Great question — and a hot topic in 2025. Instagram SEO is now way more powerful than traditional hashtag stuffing. Here's what to focus on instead of using a bunch of hashtags to boost reach and discoverability:

🔍 Instagram SEO: What to Do Instead of Using Hashtags
📉 First, Why Are Hashtags Less Effective Now?
Instagram's algorithm now prioritizes search intent, relevance, and content type

Most users discover content through the Explore page, Reels tab, and keyword searches — not hashtags

Hashtags are still helpful, but they're not the main growth lever anymore

✅ What to Do Instead of Hashtags (That Actually Works)
1. Use Keyword-Rich Captions & Text Overlays
Instagram now scans:

Your caption text

On-screen text (in Reels or carousels)

Voiceover transcriptions

👉 Example: Instead of:

"🔥🔥 New drop! #summerfit #dripcheck"

Try:

"These 3 summer outfits are perfect for staying cool and stylish in 2025. Outfit #2 is a must-have."

✅ Use keywords your ideal audience would search for:
"outfits for curvy girls," "minimalist skincare routine," "work from home setup," etc.

2. Optimize Your Username & Bio
Instagram Search heavily favors:

Your @handle

Your display name

Your bio keywords

👀 If you're a fitness coach, don't just say "online coach" — say:
🆙 @melfitcoach
🆙 Mel | Glute & Strength Training for Women

✅ Use keywords your target audience might search for: "fat loss," "booty workouts," "meal prep coach," etc.

3. Create Content That Matches Search Intent
Think of Instagram like TikTok or YouTube now. People search for:

"How to grow curly hair"

"Easy dinner recipes"

"Outfit ideas for plus size"

So your content should literally say that in the title card, caption, or spoken words.

🎯 Reels like:

"3 Affordable Meal Prep Ideas for College Students"

"How to Pose for Instagram Photos Alone"

"Beginner Glute Workout with No Equipment"

...will perform better than random aesthetic posts with generic hashtags.

4. Add Alt Text to Posts
You can manually add alt text to your posts (yes, like image SEO). It helps Instagram understand your content.

How to do it:

When posting a photo → Advanced settings → Write Alt Text

Describe your photo using natural language and relevant keywords

5. Make Use of Native IG Tools
Instagram boosts content that uses its latest features, like:

Reels (with captions on-screen)

Carousels with keyword-rich descriptions

Story Highlights with titled covers (like "Skincare Tips" or "Content Tools")

🧠 Bonus: Content Types That Boost IG SEO

Content Format   Why It Works
Educational Reels   Aligns with search-based content
Carousel Tutorials   Keeps users engaged & swiping
"How to"/"Tips" videos   Trigger search intent
Niche storytelling   Boosts saves & shares