The story behind hashtags are dead
In 2024, Instagram removed the ability to follow hashtags and got rid of the Recent tab in hashtag feeds. That ended the old “post now, get seen instantly” effect. Now, tapping on a hashtag only shows a curated set of popular posts, meaning new or small accounts get less exposure.
As a result, hashtags no longer boost discovery. Instead, they work more like labels helping Instagram categorize your content and give it context, but they’re not going to expand your reach alone.
What’s replacing hashtags: SEO-driven discovery
Instagram now lets Google index public professional account posts, including Reels, allowing your content to appear in Google searches. This is a game-changer for social media.
For example, searching “#fiucreator” shows results across platforms like Instagram, Facebook and FIU’s website. Videos and pages that include “FIU Creator” in titles, descriptions or hashtags consistently appear at the top of search results.
This demonstrates that using strategic keywords, optimized captions, clear titles and alt text makes content easier to find and increases visibility, even outside social media platforms. By adding keywords to your bio and on-screen text in Reels, your content can reach both Instagram audiences and Google searchers.
If you’ve been overlooking keywords, you’re missing valuable opportunities to grow your audience and expand your reach.
Your SEO checklist for Instagram
If hashtags are the seasoning, keywords are the main course. Build your university's Instagram like you'd build a search-friendly academic webpage:
- Use organic keywords that prospective students, alumni and the campus community might search (e.g., FIU engineering research, Panther alumni success, Miami campus life).
- Use descriptive words about your university’s programs, location and unique offerings in the profile name and bio.
- Write clear alt text. Use relevant academic or campus keywords in image descriptions to improve accessibility and search visibility.
- Use strategic keywords in on-screen text in Reels. Add them to highlight events, programs or achievements. Instagram reads them, and Google can index them.
- Before uploading, give photos descriptive filenames like FIU-Homecoming-Parade-2026.jpg instead of generic names like IMG_1234.jpg to boost discoverability.
How to use hashtags in 2026
Forget the laundry list. Here’s the new hashtag playbook:
- Use three to five relevant hashtags that correctly describe your post and audience.
- Go niche, not broad. #MiamiFoodie will beat #Food every time.
- Use branded hashtags. Perfect for campaigns, community engagement and tracking UGC.
- Mix evergreen and campaign-specific hashtags. One keeps you searchable year-round, the other drives short-term buzz.
Boost visibility with social media support
Need help boosting your unit’s reach with hashtags and keywords? Start a project with FIU Social. Whether you’re running a campaign, launching a new account or want training on social media best practices, we’re here to guide you.