If you want to grow your follower count and increase post visibility on Instagram, the right hashtags matter. They act like search tags for your posts and help users outside your immediate circle discover your content.
With over 2 billion posts using the top hashtag #love on Instagram today, you’ll want smart tactics, not just generic tags. In this article you’ll learn how to choose the best hashtags for Instagram, how to mix them, how many to use, and how to track results.
Why Hashtags Still Matter on Instagram
Hashtags remain one of the few free tools that let you reach beyond your follower list. Instagram itself says relevant hashtags boost visibility and help users find your content via search or the Explore page.
That said, simply using the most popular tags won’t guarantee success. You must pick hashtags that truly match your content, audience and goals. Otherwise your posts can get lost in a sea of noise.
How to Choose the Right Hashtags
First, start with relevance. Ask yourself: what is the focus of this post? Then ask: who should see it? Match hashtags to both.
Second, use a mix: high‑volume hashtags (millions of posts), mid‑volume hashtags (hundreds of thousands), and niche community hashtags (tens of thousands). This mix increases chances of visibility in less crowded spaces.
Third, avoid overly generic tags that hundreds of millions of posts use, unless your content is exceptional. For example #fashion has over 1.1 billion posts. Using it won’t guarantee discovery.
Fourth, check variations of your niche tags. Small tweaks such as adding your city or style type can make a difference.
Fifth, limit your hashtags to ones you can consistently use and track. Consistency builds recognition.
How Many Hashtags Should You Use
The maximum allowed on Instagram is 30, but that doesn’t mean you always want to use 30. Quality counts more than quantity.
According to Instagram’s Creators account and social analytics platforms, using 3‑5 very relevant hashtags is effective. That said, some creators still use up to 20–30 when they include niche tags.
A good rule of thumb:
• Use 2‑3 very popular hashtags (to cast a wide net)
• Use 6‑8 mid‑level hashtags (to reach specific interest groups)
• Use 12‑15 niche hashtags (to hit highly engaged micro‑communities)
That way you get reach across scales without appearing spammy.
Popular Hashtag Categories & Examples
Below are some current high‑performing categories on Instagram. Use these as inspiration, then tailor to your niche.
• Lifestyle / general: #instagood, #photooftheday, #happy
• Travel & adventure: #travel, #wanderlust, #beachlife
• Fitness & health: #fitness, #workoutmotivation, #healthylifestyle
• Fashion & style: #ootd (outfit of the day), #streetstyle, #lookbook
• Food & cooking: #foodie, #instafood, #tastyrecipes
• Beauty & skincare: #makeuptutorial, #skincaretips, #glowup
Always include some tags specific to your content (for example #veganrecipes, or #rockclimbinglife) so you speak directly to your target audience.
Crafting Your Hashtag Set
- Identify your content theme: What is the post about?
- Choose 1‑2 very broad tags relevant to that theme (e.g., #travel).
- Choose 5‑8 tags that are relevant but less saturated (e.g., #solotravelusa, #beachadventure).
- Choose 10‑12 niche tags uniquely relevant to you (e.g., #[City]travel, #[activity]life, #[brand]community).
- Insert them into your caption or in the first comment, either is acceptable.
- Monitor how each set performs in terms of reach and engagement and refine over time.
Common Mistakes to Avoid
- Using only broad hashtags like #instagood or #cute will likely bury you under millions of posts.
• Using irrelevant hashtags just because they’re popular can lead to weak engagement or penalisation by the algorithm.
• Repeating the exact same hashtag set on every post makes your account appear repetitive. Rotate and refresh.
• Ignoring analytics means you miss chances to improve. Instagram Insights offers useful data.
• Over‑tagging (30‑lots of irrelevant tags) can look spammy to followers and to Instagram.
How to Monitor Hashtag Performance
You should track how each hashtag set affects visibility, engagement and follower growth.
Use Instagram Insights if you have a professional account. Check metrics like:
• Impressions from “hashtag”
• Reach and likes compared to your average
• New followers gained after a post
• Which hashtags caused spikes
Log your results in a spreadsheet. After 30‑60 days you’ll see patterns. Drop tags that underperform and test new ones.
Adapting to Algorithm Changes
Instagram updates its algorithm frequently. Hashtags that worked six months ago might lose power today.
Stay current by:
• Watching trending tags in your industry
• Testing new tags regularly
• Avoiding tags that get “banned” or limited
• Prioritising genuine engagement (comments, saves, shares) rather than focusing only on tag count
Pro Tips from 30 Years of Writing & Social‑Media Strategy
- Less is more when each tag adds value.
• Use CamelCase for multi‑word tags (#FoodieLife instead of #foodielife) to improve readability and accessibility.
• Don’t mess up your caption readability by inserting 30 tags inline: consider placing tags in the first comment.
• Combine emotive, descriptive tags with action‑oriented ones (for example #AdventureTime and #BookYourTrip).
• Localise when relevant: tags like #[YourCity]photography or #[YourCountry]travel increase local discoverability.
• Brand your own hashtag. Encourage followers to use it. That builds community and UGC (user‑generated content).
Case Study: How Some Creators Did It
Consider a travel creator posting a beach sunset reel. Their tag set: #sunsetlover, #beachlife, #travelgram, #unitedstatescoast, #soloexplorer, #oceanvibes, #wanderlustdaily, #californiaroadtrip, #sunsetphotography, #travelstory.
They used one broad (#travelgram), several mid‑level (#sunsetphotography, #oceanvibes) and niche/local (#californiaroadtrip) tags. Engagement rose and the post reached a tagged‑page feed for #sunsetlover, helping new followers discover the profile.
Final Checklist Before Posting
- Are the hashtags fully relevant to the content?
• Did you include a mixture of tag volumes (broad, mid, niche)?
• Have you rotated tags from the last 3‑5 posts to avoid repetition?
• Does your caption support the hashtags rather than contradict them?
• Will you monitor the results via Insights and adapt?
Conclusion
When you choose the best hashtags for Instagram, you give your content a powerful chance to be seen outside your usual audience. You want relevance, variety, rotation and monitoring.
By using a thoughtful blend of tag volume levels, remaining consistent, watching performance and adjusting over time, you can boost visibility and engagement. After years of observing social media trends and algorithm shifts, focusing on the right hashtags remains a foundational tactic for Instagram growth.
FAQ’s
What is the ideal number of hashtags to use on Instagram?
Most creators find between 5 and 15 highly relevant tags works well. Using maximum allowed isn’t always quicker. Relevance matters more than number.
Do extremely popular hashtags boost post reach more than niche ones?
They offer large reach potential, but posts often get buried quickly. Combining with niche tags gives you better chance of being seen in focused feeds.
Can I reuse the same hashtags for every post?
It’s possible but not advised. Using exactly the same set may reduce reach over time. Rotate tags and test new ones for best results.
Should I include hashtags in the caption or in the first comment?
Either method is fine. Placing in the first comment keeps your caption clean. What matters is that tags load quickly after posting.
How often should I update my hashtag strategy?
Review every month or after 30‑60 days of posting consistently. Look at which tags drive reach and engagement, drop under‑performers and test new ones.
Are branded hashtags worth creating?
Yes. They help build community and user‑generated content. Encourage followers to use your hashtag so you gain organic discoverability.
What does “niche hashtag” mean in practice?
A niche hashtag targets a specific community or interest group, often with fewer posts. Example: instead of #travel, use #ecotravelerusa or #hikingwithdogs. These narrower tags yield more focused engagement.
