Can we point to social media pages (like Facebook or Instagram) instead of actual websites for our site or our competitors?

In short, no, you can’t.

Kafkai researches a whole domain: the keywords the domain ranks for in search, and the sites that link to it. A page on Instagram or Facebook is part of instagram.com or facebook.com, so the research would describe the whole platform, not your page or your competitor's page.

Many posts on these platforms are also behind a login, so search engines do not index them.

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