Did you know that being intentional about the words you use in your social media channels can help build relationships online and reach potential customers? 

In this blog post, we’ll dive into why, when, where, and how we recommend using keywords and hashtags in social media. We hope you can use this information to help you be more intentional about the words and tools you use in your posts.

But first, let’s pretend we have a time machine and rewind a bit.

In 2003, Google was the most popular search engine. People navigated to Google when they wanted to know the answer to pretty much anything (and many still do). 

• Forgot the difference between effect and affect? We asked Google.
• Looking for the best vegan restaurant near you? Google would have suggestions. 
• Trying to find a dentist who specializes in myofascial pain? Google knew.

How does Google do it? Simply, Google uses keywords in search results to match the words you typed in the search bar with relevant content.

In 2009, we saw the hype of hashtags take off on social media. Some people used hashtags for fun, but businesses and influencers could use them to help their ideal audience find their content. LinkedIn, Twitter, and Instagram did (and still do) group posts that have used the same hashtag so users could find various posts on a topic. For example, searching #postureexercises on Instagram brings you to over 96.6 K posts (and counting) with tips and tricks for correcting your posture. The exercises and quality of tips will vary, but users know they can find tips to fix their posture with this search.

Fast forward to 2025

Google is still the reigning champ of search engines. And yes, “just Google it” is still part of our daily vocabulary. Meanwhile, hashtags play a role on social media, helping individuals, influencers, and businesses boost visibility and connect with new audiences. But here’s what’s shifting: keywords are becoming just as essential on social media as on websites. If you want your content to be discoverable, keyword strategy matters more than ever. Okay, now that we’ve had a little history lesson, let’s talk about this in a way that will help you build relationships and reach potential customers. 

Why should I use keywords in my social media posts?

More people than ever are turning to social media to search for products and services they’re interested in instead of search engines like Google. But spoiler alert: even if your audience is still full of Google-rs (like me), social media keywords can help you appear in their searches on Google, too!

Maybe you’re thinking, "Listen, it’s already hard enough for me to sit down and write enough consistent posts each month. Now I also have to worry about using specific words in my posts." 

I hear you. 

But the good news is that once you do keyword research (more on that later) and begin using these words, they will become second nature to you. Honestly, you may already be using many of these keywords naturally!

Why do keywords and hashtags matter to your social media content?

1 - As you’ll recall from above, people are using social media over search engines like Google more often to search for things. Groups like Gen-Z and Millennials, are especially known for navigating social media to search for a product, business, or service they’re interested in. We suspect this will continue to be the case, and you want to show up in searches.

2 - Maybe your ideal audience still uses Google often. Does it still matter if you put keywords in your social posts? Answer: YES! 

Even when you Google something, trending social media posts can show up. This means that keywords in your social posts can pop up whether the person searches on Google or the social media platform..

This strategy helps people find you and your posts. Whether someone is a past customer or is just looking for your particular type of business. Are you a bakery that offers gluten-free + vegan treats? (If you are, please let me know so I can buy treats from you.) Your ideal audience might discover you when they’re searching words like “vegan bakery”, “gluten-free bakery”, and even location keywords like “vegan bakery in Chicago suburbs”. This will help you get your posts in front of the right people, gaining you followers and potential customers!

3 -Your ideal audience can navigate to Instagram and search #Chicagocoffeeshops to find posts with this hashtag. These could be posts you’ve written, but could also be posts your customers have made about you, if they’ve also included the hashtag. This is another way for customers to find you.

Okay, so now that we know why keywords are important. Let’s talk about how to find and use them.

How do I find keywords? Steps for searching.

1. Start by brainstorming keywords your potential clients might search for as they relate to your business. 

2. Think about services you offer, products you sell, the type of person who might frequent your shop, what questions they might ask, etc. Add them to your list.

3. Be sure to include location-specific words. If you only serve one state or city, include the name in different variations (example: Chicago; Chicago, Illinois; Chicago Suburbs, Illinois; Downtown Chicago; etc) 

4. Look at your top competitors’ posts. What keywords or hashtags are they using that relate directly to what you do? Add these to your brainstorm list.

5. Once you have a list compiled, search for the specific keywords/ on the platform of your choice to see if they are currently being used and if the posts that appear are related to the topic. How can you tell if the words are currently being used? Check to see if the posts have been published in the last year. If yes, add it to your list. If not, it’s safe to say this is no longer a keyword.

6. Use the related keywords to search for additional keywords. When you search for a keyword or hashtag, what other words are you seeing in the relevant posts? Does it make sense to add those to your list?

7. Compile a keyword list you can plug into your captions when needed.

But what about hashtags? 

Are they still relevant to social media strategy? 

The answers are mixed. At the end of 2024, Instagram stopped allowing the option to follow hashtags, and the CEO of Instagram has stated in numerous interviews that hashtags no longer help with reach on posts. He said hashtags are not going away, but their focus will be on optimizing their app's keyword search. 

So, should you still use them? 

For the time being, the answer is yes.

