help us target ads without invading privacy. It's like having your cake and eating it too! 

What to expect:

Creative Idea: Interest-Based Cohorts

A travel agency could leverage Google's Privacy Sandbox to target ads to cohorts of users interested in adventure travel. Instead of tracking individual behaviors, they'd reach groups of like-minded travelers, respecting privacy while maintaining relevance.

Zero-Party Data: The VIP of Data Collection

Move over first-party data, there's a new sheriff in town. Zero-party data is information your customers intentionally share with you. It's like they're handing you the keys to the kingdom! 

How to get it:

Real-World Example: Sephora

Sephora's Beauty Insider program is a prime example of zero-party data collection. Members can take quizzes, create wish lists, and set beauty preferences. This information is then used to provide personalized product recommendations and tailored content, all while building a strong, consent-based relationship with customers.

AI and Machine Learning: Your New Marketing Sidekicks

With less individual data available, AI and ML are stepping up to fill in the gaps. They're like the Sherlock Holmes of the digital world, piecing together clues to understand your audience.

What they can do:

Creative Idea: AI-Powered Content Personalization

Imagine a news app that uses AI to analyze reading patterns and interests without storing personal data. It could dynamically adjust article recommendations in real-time, ensuring each user sees a personalized feed without compromising privacy.

Building Trust: The Ultimate Currency

In a privacy-first world, trust isn't just important – it's everything. Be transparent about your data practices and put your customers in control.

How to build trust:

Real-World Example: Apple

Apple has made privacy a core part of its brand identity. Their "Privacy. That's iPhone." campaign showcases features like App Tracking Transparency and Mail Privacy Protection. By putting privacy at the forefront, Apple has strengthened customer trust and differentiated itself in the market.

Creative Idea: Transparency Dashboard

Create an interactive dashboard on your website where customers can easily view what data you have about them, how it's being used, and options to modify or delete it. This level of transparency can significantly boost trust and engagement.

Wrapping It Up

As we navigate this new era of privacy-first marketing, brands that innovate and prioritize customer trust will thrive. Whether it's P&G's proprietary data platform, Sephora's clever zero-party data collection, or Apple's privacy-centric branding, there are numerous ways to adapt and excel in this changing landscape.

Remember, the key is to view these changes not as obstacles, but as opportunities to build stronger, more meaningful relationships with your audience. By focusing on transparency, value exchange, and responsible data practices, you'll not only comply with regulations but also win the loyalty and trust of your customers in 2025 and beyond.


Ready to revolutionize your marketing strategy for the privacy-first era? Let's chat and cook up some awesome, privacy-respecting campaigns together! Reach out to our team here.

3 Proven Strategies to Boost Pinterest Ad Performance in 2025

3 strategies to boost pinterest ad performance

Pinterest is a visual playground where creativity meets intent, making it a goldmine for businesses aiming to connect with action-ready audiences. With over 500 million monthly users, the platform continues to evolve, offering new ways to captivate and convert. If you want to stay ahead of the curve, these Pinterest ad strategies are designed to help you maximize your ad performance in 2025.

From leveraging advanced targeting to crafting scroll-stopping visuals, these 2025 marketing tips will ensure your campaigns are optimized for success. Let’s dive into three proven strategies to improve Pinterest ad performance in 2025.

1. Leverage advanced Pinterest ad targeting for precision

2. Create scroll-stopping ad creatives that inspire action

3. Optimize campaigns with data-driven insights

Ready to take your Pinterest advertising to the next level? We specialize in crafting data-driven strategies and creative campaigns that deliver results tailored to your goals. Request a proposal today, and let us help you transform your Pinterest ads into a powerhouse for growth.

How to Use Influencers to Drive Foot Traffic for CPG Products

Influencers have become a game-changer for CPG brands looking to drive foot traffic and boost sales in physical retail locations. By leveraging the power of trusted voices on social media, brands can seamlessly connect the online buzz surrounding their products with the in-store shopping experience.

The impact of influencer marketing on CPG in-store sales is undeniable. A study by Sprout Social found that 49% of consumers depend on influencer recommendations when making purchase decisions. This highlights the tremendous potential for CPG brands to harness the power of influencer marketing to drive foot traffic and increase sales.

