Spoiler: Alt text on Instagram is not just for accessibility. It’s for reach.
If you’ve been stuffing hashtags into every post hoping for a miracle… we’ve got news. That ship has sailed. Instagram’s search function has levelled up, and it’s reading your content—starting with your alt text.
What’s alt text?
It’s the hidden description you can add when uploading an image to tell Instagram exactly what your post is about. Originally designed to support screen readers for visually impaired users (still super important), it’s now also helping Instagram’s search algorithm serve your content to the right people.
Why you should care:
Alt text = searchable content. And right now, Instagram’s pushing search results over hashtag feeds.
So instead of relying on hashtags like #sunset #goodvibes #lovelondon, try adding clear, keyword-rich alt text like:
“Bright orange sunset over the Thames with London Bridge in the background.”
It’s simple to do:
- Go to Advanced Settings before you publish.
- Tap Write Alt Text.
- Add a natural, keyword-focused description.
That’s it. Instagram gets context, your post gets reach.