If you've ever posted on Instagram, you've probably wondered about hashtags. Specifically, how many Instagram hashtags should you use to get the best results? It's a common question with no one-size-fits-all answer, but I'm here to help you figure out what works for your specific goals and audience.

Instagram allows up to 30 hashtags per post, but that doesn't mean you should always use all 30. In this guide, I'll walk you through everything you need to know about Instagram hashtag strategy in 2024, including recent algorithm changes, best practices, and practical tips to boost your visibility.

The Current Instagram Hashtag Landscape

Instagram has evolved significantly since its early days. The platform's approach to hashtags has changed, and so should your strategy. Let's look at where things stand right now:

Instagram's Official Position on Hashtags

According to Instagram's own recommendations, using 3-5 relevant hashtags is ideal for most posts. This marks a shift from previous years when using all 30 available hashtags was common practice. Instagram now prioritizes relevance over quantity, with their algorithm designed to identify and reward content that genuinely matches the hashtags used.

Recent Algorithm Changes Affecting Hashtags

In 2024, Instagram's algorithm has become smarter at understanding content context. The platform can now “read” your images, analyze your captions, and better understand what your content is about without relying solely on hashtags. This means:

• Irrelevant hashtags can actually hurt your reach
• Content quality and engagement matter more than ever
• Highly specific, relevant hashtags tend to perform better than generic ones

The Magic Number: How Many Hashtags Should You Use?

While Instagram allows up to 30 hashtags per post, the optimal number varies based on several factors. Let's break down the different approaches:

The Minimalist Approach (1-5 Hashtags)

Using just a handful of highly targeted hashtags aligns with Instagram's current recommendations. This approach works well for:

• Established accounts with strong engagement
• Brands aiming for a cleaner, more professional aesthetic
• Content that clearly fits into specific niches

The advantage here is that your post looks cleaner and more professional. Each hashtag you choose carries more weight, so you'll need to be very strategic.

The Moderate Approach (8-15 Hashtags)

This middle-ground strategy balances reach and relevance. It works particularly well for:

• Growing accounts looking to expand their audience
• Content that spans multiple related topics or interests
• Businesses trying to reach different customer segments

With this approach, you can include a mix of niche-specific hashtags, location tags, and a few broader category hashtags without overwhelming your post.

The Maximum Approach (20-30 Hashtags)

Using close to the full 30 hashtags was once the standard recommendation. In 2024, this approach still works for:

• New accounts trying to build initial visibility
• Highly visual content like photography or art
• Posts targeting multiple distinct communities

The key to making this approach work is ensuring all hashtags are still relevant to your content. Random hashtags will likely trigger Instagram's algorithm to limit your reach.

What Research Shows About Hashtag Count

Study Source	Recommended Number	Key Finding
Later.com (2023)	20-30	Posts with 20+ hashtags showed 30% higher reach on average
HubSpot (2023)	5-9	Posts with 5-9 hashtags received the highest engagement rates
Social Insider (2023)	3-8	Smaller accounts benefited from more hashtags, larger accounts from fewer
Instagram (Official)	3-5	Instagram recommends fewer, more relevant hashtags

As you can see, there's no clear consensus, which suggests the optimal number varies by account type, content, and goals.

Factors That Should Influence Your Hashtag Count

Instead of fixing on a specific number, consider these factors when deciding how many hashtags to use:

Your Account Size

Your follower count can impact your optimal hashtag strategy:

• Under 5K followers: Using more hashtags (15-30) can help increase visibility
• 5K-50K followers: A moderate approach (8-15) often works best
• Over 50K followers: Fewer, highly targeted hashtags (3-10) typically perform better

Larger accounts generally rely less on hashtags for discovery because they already have an established audience and better engagement signals for the algorithm.

Your Content Type

Different content categories have different hashtag norms:

• Photography: typically uses more hashtags (15-30)
• Business/Professional: Often uses fewer hashtags (3-10)
• Educational content: Moderate hashtag usage (8-15)
• Lifestyle/Personal: Variable, but often 10-20 hashtags

Your Marketing Goals

What you're trying to achieve should influence your hashtag strategy:

• Brand awareness: More hashtags to reach new audiences
• Community building: Focused hashtags relevant to your niche
• Selling products: Mix of product, niche, and shopping-related hashtags
• Driving website traffic: Industry and problem-solution hashtags

Testing Different Hashtag Counts

The best way to determine your ideal hashtag count is through testing. Here's a simple methodology:

How to Run an Effective Hashtag Test

1. Create similar content posted at similar times
2. Test different hashtag counts (eg, 5, 15, and 30 hashtags)
3. Keep the quality and relevance of hashtags consistent
4. Track reach, impressions, and engagement for each post
5. Run each test at least 3-5 times to account for variables
6. Analyze the results to find patterns

Remember that what works for one account might not work for another. Your audience, content quality, and consistency all play important roles.

