Hashtags are the secret sauce to growing your Instagram presence, especially for small businesses.
But many people simply add popular tags without realizing that an
effective hashtag strategy can take your account to the next level.
In this comprehensive guide, we’ll walk you through everything you need to know about using hashtags—from the basics of hashtag research to building a strategy that boosts engagement and grows your audience.
Whether you’re just
starting or looking to refine your approach, this guide is designed for you.
Why Are Hashtags Crucial for Small Businesses?
Instagram hashtags are essential because they allow your content to be discovered by a broader audience.
When you use a hashtag, it connects your post to others
using the same hashtag, making it visible to anyone who searches or follows
that tag.
But the key
is to use them strategically. Hashtags help you:
- Increase Discoverability: Hashtags make your posts discoverable by people who aren’t following you.
- Target the Right Audience: Using niche and industry-specific
hashtags helps you reach people who are interested in your content or
product.
- Boost Engagement: The right hashtags can lead to
more likes, comments, and follows.
- Build Community: With branded hashtags, you can create a space for your customers to engage and generate user-generated content (UGC).
Real-Life Example: Small Business Success with Hashtags
Sarah's Crafts, a small Etsy shop, used a combination of niche hashtags like #HandmadeJewelry and #EtsySellersOfInstagram along with branded hashtags like #SarahsCraftCreations.
Within a few months, she noticed a 40% increase in engagement and generated over 300 posts from customers using her branded hashtag.
This not only grew her follower
base but also fostered a community of loyal customers sharing her products.
The Different Types of Hashtags Explained
Not all hashtags are created equal, and knowing the different types can help you use them more effectively.
Broad Hashtags
These are
hashtags with millions of posts. They give your content a chance to be
seen by a large audience but also come with a lot of competition.
- Examples: #Love, #Travel, #Food
- When to Use: Use broad hashtags sparingly to get more exposure, but don’t rely on them alone since your post can get buried.
Niche Hashtags
These hashtags
are industry-specific and target a smaller, more engaged audience. Niche
hashtags can help you reach users who are genuinely interested in your content.
- Examples: #EcoFriendlyFashion,
#FitnessForMoms, #HandmadeCeramics
- When to Use: Include niche hashtags in every post to connect with a highly relevant audience. They usually have fewer posts (between 10k and 500k), making it easier to stand out.
Branded Hashtags
Branded hashtags are unique to your business or campaign.
These help with building
brand awareness and creating a community where customers share their
experiences with your product.
- Examples: #YourBrandName,
#ShopWith[YourBrand], #YourBrandJourney
- When to Use: Always include your branded hashtag in your posts, stories, and promotions to encourage your followers to engage with your content.
Pro Tip: Make your branded hashtag simple, memorable, and relevant to your business. You want your followers to use it in their own posts easily.
New Instagram Hashtag Trends in 2024: What You Need to Know
As Instagram continues to evolve, so do the trends surrounding hashtags.
To stay ahead of the competition, it's essential to adapt to the latest Instagram hashtag trends that are shaping the platform in 2024.
Let’s dive into some of the top trends you should incorporate into your strategy this year.
Short Hashtags are Making a Comeback
While detailed and specific hashtags have dominated in previous years, 2024 is seeing a rise in the use of short, simple hashtags.
The reason? Shorter hashtags are easier to read, remember, and replicate.
Users tend to gravitate towards hashtags that can quickly be typed out or added to their posts without much thought.
- Example: Instead of using long-tail hashtags like #FitnessTransformationGoals2024, users are now opting for shorter alternatives like #FitLife or #FitGoals. These hashtags not only resonate more with audiences but also have less competition in terms of usage.
Niche Hashtags and Micro-Communities
The Instagram landscape is shifting toward smaller, niche communities where people with specific interests engage more deeply.
In 2024, hashtag usage is increasingly about creating micro-communities.
These micro-communities
revolve around very specific and targeted hashtags that allow users to find
content that resonates directly with their unique interests.
- How to Leverage It: If your business caters to a niche market, make sure you are using highly specific hashtags that appeal to your ideal audience.
- For example, instead of using #Travel (which has millions of posts), you could use #SoloTravelers2024 to target solo travelers. Similarly, a fitness business can switch from #Yoga to #YogaForBeginners2024.
