In recent years, Instagram's map (map) search function has attracted attention when searching for restaurants and gathering information on tourist spots.
In the past, it was common to look at posts via hashtag searches or followers, but now the number of users searching for posts starting from “location” is increasing.
If you use an Instagram map, you can intuitively grasp popular spots and popular stores around your current location, and you can know the actual atmosphere in advance through photos and videos.
In this article, I will sort out the mechanism and basic way of thinking about Instagram map searches, and explain the points that companies and stores should keep track of in an easy-to-understand manner.
Instagram map (map) search is a function that visualizes location information given to posts, reels, and stories on a map and allows you to search by location.
You can use the discovery tab (magnifying glass icon) from the map mark in the upper right corner, and you can check all posts around your current location or in the designated area.
The feature is that you can search for places you are interested in while looking at a map even if you don't know the name of the store or spot. As a result, Instagram is not just a photo and video sharing application, but has evolved into a tool for obtaining regional information based on actual experiences.
Refer to https://www.facebook.com/help/places?locale=ja_JP
In the Instagram map search, location information set at the time of posting is displayed as spots on the map.
In addition to regular feed posts, reels and stories are also targeted, so it is possible to check a wide range of information, including photos, short videos, and high real-time information.
When users tap a spot on the map, multiple posts related to that location are displayed in a list, and they can visually grasp the atmosphere, food, and congestion status of the store.
It's easy to come across posts that can't be picked up by hashtag searches, and there are many cases where “places I found by chance” are an opportunity to visit a store or visit. This mechanism has created a discovery type search experience.
The reason why Instamaps are attracting attention from companies and stores is that it is easy to naturally create a conductor from perception to a store.
Since users browse posts while looking at a map without a clear purpose, accidental discoveries are likely to occur, and it is easy to create points of contact with new customers.
Also, since posts with location information are accumulated without advertising, continuous exposure can be expected. Furthermore, it is less likely to be influenced by the number of followers, and the fact that posts by third parties (UGC) contribute to attracting customers is also attractive.
In particular, in restaurants and tourism-related businesses, an increasing number of companies are using it strategically as a means to attract customers from a different perspective than Google Maps.
Instagram map (map) searches and Google Maps have very different roles and ways of being used even with the same “find a place” function.
Google Maps is a tool for getting to a destination based on accurate information such as address, business hours, reviews, and route guidance. In most cases, users use it with a clear purpose, such as “I want to go to this store” or “I want to know the shortest route.”
Meanwhile, Instagram's map search is used as a tool to discover places, centering on visual content such as photos and videos. The feature is that even if you don't know the name of the store, you can intuitively judge “the atmosphere looks good” or “I want to go here” while looking at the posts displayed on the map.
Since actual usage scenes and experiences are displayed as posts, it is also a big difference that it is easy to convey a realistic atmosphere.
The two are not competing, and they have complementary relationships with different roles, so they can be expected to attract more effective customers by using them together.
Instagram map search is a function that plays a major role in attracting customers to stores and facilities.
Unlike search methods up until now, it is possible to create “chance encounters” based on area and location information, so it is possible to create points of contact with customers that have not been reached until now.
There are major advantages, especially for small stores and businesses operating as individuals, such as the fact that they can be viewed continuously without spending advertising costs, and that it is easy to generate a good flow from customer posts.
Below, I will explain in detail the specific benefits of Instagram map searches.
The major advantage of Instagram map searches is that posts can be delivered even to people who don't know the name or brand name of the store.
Since posts are displayed in the wake of the area or nearby spots, there are many cases where “places I found by chance” lead to visits or visits.
We can create a new discovery type system that will naturally be known to people who have never had contact with them until now.
In particular, in areas where people come and go a lot, such as tourist spots and downtown areas, there are many people who open a map saying “I wonder if there are any good stores nearby,” and catching their eye at that moment increases the possibility that it will lead to a visit.
Unlike search engines and SNS advertisements, it can be delivered to people who were not actively searching, so the range of new customers can be acquired greatly.
Instagram map searches are characterized by the fact that they are easy to attract customers without spending advertising costs.
As posts with location information set are piled up, the possibility that they will be displayed continuously when searching or looking at a map increases.
Especially for individual stores and small stores, monthly advertising costs tend to be a big burden, but on an Instagram map, daily posts and posts from customers who visit the store are directly an asset for attracting customers.