Moreover, influencer marketing allows CPG brands to reach their target audience in a more authentic and relatable way. Unlike traditional advertising, which can often feel impersonal and intrusive, influencer content is perceived as more genuine and trustworthy. By partnering with influencers who align with their brand values and resonate with their target audience, CPG brands can create a stronger emotional connection with consumers—ultimately leading to increased brand loyalty and in-store purchases.

How to Use Influencers to Boost In-Store Sales of CPG Products

Establishing a focused influencer marketing initiative involves aligning influencer efforts with your store visitation objectives. Start with a strategic blueprint specifying how influencer campaigns funnel traffic to physical retail spaces. This entails defining targeted goals that connect influencer outreach with specific in-store activities or promotions.

The effectiveness of this strategy hinges on blending influencer content with larger marketing endeavors. Ensure influencers are well-acquainted with promotional strategies and retail aims to maximize impact. This allows them to craft engaging content that motivates their followers to visit your retail outlets. Maintaining a unified storyline across digital and physical platforms elevates brand recognition and customer interaction.

To achieve optimal outcomes, utilize insights to guide influencer selection and campaign rollout. Assess metrics like audience insights and engagement levels to pinpoint influencers who can effectively engage your desired customer base. Constant evaluation and adaptation based on these insights will ensure that influencer campaigns consistently attract foot traffic and enhance retail performance.

1. Choose the Right Influencers

Identifying influencers who align with your brand's goals is essential for boosting in-store traffic. Start with a comprehensive understanding of your ideal customer profile to ensure the influencer's audience reflects your target market. This match enhances the relevance of your campaigns, making them more likely to resonate and succeed. By tapping into your audience's specific interests and engagement patterns, you can select influencers who are genuinely connected to your brand message.

Exploring partnerships with micro-influencers can offer significant advantages, particularly in reaching specialized audiences. These influencers often have a strong rapport with their followers, leading to more meaningful interactions. Their content naturally fosters a connection, motivating consumers to visit retail locations. Micro-influencers are particularly effective in creating localized or community-focused campaigns that drive foot traffic to specific store locations.

Utilize data analytics and social media tools to enhance your influencer selection process. By examining engagement rates, audience demographics, and content relevance, you can ensure a strategic fit between the influencer and your campaign objectives. Focusing on influencers who seamlessly integrate your products into their lifestyle content can boost credibility and encourage their followers to explore your offerings in-store.

2. Design Compelling In-Store Promotions

Innovative in-store promotions influencers can showcase are essential for turning online interest into actual store visits. Promotions should resonate with the influencer’s audience, offering something memorable and unique. By ensuring these promotions fit naturally within the influencer's narrative, you create an engaging story encouraging their followers to explore your offerings in person.

use influencers on in-store displays to drive foot traffic and boost sales

Develop exclusive events or special offers that leverage the influencer's reach to generate buzz and anticipation. Hosting events like influencer-led workshops or product launches can create community and excitement. These events attract visitors and provide an opportunity for consumers to interact with the product and brand on a personal level.

Design interactive in-store elements that invite social interaction and sharing. Consider setting up visually striking displays or experiential zones designed for social media sharing. When influencers feature these experiences, they enhance visibility and draw more visitors to the store, eager to participate and engage with the brand firsthand.

3. Leverage User Generated Content to Drive Foot Traffic

User-generated content (UGC) acts as a vital link between digital engagement and real-world interactions. By motivating influencers to share genuine content showcasing your products in practical, everyday settings, brands can establish a credible and community-focused narrative. This strategy encourages consumers to engage and piques their interest in exploring your products in-store.

To fully harness the potential of UGC, incorporate it across your brand's digital and physical channels to extend its impact. Featuring influencer-generated content on social media, your website, and even within your retail spaces can significantly boost brand visibility. This practice enhances consumer trust and encourages a broader audience to share their experiences, creating a self-sustaining cycle of organic brand advocacy.

Strategically leveraging UGC builds a dynamic ecosystem of consumer interaction. This content showcases real-life product usage and reflects customer satisfaction and brand integrity. By fostering this ongoing content exchange and engagement, CPG brands can strengthen their bond with consumers, driving digital interest and foot traffic to physical locations.