Hashtags for Instagram Reels
Instagram Reels continues to gain traction, and in 2024, it is playing a more significant role in how users discover new content.
Hashtags designed specifically for Reels are now trending.
With Reels reaching a broader audience, many users are now using dynamic hashtags like #TrendingReels, #ReelItFeelIt, and #ViralReels2024 to enhance discoverability.
- Tip: When creating Reels, include a mix of Reels-specific hashtags along with your niche hashtags. This will help you gain traction among audiences specifically browsing Reels, which could give your content a viral boost.
The Use of Emoji-Based Hashtags
Hashtags featuring emojis have been popular for some time, but in 2024, they’re being used more strategically.
Emojis can add a fun and creative element to your hashtags while also making them more unique.
For instance, instead of just using #Sunset, users are adopting the combination #Sunset🌅 to differentiate their posts in an increasingly crowded space.
- Engage Your Audience: Encourage your audience to use emojis in their branded hashtags. This not only makes the hashtags more appealing but also gives them a modern, visually engaging twist.
Location-Based Hashtags are on the Rise
With travel opening up again, location-based hashtags are gaining popularity in 2024.
Whether it's local businesses, travel influencers, or event organizers, adding location-specific hashtags (e.g., #NYCFoodie2024, #ExploreItaly) is helping users get discovered in their respective geographic areas.
If your brand caters to a local market or targets a specific region, incorporating these hashtags will be essential for attracting a regional audience.
How to Research Hashtags That Drive Engagement
Researching the right hashtags is one of the most critical steps in building a successful Instagram strategy.
It's not just about picking the most popular tags; it’s about finding hashtags that connect your content to the right audience.
Here’s a deeper dive into how to find the best hashtags for your small business:
Step 1: Start with Instagram’s Search Feature
Instagram’s search bar is one of the easiest and most accessible ways to begin your hashtag research.
It’s great for generating ideas and discovering new tags that relate to your niche.
When you type in a keyword or hashtag, Instagram will suggest similar or related hashtags, along with the number of posts using each one.
- Example: Let’s say you’re a wellness coach focusing on mindfulness. When you search for #Mindfulness, Instagram might suggest related hashtags like #MindfulLiving, #MindfulnessMeditation, or #DailyMindfulness.
- By exploring these related tags, you’ll not only find niche communities but also discover the post volumes for each hashtag, which helps you assess how competitive they are.
How to Choose the Right Hashtags Using Instagram Search
- Look for hashtags with a healthy
volume of posts—enough to ensure visibility but not so many that your
content will get buried. Aim for hashtags that have between 10,000 and
500,000 posts.
- Use related hashtags to dig deeper into your niche. These often connect you with highly engaged users who are actively interested in your content.
Pro Tip: Keep a running list of the hashtags you find through Instagram Search and group them into broad, niche, and branded categories.
This will help you create a hashtag strategy that caters to different types of audiences.
Step 2: Analyze Competitors and Influencers
Competitor and influencer analysis can give you valuable insights into the hashtags that are driving engagement in your industry.
Influencers and businesses that have already achieved success have done the hashtag research—why not learn from them?
How to Conduct Competitor and Influencer Analysis:
- Choose a few competitors or influencers in your niche, and check their most engaging posts.
- Make a note of the hashtags they’re using, paying close attention to the ones that seem to appear frequently across different posts.
- Analyze the engagement (likes, comments, shares) on posts
using certain hashtags. This will help you figure out which hashtags are
attracting the right kind of audience.
- Example: If you run a handmade jewelry business, you might look at successful jewelry accounts or influencers in the fashion industry. Check the hashtags they consistently use—like #HandmadeJewelry, #JewelryOfInstagram, or #BohoJewelry. These tags are likely performing well for them and can help you tap into the same audience.
Pro Tip: Don’t just copy hashtags—think about how they apply to your content.
Are they relevant to your business? Does the audience interacting with those posts match your target audience?
Step 3: Use Hashtag Research Tools for Advanced Insights
While Instagram’s search feature is great for basic research, specialized tools give you advanced data and real-time analytics on hashtag performance.
This helps you find out not only which hashtags are popular but also which ones are actually driving engagement.
Here are some powerful
hashtag research tools you can use:
- Hashtagify: This tool helps you find trending hashtags and shows you related hashtags that are performing well. You can also track individual hashtags to see how they rank over time, allowing you to stay ahead of trends in your industry.
