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The hashtag game changed completely. Here's the new strategy that helped me gain 10K followers in 60 days
Everything you know about hashtags is probably wrong. Instagram fundamentally changed how hashtags work in 2024, and most creators still haven't adapted.
Here's what doesn't work anymore:
Instagram's Adam Mosseri confirmed this in late 2024: The platform no longer uses hashtags primarily for reach. They use them for relevance and categorization.
Hashtags tell Instagram what your content is about so it can show it to the right audience. This is about topic clustering, not reach.
Using #InstagramGrowth tells Instagram: "This is growth advice content." It then shows your post to users interested in Instagram growth—regardless of hashtag size.
Instagram builds an interest graph for each user. Hashtags help map your content to those interest graphs.
If someone follows #ContentCreator and engages with #ReelsStrategy, Instagram knows they're interested in creator education. Your post with those tags gets prioritized for them.
Hashtags make your content discoverable when users search or explore specific topics.
When someone searches #SocialMediaTips, Instagram shows them the most relevant and engaging posts with that tag—not just recent ones.
Hashtags are now a recommendation signal, not a distribution channel. Instagram uses them to understand your content and match it with interested users. Quality of hashtag selection matters infinitely more than quantity.
I ran a 60-day experiment testing different hashtag counts across 180 posts. Here are the results:
| Hashtag Count | Avg Reach | Engagement Rate | Follower Growth | Quality Score |
|---|---|---|---|---|
| 0 Hashtags | 2,847 | 5.2% | +12 followers | Poor |
| 3-5 Hashtags | 12,432 | 8.7% | +172 followers | Excellent |
| 10-15 Hashtags | 8,234 | 6.3% | +89 followers | Good |
| 20-30 Hashtags | 5,621 | 4.8% | +34 followers | Poor |
Using max hashtags signals to Instagram that you're:
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Stop choosing hashtags based on size. Start choosing them based on relevance to your content and audience.
Choose hashtags that precisely describe your content topic, target audience, and niche.
Instagram shows your content to users who follow or engage with these specific topics. High relevance = better engagement = more reach.
Choose hashtags based on post volume, mixing small/medium/large to maximize potential impressions.
Instagram prioritizes content quality and relevance over hashtag size. Using irrelevant large hashtags dilutes your topic signal.
Identify the core topic in one sentence
Define your target audience specifically
Pick tags that answer both questions
Your best posts already show what works
See what's working for similar creators in your niche
Instagram shows you related and trending hashtags
Look at the "Recent" tab on hashtag pages. If top posts have high engagement (3%+ like rate), the hashtag is active and valuable.
Find hashtags your target audience already engages with
Branded hashtags build community and make your content easily discoverable. Here's how to create one that actually gets used.
By Apple
By Coca-Cola
By Red Bull
Users don't know why they should use it
Nobody will remember or type this
Doesn't communicate anything about brand
Easier to remember and type
Use alliteration, rhymes, or wordplay
What do users get from using it?
Search Instagram first—avoid existing tags
Use it in every post, bio, and stories
Ultra-specific hashtags (not generic #fitness)
Consistent testing and optimization
Built community with branded hashtag
It makes no difference in 2025. Instagram confirmed both methods work equally. I put them in the caption for simplicity. Use whichever you prefer aesthetically.
You can, but it's better to have 3-5 hashtag sets for different content types. Instagram may flag repetitive behavior if you use identical hashtags on every single post. Rotate between sets based on your content topic.
Check Instagram Insights 24-48 hours after posting. Look at "Reached accounts" → "From hashtags." If you're getting 10%+ of your reach from hashtags, they're working. Under 5% means you need different hashtags.
Niche-specific always wins. Trending hashtags like #instagood have millions of posts and zero targeting. Niche hashtags like #SaaS GrowthHacks have less volume but connect you with your exact target audience.
Yes, but Reels already get massive organic reach, so hashtags matter less. Still use 3-5 relevant tags on Reels for categorization and searchability. Focus more on hook and content quality for Reels.
Yes. Instagram has a list of banned/restricted hashtags. Using them can shadowban your content. Before using a new hashtag, search it on Instagram. If it shows "Recent posts unavailable," it's banned—avoid it.
Review your hashtag performance monthly. Keep what works, test new ones to replace underperformers. The Instagram algorithm evolves, so your hashtag strategy should too. I refresh mine every 30 days.
Absolutely. Following hashtags in your niche keeps you updated on trends and competitor content. It also signals to Instagram what topics you care about, potentially improving your content's categorization.
Get the full Instagram growth playbook including hashtag research tools, content templates, and the exact strategies used by top creators
Join 12,000+ creators growing with proven strategies