4. Track and Measure Success

Evaluating the impact of influencer campaigns involves a strategic blend of digital and offline analytics. Initiate by analyzing foot traffic data, which offers insight into how effectively your influencer efforts draw people into physical locations. Implementing tools like footfall counters and location-based analytics provides a clear picture of visitor patterns and campaign reach.

Sales metrics are essential for understanding the direct influence of influencers on purchasing behavior. By comparing sales data before, during, and after campaigns, brands can pinpoint which influencer strategies are converting interest into in-store purchases. This analysis highlights successful tactics and provides a roadmap for future improvements.

Social media metrics further enrich your understanding of campaign performance. By examining engagement levels such as comments, shares, and mentions, brands can assess the resonance of their message with the audience. Integrating these insights with sales and foot traffic data creates a comprehensive view of the campaign's effectiveness, enabling continuous optimization and strategic refinement.

Final Thoughts

Influencer collaborations can effectively transform how CPG brands engage with consumers in physical retail spaces. By focusing on influencers who can authentically showcase products within their everyday lives, brands can foster a sense of relatability that inspires consumers to explore products in-store. This approach builds excitement around the brand and encourages a more immersive shopping experience.

Leveraging insights and analytics strategically allows brands to understand consumer behavior more deeply, ensuring innovative and results-oriented campaigns. By integrating influencer-driven content with broader marketing strategies, brands can maintain a dynamic presence that captures consumer interest across multiple touchpoints. This holistic strategy enables CPG companies to build lasting customer connections, enhancing brand visibility and retail performance.

As you embark on your journey to harness the power of influencer marketing for your CPG brand, remember that the key to success lies in finding the right partners and developing strategies that resonate with your target audience. By leveraging the authenticity and reach of influencers, you can create a powerful connection between your brand and consumers, driving foot traffic and boosting in-store sales.

If you're ready to take your influencer marketing efforts to the next level, Request A Proposal from us, and let's work together to create a tailored strategy to help your brand thrive.

Unlock BookTok: A Guide for Authors to Promote Their Work

how to use booktok to promote your new book

Spend enough time on TikTok, and you’ll encounter the enthusiast community known as #BookTok. From book reviews to story reenactments, there’s content for every genre imaginable. BookTok is a fantastic resource for writers looking to connect with passionate readers and boost their book's success.

BookTok is a vibrant subcommunity within TikTok dedicated to celebrating the love of books. Here, authors, readers, and bibliophiles unite to share captivating content, ranging from insightful book reviews and heartfelt recommendations to creative storytelling that brings characters to life.

For authors, BookTok presents an unparalleled opportunity to engage with a broader audience and tap into the power of viral marketing. By leveraging this platform's unique features and dynamics, writers can skyrocket their book's visibility, forge meaningful connections with potential readers, and ultimately drive sales in ways that traditional marketing methods often fail to achieve.

What is BookTok?

BookTok is a dynamic and ever-growing subcommunity within the TikTok platform, serving as a hub for book lovers from all walks of life. It's a virtual gathering place where authors, readers, and literature enthusiasts share their passion for the written word through short, engaging videos.

The content shared on BookTok is as diverse as the books that inspire it. Users create and share videos featuring book reviews, recommendations, and creative interpretations of their favorite stories. From heartfelt monologues delivered by beloved characters to visually stunning book trailers that entice viewers to a new world, BookTok offers a wealth of content that appeals to readers of all genres and ages.

What sets BookTok apart from other online book communities is its ability to generate viral buzz around titles, catapulting them from obscurity to bestseller status seemingly overnight. The platform's algorithm favors content that sparks engagement and conversation, allowing books and authors to gain unprecedented exposure to a global audience of avid readers. This viral potential has made BookTok an essential tool for authors seeking to promote their work and connect meaningfully with their target audience.

@bradylockerby

books i would sell my soul to be able to read again for the first time 💭📚 what’s your one and only “sell your soul” book?! #booktok #bookrecs #bookrecommendations #booktoker #favoritebooks #thenightingale #thegreatalone #remarkablybrightcreatures #harrypotter #harrypotterbooks #thecityofember #onetrueloves

♬ original sound - Brady Lockerby

How to Leverage BookTok as an Author

If you want to leverage all BookTok has to offer, you should start by establishing a presence that authentically reflects your author brand. Use storytelling and captivating visuals to forge meaningful connections with your audience.