The fact that you can aim to attract customers at low cost over the medium to long term without relying on short-term advertisements is a major appeal. Also, since content with location information once posted continues to remain on the map, there is a possibility that people will be able to find it from a search even after time has passed.
It can be said that the strength of map search is that if distribution is stopped like an advertisement, exposure does not become zero, and it can be used as an asset in a cumulative manner.
As people who know the store through a map search come to the store and post more, the number of posts with location information naturally increases.
It is characteristic that this flow of “viewing posts → visiting a store → being posted” is easy to create, and it is easy to create a good cycle where content is continuously piled up.
Especially at restaurants, realistic posts from the perspective of people who have actually visited, such as photos of food and the atmosphere of the restaurant, increase the sense of trust.
As a result, it is possible to aim for a state where the information on the map is enhanced even if the store side does not send messages frequently.
Also, unlike advertisements, customer posts are received as “the voice of people who actually went there,” so there is a high level of reliability and there is a tendency that it is easy to stimulate the desire to go.
The Instagram map search supports not only regular posts but also stories. Stories are displayed as round icons on the map, so they are easy to stand out in appearance, and are easy to be tapped.
It can be said that it is a system that is compatible with stores that want to convey “current” information in real time, such as limited-time menus, event information, and congestion conditions.
Stories that can be sent more easily than posts are displayed on a map search, making it easier for everyday information dissemination to attract customers.
Also, since stories have the characteristic of disappearing in 24 hours, they are easy to be received as fresh information, and the effect of encouraging immediate action such as “I want to go now” can also be expected.
Being able to make timely promotions, such as seasonal products and same-day recommendations, can be said to be a major advantage.
The strength of Instagram map searches is that they are less likely to be greatly influenced by the number of followers or the frequency of posts.
On Instagram, content with location information posted by other people is also displayed on a map, so there is a chance that people can view it even if you don't manage your own account enough.
In particular, even in stores that have just opened or cannot spend time on operation, posts from customers who have visited the store contribute to expanding awareness.
The fact that a lead line for attracting customers can be secured regardless of the maturity level of account operation is a major advantage for many stores.
Also, since it is possible to have contact with new people through map searches even at a stage where there are few followers, it is effective as an initial means of attracting customers to grow accounts.
It can be said that the fact that even businesses that are not used to SNS operations can increase their presence on maps through natural customer posts is an advantage unique to Instagram map searches.
The Instagram map (map) search is a useful function, but if it is not set correctly, it may not be displayed or unintended information may be disclosed.
In particular, there are many questions such as “not displayed on a map” or “I don't know how to use it,” and it is important to understand the basic mechanism.
Here, I will explain the precautions you should know beforehand when using Instamap from the viewpoint of bugs, posting conditions, and privacy.
When the Instagram map is not displayed, there are many cases where settings on the application or device side are the cause. The first thing I want to check is whether the Instagram app is up to date.
The map search function has been added and improved in updates, so you may not be able to use it correctly in older versions.
Also, if the location information settings on the smartphone are turned off, spots around the current location will not be displayed. Make sure “Location Information Service” is turned on from the settings app.
Since Instamap is a feature that is gradually being offered on some accounts, you may not be able to use it temporarily even if you meet the conditions. Be aware that there may also be limitations due to specifications.
If your post isn't displayed in the map search, the content of the post or account settings may be affected.
A typical example is posting on a private account. If set to private, posts are not visible to anyone other than followers, so they are not eligible for map searches. By making your account public, you're more likely to be displayed on a map.
Also, the display of posts that may violate Instagram's guidelines may also be restricted.
It is necessary to check whether excessive advertising or inappropriate content is included. Furthermore, if location information is not set at the time of posting, the post will not be linked to the map.
When aiming for display in a map search, be sure to set location information for each post.
When using location information, it is also important to consider privacy.
In particular, if the home of the person in charge or the place they use on a daily basis is disclosed as location information, there is a risk that individuals will be identified.
Also, while stories can be easily posted, they are highly real-time, so they have the characteristic that the current location can be easily conveyed to third parties.
When posting while out or from places where people gather, it is important to be aware of the scope of disclosure of location information. It's a useful feature, so be careful how you publish information.
Having an awareness for safe use is the key to continuing to use it for a long time.
In order to be displayed in an Instagram map (map) search, it is essential to properly arrange not only the content of the post but also account settings and store information.
