<b>Hashtags now drive ~11% of non-follower reach; profile/caption keyword search drives ~29% (n=540 accounts)<

<b>Hashtags now drive ~11% of non-follower reach; profile/caption keyword search drives ~29% (n=540 accounts)</b>

Non-follower reach source split, 30-day window:

— Explore/feed recs: ████████ 47%
— Keyword search: █████ 29%
— Audio pages: ██ 13%
— Hashtags: ██ 11%

The migration is structural: the ranker reads on-screen text, captions, and alt text as search signals more than tag clouds.

So what: writing one searchable keyword phrase into your first caption line and on-screen text outperforms a 20-hashtag block on measured discovery.