Hashtags on Instagram in 2024:
Is More Really Better?

Let's think back to 2011, when hashtags first appeared on Instagram. Back then, it seemed like a simple borrowing from Twitter - fun and not particularly important. Users could easily find photos on topics of interest by simply entering a hashtag in the search bar. Who could have foreseen that those little pound symbols (#) would transform from cute additions into real weapons of mass promotion?! Everyone uses hashtags to break through this crazy stream of content - from brands to bloggers, and even your grandmother (yes, the one who posts photos of her cats and flowers).

Today hashtags on Instagram are the most important tool for creating communities, launching viral campaigns, and even expressing social and political views. So, how has the role of these small but powerful # symbols changed so much by 2024? Let's find out.

Current State of Hashtags on Instagram

So, what's the deal with hashtags?

• Posts with hashtags still rule: According to recent studies, posts with hashtags still receive 12.6% more engagement than those without.
• Less is cooler: The average number of hashtags per post has decreased to 3-5, indicating a more thoughtful use of hashtags. Here, too, the principle "quality over quantity" works.
• Niche boom: The use of specific, narrowly targeted hashtags has grown by 34%. Not bad, right?
• Brand trend: In 2024, the creation of unique hashtags continues to grow, and more than 67% of brands regularly use them for their campaigns.

Influence of Instagram Algorithms

Instagram constantly improves its algorithms, and this directly affects how hashtags work.

• Personalization: The algorithm now takes into account not only the popularity of the hashtag but also its relevance to the user. This means that the same hashtag can work differently for different people.
  Example: The hashtag #coffee might lead one user to a post about lattes and another to memes about caffeine addiction.
• Semantic detective: Instagram now understands context as well as a philologist! This allows it to determine the relevance of hashtags to the content of posts with a high level of accuracy. Therefore, inappropriate use of popular hashtags can negatively affect reach.
  Example: If you use #apple in a post about a new iPhone, the algorithm will understand that it's about technology, not fruit, and will show the post to the appropriate audience, not the vegan community.
• Expiration date: The algorithm gives preference to hashtags that are relevant at the moment, making the use of trending hashtags more effective, but also more complex. The main thing is to catch the wave.
  Example: During the World Cup, the hashtag #WorldCup2026 will work more effectively than it will at normal times.
• Geolocation has become a trend: Hashtags related to location definitely appeal to algorithms, opening up new opportunities for local promotion.
  Example: A local restaurant using the hashtag #ParisFoodScene might get more reach among locals than using the popular hashtag #food would.
• Spam won't pass: Instagram has declared war on inappropriate hashtags and tightened measures against spam accounts using popular tags inappropriately. This has led to a "cleansing" of hashtags and an increase in their overall effectiveness for legitimate users.
  Example: Where previously you could stuff a post of sunset photos with popular but irrelevant hashtags like #cats or #likeforlike, now such tactics can lead to reduced reach or even account blocking.

The conclusion? Working with hashtags in 2024 requires a truly thoughtful approach. Now, it's not just about selecting popular words, but rather, a real science. Your task is to find the perfect balance between popularity, relevance, and uniqueness.

The Art of Selecting Hashtags

Choosing the right hashtags can significantly increase the visibility of your content on Instagram. It’s important to pay attention to the following:

Study Your Followers

And yourself! First, consider which keywords you would use. Then, look at your followers' profiles and see which hashtags they use in their posts. Be sure to notice, as you scroll through the feed, which posts they like. Your task is to gather as much information as possible about your followers' preferences.

Peek at Competitors

Analyze the hashtags used by successful competitors in your niche. Who is getting the most likes? Take note of these ideas, but don't copy blindly, as they might not know what they're doing themselves or are experimenting in search of better solutions. Observe! Your task is to take the best and adapt to your goals and your brand. That’s the key to success on Instagram. And to simplify the work, we recommend using our free competitor analysis service.

Tools for Finding Hashtags

There are many paid specialized tools for selecting hashtags on the web. We offer a free AI generator tool for hashtag selection. This is a smart assistant that will analyze your request and suggest the most popular and relevant hashtags in your niche.

Or, you can work directly with the Instagram platform, using the built-in search - a simple but effective method. Don't forget to pay attention to the popularity indicators for each hashtag.

Mix in Your Style

Combine popular hashtags (those used on millions of posts) and more niche ones (those used on just thousands or tens of thousands of posts). Popular tags provide wide reach and attract more attention, but your post can quickly get lost. Therefore, combinations of very popular with less popular hashtags usually give the best result.

