Use of hashtags and their value against keywords

Are Keywords Better Than Hashtags on Instagram?

Byhello@wantseo.co.uk

Remember when Instagram success seemed to hinge on dropping 30 hashtags and hoping for the best? Those days aren’t entirely gone — but they’ve evolved. In 2025, Instagram’s algorithm is smarter, user behaviour is shifting, and now there’s a new player in town: keywords.

With the platform’s search bar increasingly behaving like Google’s — surfacing content based on what people type rather than just which hashtags they follow — business owners are left wondering: Are keywords now more important than hashtags? And more crucially: Which one should you prioritise to grow your brand online?

In this blog, we’ll help you navigate Instagram’s current SEO landscape, break down the differences between keywords and hashtags, and show you how to use both strategically, so your content isn’t just published, it’s discoverable.

Key Takeaways

Understanding Keywords and Hashtags on Instagram

To understand which is “better,” we first need to clarify the roles of each.

  • Keywords: These are words and phrases included in your captions, bios, and alt text. They help Instagram understand what your content is about and determine how it should rank in search.
  • Hashtags: Clickable tags preceded by a ‘#’, they’re used to categorise content, join trends, or make posts discoverable to users following that tag.

While they serve different functions, both help improve your content’s visibility, especially when used with intent rather than guesswork.

Why keywords are becoming more influential:

  • Instagram’s search bar now prioritises content matching user queries, not just hashtags
  • Search results increasingly surface posts based on keywords in captions, not just tags
  • Keywords reflect natural user behaviour — people type “how to style a blazer”, not “#blazerstyle”

That doesn’t mean hashtags are obsolete. It means the way we use them should be more targeted.

How to Use Keywords and Hashtags Strategically

You don’t have to choose one over the other — you need to use both wisely.

  • Incorporate keywords naturally: Use words your ideal customer might type into Instagram’s search bar (e.g. “vegan skincare for dry skin”)
  • Write for humans, optimise for search: Your captions should sound like a human wrote them — avoid keyword stuffing.
  • Use hashtags to support discovery: Limit to 5–10 relevant, niche hashtags instead of generic ones like #love or #photooftheday
  • Optimise your bio and alt text: Add key terms to your Instagram bio and use image alt text for context — Instagram factors both into search
  • Research with intent: Use Instagram’s search suggestions and tools like Display Purposes, Flick, or Keyword Tool to identify useful terms

For example, if you sell handmade jewellery, a post captioned “Gold-plated hoops designed for everyday elegance — handcrafted in the UK” will perform better than “New product drop! Link in bio!” even if the latter is paired with a dozen hashtags. The former gives Instagram context and your audience clarity.

Common Challenges and Misconceptions

Let’s clear up some of the confusion business owners often face when weighing keywords vs hashtags.

  • “A post without hashtags won’t be seen.”
    Not true. Instagram now reads context from captions. In fact, sometimes keyword-rich captions outperform hashtag-stuffed ones.
  • “I can use popular hashtags to go viral.”
    Highly competitive hashtags (like #business or #entrepreneur) are so saturated that your content is unlikely to stick. Focus on niche hashtags or branded ones instead.
  • “SEO doesn’t matter on Instagram.”
    It absolutely does. Instagram has become a discovery platform. Users search for brands, locations, and topics — often with the intent to buy.
  • “Keywords must be exact matches.”
    No — Instagram, like Google, uses semantic understanding. Related terms and natural phrasing are encouraged.

At Want SEO, we help businesses blend keyword research with social media strategy, so your Instagram content reflects what your audience is actually searching for, not just what’s trending.

The Future of Instagram Search and Brand Discovery

Instagram is quietly evolving into a visual search engine. Here’s what this means for your business:

  • Visual-first search is on the rise: Users are turning to Instagram to research brands, services, and even tutorials
  • Semantic search is coming: Instagram’s AI is learning to understand meaning, not just match exact words or tags
  • Content will be surfaced by quality, not just engagement: Clear, relevant, and well-written captions will win out
  • Branded and community hashtags will grow in value: Think #Want SEOtips or #LeedsHairStylist — specific, contextual, and community-building

In short, Instagram SEO is aligning more closely with Google’s principles: helpful, relevant content wins. And the combination of keywords + intent-driven hashtags gives your content the best chance of being seen.

Conclusion

So, are keywords better than hashtags on Instagram? In isolation, no. But in today’s SEO-conscious social landscape, keywords are becoming more important than ever — and they’re fast becoming the foundation for visibility, searchability, and reach.

For business owners, this means shifting focus from just “adding hashtags” to crafting strategic content that speaks to your audience’s needs, questions, and search habits.

Want SEO is here to help you make that shift. Whether you need help with Instagram optimisation, keyword research, or creating SEO-rich content that ranks across platforms, our bespoke strategies are built around one goal: helping you grow your brand with confidence.

Let’s move beyond hashtags and into content that converts, ranks, and resonates. Ready to elevate your visibility? Let’s talk.