The Impact of Instagram Visibility on Customer Acquisition and Engagement

In recent years, the use of Instagram as a search platform has surged, especially among users looking for restaurants and beauty salons. The trend of "preferring Instagram searches over Google" is no longer rare. This behavioral shift has made achieving high visibility on Instagram synonymous with the prerequisite for acquiring new customers.

I Search Marketing Japan Inc., based in Shinjuku, Tokyo, has supported over 20,000 companies in their social media advertising endeavors. The company specializes in Instagram advertisements and optimizing search suggestions, guiding business accounts naturally to rank higher in search results, thus ensuring a consistent flow of customer visits and purchases.

1. The Value of High Rankings - A CTR Analysis

The position in Instagram search results directly correlates to the click-through rate (CTR). Data from I Search Marketing Japan reveals that the average CTR in relation to the number of searches stands at 16.5% (ranging from 8% to 25%). Furthermore, the conversion rate to actual visits or purchases from these clicks reaches 12.5% (ranging from 5% to 20%). In the food industry, ranking high for hashtags such as #ShinjukuLunch or #ShibuyaCafe increases the likelihood of direct customer visits, emphasizing the ability to achieve results without depending on Google ads or gourmet portals.

2. Analyzing the Effects of High Instagram Rankings

1. Click-through Rate (CTR) by Ranking Position
2. Conversion Rates from Clicks to Reservations/Purchases by Industry

The data illustrates that securing visibility within the top three positions significantly influences business outcomes. Moreover, variations in conversion rates based on industry highlight the need for tailored strategic planning for different business types.

3. Success Stories

In Shinjuku, a traditional Japanese izakaya achieved top rankings with the hashtag #ShinjukuIzakaya. Within three months of implementation, the monthly visibility surpassed 10,000 views, achieving an average CTR of 18%, leading to 12% of those clicks translating into actual visits. This resulted in the stable acquisition of approximately 200 new customers each month. Similarly, a nail salon in Osaka successfully attained high visibility with the hashtag #OsakaNail, recording a CTR of 12%, with about 7% leading to reservations. This accomplishment doubled their monthly reservation numbers compared to before the strategy was implemented.

4. Future Outlook

President Kim Sung-cheol comments on the evolving landscape: "Achieving high visibility on Instagram is not merely about branding; it serves as a direct customer acquisition channel. By optimizing search pathways and ensuring exposure across multiple touchpoints such as the discovery tab, suggestions, and recommended sections, we can maximize both visit and purchase rates. This strategy is becoming essential across all industries, including dining, beauty, and e-commerce."

The company is committed to strengthening its support for restaurants, beauty salons, and retail businesses nationwide based on this search visibility strategy.