Goodbye to hashtags? How Instagram growth works in 2026

For years, hashtags were one of the main tools for growing on Instagram. However, this is changing. Instagram’s CEO has confirmed that hashtags no longer directly equal growth, and that the current algorithm prioritizes other factors. The algorithm evolves, and if your content doesn’t adapt, your reach won’t either.

Do hashtags no longer work?

It’s not that hashtags have completely disappeared, but they are no longer the main engine of growth. Today they function more as secondary support, while Instagram prioritizes signals related to SEO, relevance, and content context.

The big question is: What actually helps you grow on Instagram in 2025?

Here we share three key factors that the algorithm actively promotes.

1. Alt text: instagram´s hidden seo

Before publishing a carousel or an image, Instagram allows you to add alt text from the advanced settings.

This text:

Describes the content of the image

Uses relevant keywords

Helps the algorithm understand what your post is about

Alt text works as an boost to internal SEO, making it easier for more people to find your content without depending on hashtags. It’s an underused but very powerful trick.

2. Keywords throughout your content

Instagram no longer thinks in hashtags — it thinks in keywords.

The recommendation is:

Identify the 10 main keywords in your niche

Use them in:

Captions

Hooks

Your bio

Reel scripts

On-screen text

Instead of thinking “Which hashtags should I use?”, think: What would my audience type to find this content?

That’s SEO applied to Instagram.

3. The power of the location tag

Another key factor is location.

Instagram promotes local content to users in the same place:

City

Region

Country

This is especially effective for:

Local businesses

Industry-specific brands

In-person services

Using location correctly helps you reach the right people, not just more people.

SO… what role do hashtags play today?

Hashtags still exist, but now they work as an SEO extra, not as the foundation of your strategy.

The new equation is clear:

Strong keywords

Well-optimized alt text

Strategic location tags

More context = more reach

These are just 3 of more than 20 factors that can help you grow consistently without relying on luck.