Hashtags are one of the most powerful tools for getting your content discovered on Instagram. In 2025, the platform continues to rely on hashtags to categorize and promote posts, making them essential for growing your reach and increasing engagement. In this article, we’ll guide you through the latest strategies for using Instagram hashtags effectively.
1. Understand the Power of Hashtags
Hashtags are keywords or phrases preceded by the “#” symbol, and they help categorize your content so that people can easily find it. When you include hashtags in your Instagram posts, you increase the chances of your content appearing on the Explore page or in hashtag feeds.
In 2025, Instagram’s algorithm still uses hashtags to determine the relevance of posts, so using the right hashtags can significantly affect how well your content performs.
2. Research Relevant Hashtags
The first step in using hashtags effectively is to research the ones that are relevant to your niche, brand, or industry. You can use Instagram’s search bar to find trending hashtags or check out what your competitors and influencers in your niche are using. Here are some tips for finding the best hashtags:
Use Instagram’s Explore Page: Browse the Explore page and see which hashtags are trending for content similar to yours.
Competitor Analysis: Look at what hashtags competitors are using and identify which ones get the most engagement.
Hashtag Research Tools: There are many third-party tools, such as Hashtagify, All Hashtag, and RiteTag, that help you find popular hashtags in your niche.
Choose hashtags that are both specific and broad. Specific hashtags help target a niche audience, while broader hashtags allow your content to reach a larger audience.
3. Use a Mix of Popular and Niche Hashtags
When selecting hashtags for your posts, aim for a combination of both popular and niche-specific hashtags. Popular hashtags (like #love or #fitness) have a high volume of posts, which means there’s a lot of competition, but they also give your content a chance to appear in front of a massive audience.
On the other hand, niche-specific hashtags have less competition, meaning your content is more likely to stand out. For example, if you’re a travel blogger, instead of using the hashtag #travel, use more specific hashtags like #TravelWithMe or #SoloTravelAdventures. These hashtags will help you reach people who are genuinely interested in your content.
4. Use the Right Number of Hashtags
While Instagram allows you to use up to 30 hashtags per post, using too many hashtags can look spammy. In 2025, the optimal number of hashtags is generally between 5 to 15. Studies show that posts with around 11 hashtags tend to perform the best in terms of engagement. Here’s how you can determine the right number of hashtags for your account:
Experiment: Try different numbers of hashtags in your posts to see which ones get the most engagement.
Monitor Performance: Check your Instagram Insights to see how posts with fewer or more hashtags perform.
5. Create Branded Hashtags
Branded hashtags are unique hashtags created specifically for your brand, campaign, or community. They allow your audience to engage with your content in a meaningful way, and they help establish a sense of community. Branded hashtags can be a powerful tool for growing your brand's presence on Instagram.
For example, if you have a fashion brand, you can create a branded hashtag like #YourBrandStyle and encourage your followers to use it when posting pictures of themselves wearing your products. This not only helps you track user-generated content but also fosters a sense of connection with your audience.
6. Keep Your Hashtags Relevant
Hashtags should always be relevant to the content you’re posting. Using irrelevant hashtags can confuse your audience and hurt your credibility. Additionally, Instagram’s algorithm may penalize you for using spammy or irrelevant hashtags.
Always ensure that your hashtags align with your content and target audience. For example, if you're posting a behind-the-scenes look at your production process, avoid using hashtags like #foodie if your brand is in the fashion industry. Keep it relevant to the topic.
7. Monitor and Adjust Your Hashtag Strategy
Hashtag trends can change quickly, so it’s important to continually monitor your hashtag strategy. What works today may not work tomorrow, and Instagram's algorithm may adjust how it prioritizes hashtags in the future. To stay on top of trends, consider these tips:
Track Hashtag Performance: Regularly check how your posts perform with specific hashtags by using Instagram Insights.
Update Your Hashtags: Replace underperforming hashtags with new, trending ones.
Test New Hashtags: Regularly test out new hashtags and analyze their performance.
You can also experiment with different combinations of hashtags in your posts to see which groups of hashtags work best.
8. Use Hashtags in Instagram Stories
Hashtags are not limited to posts—they can also be used in Instagram Stories. Adding hashtags to your Stories helps make them discoverable by a larger audience. To add a hashtag to your Story:
Take or upload a photo or video to your Story.
Tap the text tool and type the hashtag.
You can use multiple hashtags in your Story, and Instagram will display the hashtag in a clickable format that leads to a page with other content using that hashtag.
You can also use the hashtag sticker, which is an interactive way to add hashtags to your Story. Adding hashtags to your Stories can significantly increase your reach and engagement.
9. Avoid Banned Hashtags
Some hashtags are banned by Instagram because they’ve been associated with spammy content or violated community guidelines. If you use a banned hashtag, Instagram may limit the reach of your post or even remove it entirely. To avoid using banned hashtags:
Do Your Research: Always check if a hashtag is banned before using it by searching it on Instagram.
Monitor Instagram’s Guidelines: Stay updated on Instagram’s community guidelines to avoid using hashtags that may get flagged.
10. Use Hashtags in Comments
You can also place your hashtags in the comments section of your post instead of in the caption itself. This keeps your captions clean and easy to read while still allowing your content to be discoverable through hashtags. Many influencers and brands use this strategy to keep their posts aesthetically pleasing while still optimizing their reach.
Conclusion
Hashtags are a crucial component of any Instagram marketing strategy. In 2025, they remain an essential tool for reaching a wider audience, boosting engagement, and growing your brand. By using relevant, niche-specific hashtags, creating branded hashtags, and consistently monitoring your hashtag performance, you can significantly improve your Instagram visibility and connect with a larger, more engaged audience.