We’re guessing your Insta strategy is not working as expected, and you assume the # is to blame. Well, to be honest, there’s been a lot going on lately, and a lot of fuss about hashtags on this social media platform.
Just as LinkedIn moved away from it, IG is slowly but surely following suit. Yes, we’ve been listening for the past year that # are history, and that AI algorithms can now read your post or reel, but they can still help with navigation and delivery to the right audience.
If you want to be visible in the category you want to compete in, hashtags can still boost your visibility. Let us show you how to use hashtags on Instagram the right way in 2026 (no outdated advice that used to work back in the day).
In this article, we’re revealing the harsh truth about Instagram hashtag strategies, what has changed, how the # actually work, why you still need them, how to find the right ones for your account, and how they can help you gain more followers.
Table of Contents
- Should I Use Hashtags on Instagram in 2026?
- How Hashtags Work on Instagram
- How to Create an Effective Instagram Hashtag Strategy
- 5 Effective Ways to Use Hashtags on Instagram for Better Results
- How to Use Hashtags on Instagram to Gain (More) Followers
- How to Find the Best Hashtags on Instagram
- How Many Hashtags to Use on Instagram
- Get Started with Your Instagram Hashtag Strategy for Free
- FAQ
Should I Use Hashtags on Instagram in 2026?
Yes, you should use hashtags on Instagram in 2026 because if you don’t, your content has fewer chances to show in your target audience’s feeds.
But… here’s the catch: You shouldn’t choose random hashtags. You should do it strategically, because wrong ones can do more harm to your account than you think. And there are so many traps where you can fall into!
A lot of experts have been discussing how hashtags don’t work on Instagram anymore (we assume it has something to do with the 2025 clip with Adam Mosseri, CEO of Instagram, telling hashtags don’t work).
But the thing is, it’s not the first time Mosseri said that, and # still works in a way. It was a topic of discussion two years ago (2024), then again in 2025, but then he also mentioned in the comment that “Hashtags can help people interested in specific topics find your content…”
View this post on Instagram
You might think, “Oh, he said it’s not working anymore,” or “I can’t follow hashtags anymore. What’s their use then?” But the truth is that hashtags still help Instagram’s algorithms to categorize your posts and reels and make them discoverable by narrow-niched non-followers.
True, they might not do miracles for engagement and reach (the content quality is in charge of that now), but leaving them out might result in even more dissatisfying results.
You can still use multiple hashtags, but the latest update limited them to up to 5 per post. No more debate around that. You have five chances to hit the target. No broad, descriptive, or general hashtags.
The goal is to identify the most essential, focused tags that can deliver your content to your niche audience with a specific interest.
Do people still use hashtags on Instagram?
Yes, people still use hashtags on Instagram, but you will find more and more reels and posts without any hashtags. You can see for yourself.
Head over to the Explore tab and type in the hashtag you’re curious about. Look at the top posts that show up. Now ask yourself one thing: “How many of these posts don’t use the hashtag I searched for?”
Take a look at the hashtag results for #lavanderoil, for example.
There are more than 5000 posts with that tag, and you’ll notice that some of the reels among the first don’t have any hashtags, some (older ones) have up to 10 hashtags, some have “lavender oil” keyword within the description, but not as a hashtag, and some have one to five #.
What’s interesting is that some of the latest reels with low engagement, using #lavenderoil are presented among the first.
There you go… If nothing else, that should be your nudge to use them, especially if you have a new account or a low engagement rate.
How Hashtags Work on Instagram
A few years ago, hashtags on Insta were all about reach. Users would stack up to 30 hashtags per post, often in the first comment, to get discovered by as many people as possible.
The more popular the hashtag (like #love or #photooftheday), the higher the chance your post would land on someone’s Explore page. It was a volume game: more hashtags, more visibility.
Creators often reused the same set of hashtags, and engagement pods even formed around certain tags.
But… things have changed.
Today, Instagram’s algorithm is smarter and more context-aware. It prioritizes relevance over quantity. Using 3-5 highly targeted and relevant hashtags that match your content, audience, and caption is now considered best practice.
