How Many Hashtags Should You Use on Instagram?

I am all about facts and figures. If you tell me something is true, I want to see the proof. I want to know the data that backs up your statement. So, when I came across an article about a company that analyzed 18 million Instagram posts, it had my attention.

With each new algorithmic update, Instagram’s approach to recommending content continues to evolve. At the heart of this system lies a simple but powerful tool: the hashtag.

How you use hashtags can determine whether your post gains meaningful visibility or gets lost in the flood of new content uploaded every second.

Recent research suggests that using more hashtags—around 20, in fact—often delivers better reach. Yet, this isn’t just a numbers game. Choosing the right hashtags strategically can have a profound impact on your online presence, helping you stand out, attract a targeted audience, and encourage genuine engagement.

At their core, hashtags serve as digital signposts that help Instagram’s algorithm and users alike understand what your content is about. By clearly signaling your post’s topic or theme, relevant hashtags give the platform a guide to who might be most interested in seeing it. A single, well-chosen hashtag can place your post in front of users who are already searching for or engaging with similar content.

This not only boosts your potential reach but also helps you connect with a community of users who care about what you are sharing. For example, a personal trainer who consistently uses the hashtag #TrainHard won’t just attract anyone who stumbles upon their post; they’ll draw in fitness enthusiasts, gym owners, wellness brands, and others in the health and fitness industry. The result is a more engaged audience—people who are primed to comment, share, follow, and potentially become long-term supporters or customers.

How Many Hashtags Should You Use on Instagram?

While Instagram’s own recommendations have varied—some official guidance has suggested as few as three to five hashtags per post—data from a Later.com study of over 18 million posts shows that using around 20 hashtags often garners the best results. Yes, you read that right -- 20 hashtags! This might seem like a lot and even contradict the platform’s suggestions of (3 to 5), but the results speak for themselves.

There is a key factor at play: relevance.

Simply piling on hashtags without thought won’t deliver long-term results. A block of 20 random or spammy tags may momentarily place you in more searches, but it won’t connect you with the right audiences. Worse still, low-quality or irrelevant hashtags can dilute your post’s focus, making it harder for the algorithm to categorize your content correctly. Instead, you should focus on curating a set of hashtags that speak directly to your niche, resonate with your brand identity, and help your target audience find you.

1. Research Hashtag Volume:
   Start by examining the number of posts associated with a given hashtag. Extremely popular tags with millions of posts—like #Love or #InstaGood—may offer broad visibility, but they also mean stiff competition. On the other hand, overly obscure hashtags with only a few hundred uses may fail to attract much interest. The ideal “sweet spot” often falls between 10,000 and 200,000 posts, giving you a decent audience size without overwhelming competition.
2. Use Instagram’s Search Tools:
   Tap into Instagram’s built-in search function to explore tags. Simply searching a keyword can reveal related hashtags, their usage frequency, and potential variations. You might discover a niche tag like #VanLifeLiving instead of the more generic #VanLife, connecting you with a more engaged, community-driven audience.
3. Focus on Your Specific Niche and Community:
   Rather than relying solely on broad, trending hashtags, consider those that apply specifically to your industry or community. For instance, if you’re a social media consultant, use #SocialMediaManagers or #SocialMediaTips alongside more general tags. This targeted approach allows you to reach exactly the sort of people interested in your services or perspective.
4. Experiment with Various Hashtag Types:
   To ensure depth and diversity, consider multiple hashtag categories:
5. • Location-based hashtags: Such as #LasVegas or #StatueofLibertyfor place-specific content.
   • Branded hashtags: For your campaigns or community-building, like #NikeTraining or #ShotonIphone, to encourage user-generated content and foster brand loyalty.
   • Industry-specific hashtags: Terms like #SoftwareDevelopment or #SEOExperts that position your content within a defined professional field.
   • Community-focused hashtags: Tags that bring together people with shared interests, such as #ContentCreator or #AltModel.
   • Descriptive hashtags: Words or phrases that describe your product or content, like #VelvetThrowPillows or #GoldLayeredNecklaces.

5. Monitor and Adjust Based on Performance:
   Hashtag strategy isn’t a “set it and forget it” activity. Regularly check your post insights to see which tags are driving the most reach and engagement. If certain hashtags aren’t performing as expected, consider swapping them out. Over time, this data-driven approach can help you fine-tune your hashtag list, cutting the underperformers and leaning into the ones that consistently deliver results.

A thoughtful hashtag strategy does more than boost a single post; it can steadily build brand recognition and community engagement. Over weeks, months, and years, the consistent use of relevant, carefully selected hashtags can help solidify your brand’s online presence. Users may begin to associate your username and profile image with certain interests or products, remembering to check in regularly or even following your branded hashtag to stay informed about your latest content.

Do hashtags work?

Absolutely. It isn't a matter of if you should be using hashtags but how many hashtags should you use per post!

If you aren't using hashtags, then you are missing out on getting your post seen by people who might not have otherwise found you. Let me show you the proof ... had I not used hashtags, then 80% of the people who viewed my post on Instagram wouldn't have ever found me.

Hashtags are an incredibly easy way to increase your reach. Hashtags should be used as keywords that describe what that particular content you are posting is about.  This helps the algorithm categorize your content so it can be shown to people who are actually interested in your content and, ultimately you, the person who made the post in the first place.

As Instagram continues to develop its discoverability features, including richer search capabilities and more intuitive recommendation systems, having well-defined hashtags becomes even more critical. The platform is more likely to surface content that is clearly categorized and aligned with users’ tastes and needs.

By making careful choices—limiting yourself to relevant tags while still using enough to give the algorithm a comprehensive picture—you increase the chances that your posts will be served to the right people at the right time.

Instagram hashtags remain a powerful tool for creators and brands alike despite the platform’s periodic guidance shifts and the endless debate on their optimal quantity. Ultimately, a strategy that emphasizes quality, relevance, and testing over time is the most reliable path to success.

It may seem time-consuming to research and refine hashtag usage, but the payoff can be substantial: enhanced reach, more meaningful engagement, and a growing community of followers who genuinely care about what you share. In an increasingly crowded digital landscape, well-chosen hashtags can act as signposts that guide the right audience straight to your content—turning casual scrollers into loyal advocates for your brand.

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