Tip: Using too narrowly targeted hashtags can be so specific that no one will think to search for them.

Create Your Trademark

Branded hashtags increase visibility, clicks, mentions, and overall reach.

Develop your own brand hashtags that reflect your personality or campaign. Your task is to make them simple and memorable. Research shows that one branded hashtag is often enough, so don't spend a lot of time coming up with several at once.

Tip: Encourage your audience to use your branded hashtag.

Keep Your Finger on the Pulse

Regularly check if your hashtags are working as well as they were before.

Track new trends and emerging hashtags in your niche. Don't be afraid to experiment!

Play Fair

Instagram doesn't like tricksters. Use only relevant hashtags. Don't use hashtags that are unrelated to your content to avoid being flagged as spam.

Also, avoid using banned hashtags. You can easily check this using Instagram's built-in search.

And always keep an eye on updates to Instagram's hashtag usage policy.

Hashtag Engineering

Selecting and creating hashtags is a real art and an exciting game at the same time. As with any business, you'll have to approach this thoroughly. And in order for your hashtags to work, you'll have to put your brain to a real test. Sounds a bit scary, right? But we assure you: it's not so terrible. The main thing is to learn to avoid standard mistakes, like the following:

• Overly Long Hashtags
  Why it's bad: Of course, it's easier to convey meaning this way, but long hashtags are hard to read and remember, and typing them into the search bar is even more tedious. Plus, you can make a bunch of spelling mistakes.
  
  Example: #thebestcoffeeinnewyorkcity
  
  How to fix: Try to limit yourself to 2-3 words (#nycbestcoffee).
  
  
• Using Spaces or Special Characters
  
  Why it's bad: Instagram recognizes a hashtag only up to the first space or special character.
  
  Example: #new york coffee or #coffee&tea
  
  How to fix: Use CamelCase to separate words. #NewYorkCoffee or #CoffeeAndTea is better.
  
  
• Overly General Hashtags
  
  Why it's bad: Your content will quickly drown amongst millions of other posts, and finding it there later can be quite a challenging task.
  
  Example: #Love, #Happy, #Food
  
  How to fix: Combine general hashtags with more specific ones (#ItalianFoodLover).
  
  
• Ignoring the Target Audience
  
  Why it's bad: Hashtags won't resonate with your target group. Your hashtags will be as relevant as a snowboard in the desert.
  
  Example: Using slang hashtags for an adult audience.
  
  How to fix: Find out which hashtags engage your audience.
  
  
• Ambiguity
  
  Why it's bad: It can lead to awkward situations or even strong negative reactions.
  
  Example: #ILoveWP - a declaration of love for WordPress or White People?
  
  How to fix: Carefully check your hashtag, or better yet, test it first on friends and relatives.
  
  
• Oversaturation with Hashtags
  
  Why it's bad: This often looks like spam and can scare away followers.
  
  Example: A post with 30 hashtags.
  
  How to fix: Try to reduce the number of hashtags to at least 5-10. Or, divide them into groups and leave them in the comments - they're less noticeable there.
  
  
• Ignoring Trends
  
  Why it's bad: You miss the opportunity to join current discussions or risk being left in the last century.
  
  Example: It's strange to use #SaveCenturyFox after the company has already been bought by Disney.
  
  How to fix: Regularly follow trends and adapt your hashtags.
  
  

Successful Campaign Cases

Now, for those who still don't believe that hashtags work and work very effectively, let's look at several shining examples of their competent use.

#ThisGirlCan (2.8M):
In 2015, Sport England launched a campaign to inspire women (of all shapes and sizes, with any level of experience) to become active and engage in sports. Millions of women, despite all fears and doubts, began to share their stories with photos using the hashtag #ThisGirlCan.

Success formula: Inclusivity + positive message + simple and memorable hashtag.

#LikeAGirl (1.5M)
Always, following Dove and Pantene, challenged negative stereotypes associated with the phrase "like a girl." The campaign aimed to boost young girls' self-esteem and change public perception. The results exceeded all expectations and gathered millions of views on YouTube, and the hashtag went viral on Instagram.

Success formula: Emotional connection + simple and memorable hashtag + public resonance.

