Everything You Need to Know About Instagram Geotagging for Business & Brands
Instagram is arguably the most popular social media platform our clients ask us to manage. The unique combination of media capabilities makes it an ideal marketing tool for most industries. Heck, even carpet cleaners are having their day on IG.
One of the platform's features is geotagging, which allows users to add a location to their posts. This feature is particularly useful for businesses that want to reach customers in a specific area. For our clients, we use geotagging to help our client content show up in the geographical locations best suited, or most desired, for their business strategy.
While geotagging is one tool, of many, that can be pulled together for a good marketing strategy on the platform — it is one that can play a core role in your brand messaging. Is it a good tool for you? Let's explore!
In this article, we will discuss:
What is Geotagging?
How Instagram Geotagging Works
How Geotagging on Instagram Can Benefit Creators
How to Develop a Good Instagram Geotagging Strategy
How You can Use Geotagging to Reach New Audiences & Expand Your Brand
How to Measure Geotagging Performance
How to Add a Location/Geotag to an Instagram Post
How to Create a Location Tag for Your Business on Instagram
Things to Watch Out for When Geotagging on Instagram (or anywhere on the internet really)
Final Thoughts: Do you NEED to use geotagging?
What is Geotagging?
Geotagging is the process of adding location data to a photo or video. This information can be used to provide context and help users find content that is relevant to their location. Instagram uses geotagging to allow users to tag a specific location in their posts, making it easier for others to find their content.
How Instagram Geotagging Works
Instagram uses a combination of GPS, Wi-Fi, and cell tower triangulation to determine a user's location. When a user adds a location to a post, Instagram uses this information to associate the post with that location. This allows other users to discover the post when searching for content related to that location. Instagram has this to say about how this is done:
Your primary location is determined by features we use to support Instagram, including:
Connection information, such as your device’s IP address.
Activity from the use of Instagram, such as location tags for photos, videos, or posts you engage with.
Even if you do not have Location Services enabled, Instagram can still gather information about your location based on information that you and others provide through your activities and connections on our services.
Instagram uses your primary location to help keep your accounts secure, provide a more relevant experience on Instagram and show you ads for businesses and services you might be interested in.
In addition to allowing users to add locations to their posts, Instagram also uses geotagging to suggest locations when users are searching for content. For example, if a user is searching for photos of a specific city, Instagram may suggest locations in that city where users have posted photos.
You can also search for content in specific locations. We do this frequently when exploring content in new places, conducting competitive analyses, and more. To see how your content might show up in a geotag do one of two things:
Once your content is posted, select the geotag at the top of the post. This will take you to a page with content affiliated with that geographical location.
Go to "Search" > Type location in the search bar > Select "Places" in the top menu > Select your geotag. You can view content by top posts, and recently posted from here.
BONUS: Do you want to know what Instagram knows about YOUR location? Click this link to get a download of all the information you've shared with Instagram since being a user.
How Geotags can benefit creators
Geotagging on Instagram has several benefits for users. For businesses, it can be a powerful marketing tool. By tagging a location in their posts, businesses can reach customers in specific areas and promote their products or services to a targeted audience.
Geotagging also makes it easier for users to find content that is relevant to their location. By searching for a specific location, users can discover posts from other users who have visited that location, providing them with inspiration and ideas for places to visit.
In addition, geotagged posts show an average increase in reach and engagement of around 79%! That's huge! If your content is well strategized and liked, your content will begin to show up in the Top posts for that geotag, thus pushing your reach even further.
Instagram is getting better each day at categorizing information and putting it in front of the eyes of those who are interested. Say, for example, you combine a good geotagging strategy with a good Reels strategy. The opportunities for exposure are endless!
How to develop a good Instagram Geotagging strategy
A good Instagram geotagging strategy can help businesses and individuals increase their visibility and engagement on the platform. Here are some tips for developing a successful geotagging strategy:
Use specific and relevant locations: If you are a restaurant in New York City, tag your post with the name of the neighborhood or specific landmark you are located in. This will make it easier for people who are interested in your location to find your posts.
Tag popular locations: Tagging popular locations can increase the visibility of your posts. For example, if you are a travel blogger, tagging popular tourist attractions or landmarks in your posts can help your content reach a wider audience.
Tag locations you want to be known for: If you're growing your brand in a new area, make your content available to locals by using a geotag in the area. Do this frequently to establish your content in this geotag.
Use location-based hashtags: In addition to geotagging, using location-based hashtags can also increase the visibility of your posts. For example, if you are a fitness influencer in Los Angeles, using hashtags like #LAfitness or #losangelesfitness can help your posts reach people who are interested in fitness in that area.
Encourage user-generated content: Encouraging your followers to use your location tag in their posts can help increase your visibility on the platform. For example, if you are a coffee shop, you can encourage your customers to tag their photos with your location in exchange for a discount or other incentive.
Use Instagram Stories location stickers: Instagram Stories location stickers can also help increase your visibility on the platform. When you add a location sticker to your Instagram Story, it will be added to the location's story, making it visible to anyone who is viewing stories for that location.
What if your business or brand is located in more than one location? Here's what we've deduced from years of working with the Instagram algorithm and analyzing how the big brands do it:
Use multiple locations: It doesn't necessarily matter if your content is made in that location. Our only caveat to this is if the content is CLEARLY made in a particular location, it's best to use that location. The reason for this is Instagram uses image recognition software that categorizes images based on content. It's not clear how much this is impacted by geotagging, so it's better to be safe than sorry (this does apply to hashtags, however).