The interactive potential of BookTok provides myriad ways to engage with readers. Authors can participate in trending challenges or initiate their own, fostering community while enhancing their book’s presence. By actively engaging with the BookTok community and other authors, you cultivate an environment that encourages organic growth and reader interaction.

Partnering with BookTok influencers can significantly boost your book's reach. Influencers introduce your work to their audiences, offering new perspectives and discussions that can enhance your book’s appeal. This collaboration might include reviews, analyses, or live Q&A sessions, each providing unique opportunities to highlight your book's strengths.

Step 1: Establish Your Presence

To carve out your niche on BookTok, create a TikTok account that embodies your literary persona. Select a username that echoes your writing style or genre, something memorable that aligns with the themes you explore in your books. This initial choice sets the stage for building a personal connection with potential followers.

Your profile serves as your first impression—make it count. Opt for a profile picture that captures your essence as an author, whether a professional photo or a creative symbol of your work. This visual cue is pivotal in establishing a recognizable brand identity that resonates across platforms.

Write a bio that not only introduces you but also captivates. Highlight your latest work or a unique aspect of your storytelling that intrigues viewers. Consider adding a clever tagline or a call to discover more about your literary world. This approach invites readers into your creative universe, laying the groundwork for meaningful engagement and connection on BookTok.

Step 2: Develop Engaging Content

To captivate your BookTok audience, create dynamic content that draws readers into your narrative universe. Start by crafting captivating book trailers as visual teasers for your story. These trailers should be attention-grabbing and succinct, utilizing vivid imagery and compelling audio to evoke the book’s atmosphere and themes. Doing so creates an emotional connection that entices viewers to delve deeper into your work.

Incorporating behind-the-scenes content can provide a personal touch, offering insights into your writing journey. Share snippets of your workspace, creative rituals, or the moments that spark your ideas. By revealing these details, you build an authentic rapport with your audience, inviting them to join you on the creative path and fostering a sense of shared experience and excitement.

Character introductions are a powerful tool to engage your audience further. Highlight key aspects of your characters through short, engaging narratives or dialogues that showcase their personalities and struggles. This method brings your characters to life and encourages potential readers to connect with them emotionally, nurturing curiosity about their arcs and adventures within your book.

@marshalljmooreauthor

It’s quite possible that @Emily Krempholtz and I share the same brain cell. #booktok #bookish #writertok #writersoftiktok #authorsoftiktok #indieauthor

♬ original sound - Marshall | Fantasy Author 📖

Elevating your BookTok presence means strategically incorporating hashtags into your content. Employ a balanced mix of broad and specific hashtags to expand your reach and engage with distinct reader segments. General tags like #BookTok and #ReadersOfTikTok can draw in a broad audience, while more targeted hashtags relevant to your book’s unique themes or genre can attract readers with specific interests.

Engaging with the ever-evolving trends on TikTok is another way to enhance your content's appeal. Trends shape the algorithm's favor, providing a natural platform for your book to gain attention. Tailor trending formats to highlight your book’s essence, ensuring your distinctive voice shines through. Whether it's a clever twist on a trending concept or integrating your literary themes into popular discussions, this approach can intrigue viewers and encourage them to explore your work further.

Step 4: Collaborate with Influencers

Strategic partnerships with influential creators can help enhance your presence on BookTok. By working with influencers whose content naturally aligns with your book's themes and style, you leverage their established audience, which is already enthusiastic about similar stories.

To initiate these collaborations, look at BookTok creators who share a passion for your genre. Seek those who actively engage with their followers and whose interests mirror your narrative's essence. This alignment ensures an authentic partnership that resonates with its audience, increasing the likelihood of a positive reception for your work.

When approaching potential collaborators, present a well-thought-out proposal outlining your partnership's benefits. Influencer relationships create a vibrant exchange of content that broadens your reach and may help drive book sales. (If you need help with this, give us a shout!)

@caleowen

The Great CEO Within: The Tactical Guide to Company Building" by Matt Mochary is a must-read. This book offers a comprehensive, step-by-step guide on leading teams, making informed decisions, and establishing effective SOPs, among other crucial aspects of company building. It's praised for its clear, concise writing and practical advice. Whether you're refining your leadership approach or searching for ways to improve your company's efficiency, this book could be the game-changer you need. #motivationalvideos #success #business #personaldevelopment #inspirationalvideos #booktok #bestseller #book #ceo

♬ original sound - Cale Owen

Step 5: Foster Community Interaction

Building a vibrant community around your book on BookTok requires thoughtful engagement. Dive into conversations by actively responding to comments on your videos. This interaction enriches your connection with followers and cultivates a lively dialogue that is rewarded by TikTok’s algorithm.

