Do hashtags still matter on Instagram? Are they helping posts get discovered, or have Instagram’s algorithm changes made them less effective? While they’re certainly not useless, they’re not as crucial as they used to be, especially with the rise of new platform features and SEO.
Hashtags function like keywords, connecting your content with users searching for specific topics. By using relevant hashtags, you can attract audiences with similar interests and categorise your content effectively. However, the key is using them wisely and avoiding overuse.
Researching trending hashtags that align closely with your business and industry remains valuable, but you also need to adapt to Instagram’s ever-evolving algorithm and user behaviours.
The Evolution of Instagram Hashtags
How They Worked Before
Hashtags were once the main strategy for expanding reach on Instagram. Creators and businesses who used a mix of popular, niche, and branded hashtags could quickly boost their visibility, connecting with like-minded communities outside their own follower base.
Introduced in 2011, hashtags helped users discover photos and connect with each other. By 2017, Instagram users could follow specific hashtags to tailor their feeds further.
How Instagram’s Algorithm Has Changed
Instagram’s algorithm now prioritises content based on user engagement. Posts can perform well even with fewer hashtags, provided they resonate with the target audience. Quality content and meaningful interactions take precedence over hashtag volume.
Simply relying on hashtags is no longer enough. The algorithm rewards authenticity, high-quality posts, and content aligned with users’ interests. By focusing on real value and strategic hashtag use, you can still enjoy an engagement boost.
What Experts Say
Benjamin Chacon: “Instagram hashtags and having a proper hashtag strategy are still one of the best tools for engagement.”
Natalie Lam: “Hashtags expand reach, get good engagement, and grow followers.”
Christina Nicholson: “A post that includes hashtags gets over 12% more interaction. Specific or industry hashtags are an easy way to boost engagement.”
Experts agree: hashtags remain useful if you deploy them correctly. When used in moderation and with relevance, they can help target the right audience and support your broader marketing strategy.
What Instagram Says
Instagram penalises “spammy” or banned hashtags by suppressing posts that include them. However, hashtags still help categorise your content and connect it to broader conversations. Instagram also emphasises that engagement and content quality are integral to a post’s success.
What Real Data Shows
According to a Social Insider study, posts with seven hashtags experience around 14% higher engagement. But long-term success hinges on more than just hashtags, likes, comments, shares, keyword optimisation, and overall engagement also play vital roles.
Alternatives to Hashtags
Are Other Features More Important Now?
In many ways, yes. With Instagram’s new features and a growing focus on SEO and keywords, hashtags are just one piece of a larger puzzle.
Optimising your captions, alt text, and even the content in your images or videos with relevant keywords can significantly boost discoverability, some studies indicate up to a 23% increase in conversion rates when keywords are used effectively.
Other impactful features include:
Location Tags: A quick way to connect with local audiences.
User Tags: Encourages collaboration and helps amplify reach.
Reels: Currently a major priority for Instagram. Short, dynamic video content can see up to a 150% increase in engagement compared to static posts.
Timing also matters: Posting when your audience is most active, as identified in your account analytics, can yield higher engagement.
Meanwhile, prompting calls-to-action (CTAs) in captions—like asking for comments, shares, or tags—can spark additional activity on your posts.
Final Verdict: Should Businesses and Creators Still Use Hashtags?
It’s not a simple yes or no. Hashtags still play a role in helping you reach and categorise your target audience, but they’re no longer the single most important factor.
Instagram now prioritises high-quality, keyword-optimised content, and your posts should reflect this shift. Continue using hashtags, but be intentional. Choose specific hashtags that align with your niche and add genuine value.
Above all, focus on producing top-notch content that resonates with your audience. Quality over quantity is key.
If you need help refining your Instagram strategy, contact us today!
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