Hashtags vs. Keywords: What Really Drives Discoverability on Social Media in 2026?
For years, hashtags were considered the backbone of social media growth. Creators and businesses packed captions with 20–30 hashtags hoping to increase reach, visibility, and engagement. But as social platforms evolve into search-driven ecosystems, the rules have changed.
Today, keywords play a much larger role than hashtags in how content is discovered — especially on platforms like Instagram, TikTok, and LinkedIn.
At 7th Peak Marketing, a Charlotte-based social media company, we help businesses adapt to these changes by building strategies that focus on modern social SEO, not outdated tactics. Let’s break down the difference between hashtags and keywords, why some creators have stopped using hashtags altogether, and what you should be doing instead.
Why Some Creators Are Using Fewer (or No) Hashtags
If you’ve noticed creators ditching hashtags entirely, it’s not an accident.
Many creators and brands are seeing:
Declining reach from hashtag feeds
Less traffic coming directly from hashtags
Better results from keyword-rich captions
Social platforms now prioritize context and relevance, not just tags. Instead of relying on hashtags to categorize posts, algorithms analyze:
Caption text
Profile bios
On-screen text in videos
Engagement behavior
The takeaway? Hashtags aren’t gone — they’re just no longer the main driver of discovery.
To show up in search and connect with the right audience, brands need to master How To Write A Great Caption For Social Media — strategically, intentionally, and consistently.
What Keywords Do That Hashtags Can’t
Keywords function more like traditional SEO — similar to how Google understands blog content.
When someone searches:
“Charlotte social media marketing”
“Instagram tips for small businesses”
“how to grow a local brand online”
Platforms look for those exact phrases or close variations in captions, bios, and video text.
Unlike hashtags, keywords:
Appear naturally in sentences
Improve search visibility
Help platforms understand who your content is for
This aligns with what we’ve shared before in
How Brands Get Discovered on Social Media (and How to Make Sure They Find You)
If your content doesn’t clearly say what it’s about in plain language, hashtags alone won’t save it.
So… Are Hashtags Still Useful?
Yes — but only when used strategically.
Hashtags now act as supporting signals, not the foundation of your strategy.
Hashtags Still Help With:
Reinforcing content topics
Reaching niche communities
Supporting categorization when captions are short
However, overusing hashtags or repeating the same set on every post can actually hurt performance.
This is why we often recommend 5–15 highly relevant hashtags instead of 30 generic ones — a concept we’ve also touched on in
Keywords First, Hashtags Second: The Best Practice in 2026
The most effective social media strategy today follows this order:
1. Write Keyword-Focused Captions
Start with clear, searchable language that answers:
Who is this for?
What problem does it solve?
What topic does it cover?
Example:
“If you’re a Charlotte small business struggling with Instagram engagement, here’s how to improve visibility without relying on hashtags.”
That single sentence contains multiple keywords the algorithm can understand — without a single hashtag.
2. Add Supporting Hashtags
After your caption, add a short list of relevant hashtags such as:
Local tags (#CharlotteMarketing, #CLTBusiness)
Industry tags (#SocialMediaTips, #DigitalMarketing)
Niche tags (#SmallBusinessGrowth)
This layered approach reinforces visibility without cluttering your caption or triggering spam signals.
3. Optimize Beyond the Caption
Keywords should also appear in:
Your Instagram bio
LinkedIn “About” section
Video captions and on-screen text
We’ve covered the importance of profile optimization in more detail here:
Your Bio, But Better: How to Make Your Social Profiles Actually Work for You
What This Means for Charlotte Businesses
For local businesses in Charlotte, social media discoverability is no longer about chasing trends — it’s about clarity, consistency, and strategy.
At 7th Peak Marketing, we help businesses:
Create keyword-driven content strategies
Improve discoverability without spammy tactics
Build long-term brand visibility
If you’re investing time into social media but not seeing results, chances are your content isn’t being understood by the algorithm — not that you’re missing hashtags.
Final Takeaway
Hashtags aren’t dead. But they’re no longer the star of the show.
In 2026:
Keywords drive discoverability
Hashtags support relevance
Clear messaging beats cluttered captions
If you want your content to be found, focus on writing captions that sound human, answer real questions, and clearly describe what you offer.
And if you need help adapting your strategy, 7th Peak Marketing is here to help Charlotte businesses grow smarter, not louder, on social media. Contact us today to get started!