How to add Keywords in Instagram Reels : 9 Ways to do in 2025

In 2025, Instagram has evolved beyond a mere app to share photos into a dynamic platform which provides results based on search options. It has over 2 billion monthly active users and above 140 billion reel views per day. The key fact to note here is that the visibility is no longer driven solely by hashtags but is also driven by keywords. 

Instagram algorithm leverages AI based speech recognition, on-screen text analysis and semantic caption indexing to understand context of reels. 

According to Later’s 2025 Instagram SEO guide, the platform now indexes spoken words, captions and even alt text, making keyword optimization essential for reels discoverability. A study also suggests that 36% of users search for queries like ‘easy vegan meals’ making it more like a search engine.

It is important to include relevant keywords naturally in captions, on-screen text and spoken audio. Hashtags should also include keywords helping Instagram algorithms to understand content and show it to the right audience. 

For SEO consultants, content creators and brands, this shift means that keyword strategy must be integrated directly into video content.

In this article, we’ll explore exactly how and where to add keywords to Instagram reels to maximize reach, relevance and ranking.

How Instagram Understands Reels Content

In 2025, Instagram’s algorithm has become significantly more advanced. It no longer relies heavily on hashtags or surface-level metadata. Instead, it uses multimodal AI which is a  combination of natural language processing (NLP), computer vision and audio recognition to deeply understand the context and content of a Reel. This enables Instagram to categorize, index, and deliver content in response to user intent with a level of precision similar to Google or TikTok.

An example of how Instagram search engine works can be understood with below example: 

When a google search was done for the topic ‘add keywords in instagram reels’ it showed up this instagram reel created by a Instagram coach and consultant. The fact that this reel got picked is a proof that Instagram SEO works and can rank in Google, Instagram search and Chatgpt.

Here are the key signals Instagram now uses to process and rank Reels:

Voice Recognition

Instagram can transcribe spoken words in reels using advanced AI-powered speech-to-text models. These transcriptions are indexed for search. So if you say “top digital marketing tools” in your video, Instagram’s algorithm uses that phrase to match your reel with users searching for related content even if the caption doesn’t contain it.

Tip: Use natural language and speak your target keywords in your videos. It is important to note here that even casual mentions are now indexed.

On-Screen Text and Captions

Instagram scans and interprets on-screen text, whether added through native tools or third-party editors like CapCut. It also indexes auto-generated or manually written captions, using them to determine the topic and relevance of your content.

This means that adding text overlays like “Quick Vegan Meal Ideas” or “5-Minute Home Workout” improves both viewer clarity and search visibility.

Tip: Use large, legible fonts and place your text in easily scannable areas of the screen.

Visual Context Recognition

Instagram’s computer vision can now identify objects, scenes, actions, and even facial expressions in reels. Whether it is a yoga mat, a mountain landscape or someone cooking in a kitchen the algorithm uses these visual elements to categorize the video regardless of text or spoken keywords.

This allows your content to show up in relevant discovery feeds even if your captions are minimal or absent.

Example: A silent video showing a drone shot of rice terraces in Bali may still be indexed under “travel” or “nature” due to the visual cues alone.

Metadata and Behavioral Signals

Instagram still looks at traditional metadata such as captions, tags, alt text, and location, but now places heavier emphasis on behavioral signals such as:

• Average watch time
• Rewatches
• Saves and shares
• Engagement rate within the first hour
• Completion rate of the Reel
  

These indicators help Instagram assess the relevance, quality, and retention potential of your content, especially in competitive categories.

Tip: Hook your audience in the first few seconds and use call-to-actions to encourage saves, comments, and replays.

Contextual Understanding Beyond Hashtags

Instagram’s AI now goes beyond literal matches. It understands semantic relationships, search intent, and topical clusters. For instance, if a user searches for “budget travel tips,” Instagram can surface Reels that don’t explicitly use those words but match the intent through visuals, spoken language, and engagement data.

