Instagram increasingly behaves like a search engine, which means your Reels can keep earning views for weeks or months after posting — if you make them discoverable. Here's how to optimise for Reels SEO.
Use real keywords, not just hashtags
Instagram now indexes the words in your captions and on-screen text. Write captions using the exact phrases people search for in your niche, naturally worked into a real sentence. Think "how to edit reels on your phone," not a wall of hashtags.
Put keywords on screen
Text you add directly to the video is readable by the platform and reinforces your topic. A clear on-screen title in the first frame helps both viewers and Instagram understand what your Reel is about.
Optimise your profile
Your name field and bio are searchable. Include your niche keyword in the name field (for example, "Sara | Arabic Cooking") so you surface when people search that topic, not just your handle.
Hashtags still help — in moderation
Use a small set of specific, relevant hashtags rather than dozens of broad ones. Three to five targeted tags signal your topic without looking spammy.
Add alt text
Instagram lets you write custom alt text in advanced settings. It's a small, often-skipped step that adds another keyword signal and improves accessibility.
Encourage the signals that matter
Saves and shares tell Instagram your content is valuable enough to revisit and pass along — strong signals for both feed distribution and search ranking. End your Reel with a reason to save it: a summary, a checklist, or a "save this for later."
Consistency compounds discoverability
The more well-optimised Reels you publish on a consistent theme, the more Instagram associates your account with that topic — and the more it surfaces you in relevant searches. Discoverability is a long game that rewards regular posting.