Hashtags have had their day in the sun. These days, Instagram is shifting the way it decides what content to show, and the humble hashtag just isn’t pulling the same weight it used to. But don’t panic. This is good news, especially if you’ve been unsure about what to tag or how many to use. There are now better, more strategic ways to get your posts in front of the right people. Let’s dig in.

1. Hashtags: Not dead, just demoted

Let’s start here. Hashtags aren’t totally useless, but they no longer have main character energy, as my 14 year old would put it... Instagram doesn’t let users follow hashtags anymore, which means that slapping on #NorthTynesideBusiness (or something similar relating to your business) won’t guarantee you new eyes on your content.

Use 5-10 highly relevant hashtags if you like, but focus more on other visibility tools instead.

2. Optimise your profile and captions for search

Instagram is becoming a search engine. With updates now letting some posts appear in Google results, it’s time to take your profile seriously. Here’s what to do:

• Update your name field: Include what you do (eg “Content Coach for Creatives”).

• Write a bio that tells people (and Instagram) what you offer.

• Use phrases in your captions that your audience might actually search for (eg “Instagram tips for small business owners”).

• Use keywords in on-screen text (Reels, carousels, stories).

This all helps Instagram and Google understand who your content is for.

3. Reels are still top for reach

If visibility is your goal, Reels are still one of your best bets.

• Keep them short (8–25 seconds is ideal).

• Add captions for silent scrollers.

• Use a clear title slide.

• Repurpose later into a carousel or live.

Avoid posting Reels with the TikTok watermark. Instagram has said this hurts your reach.

4. Create saveable, shareable content

Instagram’s algorithm loves when people save or share your posts. These actions tell the app that your content is valuable.

• Saves: Tips, step-by-step posts, templates.

• Shares: Relatable quotes, funny truths, mini wins.

Carousels are perfect for this kind of content and often get shown more than once. If someone scrolls past on first offering, Instagram will show them the second slide of your carousel a few hours later - two bites at the cherry...

5. Use collaborations to double your audience

Co-authoring posts or Reels with another business helps you both reach new audiences. You both appear on each other’s feeds, with shared likes and comments. Choose someone who shares your values and audience for best results.

Want help getting started? Check out our blog on How to collaborate with other businesses on Instagram.

6. Engage like a real human

Nothing beats real engagement. Comment, reply, DM, use polls, and spark conversations. Just don’t drop the fire emoji and run.

Thoughtful interaction is one of the biggest visibility boosters, and it helps build a genuinely warm, interested community.

7. Stay consistent with your content

You don’t have to post daily. You do need to show up regularly and reliably. Pick a rhythm that works for you and stick to it.

It could be a weekly tip, a twice-weekly Reel, or three posts a week. Consistency builds trust and keeps you front-of-mind.

Hashtags may be fading, but visibility is still very much within reach. Focus on keywords, search-optimised captions, Reels, carousels, and collaborations. Most importantly, be helpful, be human and be consistent.

If you'd like help building a content strategy that works for you, book a free Instagram Confidence Call. I'll audit your account, offer some practical advice, and let you know if The One Where You Learn Instagram program might be a good fit.

DM me confidence on Instagram or use the link up there to book!👆🏻