A clean and modern flat lay of a creative workspace featuring a smartphone displaying an Instagram post focused on authentic content without hashtags. Surrounded by a laptop, coffee cup, notebook, and a small potted plant, the setup is bathed in soft natural light, creating a fresh and professional vibe.
Chris Grant (he/him) September 10, 2025 A 4 minute read

Are Hashtags Dead on Instagram? Why SEO and Authenticity Now Matter Most

For years, hashtags were the go-to tactic for growing reach on Instagram. From #ThrowbackThursday to #InstaGood, businesses and creators relied on them to get their content seen by more people. But in 2025, the landscape has shifted. Hashtags aren’t driving discovery in the way they once did. Instead, Instagram has become more like a search engine — one that rewards well-optimised content, clear profile information, and above all, authenticity.

The Decline of Hashtags

Hashtags aren’t completely useless, but their power has faded. Instagram’s algorithm no longer prioritises posts simply because they’re loaded with popular tags. In fact, overusing hashtags can look spammy and reduce engagement. Many users scroll right past posts cluttered with 30 tags, while Instagram itself is investing heavily in search and keyword-based discovery instead.

Today, the average user is more likely to type a phrase into Instagram’s search bar — like “vegan recipes” or “Swindon web designer” — than to click on a hashtag. This subtle shift means businesses need to rethink how they make their content findable.

Instagram as a Search Engine

Think of Instagram like a mini-Google. The app’s search function now pulls from captions, alt text, and even the text in your images and videos. This means that keyword optimisation has become just as important on Instagram as it is for your website. Hashtags alone won’t get you discovered — but strong, relevant keywords will.

For example, if you’re a florist in Swindon, writing a caption that says “Beautiful spring tulip bouquets available in Swindon” is far more powerful than just tagging #flowers or #tulips. Instagram’s search algorithm will pick up on the descriptive keywords and connect you with people actively looking for exactly what you offer.

On-Profile SEO: Optimising Your Instagram Bio

Your Instagram profile is now just as important as your website homepage. It’s where new visitors decide whether to follow you, and it’s a key place for search optimisation. Here are three quick wins for on-profile SEO:

  • Name Field Optimisation: Use keywords in your name field, not just your brand name. For example, instead of just “O’Brien Media”, you could use “O’Brien Media | Web Design Swindon”.
  • Clear Bio: Include keywords that describe what you do, such as “Web design, SEO and digital marketing agency based in Swindon”.
  • Clickable Links: Make the most of your bio link with a link-in-bio tool or point directly to your website’s key pages.

On-Post SEO: Writing Captions That Work

When posting, think less about squeezing in 30 hashtags and more about writing captions that naturally include the keywords people might search for. For example, if you’re a café, rather than simply writing “Morning vibes ☕ #coffee #latte”, try something like:

“Start your morning with our barista-made cappuccinos in Old Town, Swindon. Freshly roasted beans, creamy milk, and a cosy space to relax.”

This approach not only makes your post easier to find through search, but it also feels more authentic and engaging for your audience.

Authenticity Is Everything

Alongside SEO and optimisation, Instagram users now value authenticity above all. Overly polished, corporate-feeling content is being replaced by real, raw, and relatable posts. Audiences want to see behind the scenes, meet the people behind the brand, and hear genuine stories.

For businesses, this means shifting from sales-heavy messaging to building trust and connection. Share your journey, talk about your values, and let your personality shine through. An authentic post with a strong message will always outperform a perfectly curated but impersonal one.

Practical Tips to Stay Ahead

  • Focus on keywords: Use natural phrases your audience would type into search when writing captions.
  • Optimise your profile: Treat it like your digital shopfront and use clear keywords in your name and bio.
  • Use hashtags sparingly: One to three highly relevant hashtags can still be useful, but don’t rely on them.
  • Be authentic: Share stories, behind-the-scenes content, and insights that make your brand relatable.
  • Leverage alt text: Add descriptive alt text to your images for accessibility and extra SEO benefits.

The Future of Instagram Marketing

The message is clear: hashtags aren’t the growth hack they once were. Success on Instagram now depends on how well you optimise your profile and posts for search, while maintaining an authentic voice that connects with your audience. It’s about being discoverable for the right reasons, not just being visible for the sake of it.

If your business is still relying heavily on hashtags, now’s the time to rethink your strategy. Focus on SEO-driven content, optimised profiles, and authentic storytelling — and you’ll not only reach more people but build stronger, lasting connections with your audience.

At O’Brien Media, we help businesses adapt to these changes with tailored social media and SEO strategies. If you’d like to find out how we can help your brand thrive on Instagram and beyond, get in touch with our team today.