Are Hashtags Dead?

How to Use Keywords to Boost Social Media Reach

For years, hashtags have been the go-to strategy for increasing visibility on social media. But with ever-evolving algorithms and shifts in how platforms surface content, many are asking: Are hashtags still effective, or have they gone the way of MySpace?

The short answer? Hashtags aren’t dead, but they’re not the powerhouse they used to be. Instead, social platforms are prioritizing keywords and SEO-driven discovery, meaning brands need to rethink their approach to social media visibility. Let’s break it down.

Why Hashtags Are Losing Their Power

Once upon a time, slapping #blessed, #marketing, or #TBT on your post meant instant engagement. But now? Not so much. Here’s why:

1. Platform Algorithms Have Evolved – Instagram, TikTok, and LinkedIn now prioritize content based on relevance rather than just hashtags. Their search functions rely on captions, descriptions, and even comments to surface posts.
2. Overuse & Spam – Hashtags have been abused with irrelevant tags, making platforms de-prioritize them in ranking content.
3. Search-First User Behavior – People now search by keywords instead of clicking hashtags. They type queries like “best email marketing tips” or “trending social media strategies.”

How to Use Keywords for Better Social Media Reach

1. Optimize Your Captions for Search

Think of your caption as a mini blog post. Use clear, relevant keywords that describe your content in a way that matches what users are searching for. Instead of:

“Check out our new marketing tips! #MarketingTips #SocialMediaGrowth”

Try this instead:

“Want to grow your brand on Instagram? Try these expert social media marketing strategies to boost engagement and attract more followers.”

2. Use Descriptive Video Titles & Alt Text

For platforms like YouTube, Instagram, and TikTok, titles, descriptions, and alt text play a huge role in discoverability. Use natural language keywords instead of relying on hashtags.

Example: Instead of #SmallBusinessTips, write:
“How Small Businesses Can Attract More Customers Online”

3. Leverage Keywords in Comments & Replies

Engagement doesn’t stop at the post. Platforms like LinkedIn and TikTok pull keywords from comments, so when responding to users, reinforce key terms naturally.

Example: If someone asks about email marketing, don’t just say, “Glad you liked it!”
Instead, reply: “Thanks! Email marketing is such a powerful tool for nurturing leads and increasing conversions.”

4. Take Advantage of Platform Search Features

Most platforms now work like mini search engines. Use them to find trending keywords:

• Instagram Explore & Suggested Searches
• TikTok’s Search Bar (Autocomplete Shows Popular Topics)
• LinkedIn’s “People Also Viewed” & Hashtag Analytics
• YouTube’s Search Predictions

Plug these into your content strategy to stay ahead.

5. Mix Hashtags & Keywords Strategically

Hashtags aren’t completely useless, but use them sparingly and intentionally:

• Stick to 3-5 highly relevant hashtags instead of 30 generic ones.
• Prioritize niche, community-based hashtags over broad ones (e.g., #MarketingForCoaches instead of just #Marketing).
• Combine hashtags with keyword-rich captions for maximum reach.

The Future of Social Media Search: Think Like Google

Social media is shifting towards search-driven discovery, just like Google. If you want your content to be found, focus on valuable, keyword-optimized content that answers questions, solves problems, and engages your audience authentically.

Hashtags aren’t dead, but keywords are the new king. Time to evolve your strategy and get found the smart way!

Want help optimizing your social media content? Let’s chat!

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Sincerely,
Anna Teal