Are Keywords Replacing Hashtags? The New Social Media Strategy for 2025

Are Keywords Replacing Hashtags? The New Social Media Strategy for 2025

“I’ve noticed that some people will put keywords at the bottom of their posts and then hashtags underneath. The keywords don’t have hashtags. Are there benefits to this?”

This is a great question, and it’s something many social media managers and marketers have been experimenting with recently. Hashtags have long been the go-to tool for discoverability, but with platforms evolving toward more advanced search algorithms, keyword optimization is taking center stage.

So, should you start using keywords instead of hashtags? Let’s break it down.

What’s the Purpose of Using Keywords Without Hashtags?

Many social media platforms—Instagram, TikTok, LinkedIn, and even YouTube Shorts—are shifting toward Social SEO (Search Engine Optimization) instead of just relying on hashtags.

Here’s why people are adding keywords separately from hashtags:

1. Keywords Improve Searchability

Platforms like Instagram and TikTok now prioritize keywords when ranking content in search results and suggested feeds.

  • Instead of relying on hashtags, algorithms scan captions for relevant topics.
  • This means writing out “Instagram engagement tips” naturally in your caption helps visibility more than just using #InstagramEngagement.
  • Keywords help categorize your post better, making it easier for the right audience to find you.

2. Social Media is Becoming More Like Google Search

Have you ever searched on Instagram or TikTok using regular words instead of hashtags?

  • TikTok, in particular, operates like a search engine, recommending videos based on what people type in the search bar.
  • Instagram introduced keyword search in 2020, and it’s only gotten more advanced since then.
  • LinkedIn allows keyword optimization, helping posts appear in suggested content without needing hashtags.

So, writing keyword-rich captions without hashtags helps the algorithm categorize content better and increases discoverability.

3. Hashtags Can Look Spammy

A giant block of 30 hashtags at the end of a caption can feel cluttered or even reduce credibility.

  • People trust content that reads naturally more than content overloaded with hashtags.
  • Keeping hashtags minimal and focusing on strong keyword captions makes content look more polished and professional.

💡 Pro Tip: Instead of using #MarketingTips 30 times, write:
“Want better engagement? Try these social media marketing strategies to increase visibility and reach.”
Then, add 3-5 high-quality hashtags that support the topic.

4. Keywords + Limited Hashtags = The Best Strategy

So, does this mean you should ditch hashtags altogether?

No! Hashtags still have a place, but they should be used strategically rather than in bulk.

Here’s what works best in 2025:

✅ Use 3-5 well-researched hashtags
✅ Place 3-5 keywords at the bottom of your caption (without hashtags)
✅ Write naturally (avoid stuffing keywords randomly)

This method keeps your caption readable while still optimizing for discoverability.

How to Find the Best Keywords for Your Social Media Posts

Using the right keywords is just as important as using the right hashtags. But how do you know which ones to use?

Use AI Tools (Like ChatGPT!)

One of the easiest ways to find relevant keywords is to use AI.

Try this prompt in ChatGPT:
“I’m writing a social media post about [topic]. What are 5-7 SEO-friendly keywords that will improve my post’s discoverability?”

You’ll get optimized keyword suggestions that you can naturally place in your caption.

Check Instagram & TikTok Search Bars

Start typing a topic in the search bar, and Instagram/TikTok will auto-suggest related terms. Those are real searches people are making—use them!

Look at Competitor Captions

See what similar brands or industry leaders are already ranking for and adapt it for your content.

Google It!

Google’s People Also Ask and related searches sections provide keyword-rich phrases that can be incorporated into social media captions.

Why You Should Include Keywords in Your Graphics

Using keywords in your captions is essential, but don’t forget about your visuals!

1. Text on Images Can Be Read by AI

  • Platforms like Instagram and TikTok can scan and read text in your images or videos.
  • If your graphic includes relevant keywords, it reinforces what your post is about and helps it rank better.

2. Searchable Content for Pinterest & LinkedIn

  • Pinterest and LinkedIn rely heavily on text-based search.
  • Adding keywords in graphics makes posts more discoverable on these platforms.

3. Increases Engagement & Saves Time for Readers

  • Many users skim content.
  • A bold keyword phrase on a graphic (like “5 Social Media Growth Hacks”) makes it easier for them to absorb the main idea without reading the full caption.

💡 Pro Tip: Use Canva or Photoshop to add a keyword-rich title to your social media graphics.

Final Verdict: Should You Use Keywords Without Hashtags?

Yes! But don’t ditch hashtags completely.

In 2025, keyword optimization is just as important as hashtags. Social platforms are becoming more like search engines, so writing relevant, natural captions with strong keywords will help increase reach and discoverability more than stuffing posts with hashtags.

By combining strategic keyword placement with limited, well-chosen hashtags, you’ll be optimizing your content for the best possible results. 🚀

📚 Resources & Further Reading

1️⃣ Instagram’s 2025 Hashtag & Keyword Update – Instagram Business Blog
2️⃣ TikTok’s Shift Toward Keyword Search Over Hashtags – TikTok Trends Report
3️⃣ LinkedIn’s Guide to Social SEO in 2025 – LinkedIn Marketing Solutions
4️⃣ How Google & Social Media Algorithms Are Merging – Search Engine Journal
5️⃣ Social Media Keyword Optimization vs. Hashtags: Which Matters More? – Hootsuite Blog