- RiteTag: This is a fantastic tool for real-time
hashtag analysis. It suggests hashtags based on the content of your
post and shows how likely those tags are to drive engagement. You can also
see whether your hashtags are trending, whether they have long-term growth
potential, or if they’re overused and spammy.
- Hootsuite Streams: If you’re looking to track specific conversations or trends in your niche, Hootsuite Streams is a powerful tool. It allows you to follow specific hashtags and monitor how your competitors are using them in their posts.
Pro Tip: Use these tools not just to discover new hashtags but also to analyze the effectiveness of the ones you’re currently using.
For example, if you’re not seeing the engagement you expected with a specific hashtag, replace it with a better-performing one.
Bonus Tip: Use Instagram Explore to Discover Trending Hashtags
Instagram’s Explore page is another excellent resource for finding trending content and hashtags.
The Explore page is tailored to each user’s interests, so when you search for a keyword, you’ll see trending posts that align with your niche.
Pay attention to the hashtags in these posts—they’re often highly relevant and current.
- Example: A local café that focuses on sustainable ingredients might search for #SustainableEating and discover related trending hashtags like #FarmToTable or #ZeroWasteRecipes.
- These hashtags can help them connect with a passionate and engaged audience.
Step 4: Create Your Hashtag Library
A common mistake people make is using the same set of hashtags for every post.
To keep things fresh and engage different audiences, you should rotate your hashtags based on the type of content you’re posting.
Creating a hashtag library helps with this. Here’s how to create a hashtag library:
- Organize your hashtags into categories: Create lists of broad, niche, and branded hashtags. You can also create additional categories like location-specific hashtags (e.g., #NYCRestaurants or #TorontoStartups) or event-specific hashtags (e.g., #BlackFridaySale or #LaunchParty).
- Track hashtag performance: Use Instagram Insights or tools like Hootsuite Analytics to track which hashtags are driving the most engagement. Keep the top performers and discard those that aren’t working.
- Rotate hashtags regularly: Avoid using the same set of hashtags on every post. Instead, mix and match your hashtags from different categories to keep your content fresh and target different audiences.
Pro Tip: Set aside time every few months to update your hashtag library.
Trends change, and new hashtags emerge, so it’s
important to stay current with your research.
Step 5: Combine Hashtags for Maximum Engagement
The ultimate goal is to combine broad, niche, and branded hashtags in each post to create a well-rounded strategy.
Broad hashtags help you reach a large audience,
while niche and branded hashtags boost engagement by connecting you with
users who are highly interested in your content.
- Example Strategy for a Wellness
Coach:
- Broad Hashtags: #Fitness, #Wellness
- Niche Hashtags: #SelfCareRoutine,
#MindfulMeditation, #MentalWellness
- Branded Hashtags: #WellnessWith[YourBrand], #HealthyHabitsWith[YourBrand]
Engage with Your Audience Through Hashtag Strategy
Remember, hashtag research is just one part of the puzzle.
The most important element is how you use hashtags to engage with your audience.
Don’t just add tags and wait for results—actively engage with users who follow or use the same hashtags by liking, commenting, and sharing their posts.
Building relationships with your audience and joining conversations around specific hashtags is what leads to lasting growth and engagement.
Pro Tip: You can even create your own hashtag challenge to encourage your audience to use your branded hashtags.
This not only increases engagement but also generates valuable user-generated content that can further promote your brand.
Have you tried any of these hashtag research strategies? Let us know your success stories in the comments below.
How to Create a Hashtag Strategy for Maximum Engagement
Instagram allows up to 30 hashtags per post, but that doesn’t mean you should use all of them without a strategy.
Here’s how to structure your hashtags for the
best results:
Broad Hashtags (3-5 per post)
These give you
exposure to a large audience but are highly competitive. Use them to get on the
radar of general users.
- Example: #Fitness, #Travel, #Foodie
- Tip: Use these sparingly to avoid your
content getting lost in a flood of posts.
Niche Hashtags (5-10 per post)
Niche hashtags are where you’ll find your most engaged audience.
These tags connect you
with users who are more likely to interact with your content because they’re
actively searching for it.
- Example: #VeganBreakfastIdeas,
#HomeWorkout, #SustainableFashion
- Tip: Target tags that have 10k-500k
posts. This gives you the right mix of engagement potential without
overwhelming competition.
