Instagram Hashtags Lose Power: CEO Confirms Keywords Matter More

For years hashtags have been treated as the lifeblood of Instagram strategy. Creators loaded their captions with strings of them, brands obsessed over which ones to choose, and social media managers spent hours researching the perfect mix. But in 2025 the ground has shifted. Instagram’s own chief executive, Adam Mosseri, has confirmed what many suspected: hashtags do not significantly improve reach anymore. Instead, keywords are the stronger signal in how Instagram decides who sees your content.

This quiet announcement represents a major shake-up for content strategy. If hashtags no longer carry the weight they once did, the entire way creators and brands approach Instagram will have to change.

The Statement That Changed the Conversation

Mosseri’s words were clear. Hashtags, once promoted as the secret to discovery, now play only a minor role. They can still categorise content, but they do not drive visibility in the way many believed. Instead, Instagram is placing more emphasis on text signals: the words in captions, the language in bios, and the keywords in alt text or even visible text within images and videos.

That subtle change has enormous consequences. It means the platform is moving closer to a search-engine model, where what you write and how you describe your content is just as important as what the visuals look like.

Why Hashtags Are Fading?

Part of the shift comes down to the evolution of the algorithm. Instagram has grown far beyond the days when photos with a cluster of hashtags could go viral. The algorithm now rewards engagement: likes, comments, saves and shares, as well as watch time on video content. These signals show Instagram that people value a post. A handful of hashtags, no matter how popular, cannot compete with real engagement.

Another reason is that hashtags became cluttered. As creators piled them high under every post, they lost meaning. A single hashtag could link to millions of posts, drowning out smaller creators and making discovery harder rather than easier. Instagram quietly reduced features such as hashtag following, signalling that it no longer saw them as a priority.

Finally, the rise of Reels has changed the game. Short-form video is now the most promoted format on Instagram. The system prioritises content that captures attention quickly and keeps viewers watching. Whether or not the creator attached fifteen hashtags matters little compared with whether viewers replay the clip or share it with friends.

Keywords as the New Discovery Tool

So what replaces hashtags? According to Mosseri, keywords are the new currency. When users type into the search bar, Instagram wants to serve them content that directly matches their interest. The words in a caption or bio tell the algorithm what a post is about. Alt text can do the same for accessibility while also helping with categorisation. Even on-screen text within videos can send signals to Instagram’s systems.

This is a profound change in how creators should think about posting. Instead of cramming hashtags at the end of a caption, they need to weave natural, descriptive keywords into their writing. A caption that says “A guide to easy mid-week pasta recipes for beginners” will likely perform better in search than a caption that says “Dinner tonight 🍝 #foodie #instafood #yum #recipe.”

What This Means for Content Strategy

The first major adjustment is to focus on captions. They are no longer just a place for witty remarks or emoji dumps. They are an opportunity to describe the content in language that matches what people might search for. That requires some thought about your audience: what phrases do they use, what questions do they type, what words describe the problem they want solved?

Profiles also matter more. The bio is not just a place for a punchline or a slogan. It should include the terms that describe what you offer. A yoga instructor might benefit from using words like “yoga classes in London” or “beginner meditation tips” in their bio rather than just “flow and breathe.”

Alt text, once thought of only in terms of accessibility, is now a valuable tool for discoverability. Writing alt text that accurately describes what is in the image or video using clear keywords helps Instagram understand your content.

Engagement remains the second pillar of the approach. Keywords can help become discovered, but only engagement can keep you visible. The system recommends postings that start a conversation, encourage saving for later, or promote sharing with friends. That implies creators should continue to carefully consider calls to action, storytelling, and asking questions that elicit reactions.

Risks of the New Approach

As with any shift, there are risks. One is the temptation to stuff captions full of keywords in a way that feels unnatural. That could alienate audiences and backfire with the algorithm. Natural language that flows is far more effective than robotic repetition.

Another risk is that competition for popular keywords will be intense. If everyone in a niche begins optimising around the same phrases, smaller creators may struggle to stand out. That will likely push people to be more specific, using niche keywords or longer phrases that better match their unique audience.

There is also the constant uncertainty that comes with Instagram. The platform changes frequently, often without warning. What works today may not work tomorrow, and creators must remain flexible.

How Creators and Brands Should Adapt

The most immediate step is to audit existing content. Look back over recent posts. Did those with long hashtag lists actually perform better? Or did posts with stronger captions and early engagement do more? Analysing real data will often confirm what Mosseri has now said out loud.

The next step is to rethink how captions are written. Imagine them not just as labels but as mini-articles. Use phrases your audience might search. Put the most important words early in the caption.

Profiles should be cleaned up too. A cluttered bio full of vague statements does little for discoverability. A clear description that includes relevant terms makes a difference.

Alt text should not be overlooked. It is a chance to describe what your content is in plain words that can be indexed. That benefits both accessibility and search.

Finally, creators should remember that content quality and engagement still rule. Even the best-optimised caption will not save a dull video. The goal is to make content that viewers want to watch, share and respond to.

The Bigger Picture

Instagram’s pivot away from hashtags is part of a wider trend across social platforms. TikTok has already built much of its discovery model around keywords and search behaviour. YouTube has done so for years. Instagram is simply following suit.

The logic is clear. Hashtags were once a useful shortcut, but they are now unsophisticated in comparison to the efficiency of modern search engines. Platforms aim to better grasp the meaning of content and how it relates to user intent. This improves the user experience, keeps users on the app longer, and ultimately increases advertising income.

For creators and brands, the message is equally clear. Growth will not come from tricks or mechanical tactics. It will come from clarity, relevance and resonance.

The Wider Implications for Fast Fashion

The PLT case is also a cautionary tale for the entire fast fashion industry. As consumer pressure mounts around sustainability, brands will increasingly feel compelled to adapt. But the challenge is authenticity. If your business model depends on selling huge volumes of low-cost clothing, then a sustainability-led rebrand will always ring hollow unless paired with structural change. Cosmetic shifts, logos, colors, ad copy, can’t disguise fundamental contradictions for long.

This doesn’t mean fast fashion brands are doomed. It means they need to find ways to integrate sustainability meaningfully without losing sight of their audience’s primary motivations. That could mean offering recycling programs, experimenting with more durable materials, or creating capsule collections with limited runs. But above all, it means communicating honestly, not overpromising with a shiny new look.

Conclusion

Hashtags are not entirely dead. They still serve a purpose for categorisation and for connecting within niche communities. But they are no longer the engine of discovery they once were. Instagram’s own chief has claimed so.

The future is in keywords, in meaningful captions, in bios that describe what you really do, and in content that keeps people engaged. The shake-up is less about abandoning hashtags altogether and more about understanding that they are now secondary. For anyone building a strategy on Instagram in 2025, the advice is simple: write with intent, speak your audience’s language, and focus on value.