#IceBucketChallenge (642K)
In 2014, the ALS Association launched the #IceBucketChallenge campaign aimed at raising awareness about amyotrophic lateral sclerosis and charitable funding for research into this disease. A huge number of ordinary people and celebrities poured ice water over themselves and published videos with the hashtag #IceBucketChallenge, calling on others to do the same. Within a month, this flash mob conquered the world.

Success formula: Virality + ease of participation + charity.

#ShareACoke (612K)
Coca-Cola replaced the logo on bottles with people's names and invited consumers to share photos with the hashtag #ShareACoke. The campaign was so successful that it led to a 2% increase in sales in the US after more than 10 years of decline.

Success formula: Personalization + simple and memorable hashtag + call to action.

#TravelAtHome (44.6K)
During the COVID-19 pandemic, Airbnb invited users to share their "travel" experiences at home with the hashtag #TravelAtHome. The result was thousands of posts on various social networks and a sense of emotional support during that difficult period.

Success formula: Relevance + creativity + call to action in new realities.

Types of Hashtags

General Popular Hashtags

Refer to widely used hashtags that are suitable for diverse content and have a large reach.

Example: #instagood, #photooftheday, #love

Brand Hashtags

These are your personal signature in the Instagram world. Create a unique hashtag for your brand that you use consistently in all posts.

Example: #nike, #apple, #starbucks

Marketing Hashtags

These are created for specific marketing campaigns and events. They’re excellent for tracking the success of a particular campaign and engaging the audience.

Example: #likeagirl, #icebucketchallenge, #metoo

Community Hashtags

Unite people with common interests.

Example: #writingcommunity, #bookstagramcommunity, #vegan

Descriptive Hashtags

Simply describe what is depicted in the photo or video.

Example: #sunsetviews, #cityscape, #beachday

Location Hashtags

These are tied to geographical location.

Example: #paris, #tokyo, #sydneyopera

Holiday/Seasonal Hashtags

These are related to specific holidays or events.

Example: #christmastime, #happynewyear, #valentinesday

Trending Hashtags

While popular in the moment, these often change.

Example: #throwbackthursday, #flashbackfriday, #wcw (Woman Crush Wednesday)

Emotional Hashtags

Use these to express mood or emotions.

Example: #happy, #blessed, #grateful

Niche Hashtags

Niche hashtags are specific to a certain area or interest.

Example: #vintagecollector, #plantparenthood, #coffeeaddict

Acronym and Abbreviation Hashtags

These popular abbreviations are often used in social networks.

Example: #tbt (Throwback Thursday), #ootd (Outfit of the Day), #fbf (Flashback Friday)

Animal Hashtags

These relate to pets, wild animals, and everything else in the animal world. It's impossible to imagine this world without cats anymore.

Example: #cat, #puppy, #adoptdontshop

Travel Hashtags

These are related to travel and tourism.

Example: #travelgram, #wanderlust, #explore

Art Hashtags

Art hashtags relate to various forms of art and creativity.

Example: #artlovers, #contemporaryart, #portraiture

Food Hashtags

These relate to cooking and restaurants.

Example: #Foodie, #FoodPorn, #Yummy, #InstaFood, #HomeCooking

Music Hashtags

Music hashtags relate to the music industry, different genres, and specific performers.

Example: #nowplaying, #newmusic, #livemusic

Fitness and Health

These relate to physical activity, healthy lifestyle, and nutrition.

Example: #fitnessmotivation, #healthylifestyle, #yoga

Fashion Industry

These hashtags relate to the fashion industry, style, makeup, and self-care.

Example: #fashion, #streetstyle, #makeuplover

IT Technologies

These hashtags cover topics like new technologies, innovations, and digital trends.

Example: #technews, #innovation, #ai

Daily Hashtags

Daily hashtags relate to certain days of the week or recurring themes.

Example: #motivationmonday, #tacotuesday, #wellnesswednesday

Lists of Popular Hashtags

We have carefully selected the most popular words related to various topics that you can use in combination with your unique and less popular hashtags to achieve success. We are sure you will succeed. :)

Conclusion

The world of hashtags on Instagram is not just a set of symbols and words; it's a key to reaching new heights. Each hashtag is a door opening the way to your target audience, like-minded people, and potential clients.

Remember that there are no dogmas in the art of using hashtags. Even if you notice that most people use no more than 3-5 hashtags, it doesn't necessarily mean that more won’t work for you. Experiment, analyze, and constantly improve upon your promotion strategy. Don't be afraid to try new words and combine the use of different types of hashtags.