Instagram has evolved from a purely visual platform to one with genuine search functionality. Hashtags remain relevant, but they are now part of a broader discoverability strategy that includes keyword optimization, alt text, and searchable captions. Understanding Instagram SEO helps your content surface in front of the right people.
How Hashtags Work
Hashtags categorize your content and help Instagram understand what your post is about. When someone searches for or follows a hashtag, your post can appear in that hashtag's feed. Hashtags also help the algorithm place your content on relevant Explore pages.
However, hashtags alone will not drive massive growth. Think of them as a discoverability signal rather than a growth hack. They work best when combined with strong content and other optimization strategies.
Hashtag Research
Not all hashtags are equally useful. The key is finding hashtags that are relevant to your content and appropriately sized for your account.
Large hashtags (over 1 million posts) have enormous competition. Your post will be buried within seconds unless it gets very high engagement. Use these sparingly.
Medium hashtags (100,000 to 1 million posts) offer a balance of reach and competition. These are your primary targets.
Small or niche hashtags (under 100,000 posts) have less competition and attract highly targeted audiences. Include several of these in every post.
To research hashtags:
- Search relevant terms in Instagram's search bar and note the post counts
- Look at what hashtags successful creators in your niche use
- Check the "Related" hashtags that Instagram suggests when you search a tag
- Use tools like Flick, Hashtagify, or Later's hashtag suggestions for deeper research
Optimal Number and Mix
Instagram allows up to 30 hashtags per post, but more is not always better. Most research and creator experience suggest that 5 to 15 well-chosen hashtags perform as well as or better than 30 random ones.
A recommended mix for a post:
- 2 to 3 broad, high-volume hashtags related to your industry
- 5 to 7 medium-volume hashtags specific to your content topic
- 3 to 5 niche hashtags that closely match your exact content and target audience
Rotate your hashtags between posts rather than copying the same set every time. This prevents Instagram from treating your posts as repetitive and exposes you to different audience segments.
Instagram SEO: Beyond Hashtags
Instagram's search function now indexes keywords in captions, bios, and alt text. This means you can optimize your content for search the same way you would optimize a web page.
Keyword-rich captions. Include relevant keywords naturally in your captions. If your post is about meal prep tips for beginners, use phrases like "easy meal prep," "beginner meal prep," and "weekly meal planning" within the text. Do not stuff keywords awkwardly. Write naturally, but be intentional about including searchable terms.
Alt text. Instagram allows you to add alt text to images. This was designed for accessibility but also serves as a ranking signal. Write descriptive alt text that explains what is in the image and includes relevant keywords. Access alt text through Advanced Settings when creating a post.
Bio keywords. Your bio is searchable. Include keywords that your target audience might search for. If you are a fitness coach in London, include "fitness coach" and "London" in your bio or name field.
Practical Workflow
Before publishing each post:
- Write your caption with natural keyword inclusion
- Select 8 to 15 relevant hashtags with a mix of sizes
- Add descriptive alt text to your images
- Place hashtags either at the end of your caption or in the first comment — both work equally well
Track which hashtag sets correlate with higher reach over a few weeks and refine your approach based on what the data tells you.