Do Hashtags Still Work on Instagram in 2025? Here’s What Actually Matters Now

Every business eventually asks the same question. Do hashtags still work on Instagram? After years of adding dozens of hashtags to every post, people are starting to notice they are not getting the same results. The reason is simple. The platform is evolving into a search and discovery engine, and hashtags are no longer the main factor driving visibility.

If you are running a business in Winnipeg, Reno, Vegas, or anywhere with a local audience, understanding how Instagram ranks content today makes a huge difference in how your posts perform.

So… do hashtags still work?

They work in a very limited way. They help categorise content, but they are no longer the tool that gets you in front of new people. Hashtags used to create massive reach because Instagram relied heavily on them to understand your content. Today, the platform reads your actual words, your captions, your spoken audio, your on-screen text, your profile, your location, and how people search.

Hashtags are now a very small piece of the puzzle.

Why hashtags matter less now

People have changed how they use Instagram. They type in full questions, neighbourhoods, product names, and problem-based searches. When someone searches for best coffee in Winnipeg or beginner workouts in Reno or hair extensions near me, Instagram does not rely on hashtags to match the result. It pulls from keywords in your content.

This shift means the words you choose matter far more than the hashtag at the end of the caption.

The real priority now: social SEO

Social SEO means writing your captions, titles, and descriptions in a way that matches how people search. Instagram and TikTok both favour content that uses natural language, clear explanations, and location cues. When your content speaks the way users type or speak, your reach grows.

Search behaviour is driving discovery.

What to do instead of focusing on hashtags

Use keywords your audience actually searches

This is the biggest driver of reach. Your caption should include the topics people look for, written in a clear and natural way. Examples include menu updates in Winnipeg, wellness tips for local clients, or new arrivals at a Reno boutique. The language should match everyday conversation, not marketing fluff.

Put the important keywords at the start of your caption

Instagram reads captions the way a person reads a headline. If the first line includes the topic and the location, the platform immediately understands who the post is for. This helps with both search and recommendation.

Add accurate alt text

Alt text is growing in importance because it helps the platform understand the visual context of your post. Describe the scene in a simple sentence. Mention the city when it makes sense. For example, interior of a Winnipeg café during brunch or Reno gym during an evening class.

Use your voice as a keyword tool

If you speak in your videos, Instagram transcribes it. The words you say play a role in where your content appears. Mentioning your service, your location, or your topic verbally boosts relevance without any extra work.

Optimise your profile

Your bio acts like a search listing. If your profile says you help Winnipeg clients or you serve Reno businesses or you create content for Las Vegas founders, your page becomes more discoverable for local searches.

Pin the right posts

Pinned posts help reinforce your identity. They should clearly explain who you help, where you work, and what makes your content valuable. These posts act like storefront windows for anyone landing on your profile.

Should you stop using hashtags completely?

You do not need to stop, but you also do not need to rely on them. Hashtags can still add context, but the real momentum now comes from clear writing, location cues, keywords, and consistent posting. They are no longer the foundation of growth.

If your captions, voiceovers, alt text, and profile are aligned with what people are searching for, your content will reach the right audience, even with no hashtags at all.

Final thought

Hashtags are not dead. They are simply no longer the engine. The way people search and the way content is ranked has evolved, and the businesses winning on social right now are the ones who write for the human reading and the algorithm listening.

When your content speaks clearly, uses natural language, reflects your city, and answers the questions people already have, you rise in search far faster than any hashtag could achieve.

‍