For a long time, Instagram hashtags were one of the most effective ways to get your content seen by the right audience. By using 27 to 30 targeted hashtags, you expanded your reach and drove more traffic to your posts. But Instagram and the way users interact with content have changed. Hashtags alone are no longer the secret to success.
Here are five reasons why hashtags aren’t working like they used to and what you can do to adapt.
1. Instagram Is Now Focused on SEO
Instagram has shifted from being hashtag-focused to prioritizing search engine optimization (SEO). Instead of searching for content using hashtags, more users are simply typing phrases into the search bar, much like they do on Google. Instagram now favors content that matches those phrases, meaning the actual words and phrases you use in your post captions are more important than ever.
Incorporate relevant keywords and phrases in your captions to boost discoverability. Consider what your audience is searching for, and naturally integrate those terms into your posts.
2. People Aren’t Searching Via Hashtags Anymore
Do you remember the last time you searched for something on Instagram by typing in a hashtag? Most users don’t use hashtags for searches as frequently as they used to. Instead, they search using keywords or phrases related to what they want to find.
Shift to writing captions that include search-friendly terms. Use natural, conversational language to match what your audience is likely to type into the search bar.
3. Hashtag Saturation
Hashtags have been overused to the point of saturation. Popular, generic hashtags like #fitness or #travel have millions (sometimes billions) of posts, which means your content is likely to get lost in the crowd. If everyone is using the same hashtags, it’s much harder for your posts to stand out.
Focus on niche-specific hashtags that target a more specific audience. For example, instead of using # Instagram reels, try something more targeted, like # Instagram reels for business.
4. Niche-Specific Hashtags Are More Effective
If you’re still going to use hashtags, the key is to make them highly specific. Niche hashtags have less competition, which gives your content a better chance of being seen by the right people. For example, if you’re a business owner marketing products, consider using hashtags that directly target your ideal audience.
Do some research on niche hashtags that align with your content and industry. The more specific, the better. Aim to reach a smaller but more relevant audience.
5. Engagement Is More Important Than Hashtags
Instagram cares more about engagement—likes, comments, shares, and saves—than it does about the hashtags you use. The platform wants people to stay on the app and interact with content. If your posts are generating high engagement, Instagram will boost your content in the algorithm, regardless of the hashtags.
Focus on creating engaging content that encourages interaction.Ensure you respond to comments, ask questions to your followers, and encourage your followers to like and share your posts. Engagement will get you more visibility than hashtags ever could.
Now, If you’re still wondering how to grow on Instagram despite the changes, I’m here to help you. Join my 3-Day Instagram Reels & TikTok Challenge at www.keenyakelly.com/challenge and learn how to use Instagram Reels and TikTok to build an online community, grow an email list, and ultimately sell your product and services.