This evolution means that hashtags have taken a back seat. They are still useful, but secondary to meaningful content signals.

9 Places to Add Keywords in Instagram Reels

To make your Reels keyword-optimized, the key is to insert relevant terms strategically in the following areas: 

1. Spoken Dialogue

If you’re speaking in your Reels, make sure to naturally mention the focus keywords. Instagram’s voice recognition will index these.

2. On-Screen Text / Subtitles

Use text overlays and captions that include your main keywords. These are crawled and categorized for search results.

3. Reel Description (Caption)

Write SEO-friendly captions with your keywords placed in the first two lines. Use semantically relevant terms and long-tail variations for better reach.

4. Alt Text (Accessibility Feature)

Though designed for accessibility, alt text can be used to describe your Reel using keywords. Instagram uses this data to index content.

5. Location Tags

For local businesses or location-relevant content, adding a location tag enhances discoverability in geographic search results.

6. In original audio

Capturing keywords in the original audio, increases chances of being discovered. It is important to select the right relevant audio for your content to improve the reach.

7. First pinned comment

Pinned comments in the comment section of the reel can include keywords related to your content. This also has shown to increase the reach of the content. 

8. Profile name

Using a profile name related to your content boosts the reach of your profile and content. It increases the chances of showing up when your target audience searches for the content. 

9. Instagram bio

Instagram bio also has an influence on the content discoverability. Using keywords in the bio has shown to have a positive impact on the reach of the content. 

Instagram Reels SEO: Best Practices for 2025

With Instagram’s algorithm now functioning more like a search engine, optimizing your reels for keyword-based discoverability is essential. But simply dropping keywords into captions won’t be helpful as well. Instead, creators and marketers must adopt a multi-layered strategy that integrates SEO principles with creative storytelling.

Here are the best practices for 2025:

1. Keyword Research First

Effective Instagram SEO begins with understanding what your target audience is searching for. Use these tools to identify relevant and trending keywords:

• Google Trends: Helps gauge broader search interest and seasonality of a topic.
  
• TikTok Creative Center: Reveals trending sounds, hashtags and keywords that often cross over to Instagram.
  
• Instagram Search Suggestions: Type relevant terms into Instagram’s search bar and note the autocomplete suggestions. Usually these reflect popular queries.
  
• YouTube Search and Comments: Review search-driven content on YouTube Shorts and extract phrasing patterns that signal user intent.
  
• Answer the Public / AlsoAsked: Identify long-tail question formats and topical clusters.
  

Pro tip: Focus on long-tail keywords and semantic variations instead of just 1–2 word phrases. For example, instead of “recipes,” use “easy vegan recipes for beginners.”

2. Semantic Layering

Instagram’s algorithm understands related keywords and topic clusters, so avoid repeating the same phrase. Instead, use variations and semantically similar terms to create a rich keyword environment.

Example:
For a fitness Reel, instead of only using “fitness workout,” diversify with terms like:

• “bodyweight training”
  
• “home exercises”
  
• “no-equipment workout”
  
• “quick morning routine”
  

This improves contextual relevance and matches your content to a wider range of user queries, boosting visibility across diverse search paths.

3. Natural Language Usage

While keywords are important, they must feel authentic. Reels are not landing pages, they are dynamic human content. Over-stuffing your script or caption with keywords can result in:

• Lower engagement
  
• Reduced watch time
  
• Negative trust signals to the algorithm

Instead, incorporate keywords naturally into your voiceovers, captions, and on-screen text, mimicking how users speak and search.

Example (bad): “This fitness workout helps with fitness and is the best fitness for fitness goals.”
Example (good): “If you’re short on time, try this full-body, no-equipment workout you can do right at home.”

4. Use Native Captions

Instagram’s auto-captioning feature now plays a major role in speech-to-text indexing. If your Reel includes spoken content, turn on native captions to help Instagram accurately detect and categorize the keywords you mention.