Hashtag Placement: Does It Matter?

Beyond the number of hashtags, where you place them can impact both aesthetics and performance:

In the caption

Placing hashtags directly in your caption has these characteristics:

• Pros: Keeps everything in one place, can incorporate hashtags naturally into sentences
• Cons: Can look cluttered with many hashtags, might distract from your message

In the First Comment

Adding hashtags as a comment on your own post:

• Pros: Creates a cleaner caption, hides hashtags from immediate view
• Cons: Requires an extra step, might delay hashtag activation slightly

Instagram has confirmed that hashtags work equally well in either location. Your choice should depend on aesthetic preferences and audience expectations.

Types of Hashtags to Include

Rather than focusing solely on quantity, consider including a mix of these hashtag types:

Niche-Specific Hashtags

These are highly targeted to your specific content area. For example, instead of #fitness, a yoga instructor might use #yogaforbeginners or #ashtangayoga. These typically have lower competition and higher relevance.

Location-Based Hashtags

Including geographic hashtags helps you connect with local audiences. Examples include city hashtags (#NYCphotographer), neighborhood tags (#brooklynfoodie), or regional terms (#pacificnorthwest).

Branded Hashtags

These are unique to your brand or campaign. They help build community and organize content. Examples include your business name, slogan, or campaign-specific tags.

Community Hashtags

These connect you with like-minded content creators and audiences. Examples include #writersofinstagram, #smallbusinessowner, or #travelblogger.

Trending Hashtags

When relevant to your content, trending hashtags can boost short-term visibility. Just ensure they truly relate to your post to avoid algorithmic penalties.

Hashtag Size Strategy

Another effective approach is mixing hashtags of different popularity levels:

Large Hashtags (1M+ posts)

These have huge reach but extreme competition. Your post will likely disappear quickly in these feeds, but they offer potential exposure. Examples include #love, #photography, or #fitness.

Medium Hashtags (100K-1M posts)

These offer a good balance of reach and competition. Your content has a better chance of being discovered here. Examples might include #healthybreakfastideas or #smallbusinesstips.

Small Hashtags (10K-100K posts)

These highly specific hashtags have less competition, making it easier for your content to stand out. They typically attract more engaged, targeted audiences. Examples might include #veganbakingtips or #denverdogwalker.

Micro Hashtags (under 10K posts)

These ultra-specific tags have very low competition but also limited reach. They're excellent for connecting with niche communities. Examples might include #vintaglenscollector or #seattlefoodphotographer.

A balanced hashtag strategy might include:

• 1-3 large hashtags
• 3-5 medium hashtags
• 5-10 small hashtags
• 3-5 micro hashtags

Common Hashtag Mistakes to Avoid

No matter how many hashtags you use, avoid these common mistakes:

Using Irrelevant Hashtags

Adding hashtags that don't match your content might get you initial views but will hurt your long-term account as the algorithm identifies the mismatch.

Using Banned or Flagged Hashtags

Some hashtags have been restricted by Instagram due to community guideline violations. Using these can limit your reach across all hashtags. Always research hashtags before using them.

Using Only Ultra-Popular Hashtags

Extremely popular hashtags (#love, #instagood) are so competitive that your content will quickly get buried. Balance these with more specific tags.

Using the Same Hashtag Set for Every Post

Instagram's algorithm may flag this as "spammy" behavior. Vary your hashtags based on the specific content of each post.

Focusing on Quantity Over Relevance

Adding hashtags just to reach 30 is counterproductive if they're not genuinely related to your content.

Hashtag Strategy by Content Type

Let's look at some specific recommendations based on common Instagram content types:

For Business Accounts

Business accounts often benefit from a more curated approach:

• 5-15 highly relevant hashtags per post
• Focus on industry, service, and location-specific tags
• Include 1-2 branded hashtags
• Add a few community-building hashtags

For Personal/Lifestyle Accounts

Personal accounts can be more flexible with hashtags:

• 10-20 hashtags that reflect the post's content
• Mix of lifestyle, community, and activity hashtags
• Include location tags when relevant
• Add trending hashtags that match your content

For Photography Accounts

Photography accounts typically benefit from more hashtags:

• 15-30 hashtags covering style, subject, equipment, and technique
• Include photography community hashtags
• Add location-specific tags
• Mix popular photography hashtags with niche-specific ones

For E-commerce/Product Accounts

Product-focused accounts should target buying intent:

• 10-20 hashtags per post
• Include product category and feature hashtags
• Add seasonal or trending shopping hashtags
• Use problem-solution hashtags (what issue does your product solve?)
• Include relevant lifestyle hashtags

Tools to Help with Hashtag Strategy

Several tools can help you research and manage your hashtags:

Hashtag Research Tools

• Flick: Provides hashtag analytics and suggestions based on your account
• Later Hashtag Finder: Suggests relevant hashtags based on your content
• MetaHashtags: Shows performance metrics for specific hashtags
• Instagram Search: The native search function shows hashtag popularity

Hashtag Organization Methods

To streamline your hashtag process:

• Create hashtag collections in your notes app
• Use a dedicated hashtag management tool
• Create custom keyboard shortcuts for frequently used hashtag groups
• Save hashtag sets in content planning tools like Later or Planoly

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Measuring Hashtag Performance

To refine your hashtag strategy over time, track these metrics:

Key Metrics to Track

• Reach from hashtags: Available in Instagram Insights for business accounts
• Follower growth: Spikes after using certain hashtags can indicate effectiveness
• Engagement rate: Higher engagement suggests your content reached relevant audiences
• Profile visits: Indicates if hashtags are bringing curious viewers to your profile

How to Access Hashtag Analytics

1. Switch to a Business or Creator account if you haven't already
2. After posting, go to the post and tap "View Insights"
3. Scroll to see “Reached” or “Discovery” metrics
4. Look for "From Hashtags" data to see how many accounts found your post through hashtags

Adapting Your Strategy for Different Instagram Features

Different Instagram features may require different hashtag approaches:

Feed Posts

Standard feed posts can use up to 30 hashtags. This is where your most comprehensive hashtag strategy applies.

Instagram Stories

Stories allow up to 10 hashtags. Consider using fewer, more targeted hashtags here, or hiding them behind stickers or GIFs to maintain aesthetic appeal.

Reels

While Reels also allow 30 hashtags, using 5-10 highly relevant hashtags often works better for this format, which relies more heavily on algorithmic distribution than hashtag discovery.

Instagram Guides

Guides don't support adding new hashtags directly, but they compile your existing posts that may already have hashtags.

Conclusion: Finding Your Hashtag Sweet Spot

After exploring all aspects of Instagram hashtag strategy, here's what you should remember:

The ideal number of Instagram hashtags varies depending on your account size, content type, and goals. While Instagram officially recommends 3-5 hashtags, many creators still see success with 10-20 or even the full 30 hashtags.

The key isn't the specific number but rather the relevance and strategic mix of the hashtags you choose. Focus on building a diverse hashtag strategy that includes niche-specific, location-based, and community hashtags at varying popularity levels.

Most importantly, test different approaches with your specific audience. Track your results, adjust your strategy, and find what works best for your unique Instagram presence. Remember that Instagram's algorithm continues to evolve, so stay flexible and be willing to adapt your hashtag strategy over time.

FAQs About Instagram Hashtags

1. Can using too many hashtags hurt my Instagram reach?

While Instagram allows up to 30 hashtags, using related hashtags can hurt your reach. The algorithm is designed to identify content that doesn't match the hashtags used. Focus on quality and relevance rather than simply maxing out your count.

2. Should I put hashtags in my caption or first comment?

Instagram has confirmed that hashtags work equally well in either the caption or the first comment. This choice comes down to aesthetic preference. Some users prefer keeping captions clean by putting hashtags in comments, while others find it more convenient to include everything in the caption.

3. How often should I change my hashtags?

You should vary your hashtags based on each post's specific content. Using the exact same set of hashtags across multiple posts may be flagged as spam-like behavior. Aim to customize at least 30-50% of your hashtags for each post while maintaining a core set relevant to your niche.

4. Do hashtags work the same way for Reels as they do for regular posts?

While you can use up to 30 hashtags on Reels (just like regular posts), Reels rely more heavily on algorithmic distribution based on content type and user preferences. For Reels, using 5-10 highly specific, relevant hashtags often works better than using all 30.

5. How can I discover new, effective hashtags for my niche?

Some effective ways to discover new hashtags include: researching what competitors and industry leaders use, checking the “Related” hashtags that appear when you search a hashtag on Instagram, using dedicated hashtag research tools like Flick or Later, and simply paying attention to trending topics in your industry.