A Guide to Using Instagram Hashtags

Let’s cover the basics first: A hashtag is a word or phrase preceded by a hash symbol (#), used on Instagram and other social media platforms to group together posts on a specific topic. Users can search by hashtag, allowing them to find your post even if they don’t follow your account individually.

Hashtags are basically labels, but they can also be used to discover new content and build communities. If your niche is beauty, you may use tags such as #beauty, #Britbeauty, #beautyblogger, #veganbeauty, #product review, or #unboxing to get traction. Or you could be more specific, like leading makeup influencer Lisa Eldridge in this eye shadow post. She used #liquidlurex, #lisaeldridgemakeup, #makeup, #eyeshadow, #sparkle, and #gift as her hashtags to promote her content. 

Crucially, the all-seeing Instagram algorithm uses hashtags as a way to make content visible to users. Hashtags help discoverability by making relevant posts appear on users’ Explore pages and in their Reels. If you’re interested in gaming, for example, you can use gaming hashtags such as #instagaming or #gaminglife, which will put your content in front of users who have searched for similar hashtags.

Instagram allows up to 30 hashtags per post, but going scattergun won’t automatically win over eyeballs – and sometimes less is more. Influencer agency Later found that using around 20 hashtags is best for reach. 

Furthermore, the way hashtags are being used is changing. Instagram’s algorithm has now evolved with the help of AI to focus more on relevance and quality rather than quantity of hashtags. Engagement signals, such as shares, saves, and comments, are being highlighted as of chief importance. “We believe in the idea of personalisation,” Instagram CEO Adam Mosseri explained in a post. “People often talk about ‘the algorithm,’ but there is no one algorithm for Instagram. There are many algorithms and ranking processes we use to personalise the experience to make using Instagram as interesting as possible.”

Instagram is seemingly prioritising engagement, but hashtags aren’t dead yet. Mosseri says their main use now is categorisation and subject searching rather than reach. So you really have to choose them strategically. 

Take travel blogger Jennifer Tuffen (aka Izkiz) for example. She posted about a trip to Dubai using only three targeted hashtags: #dubai, #travel, and #uae. Fashion influencer Kate Hutchins used just one brand tag, #merodacosmetics, for a makeup post. Use Instagram’s creator tools to look at engagement rates for specific hashtags you’ve used. (Tap “View insights” under your post, scroll to “Reach,” then “Impressions,” and then “From hashtags.”)

These are some of the most popular Instagram hashtags, according to Mentionlytics, so bear in mind that they carry stiff competition. The best hashtags for you, however, will depend on the type of content you’re producing. 

1. #love
2. #instagood
3. #photooftheday
4. #tbt
5. #selfie
6. #art
7. #friends
8. #repost
9. #nature
10. #style

Credit: Mehaniq/Shutterstock

Not all hashtags are used the same way; creators use them at different times for different purposes. Think about mixing up the type of hashtag you use to get the most out of them. 

• Niche hashtags: These capture small audiences with high relevance. They’re specific, targeted, and often localised, such as #veganfashion, #smokeyeye, #disabledtravel, and #UKTVaddict. 
• Broad hashtags: These capture large audiences but carry low engagement. Think: #beauty, #fashion, and #travel. Remember that popular, broad hashtags will be used a lot, so they may not get the engagement you’re after.
• Brand hashtags: Think about creating your own hashtag. If you’re a surfer called Sam, for example, why not try #surfingwithsam? If you’re producing sponsored content, the brand may expect to be hashtagged. 
• Trending hashtags: Which hashtags are popular and getting attention? Keep an eye on the trends sweeping the ‘gram, but more importantly try to create your own. In other words, #bealeadernotasheep. HypeAuditor lets you search for trending hashtags by country for free, so why not give it a go? 

Remember to check the use of particular hashtags before you post. Is it a grouping you want your content associated with? As a rule of thumb, try not to repeat the same hashtags in every post, unless of course it’s your own branded hashtag. Instagram prioritises relevance, so choose tags that actually reflect what you’re posting about.

1. Hashtag in the caption or the first comment. The algorithm doesn’t mind which, and it will keep your post looking clean. 
2. Keep your tags specific to the content and to your location. Hashtags should be fresh, creative, and relevant to what you’re posting. 
3. Don’t overtag! No one wants to sift through rows and rows of hashtags. 
4. After you’ve been using tags for a few weeks, use Instagram’s insights feature to check on how your hashtags are performing. Look under “Reach from hashtags” and pinpoint which tags are working best for you. Drop the tags that aren’t!
5. Be authentic, be relevant, and hashtag accordingly. #good luck.