Stop Guessing: How to Use Keywords to Get Your Posts Seen
So you’re posting on social media, but the likes and comments are crickets. Maybe you’re using hashtags, but are you really optimizing them? If you’re not paying attention to the full picture of keywords—your captions, text, and even voiceovers—you’re probably missing out on reaching your ideal audience.
Here’s why it matters: social media algorithms—especially on platforms like Instagram and TikTok—love keywords. They use them to decide who should see your posts. Keywords tell the algorithm, “Hey, this post is perfect for cat lovers who are into Gothic art!” or “This is a must-see for tattoo enthusiasts.” The better your keywords, the better your chances of reaching the people who will actually engage with your content.
If your keywords don’t make it clear who your content is for, the algorithm doesn’t know what to do with it. That’s why we’re diving into how to make your posts work harder with smart keyword strategies. Get ready to take notes—or at least pretend to—because this is where the magic happens.
Where Keywords Should Go: It's Not Just About Hashtags
Okay, let’s get this out of the way: hashtags are important. But they’re far from the only place to use keywords, my friend. If you’re not using them everywhere, you’re leaving potential followers and customers on the table.
Written Captions: Yeah, that block of text below your post isn’t just filler. It’s a huge opportunity to use relevant keywords that help the algorithm understand your content and connect it to your audience. For example, if you're posting a picture of your latest black cat artwork, your caption might include “Feral cat vibes” or “Gothic art for cat lovers.”
On-Screen Text in Videos: If you’re making a reel or story, those fun captions that pop up on the screen? That's more room for keywords. It might feel weird at first to type out “#GothicStyle” in big letters on your video, but trust me, it helps.
Closed Captions/Subtitles: Did you know algorithms crawl your closed captions? So if you’re narrating your art process, make sure you’re slipping in some relevant keywords while you talk. For example, you could say “I’m adding some dark shadows to my Gothic-style painting of a black cat” and let the algorithm work its magic.
Voiceover: If you’re doing a voiceover for a video, be sure to casually mention your keywords. That’s right—just chat about your work like you normally would. Keywords like “dark fantasy” or “cat tattoo designs” can go a long way in making your content searchable.
Finding the Right Keywords: Start with Simple Questions
Finding the right keywords doesn’t have to feel confusing. It all starts with asking yourself five simple questions about your post. Here’s how to break it down, with examples of what’s inside the post and what kinds of keywords you might pull out:
1. Who: Who is this for?
Think about the specific audience you’re trying to reach. Who is most likely to connect with or want what’s in your post?
What’s in the post? A handmade silver necklace featuring intricate floral designs for Mothers Day.
Keywords to pull:
#JewelryLovers
#GiftsFor Mom
#JewelryObsessed
What’s in the post? A bold abstract painting in moody, dark colors.
Keywords to pull:
#AbstractCollectors
#AlwaysMoody
#DarkAestheticLovers
2. What: What’s in the post?
Describe what the post is showcasing or highlighting in detail.
What’s in the post? A cozy knitted scarf photographed against a snowy backdrop.
Keywords to pull:
#WinterAccessories
#CozyKnits
#HandmadeScarves
What’s in the post? A surreal painting of a dreamlike forest scene.
Keywords to pull:
#SurrealArt
#ForestPainting
#DreamscapeArt
3. When: Does this post tie to a holiday, event, or season?
Time-sensitive content can benefit from event-based or seasonal keywords.
What’s in the post? A gift guide featuring jewelry for Valentine’s Day.
Keywords to pull:
#ValentinesDayGifts
#JewelryForHer
#RomanticGifts
What’s in the post? A painting inspired by the fall season, with warm orange tones.
Keywords to pull:
#AutumnArt
#FallColors
#FallSeasonalDecor
4. Where: Does your post tie to a specific location?
Consider whether geotags or location-based keywords make sense for your audience.
What’s in the post? A handmade ceramic bowl created by a local artisan in Brooklyn.
Keywords to pull:
#BrooklynArtist
#HandmadeInNYC
#LocalCeramics
What’s in the post? A landscape painting of the California coast.
Keywords to pull:
#CaliforniaArt
#CoastalPainting
#PacificOceanViews
5. How: How does this post connect with your audience’s needs or interests?
Think about why your audience would find this post valuable or interesting.
What’s in the post? A minimalist necklace designed to be worn daily.
Keywords to pull:
#EverydayJewelry
#MinimalistStyle
#JewelryForTheModernWoman
What’s in the post? A vibrant portrait of a strong, empowered woman.
Keywords to pull:
#EmpoweringArt
#FeministPainting
#PortraitsOfWomen
By answering these questions for each post, you’ll not only find the right keywords but also craft a clearer story for your audience. These keywords guide the algorithm to the people who are most likely to love—and engage with—your content.
How to Research Hashtags
Okay, now that we’ve found some keywords, how do we turn them into hashtags that actually help your posts get seen? Here’s the deal: You want hashtags that aren’t too popular but also not too niche. There’s a sweet spot that’ll get you noticed but not buried in a sea of content.
Hashtag Search Tip: Instagram’s search bar will show you how many times a hashtag has been used. 100k-2M uses is ideal. Any more, and your post might get lost in the abyss. Any fewer, and the hashtag isn’t doing much for you.
Use Related Hashtags: After searching a keyword, Instagram will show you a list of related hashtags. Click on them to see if they fit your content. Sometimes, a hashtag with a few hundred thousand posts is actually more targeted than one with millions.
Avoid Banned Hashtags: A fun little trap to avoid: some hashtags seem innocent but have been banned by Instagram for being associated with spam or inappropriate content. Always double-check by searching a hashtag and looking at its status. If it’s been banned, don’t use it.
Save Time with Keyword Groups
Let’s be real—manually choosing keywords for every post is time-consuming. So, let’s make life easier with keyword groups.
Think about the types of content you post regularly—whether it’s product showcases, behind-the-scenes, process videos, or customer reviews.
Create a list of 10-15 hashtags for each content type, based on your who, what, when, where, and how.
For example, for my piece “Kill Them with Kindness—Wrong! Feral Cat Attack”, here’s the list I might use:
#GothicStyle
#BlackCatsRule
#TattooIdeas
#DarkFantasy
#FeralCat
#AltGirls
#CatLady
Now, whenever I post anything related to Gothic, dark, or cat-themed art, I can just grab a pre-made group of hashtags. This saves me time and keeps my posts consistent.
Make 2025 Your Year of Social Media Success
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