Organize interactive live sessions where readers can join and discuss various aspects of your book. These live events allow you to address their thoughts and curiosities in real-time, offering a personal connection that underscores their importance in your storytelling universe. Engaging directly with your audience transforms them from passive viewers into active participants.

Step 6: Analyze and Adapt Your Strategy

To refine your BookTok strategy effectively, examine TikTok's analytics tools. Dive into viewer engagement rates and content interaction metrics to understand which posts captivate your audience. This analysis allows you to identify patterns in content success, helping you tailor future creations to enhance audience connection.

Pay attention to your followers' demographic data and peak activity times. Aligning your posting schedule with these insights ensures your content appears when your audience is most likely to engage, enhancing visibility and interaction. It also supports a consistent presence on their feed, keeping your book in the spotlight.

Tips on Engaging Effectively

1. Be Authentic

Genuine engagement is highly valued in the BookTok community. Share the inspirations and challenges faced during your writing process, allowing viewers to glimpse your book's real story. This openness humanizes you as an author and builds trust and rapport with your audience.

2. Stay Consistent

Regular posting is vital for fostering a loyal following. Develop a content calendar that fits naturally into your routine and meets your audience's expectations. This consistency strengthens your relationship with followers and maximizes your visibility across the platform.

3. Experiment with Formats

Diversify your content by trying out various video styles. From dramatic readings to interactive storytelling, explore different formats that highlight the unique aspects of your book. This variety keeps your audience engaged and eager to see how you creatively present your narrative.

4. Encourage Interaction

Interactive content boosts community involvement. Develop polls, quizzes, or challenges that invite followers to engage directly with your content. This participatory approach enhances visibility and deepens the connection with your audience.

5. Measure Success

Utilize analytics to inform your content strategy. Regularly review engagement metrics to discern trends in audience preferences and refine your approach accordingly. This data-driven strategy ensures that your content remains relevant and impactful.

As you embark on your BookTok journey, remember that authenticity, creativity, and engagement are the keys to unlocking the platform's potential for promoting your book. By establishing a strong presence, crafting captivating content, and fostering meaningful connections with your audience, you can harness BookTok's power to propel your literary success to new heights. 

If you're ready to take your book promotion to the next level and need guidance on creating a winning BookTok strategy, request a proposal from our influencer marketing experts. In that case, we're here to help you navigate the world of TikTok and achieve your goals.

How TikTok Search Works and Why Brands Need to Incorporate SEM in Their Posts

Is TikTok becoming the new generations’ Google? 

With its unique algorithm and massive user base, TikTok has become an essential platform for brands looking to engage with younger audiences. However, many brands still underestimate the power of TikTok’s search function and its potential for Search Engine Marketing (SEM).

In this post, we will explore how TikTok’s search engine works, why incorporating SEM strategies into TikTok content is crucial for brands, and an example of a brand successfully leveraging these strategies.

The Power of TikTok's Search Function

While TikTok is often associated with the For You Page (FYP)—the endless feed of recommended videos curated by TikTok’s algorithm—the platform’s search function is quickly becoming a powerful discovery tool for users and marketers alike.

How TikTok Search Works

TikTok’s search function operates similarly to traditional search engines like Google, where users can type in keywords or phrases to find specific content. When users enter a query, TikTok’s algorithm pulls up relevant videos, creators, sounds, and hashtags related to the search. The algorithm considers factors like:

The Importance of Keywords

Similar to Google SEO, keywords are vital on TikTok. When users search for something like “summer skincare routine” or “best hiking spots,” the videos that use these keywords in their captions, descriptions, and even audio will rank higher in search results.

For brands, this represents a massive opportunity. By strategically using relevant keywords in TikTok posts, brands can significantly increase the discoverability of their content—not just through the FYP, but also through organic search within the platform.

