The iScream Social Media Blog

Do Instagram Hashtags Still Matter in 2023?

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While Instagram is best known for its visuals—and now its video content, such as Reels—hashtags help you make your posts more specific. With Instagram hashtags, you can tell the platform more about who should be seeing your content.

Wondering how hashtags on Instagram work and why you should be using them? Let’s jump right into it.

1. Why Do Instagram Hashtags Matter?

Instagram hashtags can strengthen your presence on the platform when you use them to their full potential. For example, hashtags can help you boost your reach and find more relevant users.

Users search for and follow specific hashtags on Instagram because they want to see new content associated with those topics. Accounts that don’t get in on the hashtag game are definitely missing out on those potential warm leads.

For businesses and influencers on Instagram, using custom, branded hashtags helps to build brand awareness. They’re great for getting users to share your content, and can also be used in user-generated content (UGC) campaigns to track others’ posts about you.

Instagram hashtags can also add personality to your account. Beyond reach and branding, using a fun or humorous hashtag can boost engagement and give you a quirky trend to share with your followers.

2. How Much Do Instagram Hashtags Actually Matter?

Instagram hashtags are just one piece of your overall marketing strategy on the platform. They’re not the most important part, but they do give Instagram context for what kind of content you post.

Your hashtags on Instagram can also help you find the right audience for your posts. If you want to reach specific demographics of followers who are interested in the types of content you post, then hashtags can play a part in getting your posts in front of them.

When you use Instagram hashtags, it’s important to select and include them in your posts strategically. While they may not be as critical as your videos and images on Instagram, they can absolutely help you gain traction.

Let’s take a look at some of the ways you can put Instagram hashtags to work for your brand.

3. How Many Instagram Hashtags Should I Use?

Instagram lets you include up to 30 hashtags in their post captions. However, the Instagram Creators account has advised users to stick to a 3-5 hashtag limit in captions.

Research from Statista backs this guidance up. A report from March 2022 indicates that using 2-4 hashtags on your Instagram posts gets a 3.41% engagement rate, on average. That’s the highest engagement rate among the posts studied at that time.

Still, switch it up. Don’t be afraid to experiment with what works for your brand.

Some brands on Instagram prefer to only use one or two hashtags per caption. Others use 10, 20, or even the full 30-hashtag limit.

Remember that you can also use hashtags in your Instagram Stories. Give that a try to see what’s most effective for you.

Keep an eye on your hashtag analytics and use different numbers and combinations of hashtags. When you test a variety of options for your brand, you’ll get a clearer picture of what you should be replicating.

So to answer what we asked earlier: yes, Instagram hashtags still matter in 2023, and if you need help with your Instagram marketing strategy don’t hesitate to reach out to us.