Hashtags are out. Keywords are in.

Instagram recently confirmed what many of us have already noticed: hashtags no longer improve your reach. They can still help your posts appear in some search results, but they won’t push your content into new feeds or attract fresh eyes the way they once did.

Instead, Instagram is moving toward keyword-based discovery—much like TikTok already has. That means SEO is now officially part of your social media strategy.

So, how do you make the shift?
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What Are Social Media Keywords?

Think of keywords as search terms—the exact words or phrases your audience types into Instagram or TikTok’s search bar. These could be broad (like meal prep) or more specific (like high-protein lunch for weight loss).

When you add relevant keywords to your captions, video titles, and on-screen text, your content is more likely to appear in those searches and get recommended to the right audience.

For example, if someone searches “best restaurants in Charleston” and you’re a foodie creator, you’ll want that phrase (or close variations) to show up naturally in your caption, Reel title, and even in your on-screen text.
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How to Do Keyword Research

If you’re not sure what your audience is searching for, here are two methods you can use:
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TikTok Method:

• Type a topic into TikTok’s search bar that relates to your content, or a similar video to something you’ve published (e.g., morning routine, Instagram growth tips, postpartum workouts).
• Scan the top-performing videos under that search. What common phrases show up in video titles or on-screen text?
• Look for repetition. Which keywords or hooks appear across multiple top videos?
• Check the “Related Search Terms” box for highly searched variations (e.g., morning routine 2025, productive morning routine).
• Pro tip: Save a few high-ranking videos and note the common keywords, video structure, and hooks.
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Instagram Method:

• Since Instagram’s keyword search isn’t as strong, start by analyzing popular creators in your niche.
• Look at 3–5 similar accounts and their top-performing Reels.
• Pay attention to recurring themes, captions, or on-screen phrases like:
  
  • “What I eat in a day (1500 calories)”
  • “Easy recipes with 5 ingredients”
  • “Instagram tips no one talks about”
• Use these patterns as inspiration for your own keyword list.

To strengthen your content strategy and identify your keywords, download our free content strategy worksheet. 
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Keyword Best Practices

Once you’ve got a list of strong keywords, weave them into your content—but keep it natural. Keyword stuffing will only make captions feel robotic and could hurt your engagement.

Instead:

• Use conversational language.
• Focus on value-first captions that answer your audience’s questions.
• Place keywords in key spots: captions, Reel titles, and on-screen text.

This not only improves your chances of being discovered but also ensures your content resonates with the people who find it. Here’s an example:

❌ Keyword-Stuffed Caption (what not to do)

"Meal prep ideas high protein meal prep healthy meal prep for weight loss easy meal prep recipes high-protein lunch recipes 1500 calorie meal prep healthy lunch meal prep."

This reads like a list of search terms, not something a person would actually say. It feels spammy, and the algorithm (and your audience) will pick up on that.
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✅ Keyword-Optimized Caption (what to do)

"Looking for a high-protein lunch that fits into a 1500 calorie day? Here’s my favorite easy meal prep recipe—just five ingredients and perfect if you’re focused on weight loss goals."

This version still uses strong keywords (high-protein lunch, 1500 calorie day, easy meal prep recipe), but it reads naturally, like you’re talking to your audience, and provides value and context rather than just repeating terms.
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Hashtags may not move the needle on reach anymore, but keywords will. By leaning into search-friendly captions, on-screen text, and titles, you’ll give your content the best chance to be found by the right audience—and grow your presence in 2025.