Generic or overused hashtags can actually limit reach if the algorithm thinks your post is spammy or mismatched.
Instagram also now factors in alt text, captions, and user behavior. Hashtags are just one piece of the puzzle. Plus, AI categorization has reduced dependency on hashtags alone for content discovery.
The punch line: Insta hashtags still matter, but not in the old “spray-and-pray” way. They work best when they are thoughtfully chosen and used to support, not carry, your content strategy.
View this post on Instagram
5 Effective Ways to Use Hashtags on Instagram for Better Results
So, we’ve solved your dilemma — should you or should you not use hashtags? Yes, you should because they will help the algorithm categorize your content and show it to your non-followers with a specific interest.
Now, let’s see the best way to use hashtags on Instagram.
1. Add a Mix of Hashtags
Since # are not the reach driver anymore, but more of a helper (you know, like a tooltip for AI), you should make your own, unique, and personalized mix of hashtags.
You should add:
- 1 broad or trending hashtags (e.g. #love #pets)
- 1 niche hashtags (e.g. #wedding #petshampoo)
- 1 community hashtags (e.g. #booklovers #petowners)
- 1 campaign or branded hashtags (e.g. #tiffanyandco #chooseyourwinter)
- 1 event, location, or timely hashtags (e.g. #spring2026 #newyork #metgala)
– Place hashtags at the end of the caption or in the first comment (both work)
– Rotate sets to avoid being flagged as spam
– Make sure every hashtag is relevant to your content
2. Engage with Hashtag Communities
Using Instagram hashtags isn’t always about visibility. It’s more about belonging to a conversation. When you engage with posts under the same hashtags you use, you show up as a real participant, not just a content promoter. Take a few minutes daily to like, comment, and reply to others’ posts using your niche hashtags.
For example, if you’re using #skincarecommunity, dive into that tag and interact with other creators or brands. This builds organic relationships, increases the chance they’ll engage back, and signals to the algorithm that you’re active in that space.
Find the Best Hashtag Communities for You!
Discover all IG posts with your niche hashtags in Mentionlytics and jump into the conversation for better engagement.
Over time, this kind of authentic interaction can grow into a loyal micro-community. You’ll be recognized as a familiar name within those circles, and your posts will naturally get more attention.
Plus, Instagram tends to reward meaningful engagement by pushing your content to more users in that niche.
3. Do Hashtag Tracking
Yes, it’s nice to know which hashtags to use, but that’s just the beginning. Tracking their performance is what sets smart creators apart.
Not all hashtags are created equal, and some will naturally drive more engagement, visibility, or even sales than others. That’s why it’s essential to do hashtag tracking and see which ones are actually working.
Tools like Mentionlytics let you track:
- How often a hashtag is mentioned
- Who’s using it
- Which country uses it the most
- What’s the sentiment of the mentions including that #
- What’s the reach
- What’s the engagement
If you notice that a certain hashtag consistently brings in high-quality mentions or engagement spikes, that’s your signal to double down. On the other hand, if some tags aren’t moving the needle, it may be time to switch them with more effective ones.
With these hashtag analytics, there’s no guessing. You know exactly what’s working and what’s not, and which hashtags the Instagram audience uses to relate to your brand.
Check Your Hashtags Performance!
Do instant performance checking with Mentionlytics – No credit card needed!
4. Create Your Own Branded Hashtag
Creating your own branded hashtag is one of the smartest ways to build a sense of community around your content or business. It can be as simple as your brand name, a product line, or a memorable campaign slogan.
The goal is to give your audience a shared space to engage, contribute, and feel like part of something bigger. Whether you’re a creator or a company, a unique hashtag helps you track user-generated content (UGC) and makes it easier for followers to discover others who love what you do.
Even well-known and established brands use this. Check Apple’s #shotoniPhone and see for yourself.
It started as a campaign and grew into a global showcase of photography, creativity, and loyal user participation. People proudly tag their photos with it, and Apple routinely features the best ones across social media and ads. It’s a perfect case of how a simple hashtag can turn into a powerful brand movement.
