You’ve probably been told a hundred times that hashtags are the key to getting discovered on Instagram. “Add at least 30,” they said. “Use niche ones,” they said. But according to Instagram CEO Adam Mosseri, that advice might be outdated.

In a recent statement, Mosseri shared that hashtags no longer significantly increase reach or engagement on Instagram. That’s a big shift—and for local businesses that rely on social media marketing as a primary channel, it’s time to rethink strategy.

Why Should Local Businesses Care?

If you’re a small business owner using Instagram to promote your services, this algorithm update matters. Many local businesses lean heavily on hashtags like #shopsmall, #supportlocal, or #yourtownname to connect with potential customers.

But if those hashtags no longer impact reach or visibility, your efforts may not yield the same results. And if you’re only using Instagram to market your business, you may be missing out on other, more stable ways to grow online.

This shift reinforces a key digital marketing truth: Don’t build your house on rented land.

What to Do Instead: Social Media Tips for Small Business Owners

1. Focus on Quality Content

Instagram’s algorithm prioritizes content that gets engagement. That means:

• Post Reels or videos to boost discoverability

• Tell stories that resonate with your audience

• Encourage saves, shares, and real conversation

2. Optimize Your Instagram Profile and Image Alt Text

Instagram now uses alt text (alternative text descriptions for images) to better understand what your post is about. While Instagram auto-generates it, you can manually add your own under Advanced Settings when posting.

Adding descriptive alt text helps:

• Improve accessibility for users with visual impairments

• Strengthen how Instagram classifies and recommends your content

• Align your posts with relevant local searches (ex: “downtown Roanoke flower shop” or “blueberry muffins from Radford bakery”)

Don’t just think hashtags—think searchable language.

3. Use Location Tags
Unlike hashtags, location tags still help your posts show up in local feeds. Use them on every post and Story.

4. Encourage Interaction

The best way to grow on Instagram without hashtags? Engagement. Use polls, ask questions, and prompt your followers to comment and share.

5. Diversify Your Marketing Strategy
A strong local business digital marketing plan includes more than just Instagram. Consider:

• Creating or optimizing a Google Business Profile

• Building a basic website

• Starting an email newsletter

• Running targeted local ads

 Alt Text Optimization Checklist for Small Businesses

Make Your Images Work Smarter—For Search and Accessibility

Whether you’re posting to Instagram, updating your website, or optimizing your Google Business Profile, alt text is an often-missed opportunity to boost visibility and connect with ready-to-buy customers. Use this checklist to make every image count.

Where to Add Alt Text:

• ✅ Instagram (Advanced Settings → Write Alt Text)

• ✅ Website image uploads (use CMS or image editor)

• ✅ Google Business Profile photos (via file naming + metadata)

• ✅ Facebook (Edit Photo → Alt Text)

• ✅ LinkedIn (Edit Image → Add Alt Text)

What to Include in Good Alt Text:

• ✅ What’s in the photo (product, place, people)

• ✅ Descriptive keywords (ex: “downtown Pulaski coffee shop patio”)

• ✅ Context (what’s happening, what makes it special)

• ✅ Natural phrasing (write like you’re explaining it to someone who can’t see it)

• ✅ Avoid keyword stuffing (this isn’t a hashtag dump)

Common Mistakes to Avoid:

• ❌ Leaving alt text blank

• ❌ Using vague descriptions like “image1” or “photo”

• ❌ Stuffing in too many keywords

• ❌ Repeating the caption word-for-word

Why Alt Text Matters:

• ✅ Improves accessibility for all users

• ✅ Helps Instagram and search engines understand your content

• ✅ Can surface your content in more relevant feeds and results

• ✅ It’s free and easy—no ad budget required

Pro Tip:

Use location-based keywords to increase your chances of showing up in local discovery (ex: “Roanoke bakery lemon scones on display”).

Visibility > Virality

The Instagram hashtag update isn’t the end of organic reach—but it is a reminder that social media changes constantly. If you want your local business to thrive, focus on strategies you control and that build online visibility over time.

Need help figuring out what comes next?

→ Let’s chat. Book a free consultation with KeyBuzz Digital and learn how to grow your business online—even without hashtags.