The short answer

Use both, but treat hashtags as labels and “topics” (keywords in video text, captions, and on-screen) as the discovery engine.

How discovery really reads your post

  1. On-screen text & speech (what you say / show)
  2. Caption keywords (first lines + bullets)
  3. Engagement signals (saves, shares, rewatches)
  4. Hashtags (supporting context, not the driver)

Building topic pillars

Pick 3–5 pillars and stick to them for 90 days. Example (fitness):

  • Beginner home workouts
  • 10-minute routines
  • Nutrition swaps
  • Mobility for desk workers

Caption structure for topic clarity

  • Line 1: Promise (“Fix tight hips in 3 minutes”)
  • Lines 2–4: Bulleted steps with pillar keywords
  • CTA: “Save this routine. Comment ‘MOBILITY’ for the PDF.”
  • Hashtags: 3–8 specific tags (e.g., #hipmobility #deskworkout #beginnerfitness)

Hashtag best practices (2025)

  • Use 3–8 targeted tags, mix broad + niche.
  • Avoid repetitive spammy blocks. Rotate sets tied to each pillar.
  • Put them at the end. Keep the copy readable.

Topic (keyword) optimization

  • Add your primary keyword in hook text, on-screen captions, and first caption line.
  • Use natural language, not keyword stuffing.
  • Reuse phrasing across posts for consistent signals.

Simple workflow

  1. Choose pillar → pick a subtopic.
  2. Draft hook with the exact keyword.
  3. Add 3 bullets that repeat the keyword naturally.
  4. Add 5–7 precise hashtags.
  5. Post, then review saves/shares after 48h.

FAQs

Q: Do I still need 30 hashtags?
A: No. Focus on relevance, not quantity.

Q: Should I put keywords in the image/video itself?
A: Yes—on-screen text is scannable and helps classification.