Hashtags are one of the most powerful tools in your Instagram strategy. When used correctly, they can significantly increase the reach of your posts, connect you with your target audience, and even bring in new followers. In 2025, Instagram hashtags remain a key driver of engagement, but understanding how to use them strategically is more important than ever.
This article will guide you through the best practices for using Instagram hashtags in 2025 and how to create a winning hashtag strategy.
1. Understand How Instagram’s Hashtag Algorithm Works
Instagram uses hashtags to categorize content and help users discover posts that match their interests. When you include hashtags in your posts, Instagram’s algorithm can help surface your content to a wider audience, especially if the hashtags are relevant and popular.
Why it matters: Understanding how Instagram’s algorithm ranks posts based on hashtags helps you choose the right ones that will give your content the most exposure.
How to use it: Focus on using a mix of popular, niche, and branded hashtags. This combination increases your chances of appearing in both broad and highly targeted searches.
2. Use a Balanced Mix of Hashtags
Instagram allows you to use up to 30 hashtags per post. However, it’s not always necessary to use the maximum number. Instead, use a balanced mix of hashtags, including:
Popular Hashtags: These are widely searched and can help you reach a larger audience. However, they’re also highly competitive, so your post might get lost in the crowd.
Niche Hashtags: These are specific to your industry, product, or content type. They help you connect with a more targeted audience.
Branded Hashtags: These are unique to your brand, helping you build a community and track user-generated content.
Why it matters: A good mix of hashtag types ensures that your content reaches a broad audience while also targeting a more specific group of people.
How to use it: Use 5-10 popular hashtags, 10-15 niche hashtags, and 5-10 branded hashtags per post for optimal results.
3. Research and Update Your Hashtags Regularly
Hashtags are constantly evolving, and what works today may not be as effective tomorrow. Researching the most relevant and popular hashtags in your niche is crucial to staying ahead of the competition.
Why it matters: Outdated hashtags can make your posts appear irrelevant or poorly optimized. Regular research ensures that your posts are always using the most effective hashtags.
How to use it: Use Instagram’s search function to explore trending hashtags. Pay attention to what influencers, competitors, and similar brands are using. Also, consider using third-party tools like Hashtagify or RiteTag to discover new hashtags.
4. Create Custom and Branded Hashtags
In addition to using popular and niche hashtags, creating your own branded hashtags can help build a community around your content. A branded hashtag is unique to your brand and can be used by your followers to tag their posts when they engage with your content or products.
Why it matters: Branded hashtags help you track user-generated content, promote a sense of community, and encourage followers to engage with your brand.
How to use it: Create a simple and memorable branded hashtag that represents your business, products, or campaigns. For example, if you sell fitness gear, you might use #FitWith[YourBrandName]. Encourage your followers to use it when sharing content related to your brand.
5. Use Hashtags in Instagram Stories and Reels
Hashtags aren’t limited to your feed posts. You can also use them in Instagram Stories and Reels. Including hashtags in your stories helps your content appear on the Explore page and reach a wider audience.
Why it matters: Stories and Reels have high engagement rates, and using hashtags can help them get discovered by more people.
How to use it: Add relevant hashtags to your Stories using the hashtag sticker or in the text. For Reels, include hashtags in the description to increase the likelihood of appearing on the Explore page.
6. Avoid Overusing Hashtags
While Instagram allows you to use up to 30 hashtags, using too many can look spammy and reduce the impact of your post. In fact, studies show that using around 7-11 hashtags per post is often more effective than using the maximum allowed.
Why it matters: Overusing hashtags can make your content look desperate for attention and decrease engagement.
How to use it: Stick to 7-11 relevant and targeted hashtags for maximum reach without overwhelming your audience.
7. Leverage Location-Based Hashtags
Location-based hashtags are especially useful if you're targeting local customers or promoting a local event. These hashtags help your posts appear in location-specific searches, making it easier for people in your area to discover your content.
Why it matters: Using location-based hashtags helps you connect with users who are nearby, boosting engagement and building local brand awareness.
How to use it: Include hashtags related to your city, region, or specific location. For example, #NYC for New York City or #LondonEats for restaurants in London.
8. Monitor Your Hashtag Performance
To determine which hashtags are driving the most engagement, you should monitor the performance of your posts. Instagram Insights provides valuable data on how your posts are performing and which hashtags are generating the most interactions.
Why it matters: Tracking the effectiveness of your hashtags helps you refine your strategy and focus on what works.
How to use it: Check the "Impressions" and "Reach" metrics in Instagram Insights to see how your posts are performing with specific hashtags. Based on the results, adjust your hashtag strategy to include more of the ones that drive the most engagement.
9. Avoid Banned Hashtags
Instagram periodically bans certain hashtags, usually due to abuse or inappropriate content associated with them. Using banned hashtags can limit your reach or even result in your post being hidden from the Explore page.
Why it matters: Banned hashtags can negatively impact your reach and engagement, so it’s essential to stay updated on which hashtags are currently banned.
How to use it: Regularly check Instagram’s help page or use third-party tools to see if any of your chosen hashtags are banned. Avoid using them to protect your content from being penalized.
10. Experiment and Be Creative
Hashtags offer endless opportunities for experimentation. Don’t be afraid to get creative with your hashtag strategy. Try using a mix of seasonal, event-based, and topical hashtags that resonate with your audience.
Why it matters: Creativity can help you stand out in a sea of content, especially in a crowded niche.
How to use it: Test different combinations of hashtags for different types of posts. Pay attention to trends and try incorporating them into your content.
Conclusion
In 2025, Instagram hashtags are still an essential tool for expanding your reach and increasing engagement. By using a strategic mix of popular, niche, and branded hashtags, conducting regular research, and avoiding banned hashtags, you can maximize the effectiveness of your hashtag strategy. Experiment with new approaches, track performance, and stay on top of trends to keep your Instagram presence strong and your content visible to the right audience.