Hashtags Are Dead on Instagram: Why Keywords Now Matter More
For years, hashtags were the backbone of Instagram growth. Marketers and brands relied on them to reach new audiences and boost visibility. But according to Adam Mosseri, Head of Instagram, hashtags are no longer the main driver of reach.
Today, Instagram is prioritizing keywords—in captions, bios, and alt-text—as the real tools for discovery. This shift changes the way businesses should approach their Instagram strategy.
Why Keywords Are More Powerful Than Hashtags
Unlike hashtags, keywords align with how people actually search. Users type natural phrases into Instagram’s search bar, just like they would on Google. That means:
Keyword-rich captions are more discoverable
Optimized bios act like SEO meta descriptions for your profile
Alt-text with keywords improves both accessibility and visibility
This is essentially Instagram SEO—treating your profile and posts the way you would treat a website, optimized for search.
The Impact Goes Beyond Visibility
For brands, the benefits of Instagram SEO go deeper than likes and shares:
Boosts discoverability – Captions and bios written with the right keywords connect you to real search intent.
Strengthens branding – A clear, keyword-focused bio builds trust and communicates who you are instantly.
Improves accessibility – Descriptive alt-text not only helps search but makes content inclusive for all users.
Why This Matters for Businesses in London and the UK
For businesses in the UK, especially in competitive hubs like London, this shift is crucial. A strong social presence can complement your brand identity design and even replace a website in terms of visibility for startups.
Treat your Instagram content like SEO copy: use natural phrases such as social media strategy London, digital marketing agency London, or branding agency UK where relevant. This makes your posts easier to find—not just on Instagram but increasingly across the web.
From Hashtags to SEO Copywriting
Hashtags aren’t gone entirely, but they are no longer the foundation of Instagram growth. The platform is evolving into a search engine in its own right. To stay visible, brands need to combine creative visuals, strong captions, and SEO-focused language.
For example, if you’re a logo design agency in London, include those keywords in your captions and bio. If your expertise is brand development or visual identity design, make sure those terms appear in your profile and posts. This ensures Instagram knows when to surface your content.
The Takeaway
The Instagram algorithm is changing. Discovery is shifting from hashtags to keywords. Businesses that adapt to this change will grow their reach, build stronger branding, and connect more authentically with their audience.
At Papercar Design & Digital Marketing London, we help businesses evolve their Instagram strategies by blending social media marketing, brand identity design, logo development, and digital marketing expertise. Our approach ensures your brand is not only seen but also trusted and remembered.