First, we know that Instagram is not the only social media platform you may use. So, include them in the places suggested below, BUT they do not need to be the top priority before you hit publish on a social media post. Users still are using them to discover relevant content, until that goes away, hashtags are fair game. 

Looking for different hashtags for your content? The tips for searching for keywords above will help you search for hashtags! 

Note: We generally recommend using hashtags used by 40,000 - 250,000 posts. If your hashtag has more posts attached to it, your post will get lost in the noise. If it has less, it may not get any eyes on it. The exception to this recommendation is if you’ve found the PERFECT hashtag for the post, use it! You never know if your ideal customer will search for it and find you.

Your list of keywords and hashtags will evolve. As society changes, so do the words people use to search. That’s why we recommend you review your keywords and hashtags regularly to make sure they’re still relevant. This can help you discover new hashtags and keywords to incorporate, too. At Stratos, we do keyword research quarterly, but find a timeframe that works best for you and make sure to schedule it regularly so you don’t forget.

Okay, so once you’ve done your keyword and hashtag research, it’s time to put it all together.

Where should you put keywords and hashtags?

It might surprise you to learn that there is more than one place to make sure you’re using keywords and hashtags. We’ve broken down each space below.

Keywords in your bio and about section: 

This is so important. You want to make sure you’re using keywords in your “about” section to help potential clients find you. 

This might look a little different depending on the social media platform.

Facebook: Include primary keywords in your page title, URL, about, and description.

Instagram: Use keywords in your name, handle, bio, and location (if applicable).

LinkedIn: Feature important keywords in your tagline and about section.
TikTok: Add key terms to your profile bio.

Twitter: Insert relevant keywords in your handle, display name, and bio.

Pinterest: Use your main keyword in your username and bio section.

Keywords in your social media posts: 

Pull in keywords from your research when you write posts. One idea is to either review your list of keywords and use them to help inspire a social media post. Starting from a keyword can help you ensure you incorporate words and topics your audience will be searching for. Another option is to write your posts and then review/proofread them for keywords before publishing. 

Keywords in your replies and DMs: 

Whether you are replying to a comment, mention, or a DM, remembering to use keywords in your response can help contribute to your searchability in the long run. As a bonus, using this as a rule of thumb can also help you ensure your replies are effective and engaging.

Keywords in titles: 

If you are hosting an event online or even going live, incorporating keywords into your title can help with discoverability later on. This can help you ensure your live or event is ranked in searches on places like Instagram, Facebook, and YouTube.

Using keywords in questions: 

This is also related to keywords in your captions, but when you create content that includes SEO-optimized questions in your captions, you both encourage meaningful engagement with your content and improve your social media SEO.

Hashtags in social media posts: 

At the end of your social media posts, include relevant hashtags. However, it’s important to know that you will need to change the number of hashtags used based on the platform you are posting to. 

Here’s a breakdown of how many hashtags to use on specific platforms:

Facebook: Zero. Don’t do it.

LinkedIn: 3-6 hashtags per post

Instagram: You can use up to 30 hashtags, but use only relevant hashtags

X (formerly known as Twitter): Use 1-2 hashtags per post

Hashtags for user-generated content: One thing we’ve done over at Stratos is create a hashtag that followers can use when doing a challenge for us. For example, we hosted a social media bingo and encouraged everyone participating to use the hashtag #StratosBingo. Using this hashtag helped us find posts from those participating in our challenge, so we could engage with their posts and connect with them more.

There’s a lot of information out there telling you how to grow your social media following and reach new customers. Using keywords and hashtags in your social media posts is a smart and effective way to do it. And it’s becoming more and more necessary! I read something recently that said nearly one in four people are choosing Instagram, YouTube, TikTok, Quora, Reddit, or Pinterest over a traditional search engine these days. 

We hope that, rather than leaving this blog feeling overwhelmed, you feel excited about the idea of finding new customers through using social media SEO. 

And if you feel a little bit of both, we get it. 

That’s why we’re offering this simple formula to sum up The DIYers guide to Social Media Keywords + Hashtags: Do we want to turn this info below into an infographic maybe?

1 - Think Like Your Audience
List words and phrases your ideal customer might type to find your business (include services, products, questions, and location terms).

2 - Spy + Search
Check competitors’ posts and search platforms for keywords and hashtags. Note which terms are active, relevant, and trending.

3 - Create a Keyword Bank
Build a list of go-to keywords to pull from. If you do this for hashtags too, aim for hashtags used between 40k–250k times for best visibility.

4 - Place Them with Purpose
Add keywords to your bio, handle, captions, comments, titles, and DMs. Sprinkle them naturally into your content.

5 - Hashtag Smarter, Not Harder (And remember, it’s optional).
Use platform-specific hashtag rules:

*Remember, on Instagram, hashtags no longer need to be a top priority. But if you’re going to use them, follow these general numbers.

• Instagram: You can use up to 30, but Instagram recommends 3-5. 

• LinkedIn: 3–6
• Twitter (X): 1–2
• Facebook: Skip hashtags here