So, create your own, promote it, and watch your community grow around that one little phrase!
5. Don’t Wing it with Hashtags
“Oh, #love is a great hashtag; it has over 2 billion volume. Let me just add it to my post!” Meanwhile, your post is about car mechanics — no! Just no!
This kind of random hashtag dropping does more harm than good. Instagram’s algorithm doesn’t just care what hashtag you use. It cares about how relevant it is to your content.
If there’s a mismatch, your post might not be shown to the right people, or worse, it might be flagged as spammy. So, before you tap that # key and add whatever pops up, pause. Think.
Every post has a purpose. It could be telling a story, promoting a product, or building trust with your audience. Your hashtags should align with that goal. Use them as strategic connectors — not decorations.
Decide ahead of time which hashtags match your topic, niche, and audience. Keep a few saved sets that you can rotate and customize for different types of posts.
You have to control the number of hashtags you use and which ones you use. Instagram hashtags have to be used strategically. Every post has its own story to tell, and you have to follow the narrative.
How to Create an Effective Instagram Hashtag Strategy
And now, the fun part: With all this theoretical knowledge, it’s time to build your Instagram hashtag strategy. Let’s do it together!
Search for Hashtags Relevant to Your Brand & Niche
Finding relevant hashtags in your industry is not a one-click job. It requires time, research, and a little strategy.
Start by looking at your competitors’ activities. What types of hashtags do they use regularly, and which ones seem to drive the most engagement?
Good to know: SIA tells you which hashtags work best for your competitors, so that you can consider them for your own posts!
Then, narrow down to hashtags that are specific to your product or service. For example, if you sell eco-friendly skincare, broad hashtags like #skincare are fine, but you’ll also want targeted ones like #cleanbeauty, #greenbeauty, or #ecoskincare.
Lastly, explore general industry-related hashtags that are trending or have solid communities behind them. These popular hashtags can expand your audience.
So, how do you actually find these hashtags?
- Start with native Instagram search. Type in keywords and check the volume and types of posts under each hashtag.
- Then, analyze what similar accounts or influencers in your niche are tagging with your Instagram analytics tool.
- For deeper insights, use hashtag tracking tools like Mentionlytics to examine engagement metrics, related hashtags, and trending patterns.
Once you’ve built a list, test and refine regularly to keep your Instagram hashtag strategy aligned with what’s working now, not last year!
Keep Your Eyes Open for Trending Hashtags
Instagram trending hashtags don’t always have the biggest volume, but they have high engagement and reach. They are tied to seasonal events, viral trends, holidays, sports, or cultural moments.
Unlike evergreen hashtags, trending ones give you a limited-time opportunity to tap into broader conversations and get your content seen by a much wider audience, if you move quickly.
That’s why it’s important to keep your fingers on the pulse. Scroll through Instagram Reels, follow industry influencers, check what’s trending on TikTok (because it will probably spill over to Instagram), and use a hashtag tracking tool to see what’s gaining traction in real time.
Even if a trending hashtag doesn’t have a huge search volume yet, its momentum might carry your post further than any generic tag ever could.
Think of it as riding a wave. Catch it at the right time, and your post might just go viral!
How to Use Hashtags on Instagram to Gain (More) Followers
Hashtags still count! They can help you grow your account if you use them smartly. The key is to focus on discoverability.
When you use relevant and targeted hashtags, your content shows up on the hashtag page and the Explore feeds of people who don’t follow you yet, but are already interested in that topic. That’s your chance to attract the right kind of followers: people who are more likely to engage, stick around, and become part of your community.
But hashtags alone aren’t enough. Instagram captions matter, too. Instagram’s algorithm reads them just like it reads hashtags.
A well-written caption with keywords that reflect your topic and tone can help the platform understand who to show your post to. Plus, a strong caption can invite interaction, spark conversation, or tell a story that makes people want to follow you.
Bottom line? If your content delivers value (whether through visuals, insight, or entertainment) and your hashtags and captions support that, the right followers will find you.
