Hashtags Don’t Work?: Instagram CEO Spills 5 New Ways to Boost Reach in 2025
Learn effective strategies to enhance your Instagram reach in 2025, focusing on quality content and community engagement.
Hashtags alone won’t help you grow on Instagram anymore. Instead, focus on content quality, engagement, and strategic practices. Here are the five key strategies to boost your reach in 2025:
- Instagram SEO: Write captions with relevant keywords to improve visibility in search results.
- Reels: Prioritize short-form videos with trending audio and high watch time.
- Saves and Shares: Create content that encourages users to save and share, as these metrics matter more than likes.
- Trending Audio: Use emerging sounds to increase reach, especially in Reels.
- Niche Communities: Engage with specific, active groups to build meaningful connections.
Focus on creating valuable, shareable content and use keywords strategically in captions. Hashtags still provide context but won’t directly boost reach. The key is engagement and originality.
0 - 100k How To Grow on Instagram 2025
1. Instagram SEO: Writing Better Captions
How Instagram Reads Your Captions
Instagram’s search algorithm now pays closer attention to the content of your captions, using them to help match your posts with relevant searches.
Marketing Specialist Hannah Lewis explains:
"It's all about helping the algorithm understand your content and show it to the right people. Think of it as a secret handshake with Insta."
Instagram’s system looks for specific elements in your captions, such as:
- Primary keywords related to your topic
- Mentions of locations
- Industry-specific terms
- Branded phrases
- Descriptive language
This insight highlights the importance of crafting captions that are clear and searchable.
Writing Clear, Searchable Captions
Strategic keyword placement is key, but it’s equally important to keep captions natural and readable. Lisa Kubatzki, Senior SEO Content Manager at D-A-CH, GetResponse, explains:
"Not only do you maximize your chance to be visible and attract new followers, but you also get great ideas for content when using SEO tactics on Instagram. You start thinking about what your target group really expects from you. That creates a great connection between you and your followers."
Here’s how you can optimize your Instagram captions:
- Research keywords: Use Instagram’s search bar to find trending terms in your niche and pay attention to auto-suggested phrases.
- Prioritize placement: Include your main keywords within the first 125 characters to ensure visibility.
- Add location details: If you’re a local business, weave in geographic terms naturally. For example, instead of just "Custom Cakes", go with "New York Custom Cakes" or "Toronto Personal Trainer".
A well-structured caption blends SEO elements with engaging language. Here's a simple breakdown:
| Caption Element | Example |
|---|---|
| Opening Hook | "Transform your morning routine" |
| Main Keywords | "vegan meal prep" |
| Call-to-Action | "Save this recipe for later" |
| Location Tag | "📍 Manhattan, NYC" |
As Kseniia Volodina, a content marketer, points out:
"Captions are your first stop on the Instagram SEO journey."
The trick is to weave keywords into your captions naturally, keeping the tone conversational. This way, you’ll meet Instagram’s algorithm needs while keeping your followers engaged with authentic, relatable content.
2. Reels: Instagram's Top Content Format
Why Instagram Focuses on Reels
Instagram’s algorithm now prioritizes Reels, as highlighted by Mosseri:
"Short-form video is so symbiotic with connecting people with their friends. Part of our [Instagram's] reason to be is to connect people with friends."
Studies, like those from Buffer, confirm that Reels consistently achieve greater reach compared to other content types. This makes mastering Reels an essential part of growing your presence on Instagram in 2025.
How to Create Better Reels
Successful Reels follow specific strategies that align with Instagram’s algorithm. Brands like Gymshark, Nike, and Sephora showcase this approach:
| Brand | Strategy | Results |
|---|---|---|
| Gymshark | Fitness challenges with trending audio | Increased watch time and shares |
| Nike | Emotional storytelling with fast pacing | Improved engagement |
| Sephora | Data-informed content adjustments | Consistently high reach |
To get the most out of your Reels:
- Focus on original content: Avoid external watermarks by editing directly in Instagram, as the algorithm favors native content.
- Boost watch time: Pay attention to metrics like average watch time, likes per reach, and sends per reach.
- Maintain quality standards: Stick to vertical video (1080 x 1920) and limit text overlays to keep your content visually appealing and algorithm-friendly.
This shift reflects Instagram’s emphasis on content quality and engagement over reliance on hashtags.
Maximizing Reels Tools
Instagram offers a variety of built-in tools to enhance your Reels:
- Advanced editing features with precise timeline adjustments
- Improved audio mixing options
- Interactive elements like in-app messaging and product tags
- Templates for consistent video formatting
Andrew Lee, a content strategist, explains the opportunity Reels present:
"Instagram Reels (when done right) are currently the biggest opportunity to grow your brand on the platform. At a time when IG is throttling page reach…they're actively boosting content published to Reels."
These tools not only simplify content creation but also encourage sharing through direct messages and create personalized viewer experiences. Leveraging them effectively is key to growing your Instagram presence in 2025.
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3. Saves and Shares: Key Growth Metrics
Why Saves Matter More Than Likes
Instagram has shifted its focus - saves and shares now hold more weight than likes in its algorithm. Metrics like watch time and sends also remain critical. As Instagram CEO Adam Mosseri explains:
"The top three signals that matter most for ranking are watch time, likes and sends. So when looking at your insights, pay close attention to average watch time, likes per reach, and sends per reach."
James Nord, CEO of Fohr, highlights why saves are more impactful than likes:
"A like is a way for a user to tell brands they've seen and enjoyed the content, but a save is an indication that this value is so strong they want to come back to view this content again later."
