1. People Are Using Instagram Like Google
More and more users are searching using keywords (like “coffee shop Reading” or “home office ideas”) rather than clicking on hashtags. That means your content needs to be clear and relevant, not just stuffed with tags.

2. Instagram Is Getting Smarter
Instagram now looks at the actual content of your post — the caption, the image, even the alt text — to decide who to show it to. If your caption clearly explains what the post is about, that will help more than a bunch of hashtags.



3. Visual Search Is on the Rise
Instagram is leaning into what people see. If your image or video clearly reflects what someone’s looking for, you’re more likely to show up in their feed — no hashtags needed.

✅ What to Do Instead of Relying on Hashtags

📝 Write Better Captions
Make your captions more descriptive and keyword-rich;

Instead of: “New drop just landed!”
Try: “New minimalist jewellery just landed – handmade in Brighton using recycled silver.”

This helps Instagram understand what your post is about — and helps your audience too.

🧠 Use the Alt Text Option
Alt text is a great place to add extra detail for visibility. When you upload a photo or video, you can add a short description like: “Sustainable homeware collection – wooden trays, ceramic mugs, linen napkins.”

📍 Tag Your Location
If you're a local business, tagging your town or neighbourhood helps people nearby discover you.
Posting about client work? Tag their location too — it all helps you get found.

# Be Selective with Hashtags
Don’t ditch hashtags completely — just use them with a clear purpose.

• Use branded hashtags (e.g. #BakersOfBrighton or #MadeBySmith)
  
  
• Include location tags (e.g. #ManchesterMakers or #KentCoffee)
  
  
• Keep industry tags niche and relevant (e.g. #WeddingStationeryDesign or #DogGroomingTips)
  
  

📱 What About Other Platforms?

Hashtags on Twitter (X):
Still useful — keep it to 1–2 targeted hashtags.

“Looking for tips to grow your business online? Our team helps local brands thrive. #SmallBizTips”

Hashtags on LinkedIn:
Focus on professional, clear language. Hashtags like #SmallBusinessSupport or #FemaleFounders can work — but your first few lines matter more.

Hashtags on Facebook:
Hashtags don’t do much here. Just write clear, engaging text and focus on keywords instead.



✅ When Hashtags Still Work

Branding: Create a unique hashtag to group all your content together

 → #SmithDesigns or #ShopLocalWithUs

Events: Promote a specific event or campaign

 → #BristolMakersMarket2025

Local Discoverability: Reach people in your area

 → #CambridgeCoffeeLovers

Niche Communities:  Still popular in specific groups

 → #ZeroWasteLiving or #MumsInBusiness



🚀 Final Thoughts

Hashtags aren’t completely dead, but they’re also not the secret weapon they used to be. For small business owners, the best strategy now is:

• Write clear, keyword-rich captions
  
  
• Use location tags
  
  
• Make the most of alt text
  
  
• Use hashtags only when they really add value
  
  

The goal? Help Instagram (and your audience!) understand your content better, so it reaches the people who’ll care most.

Need help adjusting your social strategy?

At Digity, we help small businesses stay visible and ahead of the curve. Get in touch for practical advice that works.