The Truth Behind the Instagram Hashtag

Instagram Hashtags Just Changed

Here’s What You Need to Know in 2025

For years, hashtags were the go-to tactic for growing on Instagram. Creators would max out the 30-hashtag limit, trying to get posts seen on the Explore page or reach new audiences. But in 2025, the role of hashtags has fundamentally changed and Instagram’s latest update proves it.

The Big Shift: Instagram Posts Now Appear in Google Search

Instagram has quietly rolled out a major update whereby public posts from professional accounts can now be indexed by Google and Bing. This means that your post captions, hashtags, alt text and even image previews can appear in search engine results.

In other words, Instagram content is no longer limited to the app and it has become searchable web content, allowing new audiences who may never open Instagram to find your posts. This shift makes it more important than ever to optimise your captions with relevant keywords because your Instagram posts are now competing alongside websites, blogs and other online content for visibility.

So… are Hashtags Dead?

No, hashtags aren’t dead BUT their purpose has completely shifted.

Old Purpose:

“Use 30 hashtags to get more reach.” This was based on the idea that hashtags could help surface your content to new users within Instagram’s own discovery system. But Instagram’s algorithm has evolved. It now relies more on visual recognition and user behavior than hashtag frequency.

New Purpose:

Instead ... in 2025, hashtags now act like keywords that help both Instagram and search engines understand what your content is about. This makes choosing relevant and specific hashtags even more important as they help your posts show up in broader web searches, not just on Instagram.

What This Means

1. Hashtags are Now About Search Context, Not Exposure

Since posts now show up on Google, hashtags function like keywords or tags on a blog post. They help associate your content with relevant search queries.

For example:

• A post with '#LondonCoffeeShops' may now appear in search results for “best coffee in London.”
• A post with '#SustainableFashion' could be indexed under searches related to ethical clothing brands.

The key is specificity and relevance. Hashtags should now:

• Match the actual content of your post.
• Align with real user search intent.
• Support your SEO-driven captions and alt text.

2. Stop Using Generic or Spammy Hashtags

If you’re still adding 30 random hashtags such as #love, #happy, #instadaily, you may actually be hurting your visibility.

Search engines (and Instagram’s AI) prefer semantic clarity over quantity.

Avoid:

• Hashtag stuffing
• Repetitive, unrelated hashtags
• Trend-hopping hashtags that don’t align with your content

Use:

• Niche, relevant, content-specific tags (e.g., #ParisBakeryGuide)
• Branded campaign hashtags (e.g., #MySkincareRoutine2025)
• Community-based tags that provide context

3. Hashtags Should Support SEO

Hashtags alone won’t make your content discoverable anymore, they must complement your caption and alt text strategy.

Here’s how the new hierarchy works in 2025:

• Caption: Primary context for search engines and Instagram’s AI
• Alt Text: Describes the image for accessibility and search indexing
• Hashtags: Provide supplemental structure and keyword alignment

Think of hashtags like subheadings or blog tags; useful for categorisation but not the main content driver.

How to Use Hashtags Now

1. Use fewer, more focused hashtags.
   3–7 relevant, well-chosen hashtags are far more effective than a block of 30.
2. Think like your audience.
   What would someone type into Google to find your post? Use hashtags that reflect those terms.
3. Combine broad and niche terms.
   For example: #LondonRestaurants, #EastbourneBrunchSpots, #VeganInEastSussex
4. Integrate hashtags naturally.
   Weave them into your caption when possible to improve readability and search alignment.
5. Avoid banned or overused tags.
   Hashtags like #followme or #photooftheday may be flagged or ignored by Instagram and search engines alike.

Final Thoughts:

Instagram has grown far beyond just a social media app with their update making it a key player in the wider web ecosystem. Now, search engines like Google and Bing will be indexing your content so your posts can reach audiences well outside Instagram itself.

Because of this, hashtags aren’t just random tags anymore. They’re now a  key part of your SEO strategy, helping both Instagram’s AI and external search engines understand and categorise your content. Using relevant, targeted hashtags thoughtfully can improve your discoverability within Instagram AND across the entire web.

So, if you’re still copy-pasting the same set of generic hashtags on every post, you’re missing a big opportunity!!! To maximise your reach, it’s time to be strategic: research hashtags that align with your content and integrate them naturally alongside strong captions and alt text.

If you need help with social media, get in touch with Fountain Digital. Our team of social media experts work closely with you to create content that truly reflects your brand and drives real results. This can lead to more engagement, stronger leads and increased visibility online!