We’ve been stuffing hashtags into our Instagram posts for years, but they’re not doing much anymore. Instagram’s algorithm isn’t using hashtags to boost reach like it used to.
The platform’s gotten smarter at understanding your content on its own and figuring out who should see it.
There are better ways to get your content discovered than stuffing thirty hashtags into a caption. Here’s what Instagram’s algorithm is actually paying attention to now.
Use Alt Text
Alt text isn’t just for accessibility anymore, even though that’s still super important. Instagram is using it to better understand your content, and it’s turning into a real SEO tool.
When you’re posting, go to advanced settings, and you’ll see an option to add alt text. Don’t just write something basic like “photo of coffee” and call it a day.
Actually describe what’s in the post using the same keywords you’d use in your caption or video.
If you’re a fitness coach, your alt text might be something like “woman doing bodyweight squats in a home gym, fitness routine for beginners.”
Keywords like bodyweight squats, home gym, fitness routine, and beginners should also show up in your caption. That overlap isn’t a coincidence.
Using this strategy boosts your SEO and makes your content easier to discover. Instagram is getting better at understanding images and videos, so giving it more context helps it figure out what you’re sharing and who should see it.
Use SEO Keywords (But Make Them Natural)
Keywords aren’t just for Google anymore. Instagram’s search function has gotten way more advanced, and people are using it like a search engine more than ever.
What makes this even more important is that Google now indexes public Instagram posts, so your content can actually show up in regular search results.
Start by finding 10 to 15 of the most searched keywords in your niche. Don’t guess. Do the research. Look at what your competitors are using, check what’s trending in your space, and pay attention to how your audience talks about your topic.
Once you have your list, work those keywords into your hooks, captions, bio, and Reel scripts. But make it sound natural. Nobody wants to read a caption that feels like it was written by a robot trying to stuff in keywords.
Instead of writing something like “Best fitness tips for weight loss and muscle building workout routines,” say something like “These three exercises changed everything about how I approach strength training. Whether you’re just starting your fitness journey or trying to switch up your current routine, this combo targets multiple muscle groups without needing a gym membership.”
See the difference? The second version still includes relevant keywords like fitness journey, strength training, muscle groups, and gym. But it actually sounds human.
And now that Google can surface these posts in search, you’re reaching people who might not have found your Instagram otherwise.
Geo-Target Your Content
Location tagging is a solid way to reach people in specific cities or countries.
Instagram uses location data to push your content to locals, which is a huge advantage if you’re a local business or if your content is tied to a certain area.
Running a restaurant in Lafayette? Tag Lafayette every time. Travel blogger posting from New Orleans? Tag the exact spots you’re visiting.
Even if your business isn’t location-based, geo-targeting can still help. If you’re launching a product in specific countries or speaking at an event in a certain city, use location tags to make sure the right people see it.
When you add a location, the algorithm picks up on it and thinks, “People in this area might be interested in this.” It helps push your content to users in that region. It’s basically a built-in local marketing tool, and most people completely overlook it.
Making the Switch
Instagram’s algorithm has evolved to understand context, intent, and user behavior in ways that make these newer strategies way more effective.
These tactics take a bit more thought than just copying and pasting the same thirty hashtags, but they’re working with Instagram’s current priorities instead of fighting against them.
The platform wants to show users content that’s genuinely relevant to them, and these strategies help you communicate exactly why your content matters.
Ready to overhaul your Instagram strategy and start getting real results? We’re a Lafayette-based social media marketing agency that’s expanded beyond Acadiana to help businesses throughout Louisiana and Colorado, including the Denver metro area.
We’d love to chat about how these new approaches could work for your specific business.
Contact us for a free consultation about your social media marketing and let’s figure out how to make Instagram actually work for you.