• Auto-captions improve accessibility, which boosts engagement.
  
• They also improve keyword visibility for those watching without sound.

Bonus Tip: Manually edit the captions after generation to ensure accuracy, especially with niche terms or brand names.

5. Keep It Relevant

Instagram penalizes content that misrepresents itself, whether through misleading text, captions, or visuals. Using keywords that aren’t reflected in the content leads to lower ranking in search, poor engagement and reduced trust signals.

Always make sure your keywords match the content of your reel. If your video is about beginner yoga, don’t try to target advanced HIIT or weightlifting terms for extra reach, it does not help and creates negative impact. 

Ranking on Explore and Search: Keyword Impact

Explore Tab

The Explore page algorithm prioritizes engagement-driven content that is also contextually relevant. Reels that contain spoken keywords, relevant on-screen text and keyword optimized captions have higher chances of getting featured especially if they receive high watch time, shares, saves within a few hours of posting. 

Search Bar Results

Users now use Instagram’s search bar like they would Google. Typing in queries like, “5-minute healthy lunches”, “how to pose for photos” and “productivity tips for students”
The search engine generates responses of reels with voice, text, or captions matching these search patterns. If your content includes these keywords naturally, it becomes search-surfaced to users who aren’t already following you.

Reels Feed Personalization

Instagram’s home reels feed is personalized using past searches and interests. The algorithm matches users to reels with similar keyword signals from content they’ve watched or engaged with previously. This means your keywords not only help you get found in search but they also help Instagram suggest your content to the target audience. 

Keywords vs Hashtags: What’s More Effective Now?

In 2025, the keyword-to-hashtag relationship has shifted. Here’s a breakdown of how both compare:

Aspect	Keywords	Hashtags
Visibility in Search	Strong, used in voice, text and captions	Moderate, useful but not prioritized
Context understanding	High, supports intent based discovery	Low, treated more like categorical tags
Natural integration	Yes, spoken or typed organically	No, feels appended or out of flow
Engagement driver	Indirect, improves discoverability	Direct, helps join niche conversations
Discoverability boost	Algorithmic, supports reel distribution	Social, used for reaching communities

Keywords in Instagram reels play a critical role in improving discoverability by feeding the algorithm with context through spoken content, captions, and on-screen text. They are naturally integrated into the flow of the video and help Instagram understand user intent, making content more likely to appear in search results.

In contrast, Hashtags function more as social signals, they’re added at the end of captions to connect content to trending topics or niche communities. While hashtags can help with community engagement, they don’t carry as much weight in search visibility or algorithmic distribution as keywords do. 

5 Tools to Help Optimize Reels for Search

Optimizing Instagram Reels for search involves more than just inserting keywords—it’s about understanding trends, crafting relevant scripts, editing content intentionally, and tracking performance. Fortunately, a range of tools can help streamline the process, from ideation to post-publishing optimization.

1. InVideo & Descript – Voiceovers and Captions with SEO in Mind

These tools allow creators to add professional-grade voiceovers, closed captions, and scripted narration to Reels.

• InVideo is especially helpful for creating structured content like tutorials or listicles, where keyword scripting matters.
  
• Descript automatically transcribes audio, making it easier to identify which spoken phrases are being indexed. It also allows keyword-rich audio editing directly from the text.

Why it matters: Instagram indexes spoken content. These tools help ensure your audio includes relevant keywords naturally.

2. Google Trends & Exploding Topics – Keyword Discovery for Reels

These research tools help you identify what your target audience is searching for right now.

• Google Trends shows search volume trends over time and by region, great for seasonal or regional Reels.
  
• Exploding Topics helps you spot early-stage trends before they saturate Instagram, making it ideal for content planning.
  

Use case: A food creator sees “high-protein breakfast” trending and creates a Reel titled “3 High-Protein Breakfast Ideas Under 10 Minutes.”

