Instagram is constantly evolving, introducing new features and reshaping the way content is discovered and consumed. This year, we’ve already seen updates ranging from new post dimensions in the profile feed to new ways to test your content’s performance. (If you missed it, be sure to read our blog post, What’s New on Instagram in 2025: Updates and Trends.)

What’s the latest buzz? Hashtags.

For years, hashtags have been viewed as the backbone of Instagram discoverability, helping users get their content seen. But recent statements from Head of Instagram Adam Mosseri have confirmed that hashtags “don’t work” exactly the way most people think they do: to get their content seen. While they still serve as a way to categorize content and help people discover topics they’re interested in, they’re no longer the key to boosting reach or engagement.

This doesn’t mean hashtags are completely obsolete, but it does mean that relying on them as your primary strategy for growth is outdated. Today, Instagram is prioritizing searchable content.

How to Expand Your Content’s Reach: Instagram SEO

Just like traditional search engine optimization (SEO), Instagram SEO is about helping your content surface when people search for specific topics or keywords. To improve your content’s ranking on the app and performance, focus on these key elements:

Keywords

Do your research to identify the keywords your audience is searching for and integrate them naturally into your captions, profile and video content. Think of these as your new hashtags—words and phrases directly mention what your content is about.

Examples:

Optimized caption (uses keywords naturally): Discover elevated coastal living in Fort Lauderdale. This new luxury condo development offers oceanfront views, resort-style amenities and open-concept floor plans in Downtown Fort Lauderdale.

Hashtag-heavy, not optimized caption: Can you imagine waking up to this view? #FortLauderdale #LuxuryCondo #BeachLife #OceanView #FloridaRealEstate

Alt Text

Once used solely as an accessibility feature, adding custom alt text—descriptions of your images or videos—also helps Instagram understand and index your content.

Should you stop using hashtags?

Not necessarily. You can still use hashtags but understand that they are no longer make-or-break elements of a social media strategy. Use them thoughtfully, but don’t rely on them to carry your content.

Instagram’s algorithm is changing—and so should your strategy. BoardroomPR’s top Florida social media department helps brands navigate these shifts with forward-thinking strategies designed for visibility, engagement and storytelling. Ready to optimize your content? Contact us today.

Amanda Gordon

Digital Account Executive