Search Phrase Builder
Choose the job of your post and build a short list of phrases that belong in the caption.
3 min test
Search language works when it describes the post accurately. Name the topic, choose the job, and keep only the phrases that help a real customer understand it.
Answer 5 quick questions
Choose the answers that best fit your business. We use them across the tools.
About this tool
Use search language that matches the post
A keyword helps when it reflects the words your customer would use. It cannot compensate for an unclear offer or a post with no useful point.
Specific language about an offer, problem, occasion, or place usually carries more meaning than a long list of broad tags.
Use this as a phrase starting point, not a ranking promise. Remove anything that does not belong to this particular post.
Best for: Instagram keyword and hashtag builder for finding customer language you can use naturally in captions.
How this tool works
- Starts with the post's job and topic rather than generating a disconnected popularity list.
- Combines broad subject language with specific product, problem, occasion, or location phrases.
- Shows how to use the strongest phrases in a sentence before treating hashtags as an optional extra.
What this tool cannot tell you
- These are relevant starting phrases, not live search-volume data or a guarantee of Instagram reach.
- Remove anything that does not accurately describe the specific post, customer, or location.
Next best step
Read the related guide: learn more about this problem.
Method reviewed August 2026.
Common questions
Do Instagram hashtags still work?
Yes, though differently than a few years ago. Hashtags now primarily function as a discovery signal to Instagram's algorithm - helping it categorise and recommend your content - rather than sending users directly to posts via hashtag browse feeds. Relevant, specific hashtags still improve reach. Irrelevant or oversaturated ones can suppress it.
Where should I put hashtags - in the caption or the first comment?
Both placements work equally well. Instagram has confirmed there is no reach difference between hashtags in the caption versus the first comment. The choice is aesthetic: in the caption keeps everything in one place; in the first comment keeps the caption cleaner. Choose based on what looks right for your brand.
What is the difference between niche and broad hashtags?
A niche hashtag like #EdinburghFlorist has fewer posts - meaning less competition - and an audience actively searching for that specific thing. A broad hashtag like #Flowers has hundreds of millions of posts; your content gets buried within seconds of posting. Niche hashtags consistently drive better-quality reach even when the raw numbers look smaller.
Should I use the same hashtags on every post?
Using the exact same set on every post can eventually be flagged as repetitive behaviour by Instagram's filters. Rotate two or three hashtag sets and swap out 3-5 hashtags per post based on the specific content. Keep your niche and mid-range anchors consistent while rotating the broader ones.
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