Written by: Jules Samuel | Est. 7 min.

Alt text on Instagram is a key element of Instagram SEO, allowing users to add written descriptions to their images, primarily to improve accessibility for visually impaired users. Introduced by Instagram in November 2018, this tool remains an essential yet often overlooked aspect of posting content on the platform. Adding alt text can boost your Instagram SEO, helping your content reach a wider audience while ensuring your posts are accessible to everyone. This guide will dive into what alt text is, how it works on Instagram, its benefits, and the best practices for using it effectively.
What Exactly Is Alt Text on Instagram?
Alt text, short for “alternative text,” is a descriptive line of text that conveys what an image shows. For people using screen readers, alt text provides a verbal description of the photo, allowing them to understand the visual content even if they can’t see it. This feature also functions as a backup when images fail to load due to connectivity issues. On Instagram, alt text is used to describe photos and posts, helping the platform understand the content of the images for better categorization and recommendations.
When you write alt text, it gets read aloud by screen readers, which are assistive devices that help visually impaired users navigate digital content. Additionally, Instagram uses this text to enhance the visibility of posts by understanding what the photo represents. Whether you’re sharing a scenic vacation photo or a product you’re selling, adding an accurate and relevant description can make your content more accessible and help it get discovered by the right audience.
Why Is Alt Text Important on Instagram?

Alt text on Instagram isn’t just a feature for accessibility; it’s a powerful tool with multiple benefits:
Accessibility
By adding alt text, you make your posts accessible to users with visual impairments. Screen readers will read the description aloud, allowing these users to understand what your image is about. This inclusivity can help you reach a broader audience and demonstrate a commitment to accessibility, which is especially important for brands and influencers.
For example, if your image shows a vibrant sunset at a beach, a good alt text could be “Orange and pink sunset over a calm beach with waves gently rolling in.” This helps visually impaired users visualize the scene without actually seeing it.
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SEO Benefits
Adding alt text can improve your post’s visibility on Instagram and even beyond. Instagram uses this information to understand the image content, which helps its algorithm categorize and recommend your posts. Including relevant keywords naturally in your alt text can increase the chances of your photos appearing in search results, both on Instagram’s Explore page and on search engines like Google.
User Engagement
Clear and descriptive alt text can lead to better engagement by giving viewers a deeper understanding of the photo’s context. It also ensures that even if the image doesn’t load due to a slow connection, users can still get the message you intended to convey. This makes the viewing experience smoother and more enjoyable, which can increase interactions like likes, shares, and comments.
How to Add Alt Text on Instagram

Adding alt text to your Instagram posts is simple, whether you’re posting a new image or updating an existing one. Here’s how:
Adding Alt Text When Posting a New Image:
- Choose the photo you want to post and apply your edits.
- Tap “Next” to move to the caption screen.
- Scroll down and select “Advanced Settings.”
- Under the “Accessibility” section, tap “Write Alt Text.”
- Enter your alt text, making sure it accurately describes the key elements of the image.
- Tap “Done” and proceed to share your post as usual.
Adding Alt Text to Existing Posts:
- Open the post you want to edit.
- Tap the three dots (…) at the top-right corner and choose “Edit.”
- Select “Edit Alt Text.”
- Provide or modify the description as needed.
- Save your changes by clicking “Done.”
By following these steps, you ensure that your posts are more inclusive and reach a broader audience, both through accessibility and improved searchability.
Best Practices for Writing Alt Text on Instagram
Creating effective alt text requires a balance between being descriptive and concise. Here are some best practices to keep in mind:
Be Descriptive but Concise
Focus on describing the main elements of the image. For instance, if your photo shows a product, mention its color, size, and other notable features. Instead of just saying “shoe,” you could write “white running shoe with black stripes on a grassy field.”
Include Relevant Keywords
Naturally incorporate keywords without overstuffing. This can help Instagram’s algorithm understand your content better and improve its chances of appearing in relevant searches. However, keep the primary focus on accessibility rather than just SEO.
Avoid Overloading with Information
Keep the alt text simple and to the point. Overly detailed descriptions can confuse users and may not be fully read by screen readers. Stick to highlighting the primary subject of the photo.
Think About Your Audience
Write alt text in a way that resonates with your target audience. Consider what details they would find important or useful and make sure to include them. This approach can also enhance engagement with your posts.
Avoid Redundant Words
Phrases like “image of” or “photo of” aren’t necessary since users already know they are looking at a picture. Jump straight into describing the key elements of the image.
Frequently Asked Questions (FAQ) About Alt Text on Instagram
1. What happens if I don’t add alt text to my Instagram images?
Instagram automatically generates alt text using object recognition technology. However, these auto-generated descriptions are often vague or inaccurate, so writing your own alt text ensures a more accurate representation of the image.
2. Can I edit the alt text on a post after publishing it?
Yes, you can. Simply go to the post, tap the three dots, choose “Edit,” and then select “Edit Alt Text” to make changes.
3. Does adding alt text improve my post’s performance on Instagram?
While it primarily aids in accessibility, alt text can indirectly boost your post’s discoverability. By giving Instagram’s algorithm more context about your content, your posts are more likely to show up in relevant searches.
4. Is there a character limit for alt text on Instagram?
Yes, alt text has a 100-character limit. Keep your descriptions concise yet informative, making sure to focus on the main aspects of the image.
5. Should I include hashtags in my alt text?
No. Alt text is meant for describing images, not for hashtags. Hashtags should be included in the caption or comments, where they can serve their purpose without affecting accessibility.
Conclusion
Alt text on Instagram is a powerful tool for reaching new audiences and boosting engagement. By writing clear, descriptive text, you enhance accessibility and help Instagram’s algorithm understand your content. Avoid relying on auto-generated text; instead, craft your own for better results. Start adding alt text today to make the most of this simple yet effective feature.
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