Major Instagram Update: Hashtags Are Out, Keywords Are In

If you’re still loading your Instagram captions with hashtags hoping for a reach boost, it’s time to pivot.

Adam Mosseri, Instagram’s CEO, has officially confirmed what many social media managers have been suspecting: hashtags do not increase your reach. 

But here’s the nuance - hashtags aren’t completely useless. They’re still relevant for categorizing your content and helping the algorithm understand what your post is about. Think of them as little labels, not rocket fuel.

So, if hashtags aren’t the golden ticket to reach, what is?

Keywords.

The right words can now determine whether your content gets discovered… or disappears into the algorithm void.

Adam Mosseri on Instagram

Why Keywords Matter More Than Hashtags

Instagram’s search function is evolving into something closer to Google. Instead of relying on a list of hashtags (#socialmediatips, #digitalmarketing), the platform now looks at the actual words in your captions, bio, and alt-text to connect your content with searchers.

For brands, this is an opportunity to:

• Get discovered by a highly relevant audience.

• Increase organic reach without paid ads.

• Build stronger alignment between your Instagram strategy and your broader SEO strategy.

  
  

How to Optimize Your Instagram Captions for Keywords (Without Keyword-Stuffing)

You might be asking, “Okay cool, but how do I actually know what keywords to use?” 

Here’s a 3-step framework you can start applying today:

1. Think Like Your Audience

Ask yourself: If someone was searching for my product, service, or content, what would they type into the Instagram search bar?

• If you’re a yoga retreat center, people aren’t searching “#yoga” anymore. They’re typing in phrases like “wellness retreat Mexico” or “shamanic yoga experience.”

• If you’re a social media agency, they might search “Instagram strategy for small businesses” or “content marketing tips.”

  
  

Pro tip: Literally go into the IG search bar, type a phrase, and see what suggestions pop up. That’s your audience giving you their language.

2. Pull From Your Content Pillars

Your brand already has established themes - aka your content pillars.

• A wellness brand might focus on “holistic healing,” “plant medicine,” and “mindfulness practices.”

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• A marketing agency might focus on “social media management,” “branding,” and “SEO for small businesses.”

  
  

Use these pillars to guide your captions so that keywords flow naturally instead of feeling forced.

3. Use Keyword Research Tools

You don’t need to guess. Tools like:

• SEMrush

• Ahrefs

• Google Keyword Planner

• Ubersuggest

• AnswerThePublic

  
  

…can show you exactly what people are searching for in your niche. Then, sprinkle these keywords strategically into your:

• Captions

• Alt-text

• Instagram bio

  
  

Final Thoughts

This update signals a larger trend: social media is merging with search engines.

It’s no longer enough to post pretty photos or catchy captions - you need to be intentional about the words you use.

If you adapt early, you’ll be ahead of the curve. If you wait? You risk being invisible.