Why Brands Need to Incorporate SEM Into TikTok Posts

Traditionally, SEM (Search Engine Marketing) refers to paid efforts to appear higher on search engine results pages, but TikTok allows brands to utilize both organic and paid SEM strategies. Here’s why every brand on TikTok should focus on integrating SEM:

1. TikTok is Becoming a Search Engine

TikTok isn’t just for entertainment anymore—it’s increasingly being used as a search engine, particularly by Gen Z. Recent studies have shown that Gen Z often turns to TikTok or Instagram to search for products, tips, or reviews rather than Google. For example, searching for “best skincare products for acne” or “easy home workout routine” on TikTok yields a range of useful, bite-sized video content.

As more users start treating TikTok as a search engine, brands need to optimize their content for search queries. Incorporating SEM strategies like keyword research, targeted hashtags, and strategic use of trending sounds helps ensure that your content surfaces when potential customers are looking for your product or service.

2. Boosting Discoverability

By optimizing your TikTok content for search, you can greatly increase your brand’s discoverability. While the FYP can be unpredictable and reliant on TikTok’s ever-evolving algorithm, search allows you to target users with intent. These are users actively searching for solutions, product recommendations, or how-to content, making them more valuable leads.

For example, a fitness brand that creates videos with the right keywords—like “beginner home workouts” or “quick 10-minute abs”—can appear in searches related to those terms. This enables brands to capture highly relevant traffic and potentially convert them into customers.

3. Improving Long-Term Visibility

Searchable content has a longer lifespan on TikTok. While videos on the FYP can go viral and then quickly fade away, content that’s optimized for search continues to show up in results long after it’s posted. Brands that consistently incorporate SEM practices into their TikTok posts benefit from sustained visibility and engagement over time, turning viral spikes into a more reliable stream of views and interactions.

4. Competing in Niche Markets

TikTok’s search function enables brands to dominate niche markets through targeted content. By focusing on long-tail keywords (usually three to five words long) and less competitive search terms, smaller brands or those in specialized industries can carve out a space for themselves. For instance, a local skincare brand can rank for niche keywords like “organic acne solutions” or “best cruelty-free skincare routine” and compete with bigger names that may not be targeting these specific terms.

How to Incorporate SEM into Your TikTok Strategy

Now that we’ve established why TikTok SEM is crucial, let’s look at some practical steps to integrate it into your TikTok marketing strategy:

1. Keyword Research

2. Optimize Captions

3. Use Hashtags Strategically

4. Leverage Trending Sounds

5. Incorporate Paid SEM

One brand that excels at incorporating SEM into its TikTok strategy is Fenty Beauty. Fenty regularly optimizes its posts by using targeted hashtags and trending sounds, but it also takes advantage of TikTok’s search function by including highly relevant keywords in captions and descriptions.

@fentybeauty

The easiest #boyfriendblush combo has entered the chat…🎀💘💕 This cayoote new #makeuptrend got us big blushin’ fr! 🤭 Tap into this new blush placement using the most effortlessly cheeky combo 👉🏽 #CheeksOutCreamBlush in ‘RiRi’ + #FentyCheeks Suede Powder Blush in ‘Bakin’ Cakez’ Have y’all tried this blush trend yet? Cop the NEW Fenty Cheeks + Cheeks Out at the #fentybeauty site, @Ulta Beauty, and @sephora 🍑✨

♬ Love Me - Coco & Clair Clair

For example, when Fenty Beauty launched their skin tint product, they made TikTok videos showcasing the product’s features and incorporated keywords like “light coverage foundation,” “natural glow,” and “everyday makeup look” in the captions. By doing this, they ensured their content was searchable for users looking for these specific attributes in makeup products.

In addition to organic content, Fenty Beauty also runs paid SEM campaigns, targeting beauty-related keywords and promoting their hashtag challenges, increasing their overall visibility on the platform.

TikTok is evolving into a powerful search engine, and brands that want to stay ahead must adapt by incorporating SEM strategies into their TikTok marketing efforts. By optimizing content for relevant keywords, hashtags, and sounds, brands can improve their discoverability, capture more targeted traffic, and ensure long-term visibility on the platform.

By following the lead of successful brands like Fenty Beauty, companies can effectively leverage TikTok’s search function and transform it into a valuable tool for growth and engagement. If you’re ready to jump headfirst into TikTok, contact our team at Random today! 

