How to Increase Visibility & Reach on Social Media with Hashtags & Keywords that Actually Work

Mar 17

If you want to grow on Instagram, TikTok, Threads, and honestly anywhere else on the internet, you need to be thinking about SEO, keywords, and hashtags. Yes, even on social media. Yes, even if you just want to post about books and be unhinged in the comments.

Because here’s the deal: social media platforms are search engines just like Google. If you use the right keywords and hashtags, you’re making it easier for people to find you. And if they can’t find you, they can’t follow you, engage with you, or (for my authors out there) buy your books.

So let’s get into it. How do you find the right keywords and hashtags? Where should you put them? And how do they make you more searchable (aka help you reach the right audience who is actually looking for content like yours)?

WHAT THE HECK IS SOCIAL MEDIA SEO?

SEO stands for search engine optimization, which sounds way more intimidating than it actually is. On social media, it means using the words and phrases people are actively searching for in your content so the algorithm knows what your post is about and who should see it.

Social media platforms like Instagram and TikTok analyze your text, captions, hashtags, and even audio to decide if your post is relevant to someone’s search.

For example, let’s say someone types “dark romance book recommendations” into TikTok’s search bar. If you have those words in your caption, text on screen, hashtags, and even the words you say in your video, there’s a way higher chance your content will show up in their results.

SEO is basically making your content easier to find. And when more people find it, more people engage. More engagement = more reach. And that’s the goal, right?

HOW TO FIND THE RIGHT KEYWORDS FOR YOUR CONTENT

Before you start throwing random keywords into your captions, let’s make sure you’re using the right ones. Keywords should be:

Relevant to your niche (so you reach people actually interested in your content)
What your audience is searching for (not just what you think sounds good)
Commonly used on the platform (some keywords work better on TikTok than IG)

Here’s how to find the best ones:

1. Use the Search Bar Auto-Fill Trick

Go to Instagram, TikTok, or Threads and type in a word related to your niche (ex: book, fantasy, romance).
Pay attention to the suggested words and phrases that pop up - these are things people are actively searching for!
Write down anything that fits your content and repeat with different base words.

Example: Instead of typing “book,” try typing “boo” and see what comes up. You might find “booktok recs” or “bookish recommendations”, which are gold for SEO.

2. Check What’s Ranking on TikTok & IG Search

Go to TikTok’s search bar and type in a keyword from your niche.
Look at the top ranking videos - what words are they using in their captions and text?
Repeat on Instagram’s Explore Page to see what’s ranking there.

3. See What Your Ideal Audience Is Searching For

Think about what your target audience would actually type when searching for content like yours. If you’re an author, your readers aren’t searching “my book is great,” they’re searching “spicy fantasy romance with morally gray MMC” or “romantasy book recs”.

Use their language, not yours. (Or, better yet, use both.)

WHERE TO PUT KEYWORDS TO BOOST YOUR VISIBILITY

Once you have your golden list of keywords, the next step is actually using them in the right places.

In your bio – Your bio is searchable! Make sure it includes a few key terms related to your niche. (Example: “Fantasy book recs & spicy romantasy chaos”)
In your captions – Naturally weave keywords into your captions like you’re talking to a friend. No keyword stuffing, please.
In text-on-screen – Especially on Reels & TikToks, this helps the algorithm understand what your content is about.
In your closed captions – Platforms scan your captions, so if you’re saying a keyword (like “best dark romance books”), include it in the subtitles too!
In hashtags – More on this next ⬇️

ARE HASHTAGS STILL RELEVANT?

Yes… but they aren’t everything. The algorithm prioritizes keywords over hashtags, but hashtags still help with niche targeting and categorizing your content.

Stop using 30 random hashtags that are way too broad (like #books #reading #fantasy).
Use 3-5 highly relevant, targeted hashtags that your ideal audience is actually following.

For example, instead of #Fantasy, try:
#SpicyFantasyRomance
#BookTokRecs
#DarkRomanceReaders

Hashtags should feel like a bonus tool, not your main strategy. Use them wisely.

TRACKING WHAT WORKS & ADJUSTING YOUR STRATEGY

Once you start incorporating keywords and hashtags, watch your analytics to see what’s actually working.

On Instagram: Check your reach insights to see if your posts are getting search driven reach.
On TikTok: Look at the search terms people are using to find your content.
For Hashtags: Click on each one and see how many views your post got from it.

If something is working really well, lean into it! If certain keywords or hashtags aren’t driving traffic, swap them out and experiment.

TL;DR – MAKE YOUR CONTENT EASY TO FIND

If you take nothing else away from this, remember this:

✨ Use keywords your ideal audience is already searching for
✨ Put them in captions, text-on-screen, and even your spoken words
✨ Hashtags still matter, but use them sparingly & strategically
✨ Check your analytics and adjust your strategy based on what’s working

Do this consistently, and you’ll start reaching more of the right people aka the ones who will actually engage, follow, and buy your books or services.

Now go forth and conquer the algorithm!