3. TikTok Creative Center – Trend Spotting Before It Hits Instagram

Since many viral Instagram Reels are remixed or inspired by TikTok content, this tool is a goldmine for identifying audio, effects, and content trends before they gain traction on Instagram.

• Discover trending sounds, top-performing creators, and content categories.
  
• Filter trends by location, industry, or performance metrics.

Pro tip: Take note of the phrases or keywords that frequently appear in trending TikToks—they often carry over to Instagram’s Reels algorithm.

4. Not Just Analytics / Flick.tech – Hashtag + Keyword Intelligence

These tools provide data-driven insights into which hashtags and keywords are driving the most engagement in your niche.

• Flick.tech uses AI to suggest hashtags and analyze their searchability and competition level.
  
• Not Just Analytics lets you audit past Reels to see which keywords or tags correlate with higher reach and follower growth.

Bonus: These platforms also offer performance benchmarking, so you can A/B test different keyword and hashtag strategies.

5. CapCut & Canva – On-Screen Text & Visual Editing

Both tools allow you to add on-screen keyword overlays, callouts, and title cards that are easily detected by Instagram’s AI.

• CapCut is favored for short-form video editing and synced text animations.
  
• Canva provides design templates specifically for Reels with strategic text placement and strong visual hierarchy.

Why this matters: Instagram indexes on-screen text. Using these tools to highlight keywords boosts discoverability, especially for Reels without spoken content.

6. Viralfindr

• It helps creators identify trending short-form videos early by analyzing engagement signals across platforms like Reels, TikTok, and Shorts.
• It suggests content ideas based on rising trends, giving users a head start on what topics, formats, or hooks are likely to perform well.

Why it matters: Posting timely, trend-aligned content increases your chances of visibility and engagement—especially when paired with relevant keywords and formats that the algorithm favors.

Case study

Jack’s Reel Strategy: 17x Growth in 50 Days

A personal trainer (“Jack”) worked with a social media agency and implemented several strategic changes in his reels strategy. He moved from polished long-form content to concise, keyword-driven clips. Within just 50 days, his results were remarkable:

• Reach grew by 1,731%, reaching over 12,500 new accounts per month
  
• The shift included 7-second Reels featuring a strong hook (e.g., “Why 3 sets of 10 doesn’t work…”), voice-over and on-screen text with targeted keywords like “home workouts”, “fat-burning tips”, and a CTA instructing users to read the caption.
  
• These short, keyword-optimized Reels were easier to produce consistently and resonated better—resulting in significantly higher engagement and broader audience reach.
  

Case Study 2: Gymshark – 78% higher engagement

Fitness apparel brand Gymshark leveraged Reels not just to showcase products, but to build community and drive engagement:

• Reels included workout routines, user-generated transformations, and on-screen text calling out phrases like “leg day”, “athleisure style”, and “gym motivation”.
  
• By integrating spoken cues, captions, and visually reinforcing on-screen keywords, they aligned content with both trending fitness topics and search intent.
  
• Results: a 312% increase in user-generated content, a 78% higher engagement rate, and a 52% spike in website traffic driven directly from Instagram Reels 

Conclusion: Make Your Reels Discoverable, Not Just Watchable

While using Instagram, creating visually appealing reels is only half the battle and getting them discovered is what drives real growth. As the platform’s algorithm has turned out to be more sophisticated in 2025, relying solely on hashtags or trends no longer ensures visibility. Instead, Instagram now rewards content that aligns with semantic search signals, spoken context, and intent-based keywords.

By embedding keywords strategically across your voiceover, captions, on-screen text, and alt text, you help Instagram understand exactly what your content is about and match it with users actively searching for that information.

Whether you’re a creator, brand, or marketer, mastering reels SEO allows you to move beyond passive views to targeted discovery, higher engagement, and algorithmic amplification. The goal isn’t just to be watched, it’s to be found by the right audience, at the right time, for the right reasons.