Target one area at a time OR choose a core group of areas to target: If the former, try one location for 1-3 months and see how best to infiltrate that geographical market. If the latter, rotate between them equally so that it's clear to the consumer what your area of business coverage is. Either tactic works and the decision of which to use will depend on the rest of your marketing strategy.
Our final thoughts on this are that while geotagging is a useful and often necessary tool on Instagram, it will neither make nor break your content strategy. It is a tool, to be used relationally with other tools if it's deemed useful to your content strategy at large. If your business is very geographically focused, then use them. If your content is not, then make your choice!
How can I use geotagging to reach new audiences on Instagram?
Geotagging on Instagram is a powerful tool that can help you reach new audiences and expand your brand on the platform when used well, and in conjunction with other strategic platform tools. Here are some tips on how to use geotagging to expand your reach:
Identify your target audience: The first step to using geotagging to reach new audiences on Instagram is to identify your target audience. Determine the demographics, interests, and behaviors of the audience you want to reach. This will help you choose relevant locations to tag in your posts.
Collaborate with local influencers and content creators: Partnering with local creators who have a large following in the locations you want to target can help you reach new audiences. When collaborating with influencers, ask them to tag your location in their posts and stories.
Create location-specific content: Creating content that is specific to the locations you want to target can help you attract new audiences. For example, if you are a food blogger, create posts that highlight the best restaurants in a specific city or neighborhood.
Engage with users who interact with your posts: When users interact with your posts, engage with them by liking their comments and responding to their messages. This will help you build a relationship with them and increase the chances of them becoming a follower.
How to Measure Geotag Performance
There is no direct way to measure the impact of the use of geotags in Instagram. The only way you might be able to correlate this data is by taking a look at your Reached Audience and Top Locations data in your native analytics. Here's how to find both:
Reached Audience
Open Instagram
Go to your Profile
Click the menu in the top right
Select "Insights"
Select Accounts reached
Reached Audience will be the first section
Top Locations
Open Instagram
Go to your Profile
Click the menu in the top right
Select "Insights"
Select "Total Followers"
Scroll to "Top Locations"
This however is not a perfect method as many factors impact these metrics, outside of the location tag you've provided. Secondly, this data can only look at these factors on a city, or country level. If you are targeting a specific area, and your content is reaching that audience in a significant way, it may show in one of these areas, but it is not a perfect science.
If you want to increase your presence in a certain geographical location, it's also a good idea that you are engaging with accounts in that location, using hashtags related to that location, and foremost, making content that is valuable and relatable to the members of that location.
How to Add a Location to an Instagram Post
Adding a location to an Instagram post is easy. When creating a post, users can tap on the "Add Location" option and search for a specific location or use their current location. Once a location is selected, it will be added to the post, and users can choose whether to make the location visible to their followers or not.
Go to post > Select Image > Next > Add Location
How to Create a Location Tag for Your Business on Instagram
If your business has a Google My Business (GMB) page, then your business will likely show up. Type the exact name of your business as it appears on GMB next time you're posting. If that doesn't work then do the following:
Log in to your personal Facebook account
Click ‘Create new post’ (Locations must be turned on, even if you only click ‘allow once’)
Select Check-in
Under 'Search' type in the name of your business exactly as you wish it to appear.
Click 'Search'
Scroll to the bottom and click ‘Add [Name You Just Typed in]'
Choose your business category
Click either "Choose your location", or, If you are physically standing in your business while doing this, click "I’m here right now"
Fill in the remaining information under ‘Create a Place’
Click "Create"
Now next time you post on Instagram, click "Add Location" to see your geotag
What are the Dangers of Geotagging on Instagram?
While geotagging on Instagram can be a useful tool for businesses and individuals, there are some potential dangers associated with it. Here are some of the main risks of geotagging on Instagram:
Revealing personal information: When you geotag your posts, you are revealing your location to anyone who views your content. This can be a security risk if you are sharing personal information, such as your home address, workplace, or favorite hangout spots. It is important to be aware of the information you are sharing and only tag locations that you feel comfortable sharing publicly. Also, never tag a specific location when you are in that location. Wait until you have left.
Stalking and harassment: Geotagging can make it easier for strangers to track your movements and harass you online or in person. For example, if you tag your location at a specific coffee shop every morning, someone may be able to use that information to follow you. It is important to be aware of the potential risks and take steps to protect yourself, such as only tagging general locations and not revealing personal information.
Negative associations: Geotagging can also lead to negative associations with a particular location. For example, if you tag your location at a restaurant and then post a negative review of the food or service, it could reflect poorly on the restaurant and damage its reputation.
Cyberbullying: Geotagging can also make you more vulnerable to cyberbullying. If you tag your location and someone disagrees with your content, they may be more likely to leave negative comments or send harassing messages.
Lastly, but most importantly, if you run a brand or business dealing with content around children, we recommend that you use geotagging, location-based hashtagging, your address, or any other content that might reveal a child's location with extreme caution. Using these features can compromise children's location and safety. More on this soon, but we recommend these articles on how to keep children safe on Instagram:
Final Thoughts
A good Instagram geotagging strategy involves using specific and relevant locations, tagging popular locations, using location-based hashtags, encouraging user-generated content, and using Instagram Stories location stickers. By implementing these tips, businesses, and individuals can increase their visibility and engagement on the platform.
While posts with geotags show an expected increase in engagement by 79%, it is important to remember that using location tags alone is not a recipe for good content. It is one tool that Instagram provides to categorize content on the platform for reach and potential interest.
It is a good tool, and worth using, but note that there are only roundabout ways publicly available for measuring the result of Instagram's geotags. In addition, please always remember to be mindful and take steps to protect your privacy online!
If you have any questions, or you're looking to take your Instagram game to the next level, schedule a call with us here!