How to Find the Best Hashtags on Instagram
The best hashtags aren’t always the most obvious. They’re the ones that connect your content with the right audience. That’s why doing hashtag research is essential.
We all know that research takes time, but the good news is that you can shorten the process by using tools like Mentionlytics to find hashtags relevant to your brand and audience.
The thing is, if you find out how your target audience reacts to specific hashtags, you’ll have the right combo.
Mentionlytics has two very useful features for that: Top Keywords and Keyword Cloud. Use Top Keywords to instantly generate a list of hashtags related to your brand, product, or industry. Or for quick results, have a look at the Keyword Cloud.
Want a head start? We’ve already put together a curated list of some of the most popular and effective top Instagram hashtags to use right now. From generic high-volume tags to niche-specific ones. Use it as your go-to resource when planning posts, and pair it with Mentionlytics for real-time tracking and strategy.
How Many Hashtags to Use on Instagram
Instagram allows up to 5 hashtags per post as of December 2025, but that doesn’t mean you need to use the maximum number. In fact, sometimes even one highly-targeted hashtag will bring you engagement.
It’s nothing new. In fact, Instagram has been advising creators to use 3 to 5 highly relevant hashtags per post even before they officially cut the limit from 30 to just 5, which you can see from an official post from IG Creators back in 2021.
Their reasoning: It helps the algorithm better understand your content and match it with the right audience, without overwhelming it with noise.
This aligns with what Instagram Head Adam Mosseri has hinted in various interviews: hashtags help with categorization, but they don’t guarantee reach. In other words, more doesn’t mean better — better means better.
The best Instagram strategy is to use a mix of specific, niche, location, and trending hashtags that align directly with the content of your post.
Focus on quality over quantity, and combine hashtags with strong captions and engaging visuals. That’s the real formula for reach and growth in 2026.
How many hashtags to use on Instagram reels?
Instagram officially recommends using 3 to 5 relevant hashtags, and 5 is the cap, which applies to Reels too.
Reels are short-form and fast-moving, so stuffing the caption with general hashtags doesn’t help your discoverability. It can actually distract from your message.
Instead, think of each hashtag as a targeting signal: the more precise, the better the algorithm can push your content to the right audience.
The difference with Reels is that they’re heavily boosted by Instagram’s recommendation engine, not just search. That means your best bet is to use hashtags that match the content type, trend, and niche.
Do more hashtags give you more likes on Instagram?
No, this might have been the case before the latest Instagram news, but now we have a slightly different narrative. Two years ago, accounts with at least one hashtag had a higher engagement rate.
But let us remind you that this was before the algorithm changes, which also changed the hashtag game. Using too general hashtags can only confuse the algorithm.
So, the right question is how to use hashtags on Instagram in combination with the content strategy to get the most out of it. The benefits should be visible not only through likes but also through all other engagement forms.
Get Started with Your Instagram Hashtag Strategy for Free
Instagram is constantly changing, and nobody knows how it will affect your brand’s account and how it will all turn out a year from now. Hashtags may disappear, or they may still be useful for categorization.
But we are sure about one thing: if you don’t track how your posts perform, what hashtags or keywords are related to you, and what your audience is talking about, you’ll never achieve your goals.
Win the game with Mentionlytics. Find trending hashtags and measure the performance of those you already use. You will gain some valuable insights.
Instagram can’t surprise you if you have a reliable tool by your side!
FAQ
How to post on Instagram using hashtags?
To post on Instagram using hashtags, simply add them directly in your caption or in the first comment after publishing your post. Make sure they’re relevant to your content, audience, and niche. You can include up to 5 hashtags per post, but make sure they are highly targeted. Avoid cluttering your caption with unrelated tags to help Instagram categorize your content effectively.
How can I use more than 30 hashtags on Instagram?
You can’t use more than 5 hashtags per post on Instagram, as of December 2025, let alone more than 30. If you try to add more, Instagram will prevent you from publishing that post.
Does hashtagging in comments work on IG?
Yes, hashtagging in comments works on IG, but it’s better to use them in captions. Feel free to experiment. Add hashtags in the caption and measure how that post performs.
