How To Use Instagram Hashtags
How to Use Instagram Hashtags Effectively: A Complete Guide
Instagram hashtags are more than just clickable phrases — they’re tools for expanding your reach, connecting with your target audience, and driving engagement. In this post, we’ll explore how hashtags work technically, why they’re valuable, and how you can leverage them to achieve your Instagram marketing goals. We’ll cover the pros and cons of using hashtags, methods to find the right ones, and practical examples for making the most of your hashtag strategy.
What Are Instagram Hashtags, and How Do They Work?
A hashtag is any word or phrase preceded by the “#” symbol, turning it into a clickable link on Instagram. When you add hashtags to a post, Instagram categorises it under that hashtag, making it discoverable by users who search, follow, or browse that tag. Here’s how hashtags function on a technical level and why they matter for expanding your content’s reach:
Content Categorisation: Hashtags essentially group your posts with other content under the same topic. This categorisation allows Instagram’s algorithm to identify the subject of your post and recommend it to people with similar interests.
Discovery Tool: Hashtags act as searchable keywords. When users follow or search specific hashtags, they’re shown relevant posts that include those tags, potentially bringing new audiences to your content.
Trending Opportunities: Popular hashtags have high visibility, and using them increases your chance of appearing in the "Top" posts of a particular hashtag or even on Instagram’s Explore page.
By strategically using hashtags, your content can reach a broader audience beyond your existing followers, helping you gain visibility and potentially attract more followers.
Why Use Instagram Hashtags?
Hashtags play a crucial role in boosting the effectiveness of your posts. Here are a few key reasons why hashtags are valuable for businesses and creators on Instagram:
Increase Visibility and Reach
Hashtags give you access to audiences beyond your immediate followers. With the right tags, your post can appear in hashtag searches and even on users' feeds if they follow that tag.
Example: A restaurant might use hashtags like #LondonFoodies or #BrunchSpots to reach food enthusiasts in their area who are likely to be interested in discovering new dining experiences.
Boost Engagement
Posts with hashtags generally receive more engagement than those without because they reach people actively interested in that topic.
Example: A fitness influencer might use hashtags like #FitFam or #NoDaysOff to connect with fitness communities that engage through likes, comments, and shares.
Reach a Targeted Audience
Using niche or specific hashtags can help attract an audience that is genuinely interested in your content rather than general traffic. This creates more meaningful engagement and builds a loyal following.
Example: An artist who posts digital paintings might use #DigitalArt or #ArtOfInstagram, which attract users specifically interested in art and creative content.
Track Campaigns and User-Generated Content
Branded hashtags allow you to track the performance of specific campaigns or events and encourage users to share content related to your brand.
Example: Nike’s #JustDoIt is used by athletes and fans to share their own sports journeys, helping Nike gather user-generated content and build community.
Pros and Cons of Using Instagram Hashtags
Pros
Increases Reach and Engagement: Hashtags are one of the most effective ways to increase the visibility of your posts, helping them reach audiences who may not follow you but are interested in your content’s topic.
Improves Content Discoverability: Hashtags allow you to tap into Instagram’s search function, so people who are interested in your content type (like travel, food, or art) can find you more easily.
Builds Community and Brand Loyalty: By consistently using niche hashtags, you can create a community around shared interests and connect with like-minded creators, potential customers, and fans.
Tracks Campaign Performance: Hashtags can act as campaign trackers, allowing brands to monitor engagement and user-generated content related to a specific campaign or event.
Cons
Can Look Spammy: Using too many hashtags, especially generic ones, can come across as cluttered and inauthentic.
Requires Strategy and Research: To be effective, hashtags should be chosen carefully. Random or overly popular hashtags may attract bots or irrelevant audiences rather than genuine followers.
Highly Competitive: Some hashtags are so popular that your post may get lost quickly. For example, a hashtag like #Love has millions of posts, making it difficult to stand out.
How to Find the Right Hashtags
Finding relevant, impactful hashtags takes time and research. Here are some strategies to help you discover the best tags for your content and audience:
Research Competitors
Look at the hashtags that your competitors or industry leaders use. This can provide valuable insight into which hashtags work well within your niche. Identify which ones receive high engagement and consider incorporating them into your posts.
Example: A sustainable fashion brand might research similar brands and adopt hashtags like #EcoFashion, #SustainableStyle, or #GreenLiving.
Use Hashtag Research Tools
There are several online tools, such as Hashtagify, Display Purposes, and Instagram’s own “Related Hashtags” feature, that suggest popular and relevant hashtags for your topic.
Example: A travel blogger could use a tool like Display Purposes to find related tags for #TravelBlogger, leading to additional relevant hashtags like #Wanderlust and #TravelInspo.
Create a Custom Hashtag for Your Brand or Campaign
Developing a unique hashtag for your brand or a specific campaign can help you track user-generated content and build brand recognition.
Example: Coca-Cola’s #ShareACoke campaign invited people to share photos with personalised Coke bottles, generating a massive amount of user content and boosting brand visibility.
Experiment and Monitor
Track which hashtags are performing well and adjust as needed. Instagram Insights allows you to see how each hashtag performs, helping you identify which tags drive the most engagement and reach.
Examples of Effective Hashtag Use
Niche Hashtags
Using highly specific hashtags can help you target a more engaged audience rather than competing in a broader, highly competitive category. This is ideal for niche businesses and creatives.
Example: A coffee roaster could use #ThirdWaveCoffee instead of a generic hashtag like #Coffee to reach a more discerning, dedicated audience of coffee enthusiasts.
Branded Hashtags
Branded hashtags allow followers to tag your products, making it easy for you to gather and share user-generated content.
Example: GoPro encourages users to use #GoPro for shots taken on their cameras, creating a repository of high-quality user content and a community around the brand.
Trending Hashtags
Participating in trending hashtags can help you reach wider audiences, especially during popular events, holidays, or cultural moments.
Example: During #PrideMonth, a cosmetics brand might use the tag in posts celebrating LGBTQ+ inclusivity, helping to expand reach while aligning with a relevant event.
Tips for Using Hashtags Effectively
Use a Balanced Number of Hashtags
Though Instagram allows up to 30 hashtags, studies suggest that posts perform best with around 5-10 carefully chosen hashtags. Avoid cluttering your caption or looking spammy by using fewer, relevant tags.
Combine Broad and Specific Hashtags
A mix of popular and niche hashtags works well. Broader hashtags will bring in a large audience, while specific hashtags help target users interested in your niche.
Example: A yoga instructor might use #Yoga and #Mindfulness (broad) as well as #YogaForBeginners and #MorningYoga (specific) to reach a wider but relevant audience.
Experiment with Placement
You can place hashtags in the caption or in the first comment. Many users find that putting them in the first comment keeps the caption clean while still reaping the benefits of the hashtags.
Avoid Using the Same Hashtags on Every Post
Repeating the same hashtags can look inauthentic and may reduce engagement over time. Switching up your tags also helps reach different audiences.
Key Takeaways
Instagram hashtags can significantly increase your reach, engagement, and brand visibility if used effectively. The best approach is to be selective and strategic, choosing relevant, impactful tags that align with your content and audience. By doing so, you can maximise the reach and engagement of your posts, connect with your ideal audience, and make the most out of your Instagram marketing efforts.