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  • Cover: Old Instagram vs. new Instagram comparison, Instagram logo.
  • Difference 1: Before, dozens of hashtags were lined up under the caption; the new way is 5 hashtags, alt text and keywords in the caption.
  • Difference 2: Posting 1 hour before the peak time instead of at the peak time; if the peak is 6:00 p.m., the post goes out at 5:00 p.m.
  • Difference 3: Growing new accounts reached instead of trying to grow follower count; most views come from non-followers.
  • Difference 4: Instead of a chronological grid, a grid reordered by pressing, holding and dragging posts.
  • Difference 5: Instead of a long caption nobody reads to the end, a caption with the keywords people search for.
  • Difference 6: Instead of content to save, content to send to a friend who needs it.
  • Difference 7: Instead of a hook, body, call-to-action structure that only brings views, content with a message and an offer added that brings in buyers.
  • Closing: Yasin, @dijikocum. Was this useful? Comment the keyword shown in the post and get a list of 5 hashtags and keywords for your industry by DM.
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Visuals in Turkish · the full text is on this page

Solution Desk · Social Media

Old Instagram vs. new Instagram: 7 differences (hashtags, keywords, posting time)

30 hashtags, the peak hour, follower count: if your business account still posts by the old rules, new customers are coming through other signals.

Short answer

On Instagram, new customers no longer come from 30 hashtags; they come from the searched keyword in the caption, from content sent to a friend and from posts that reach non-followers. Seven changes for a business account: 3-5 topic hashtags, a keyword-rich caption, posting an hour before the peak time, tracking new accounts reached, reordering the grid, and content structured to be shared and to bring in buyers. DijiKoçum's PDF gives searched-keyword examples, hashtags and a template for the caption's first line for 12 industries.

5 steps · 2 min read · · Turan Yasin Salcı

Step by step · 5 steps

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  1. Cut hashtags down to 3-5 and write the keyword in the caption.

    30 hashtags lined up underneath blur what the post is about. Put the word your customer types into the search bar in the first line of the caption, add 3-5 hashtags that describe the topic at the very end, and fill in the alt text as well. Template:

    [Searched keyword] + [neighborhood / city]: [what's in this post, one sentence].
[1-2 sentences of detail: duration, who it's for, price range]
[Call to action: link in profile or DM for booking / info]

#[service hashtag] #[neighborhood+profession hashtag] #[topic hashtag]

  2. Post 1 hour before the peak time.

    If your followers are most active at 6:00 p.m., have your post go out at 5:00 p.m. By the time the crowd arrives, the post has warmed up; find your own time in Instagram Insights.

  3. Look at new accounts reached.

    Growth comes from posts that reach people who don't follow you. Instead of the follower count on your profile, track reach among non-followers in Insights.

  4. Reorder your grid.

    In a chronological grid, your best work gets lost further down. Press and hold a post, drag and drop it, so visitors to your profile see your best work first.

  5. Create content that gets shared and brings in buyers.

    Content sent to a friend reaches new people; in the caption, say "send this to someone who needs it" instead of "save this." Put a clear message and offer between the hook, the body and the call to action so viewers turn into buyers.

How to measure it

After two or three weeks, check reach among non-followers and the number of shares in your post insights. Reuse the keyword that brought in reach in your next posts.

Free · PDF

Download the Keyword and hashtag list by industry (PDF).

A printable checklist version of the steps on this page. The PDF is in Turkish; no sign-up needed.

Download the checklist (PDF in Turkish)

Sources

  • D
    DijiKoçum Instagram keyword and hashtag guide (12 industries)Our own data · checked: October 4, 2026

[A] primary source · [B] industry research · [C] practitioner · [D] our own data

Frequently asked questions

How many hashtags should I use on Instagram?

3-5 topic hashtags are enough: 1-2 service hashtags, 1 location-and-profession hashtag, 1-2 topic hashtags. Generic tags everyone uses, such as the Turkish "explore" tag or #instagood, don't connect you with customers in your neighborhood.

How do I find the searched keyword?

Type the name of your service into the Instagram search bar and note the suggestions, then add your neighborhood in front and try again. Google autocomplete, the sentences customers use in DMs and Google Maps reviews are also good sources.

How do I choose my posting time?

Check the time your followers are most active in Instagram Insights. Post about an hour before that time so the post has warmed up when the crowd arrives.

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