Is TikTok Shop the new QVC?

Spend just a few minutes on TikTok, and you will inevitably be served with something to buy on your FYP. Between live shopping feeds and the infamous orange shopping cart button for TikTok Shop, it’s nearly impossible to avoid. 

Love ‘em or hate ‘em, these videos are making creators (and TikTok!) a ton of profits. In fact, Capital One Shopping estimates that Americans spend $7 million per day shopping on TikTok.

Today on the blog, we’re exploring whether TikTok has become the new QVC and what that means for online shopping. 

First, a little history on QVC.

QVC, short for "Quality, Value, Convenience," was launched in 1986 as a television network dedicated to home shopping. It revolutionized retail by bringing products directly into viewers' living rooms, showcasing them through engaging live broadcasts. QVC built a loyal following by featuring a wide range of products, from electronics to fashion, often endorsed by charismatic hosts who provided detailed product demonstrations and real-time interactions with viewers.

TikTok: The New Kid on the Block

Since its launch in 2016, TikTok has quickly become a global phenomenon. In September 2023, TikTok Shop debuted in the United States, allowing TikTok users to purchase directly through the app.  

Most current TikTok Shop sales come from regular videos on your FYP with that ever-present orange shopping button. However, there is a growing interest in live shopping streams that look a whole lot like QVC. 

@tiktokshopcreators.us

Ready for Livestream? Here’s what you need to do to add products and GO LIVE 🎬#tiktokshop #liveshopping #tiktokshopcreators

♬ Vibes - ZHRMusic

Interestingly, users of the Chinese version of the app (Douyin) spent $223 billion during live commerce events in 2022 (source). It’s only a matter of time before live shopping in the United States catches up. 

Now, let’s put these two platforms head-to-head:

Technology and Format

QVC

TikTok

@haleyep14

Day in the life: many of you know I spend a lot of my free time outside of work right here on Tik Tok, representing brands I LOVE as a Tik Tok Live Shopping Host!!! I love gettint to be myself while making friends and selling products. It has been such a fun journey and if it is something you could see yourself doing, I’d love to discuss some opportunities😉!!! #tiktokshop #fyp #dayinmylife @Iffert Media

♬ original sound - Haley P

Content and Interaction

QVC

TikTok

@sellwithtiktokshop_us

3 Key Tips for LIVE Shopping Event 📣 #sellwithtiktokshop #tiktokshopus

♬ original sound - sellwithtiktokshop_us

Marketing and Sales Strategies

QVC

TikTok

So, which platform is better for your brand?

While QVC and TikTok live shopping share the core concept of live, interactive shopping experiences, they cater to different audiences and leverage distinct technologies. 

QVC is a trusted brand with a long history of reliable service. Its broadcasts are polished and have a high production value that you won’t find on all TikTok lives. The downside? QVC primarily appeals to an older demographic and is limited to viewers who watch television or visit the QVC website. They also have a high barrier to entry for a new product or brand to be featured on the show. 

Conversely, TikTok has a broad reach among younger viewers who favor digital platforms. TikTok live shopping has a high level of interactivity with real-time feedback from shoppers, and it seamlessly integrates social media and e-commerce. TikTok offers a low barrier to entry for smaller creators or brands who want to sell a product but don’t have a significant enough presence for QVC. Viewers also don’t expect the same level of polish from TikTok live shopping, so it’s easy to grab a phone and start selling. 

What does this mean for TikTok and the future of retail?

Both QVC and TikTok have their strengths and challenges, but together, they highlight the evolving landscape of retail, blending the best of traditional and modern shopping experiences.


According to an EMARKETER survey, over one-fifth (20.2%) of US marketplace buyers purchased from TikTok Shop seven months after its launch. As technology and consumer behaviors continue to evolve, TikTok live shopping is poised to play a significant role in the future of online retail. 

Data shows that CPG and beauty brands have perhaps the biggest opportunity to leverage the influx of shoppers on the platform. 81% of TikTok Shop sales in the U.S. are health and beauty products (source), which makes the platform ripe with opportunity. 

If you’re curious about how to get started on TikTok Shop or even livestream shopping for your brand, give our team a shout! We’d be happy to help you set your brand up for success. 

