Yes, hashtags do work on Instagram but not in the simple, guaranteed way many people expect. While hashtags can help your content get discovered by new users and increase your reach, they are not a silver bullet. The days when simply adding a long list of popular tags would instantly skyrocket your likes and followers are long gone.
Today, hashtags are most effective when used with a clear strategy. Instagram’s algorithm is much smarter and now looks at the relevance of hashtags, the quality of your content, and how people actually engage with your posts. This means that just throwing in a handful of trending hashtags isn’t enough anymore. Instead, the right approach is to use a small, targeted group of hashtags that directly relate to your post, your brand, or your community.
in this article, you’ll find out:
- What the latest data and studies really say about hashtags and engagement.
- Why some experts are rethinking how hashtags work on Instagram.
- How the Instagram algorithm treats hashtags in 2025.
- The most common mistakes to avoid and the best strategies for real results.
What Does the Latest Data Say About Instagram Hashtags?
A recent Instagram engagement report analyzed over 37 million posts and found some surprising results:
- Posts from celebrities and massive accounts, interestingly, often use no hashtags at all and still get record breaking engagement. However, this does not mean hashtags are pointless for regular users or growing brands.
- Posts with 11 or more hashtags had the highest average engagement rate, followed by posts with around 4 hashtags.
- Last year, using just one hashtag was linked to the highest engagement. This year, the data suggests that both a small group or a slightly larger set of hashtags can work well if they are relevant.
Why Do Some Experts Say Hashtags Don’t Increase Engagement?
Recent large scale studies have shown that simply adding hashtags to a post does not automatically lead to more likes, comments, or views. In fact, data from a report analyzing over 37 million Instagram posts found that there isn’t a direct guarantee:
- Sometimes posts with no hashtags especially those from celebrities or huge accounts get the highest engagement.
- Posts using a random list of popular or generic hashtags often see little to no benefit.
- If you use banned or irrelevant hashtags, your post can be hidden or “shadowbanned,” which means almost no one will see it.
Hashtags alone are not a magic trick. Some experts are skeptical because many users rely too heavily on hashtags without considering relevance or quality.
How Do Hashtags Actually Work on Instagram?
When you include a hashtag in your post, Instagram’s algorithm analyzes both your content and the tags you use. Hashtags help categorize your post, making it discoverable to users who search for or follow that specific tag.
If your hashtags are relevant and match what people are interested in, your content is much more likely to appear in Explore pages, hashtag feeds, and even as recommended posts.
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Using the right tools and strategies will help your posts get discovered by a much wider audience. Below are a few proven methods and tips you can use...
Not all hashtags are created equal. Good hashtags for Instagram are:
- Relevant: They describe your content or the community you want to reach.
- Specific: Instead of using only broad tags like #travel or #fitness, combine them with niche hashtags such as #TravelPhotographyTips or #HomeWorkoutIdeas.
- Active: They are still used regularly by real people (not bots) and are not banned or spammy.
Instagram takes into account the hashtags you use, your post’s quality, your account’s history, and even how quickly people interact with your content. If you use random or overly popular hashtags, your post can get buried in a sea of millions
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