We already know what a hashtag is and what it is used for (if you don’t, where have you been for the last 10 years?). Although popular, they are not always used wisely. With the ghost of algorithms always haunting us, placing a hashtag is no longer merely a combination of words to contextualize. Now, in 2021 it’s a tool to gain visibility within your niche. With hashtags you can reach specific demographics, establish your brand identity, encourage engagement, or simply make a statement.

Do you use them correctly?


  • Use hashtags that your audience will recognize and follow. Example: if you are a stylist from New York, you can use #hairtrends and #hairtips to categorize your post.
  • Plan hashtags that attract the right audience. Review the hashtags used by your competitors, choose hashtaghs linked to your brand and use IG’s HT tracking tool to check their effectiveness from time to time. The ones that get the most engagement are the ones you should prioritize.
  • Use post insights to learn how many people your posts reach via hashtags to measure the effectiveness of the ones you use.
  • Use tools like https://ingramer.com/ or https://www.all-hashtag.com/ to find HTs and check popularity of the ones you want to use. 
  • Use branded HT that include the name of your brand or product, but do not abuse or create them without a clear strategy.


  • If your profile has few followers, do not use popular hashtags as #instagood, #pictureoftheday or any that exceeds 10M of images. It’s difficult to find your post burried within so many other post under the same category. Use more specific HT that your audience can query or search for.
  • Do not use hashtags to build phrases or HT with emojis. They will be very complex and difficult for people to find.
  • Instagram allows up to 30 hashtags, but you don’t need to use all that capacity. Between 11 and 15 well-thought HTs is enough.
  • Do not use hashtags just because they are popular if they are irrelevant to your target audience or have nothing to do with the content you are posting. You can not only reach the wrong audience but give the wrong impression.
  • If you have a business profile, better be cautious with Hts linked to controversial or political issues. ALWAYS review the hashtags you use to be sure that they are not misinterpreted.