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Harnessing the Power of User Generated Content for CPG Brands

examples of user generated content for cpg brands

Open TikTok or Instagram and start scrolling. You will likely find UGC content creators and influencers taking over the feed in seconds. One of the most transformative trends in recent years is the rise of User Generated Content. UGC encompasses any form of content—like videos, images, blogs, or reviews—created by individuals rather than brands, and it can significantly influence consumer behavior and brand perception. 

Authentic consumer voices have a significant impact on brand perception. Research shows that 84% of consumers are more likely to trust a brand’s marketing if it features UGC (​Bazaarvoice​). This trust is crucial for Consumer Packaged Goods (CPG) brands, as it directly influences purchasing decisions. 90% of people state that user generated content informs their choices, a higher influence than other media channels such as search engines and social media ads (​inBeat)​.

CPG brands have quickly leveraged UGC to help sell products, and the opportunity for both brands and creators has never been more significant. 

UGC is found to be 9.8 times more impactful than influencer content when making purchasing decisions, further emphasizing the power of authentic, peer-generated content​​. 

The Current Landscape of UGC in CPG Marketing

Growing Importance

Impact on Consumer Decision-Making

The Future of UGC in CPG Marketing

Technological Advancements

Strategic Integration in Marketing Campaigns

Challenges Around Using UGC

Managing Brand Image

Legal Considerations

Here are a few examples of CPG brands leveraging UGC well to boost visibility and drive sales. 

View this post on Instagram

A post shared by NYX Professional Makeup (@nyxcosmetics)

Case Study: NYX Cosmetics

Overview: NYX Cosmetics utilizes UGC prominently in its marketing strategy. They encourage customers to post their makeup creations using NYX products on social media. The company then features posts on its website and across various marketing channels.

Strategy: NYX has implemented a hashtag campaign, #NYXCosmetics, encouraging users to share images of their makeup looks. The brand frequently holds contests and challenges that inspire further participation.

Impact: The campaign has led to an extensive collection of user-generated images NYX uses in product galleries on their e-commerce site. This showcases real examples of product use and significantly boosts engagement and conversion rates. The brand has noted increased customer interaction and higher sales, which are directly attributed to the authentic visual content created by users.

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A post shared by June Quan, Esq. (@stirandstyle)

Case Study: Frito-Lay

Overview: Frito-Lay's "Do Us a Flavor" campaign exemplifies UGC in action. The campaign invited customers to develop new chip flavors and submit their ideas online. The public could vote on their favorite flavors, and the winning flavor would be produced.

Strategy: The campaign was promoted through various channels, including social media, encouraging widespread participation. Frito-Lay engaged customers not only in product creation but in the decision-making process as well, fostering a deep sense of involvement and ownership.

Impact: "Do Us a Flavor" generated over 14 million flavor submissions and significantly increased sales during the campaign. The campaign also provided Frito-Lay with invaluable insights into consumer preferences, helping to guide future product development.

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A post shared by Daniel Wellington (@danielwellington)

Case Study: Daniel Wellington

Overview: Daniel Wellington, primarily known for its watches, leverages UGC to enhance its brand appeal and drive sales. The company encourages customers to post stylish photos of themselves wearing their products using the hashtag #DanielWellington.

Strategy: The brand regularly features user content on its social media channels and website. They host periodic contests where participants can win free products for sharing their photos.

Impact: This strategy has helped Daniel Wellington grow its online presence dramatically. It has enhanced the brand's image as a fashion icon and significantly increased engagement and conversion rates on its digital platforms. UGC has turned customers into brand ambassadors, spreading organic word-of-mouth that benefits the brand long-term.

Wrapping it Up

The future of UGC in CPG marketing looks promising, with technological advancements opening new avenues for engagement and interaction. Studies show that campaigns that include UGC are reported to achieve a 29% higher web conversion rate than those without it (​ApexDrop™). This demonstrates not only the effectiveness of UGC in driving consumer engagement but also its capacity to enhance conversion rates.

How can brands succeed in using UGC strategies? It depends on how effectively they can manage challenges such as content authenticity, quality control, and legal issues. Properly leveraged, UGC can lead to unprecedented growth and a strong market presence for CPG brands, making it an indispensable part of future marketing landscapes.

If you’d like to leverage User Generated Content (UGC) for your next campaign, we can help! Reach out to the RANDOM team today by clicking here.