Location information is not automatically optimized, and if basic settings are insufficient, it may not be the target of the search.
Here, I will organize the minimum preparation items that stores and companies want to keep in mind and explain ways of thinking to make them easier to be displayed on map searches.
By making the correct settings, it is possible to maximize the effect of attracting customers from searches.
When a store or business uses Instagram Map Search, it is necessary to switch the account to an Instagram business account (pro account).
By making it a business account, you can register contact information such as address and phone number to your profile, and you can officially link location information.
To set it up, simply go to “Edit Profile”, then “Contact Options” and enter your “business address.”
The address displayed on the profile is linked to the map application when the viewer taps it, and it also plays a role in lowering the hurdle of visiting the store.
Also, the insight function can now be used in business accounts, and since it is possible to check the reach of posts and viewer attributes, etc., it is also useful for measuring the effectiveness of operations.
In order to improve display accuracy in map searches, it is important to accurately and consistently register store information.
If the name of the store is misspelled or the address is wrong, it may cause the location information in the post or profile to not be linked correctly.
For example, if the notations are shaky, such as “cafe 00” and “cafe 00,” there is a possibility that they will be recognized as different places.
Proper use according to the purpose is also effective, such as registering an accurate address, including the street address, if you want to strongly encourage people to visit the store, and keeping it to the name of the municipality when the purpose is recognition in the region.
Also, since the profile information matches the location information at the time of posting, it is easier for viewers to recognize the store from a map search.
In order to be displayed stably in Instagram map (map) searches, settings at the time of posting and daily operation are important.
Simply increasing the number of posts has limited effects, and designs that are conscious of location information, hashtags, and customer submissions are essential.
Here, I will explain specific points that stores and companies should be aware of from three perspectives.
The most important factor that affects whether or not it is displayed in a map search is the location information tag setting.
Be sure to choose an official name for the spot name you add when posting. If you use an abbreviation or a name you have created yourself, it will not be correctly linked on the map, which will cause you to be excluded from the search.
Also, when multiple spots with similar names are displayed, it is important to check the address and business type and select the correct one.
If you create your own tag, it will be divided into actual spots that customers search for. If you are conscious of searching a map, be sure to link to existing spot information.
Furthermore, by using the same spot name every time, it becomes easier for posts to be displayed collectively, giving the impression that information on the store is substantial.
Reference URL:https://www.japan-feux-france.com/column/instamap-registration
It is effective in expanding opportunities for displaying not only location information, but also in combination with hashtags. In particular, the combination of “region name+business type” is compatible with map searches, and works as auxiliary information when people search for locations.
For example, “#渋谷カフェ」「 #新宿ランチ」など、検索されやすいシンプルなタグを選ぶのがポイントです。
On the other hand, if you include too many hashtags, the subject of the post may be blurry or give a spammy impression.
Rather than increasing the number, carefully selecting highly relevant tags will lead to evaluation in both map searches and feeds.
Also, by selecting standard tags that are less likely to be influenced by trends, you can expect an influx from searches over time. Choosing tags is directly linked to how easy it is to find posts, so be careful.
In Instagram map searches, not only company account posts, but also posts by customers who have visited the store play an important role.
By preparing a mechanism to “get people to post” when visiting a store, UGC (user generated content) with location information will naturally increase. For example, adding a word encouraging posting to in-store POP or menus, or guiding people to share on Stories is effective.
Also, by sharing customer posts with mentions on Stories, you can strengthen relationships with contributors.
This accumulation increases the amount of information on the map, leading to an expansion of display opportunities. Furthermore, by expressing gratitude to customers who have posted, it also leads to the development of repeat customers and the spread of word of mouth.
Efforts to increase UGC are effective in terms of both attracting customers and building relationships of trust with customers.
Instagram map (map) search is a function that has great potential for stores and facilities as a new conductor of attracting customers.
It can be said that the biggest appeal is that it can be delivered naturally even to people who don't know the name of the store due to a discovery type mechanism based on location information.
Continuous exposure can be expected without advertising costs, and since a good cycle is likely to be created by customer posts, it will be a reassuring means of attracting customers, especially for small-scale stores and privately owned businesses.
On the other hand, in order to be displayed on a map search, it is essential to make thorough basic preparations, such as switching to a business account, registering accurate store information, and correctly setting location information tags.
Let's correctly understand the mechanism of Instamap and make use of it in our daily operations.
