How to Use Instagram Alt Text for SEO Gains: A 2025 Accessibility & Discoverability Guide
Learn how to leverage Instagram alt text for better accessibility and SEO, enhancing discoverability for your posts and benefiting visually impaired users.
Want better Instagram reach? Start with alt text. Adding clear, keyword-rich descriptions to your images improves accessibility for visually impaired users and boosts your search visibility on Instagram and beyond. Here's what you need to know:
- Why it matters: Alt text helps screen readers describe images and gives Instagram's algorithm context to rank your content better.
- Key benefits: Enhanced discoverability on Explore, better SEO, and inclusivity for over 285 million visually impaired users globally.
- How to do it: Write concise, descriptive alt text (under 100 characters) for each post. Use keywords naturally, avoid vague phrases, and update alt text for older posts when needed.
Quick Tips:
- Be specific: Describe the image's main features (e.g., "Red leather bag with gold hardware").
- Include context: Add relevant details like brand names or locations.
- Avoid mistakes: No keyword stuffing, hashtags, or vague phrases like "new post."
Start optimizing your alt text today to make your Instagram posts more accessible and discoverable!
What Is Instagram Alt Text?
Basic Definition and Purpose
Instagram alt text is a short description that explains an image to users and algorithms. It helps connect visual content to screen readers. The Perkins School for the Blind describes it like this:
"Imagine someone is sitting next to you as you scroll through Instagram and they point at a photo and ask what it is. Chances are, you'll give them a one or two sentence description that is perfect for writing as alt text".
Now, let’s dive into how alt text can improve SEO on Instagram.
SEO Benefits of Alt Text
Well-written alt text gives Instagram's algorithm the context it needs to categorize images and improve their keyword rankings. While Instagram’s automatic alt text provides basic recognition, creating custom alt text ensures more precise descriptions within the 100-character limit. This not only helps with SEO but also enhances the overall effectiveness of your content.
Making Content More Accessible
Alt text plays an important role in making Instagram more inclusive. For the over 285 million people globally living with visual impairments, descriptive alt text allows screen readers to describe image content, making it possible for visually impaired users to interact with your posts. Instagram offers two ways to add alt text:
| Alt Text Type | Description | Best For |
|---|---|---|
| Automatic | Created by Instagram using object recognition | Basic image identification |
| Custom | Written manually by the content creator | Detailed descriptions and SEO |
Step-by-Step Alt Text Setup Guide
Adding Alt Text to New Instagram Posts
Including alt text in your Instagram posts can boost their visibility. Here's how to do it:
When using the Instagram mobile app:
-
Initial Setup
Open the app, choose your photo, apply any filters, and tap the forward arrow. -
Accessing Alt Text Settings
Go to "Advanced Settings" and find the "Write Alt Text" option to add a description. -
Writing Alt Text
Write a concise, descriptive caption (under 100 characters) that highlights the image's main features.
| Best Practice | Example | Benefit |
|---|---|---|
| Be Specific | "Red leather crossbody bag with gold hardware" | Improves search relevance |
| Include Branding | "Nike Air Max sneakers in white and blue" | Boosts brand visibility |
| Add Context | "Chef preparing pasta in restaurant kitchen" | Provides better context for users |
This process ensures your content is set up for better visibility and user engagement. Next, let’s look at how to update alt text for posts you’ve already published.
Updating Alt Text on Published Posts
If you need to edit the alt text on an existing post, follow these steps:
- Open the post, tap the three dots (...), and select "Edit."
- At the bottom right of the screen, tap "Edit Alt Text."
- Update the description with a clear, keyword-rich caption.
- Tap "Save" to apply your changes.
Make sure your descriptions are precise and informative to help search engines and screen readers interpret your content effectively.
Writing Better Alt Text
Clear Description Guidelines
Good alt text strikes a balance between being detailed and concise. Aim to describe the most important elements of the image.
For product images, include details like:
- Name
- Key features (such as color, style, or material)
- Context
- Brand
For lifestyle or action images, focus on:
- Main subject or activity
- Important background elements
- Mood or atmosphere
- Relevant location details
"ALT text on Instagram transcends its function as a mere substitute for images. It's a gateway to accessibility, allowing screen readers to articulate the image descriptions for the visually impaired, thus democratizing access to Instagram's rich visual content."
Keyword Integration Methods
Add keywords naturally into your descriptions while keeping them easy to read. The goal is to include them seamlessly without making the text sound awkward.
| Element | Ineffective | Effective |
|---|---|---|
| Product Description | "makeup lipstick beauty cosmetics red" | "Red lipstick with gold case on marble countertop" |
| Location Shot | "travel paris tourism landmark" | "Louvre Museum in Paris at sunset with glass pyramid" |
| Action Image | "fitness workout gym exercise" | "Trainer demonstrating squat form in gym setting" |
Following these examples can help you avoid common errors.
Common Alt Text Mistakes to Avoid
Once you've naturally included keywords, make sure to steer clear of these frequent mistakes:
Keyword Stuffing
Cramming keywords into the text makes it sound unnatural and can hurt visibility.
Length Issues
Instagram limits alt text to 100 characters. Stick to the essentials and focus on the image's purpose.
Missing Context
Avoid vague phrases like "latest post" or "new product." Instead, describe what makes the image stand out.
Technical Mistakes to Watch For:
- Starting with phrases like "picture of" or "image of"
- Using hashtags in the alt text
- Including emojis
- Repeating information already in the caption
- Leaving out brand names when they are relevant
"With precise descriptions, ALT text feeds Instagram's algorithms the context needed to categorize and prioritize content, enhancing its searchability within the app and on external search engines."
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Instagram SEO 🤓 How To Use ALT Text On Instagram & BEAT ...
Tracking Alt Text Performance
Writing good alt text is just the start - keeping an eye on how it performs is key to improving results over time.
Instagram Analytics Basics
Instagram's built-in analytics provide useful data to see how your alt text affects post performance. Pay attention to these key metrics:
- Reach: See how many non-followers are viewing your content.
- Impressions from Explore: Check how often your posts appear in Instagram’s Explore section.
- Profile Visits: Monitor changes in traffic to your profile after updating alt text.
- Saves: A higher save count can signal better content discoverability.
To spot trends, compare these metrics for 30 days before and after making changes. This comparison helps you adjust your strategy and refine your approach.
Using UpGrow for Alt Text Analysis
UpGrow offers a dashboard that tracks keywords in real-time and evaluates accessibility based on WCAG standards. It highlights which keywords are driving profile visits and engagement, giving you actionable data.
Regular Alt Text Review Process
Set up a consistent review process to keep your alt text effective. Here's a suggested schedule:
- Weekly: Look for shifts in engagement on your posts.
- Monthly: Analyze keyword performance.
- Quarterly: Conduct WCAG accessibility audits.
Use tools like UpGrow’s alerts to quickly identify posts that need updates, keeping your content optimized and accessible.
Conclusion: Making the Most of Instagram Alt Text
Using alt text on Instagram effectively isn't just about ticking a box - it helps create a more inclusive and searchable profile. This approach ties together accessibility and discoverability.
By writing descriptive alt text that naturally includes relevant keywords, you improve both accessibility for users and your content's visibility in searches. Use Instagram Insights to track how well your alt text performs and make adjustments based on the data.
Here are some tips to get the most out of your Instagram alt text:
- Track engagement and search visibility to measure performance.
- Update alt text regularly to match current search trends and user preferences.
- Add optimized alt text to every new post.
- Perform regular accessibility checks to ensure you're following best practices.
Stick to these steps consistently to keep your Instagram strategy aligned with changing trends.
