It’s Official: Instagram Hashtags Don’t Grow Your Reach Anymore. Here’s What Does
For years, hashtags felt like magic. Add #SmallBusiness or #FallFashion and suddenly your post reached strangers outside your audience. But if you’ve noticed hashtags aren’t working anymore, you’re not imagining it.
Instagram has changed, and hashtags are no longer the growth engine. The real driver in 2025? Keywords and SEO.
What SEO Means on Instagram
You’ve probably heard “SEO” a hundred times, but let’s break it down simply: SEO (Search Engine Optimization) is how platforms like Google or Instagram understand your content so they can match it with the right people.
At the center of SEO are keywords. These are the exact phrases your audience types into search bars. Think:
“Best organic dog food for golden retrievers”
“Simple website design for small businesses”
“women's shopping boutique near me”
When these phrases appear naturally in your captions, on screen text, or even in your video voiceover, Instagram has the context it needs to deliver your content to the right audience. In other words, the people who are searching for it or have shown interest recently.
Why Hashtags Don’t Work Like They Used To
Hashtags were once like filing cabinets: drop your post into #FallFashion, and people flipping through that folder might see it.
Now? Instagram is more like a librarian who reads the entire book. It's a lot smarter. The algorithm looks at:
Captions (are you using language your customer would search?)
Visuals (does text on carousels or graphics match the topic?)
Voiceovers (are you literally saying the words your audience is searching?)
Hashtags have become seasoning, not the main ingredient. They can add context, but they won’t get you discovered.
Where Do You Start With Keywords?
Here’s where a lot of people often get stuck: How do I know what my keywords are?
Start simple. Think about what your ideal customer would type into search:
A boutique owner might list: “Fall outfits” or “best jeans for fall”
A fitness studio might write: “Pilates in Franklin” or “yoga classes near me.”
A contractor could try: “home renovations Nashville.”
Write them down and use them consistently in captions, visuals, and videos. I recommend keeping a list in Excel or even your notes app. Keep adding as you go and eventually you’ll have a strong set of keywords to pull from.
If you want to dig deeper, learn about the difference between long tail and short tail keywords. Should I do a breakdown of that in a future post? Comment below if that would be helpful.
How to Use Keywords on Instagram
Once you’ve got your list, here’s how to put it into practice:
Optimize Captions for Search Instead of “New arrivals are here ✨” write: “Fall denim arrivals are here! Your Nashville boutique guide to styling them three ways.”
Add Keywords to Visuals Instagram scans on-screen text. Use slides and graphics that include phrases like “Fall Denim Guide 2025.”
Say Keywords in Reels The algorithm picks up what you say on camera. If you literally say “affordable web design for small businesses,” Instagram connects that phrase to your video.
Use Alt Text Strategically Write alt text that reinforces your keywords, it’s another SEO signal. (This is one of my best secrets, definitely don't skip this!)
But...This Takes Consistency
I won’t sugarcoat it: SEO is a long game. Keywords work, but not overnight. Think of it as building trust with Instagram’s (or Google!) algorithm. The more consistently you use keywords, the stronger the signal that you’re an authority in your space.
(That’s why hashtags felt easier, they gave you short-term boosts. Keywords take longer but lead to better, more sustainable growth.)
What This Means for Small Businesses
For small businesses, this shift is a blessing in disguise. Hashtags dumped you into crowded categories with massive competition. Keywords help you show up for the people who are actually searching for you.
That means:
A boutique doesn’t compete with Zara on #FallFashion. Instead, they show up when someone searches “[Your Hometown] fall boutique.”
A local florist gets discovered for “wedding flowers Nashville” instead of disappearing under #WeddingFlowers.
A small business coach reaches the right audience with “marketing tips for entrepreneurs.”
Instagram SEO = Smarter Growth
The brands growing on Instagram in 2025 aren’t chasing hashtags. They’re aligning with how the algorithm actually works: through SEO and keywords.
When you shift to keywords, you’ll see:
More consistent reach
Higher-quality engagement (aka more customers that have the intent to buy).
An audience that aligns with your business goals
Imagine showing up on Instagram not just for anyone, but for the exact people already looking for what you offer. That’s the power of keywords. If you’re ready to lean into smarter growth, let’s talk about how to make it real for your business.