Boosting Saves and Shares
To harness these algorithm signals, focus on creating content that encourages saves and shares rather than just likes. Andrea Balogun, a social media strategy expert at Food Blogger Pro, advises:
"Instagram saves are the best indicator that you're creating the content your audience really wants to see. Saves and shares are the metrics I base my content strategy on. The best way to get saves on Instagram is to share educational information like recipe walkthroughs with a voiceover, behind-the-scenes content, helpful tips, shopping trips, engaging quotes, etc. Consistently engaging your audience with these types of reels leads to growth in engagement."
To encourage saves, focus on producing content with lasting value. Here are some effective content types:
| Content Type | Examples |
|---|---|
| Educational Posts | Step-by-step tutorials |
| Evergreen Content | Industry guides |
| Resource Collections | Curated tips and tools |
| Actionable Tips | Quick how-to guides |
Eric Sachs, CEO of Sachs Marketing Group, underscores the importance of early engagement:
"Instagram saves are a signal for how the Instagram algorithm works. The more saves your posts get, the more people will see it, according to the algorithm."
Use Instagram Insights to track metrics like save rates and shares. Regularly analyze this data to fine-tune your strategy and ensure your content reaches the widest audience possible.
4. Using Trending Audio for Reach
How Audio Affects Reach
Sound plays a big role in how far your content can go. Picking the right trending audio can help your video show up on Instagram's Explore page or in the Reels feed. But how do you know which sounds to use? Here's what to look for:
- Save Rate: How many users are saving the audio for their own content.
- Usage Growth: How quickly the sound is being used in new Reels.
- Engagement: How much interaction content using the audio is getting.
- Time Frame: Whether the audio has gained popularity in the last three days.
Real-world examples show how powerful trending audio can be. After the 2025 Super Bowl, Kendrick Lamar's "Not Like Us" saw a 430% spike in Spotify streams. It also went viral on Instagram, with creators using it to boost their content's visibility.
Finding and Using Popular Sounds
Instagram makes it easier to spot trending audio with built-in tools. Look for the arrow icon next to tracks - it signals emerging trends. For the best results, aim for sounds featured in 5,000 to 10,000 Reels. These are often in the early stages of going viral.
Take Billie Eilish's "Blue" from Hit Me Hard and Soft as an example. It appeared in 1.6 million Reels in early 2025. Another hit, Lucky Reinhard's "Something Beautiful", became a go-to sound for everything from travel videos to baking tutorials.
To stay ahead, use tools like Instagram's Professional Dashboard and Meta Sound Collection. Following the Instagram Creators account is another great way to track trending audio. While tracks with over 100,000 Reels might seem appealing, they often signal a trend that's already peaked. Instead, focus on sounds that are just starting to gain traction for better reach.
5. Building Strong Niche Communities
Finding Your Instagram Community
In 2025, Instagram thrives on niche communities rather than broad audiences. It's become a platform where specialized interests and unique subcultures flourish. Finding the right community is key to creating meaningful connections.
Here’s what to look for:
- Active engagement: Communities with engagement rates between 1% and 5% usually indicate healthy interaction.
- Shared passions: Groups centered around specific hobbies, topics, or lifestyles.
- Lively discussions: Look for active conversations in comments and Stories.
- User-driven content: Posts and collaborations created by the community itself.
Connecting With Your Niche
Engaging authentically with your niche not only boosts interactions but also improves your organic reach. Neve Fear-Smith from Digital Voices highlights:
"Cultural lingo must be authentic to build trust".
Here are some ways to connect:
- Use Instagram Stories features like polls and Q&A boxes to gather feedback and spark conversations.
- Schedule live sessions during high-activity times to connect in real-time.
- Post shareable carousel content packed with useful information tailored to your niche.
- Respond thoughtfully to comments and direct messages to show you're genuinely involved.
Content Ideas to Strengthen Your Community:
- Create posts that directly address your audience's interests and needs.
- Highlight user-generated content to celebrate and involve your community members.
- Use trending audio and relevant keywords in your Reels to stay visible.
- Partner with creators who have a genuine connection to your niche.
Conclusion: Your 2025 Growth Plan
5 New Rules for Instagram Growth
Instagram in 2025 requires a fresh perspective on how you approach content. Adam Mosseri, Instagram's Head, points out the platform's goal is to "bring people together over the things that they love". This means focusing on building real connections rather than chasing vanity metrics.
Here’s the updated Instagram playbook:
- Connected reach: Strengthen relationships with your current followers through genuine interactions.
- Unconnected reach: Expand your audience by creating content that encourages shares and sends.
Key metrics to track:
- Video watch duration: Indicates how engaging your videos are.
- Shares and sends: Help you reach new audiences.
- Likes: Reflect how well you’re nurturing your existing community.
Start Growing Today
Your Instagram growth in 2025 hinges on producing quality content, writing strategic captions, and engaging authentically with your audience. Here’s how to elevate your strategy:
Content Creation Tips
- Post original content - avoid watermarks.
- Keep videos under 3 minutes for better engagement.
- Use trending audio, even for static posts, to increase exposure.
- Stick to 3–5 relevant hashtags instead of overloading with 30, as Hootsuite research suggests.
- Create posts that inspire saves and shares.
- Write captions with keywords to improve Instagram SEO.
- Use Instagram’s Collaboration tool to reach broader audiences.
- Build honest, meaningful connections within your niche.
Adam Mosseri himself clarifies the role of hashtags:
"They do help us to understand what a post is about, which means it might be more likely to show up in a place like a hashtag page, for instance, but in general, no, I wouldn't try to think of hashtags as a way to get more distribution."
Instead of overusing hashtags, focus on content that adds value - whether it solves a problem, teaches a skill, or entertains. In 2025, success on Instagram is all about real engagement and fostering meaningful relationships.
