Do keywords matter in social media marketing ?

l'importance des mots clés pour les médias sociaux

In a digital marketing strategy, when we refer to “keywords” we talk about specific words or phrases that are strategically used to capture the attention of search engines and potential targeted customers.

There are different types of keywords like : Short-tail (“shoes,”), Long-tail (“best running shoes for marathons”), branded (“Apple iPhone”) or non-branded (“smartphones”), geographic (“restaurants in Brussels), and buyer intent keywords (“best price iPhone 12”). In general the keywords play a significant role in search engine optimization (SEO), content marketing, and pay-per-click (PPC) advertising.

With increasing flow of content in social media, keywords have become very important for companies that want to be able to stand out from the crowd using social media marketing, although their importance can vary depending on the platform and the specific objectives of the marketing campaign.

Keywords are used in social media posts and hashtags to increase visibility and engagement, to reach a broader audience and enhance the discoverability of posts.

While creating content marketing, keywords help in crafting content types that attract and engage the target audience, they guide the creation of content that aligns with what potential customers are searching for, why people follow your brand in social media platforms. In this article we give you five reasons why keywords are significant in social media marketing.


Just like in search engine optimization (SEO), using relevant keywords in your social media posts can help make your content more discoverable to users who are searching for specific topics or interests. By including keywords related to your industry, products, or services, you increase the likelihood of your content appearing in search results or being found by users browsing social media platforms.

Targeting and Audience Reach

Keywords play a crucial role in targeting specific audience segments and reaching users who are interested in topics relevant to your business. Social media advertising platforms often allow you to target users based on their interests, demographics, and behaviors, which can be aligned with specific keywords or topics. By using the right keywords in your ad targeting, you can ensure that your content reaches the most relevant audience.

Content Optimization

Incorporating keywords into your social media content can help optimize your posts for engagement and visibility within the platform’s algorithm. Platforms like Instagram, Twitter, and LinkedIn use algorithms to determine which content appears in users’ feeds. Including relevant keywords in your posts can increase the chances of your content being surfaced to users who are interested in those topic.

Branding and Messaging

Keywords can also help reinforce your brand messaging and positioning on social media. By consistently using specific keywords related to your brand values, products, or unique selling points, you can create a cohesive brand identity and make it easier for users to associate your brand with certain topics or attributes.

Monitoring and Listening

Keywords are essential for social media monitoring and listening, allowing you to track conversations, mentions, and trends related to your industry or brand. By monitoring relevant keywords, hashtags, and phrases, you can stay informed about what your audience is talking about, identify opportunities for engagement, and address any issues or concerns in real-time.

Choosing the right keywords remains the key to the success of any digital marketing strategy !

By carefully selecting and utilizing keywords, businesses can effectively reach their target audience, improve their online visibility, and drive more traffic to their websites or digital platforms. Therefore, if you don’t have the right keywords, you’ll not reach the right target audience ! You may have a big traffic but also a high bounce rate !!!

It is important to select the right keywords that match the intent of the potential customer and are related to the product or service offered.

The search volume is also important to identify the right keywords. By this we mean that keywords should have a sufficient search volume, indicating that many users are searching for those terms. We use tools like Google Keyword Planner and SEMrush to help us identify search volumes.

Finally, while the role of keywords in social media marketing may differ from traditional SEO, they are still valuable for improving discoverability, targeting the right audience, optimizing content, reinforcing branding, and staying informed about relevant conversations and trends on social media platforms.

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