For years, hashtags have been the go-to tool for boosting social media reach. Add on a few trending tags, and voilà—your content gets discovered. But as platforms evolve, so do their algorithms. If you’re still relying on hashtags alone to get your content seen, it’s time to rethink your strategy.
The Changing Role of Hashtags
Hashtags were originally designed to categorize content, making it easier for users to find posts related to specific topics. While they still play a role in discovery, their impact has diminished. Platforms like Instagram and TikTok now utilize AI-driven content categorization, meaning your post is more likely to be discovered through the words in your caption, on-screen text, and even audio—rather than solely through hashtags.
Instagram, for example, has integrated keyword-based search functionalities, allowing users to find posts without relying on hashtags alone. TikTok’s algorithm prioritizes content relevance and engagement, making keyword-rich captions and descriptions significantly more effective than excessive hashtags.
Why Keywords Are More Important Than Ever
As platforms evolve, the emphasis is shifting from hashtags to keywords, which now play a pivotal role in content discoverability. Social media platforms are evolving into search engines, and AI is fueling this shift. Instead of focusing solely on hashtags, platforms utilize AI intelligence to analyze captions, video descriptions, and even spoken words in videos to understand what your content is about. Incorporating keywords naturally into your captions and content makes it easier for algorithms to match your post with the right audience.
TikTok’s SEO strategy, for instance, prioritizes searchable keywords within captions, on-screen text, and audio, increasing the likelihood that your content appears in user searches. If a user searches for “skincare routine,” videos with that exact phrase in captions, voiceovers, or overlays are more likely to surface—even without hashtags.
Does This Mean Hashtags Are Useless?
Not necessarily. Hashtags still serve a purpose—especially for niche topics, branding, and community engagement. However, using them incorrectly (like overloading posts with irrelevant or generic hashtags) can dilute their effectiveness. (Search Engine Land, 2024).
In 2025, Instagram’s hashtag strategy prioritizes quality and relevance over sheer volume. The platform now recommends using 3–5 well-chosen hashtags per post. To maximize reach, it’s important to mix different types of hashtags—this helps boost visibility and connect with a wider, more diverse audience.
- Location-based hashtags (e.g., #LowerEastSide)
- Branded hashtags for specific campaigns or events
- Industry-specific hashtags that align with your niche
- Community-focused hashtags to engage with specific groups
- Descriptive hashtags that detail the content of your post
Regarding placement, Instagram confirms that hashtags are effective whether placed in the caption or the first comment. The key is to add them promptly after posting to ensure optimal discoverability. Ultimately, a thoughtful and diversified hashtag strategy, aligned with your content and audience, can significantly boost your Instagram presence. Be sure to do your own hashtag testing to see what works best for your business. (American Marketing Association, 2024).
How to Adapt Your Strategy
- Refine Your Hashtag Strategy: Use a mix of at least 3–5 targeted hashtags per post, focusing on quality and relevance to enhance discoverability.
- Research Keywords Like You Would for Google: Utilize tools such as TikTok’s search bar, Google Trends, or Instagram’s search suggestions to identify relevant terms.
- Write for Humans, Not Just Algorithms: Avoid keyword stuffing; your captions should remain authentic and engaging.
- Monitor and Adjust: Analyze your engagement metrics to determine whether keyword optimization is driving better results than hashtag-heavy posts.
The Bottom Line
In a world where algorithms prioritize meaning over metadata, keywords are becoming the new currency of visibility. If you want your content to be discovered, don’t rely solely on hashtags—utilize all the tools in your social media toolkit. This includes crafting keyword-rich captions, incorporating relevant on-screen text, and tagging your location to enhance discoverability. By combining these elements, you can align your content with user search behaviors and platform algorithms, increasing your reach and engagement.
Works Cited
American Marketing Association. (2024, August 19). Hashtags in 2025. Do They Work? Retrieved April 25, 2025, from https://www.ama.org/marketing-news/social-media-hashtags/
Search Engine Land. (2024, October 10). Keyword research for SEO: The ultimate guide. Retrieved April 25, 2025, from https://searchengineland.com/keyword-research-seo-guide-447027