Branded Hashtags (1-2 per post)
Branded hashtags help you create a sense of community and encourage user-generated content (UGC).
They allow customers to share their experiences and spread your
brand message organically.
- Example: #YourBrandFitness,
#HandmadeBy[YourBrand]
- Tip: Encourage your followers to use
your branded hashtag in their posts to drive engagement and create a
community around your brand.
Tracking Hashtag Performance and Adjusting Your Strategy
Creating a hashtag strategy is not a one-time task. You need to continuously monitor your hashtags’ performance and adjust based on the results.
How to Track Hashtag Performance
You can use Instagram Insights to track how your posts are performing with specific hashtags.
This feature shows you how many impressions came from hashtags and how much
engagement each tag is driving.
- Third-Party Tools: Use tools like RiteTag or Hootsuite Analytics to monitor hashtag performance across multiple posts. These tools provide in-depth data that helps you understand which hashtags bring the most reach and engagement.
Testing Hashtags
Experiment with different combinations of broad, niche, and branded hashtags. Monitor their impact on your engagement and reach.
Over time, you’ll get a clearer understanding of which tags perform best for different types of content.
Adjusting Your Hashtags Based on Performance
- Drop underperforming hashtags: If a hashtag isn’t driving
impressions or engagement, swap it out for a new one.
- Double down on high-performers: Focus on the hashtags that consistently perform well. Keep using them in future posts and consider including them in your regular hashtag rotation.
Pro Tip: Try different hashtag placements—add
some hashtags directly in the post caption and others in the first comment.
Some brands see better engagement by keeping the caption clean and moving the
hashtags to the comment section.
Avoiding Hashtag Pitfalls: Banned and Overused Hashtags
Using the wrong hashtags can actually hurt your engagement. Banned hashtags or overused hashtags can lower your post’s visibility, as Instagram may flag these as spam.
How to Identify Banned Hashtags
Some hashtags
become overrun with irrelevant or spammy content, causing Instagram to ban
them. Using these can hurt your reach, even if your content is unrelated to the
spam.
- Check Instagram: If a hashtag shows limited or no
posts in the search results, it may be banned. Avoid using it.
- Third-Party Tools: Tools like RiteTag can also help you identify banned or underperforming hashtags.
Avoid Overused Hashtags
Hashtags like #Follow4Follow or #Like4Like have become overused and are often ignored by Instagram’s algorithm.
Using these can actually decrease your engagement because they’re considered spammy.
Pro Tip: Always stay updated on Instagram's guidelines and trends to avoid using hashtags that could negatively affect your visibility.
Maximizing Engagement with Hashtags in Instagram Stories: Expand Your Reach Beyond Regular Posts
Instagram Stories offer a unique way to engage with your audience in real-time, but many businesses overlook the power of hashtags within this format.
Adding hashtags to your stories can boost visibility and help you reach new users who don’t already follow your account.
Since stories appear at the top of users' feeds
and often have high engagement rates, combining them with hashtags can
significantly increase your brand’s exposure.
Here’s how to use hashtags effectively in Instagram Stories to maximize your engagement and reach.
Why Use Hashtags in Instagram Stories?
While hashtags
are commonly associated with posts in the feed, using them in Instagram Stories
provides a dynamic way to:
- Boost discoverability: Your stories
can appear in the Explore page or in hashtag-specific stories, increasing
your chances of being seen by users who follow or search for those
hashtags.
- Encourage engagement: By using
interactive elements like polls, quizzes, or countdown stickers alongside
hashtags, you can prompt followers to take action, engage with your
content, and share it with others.
- Expand reach without cluttering posts: Hashtags in stories are a subtle way to enhance visibility without overcrowding your feed posts. You can keep your posts clean while still benefiting from hashtags in stories.
How to Use Hashtags Effectively in Instagram Stories
- Use the Hashtag Sticker:
- Instagram provides a built-in hashtag sticker that you can add to your stories. This sticker is clickable, meaning users can tap on it to explore other posts under the same hashtag, helping drive traffic back to your page.
- Pro Tip: Use a mix of popular and
niche hashtags in your stories to target a broader and more relevant
audience.
- Add Hashtags in Text:
- In addition to the hashtag sticker, you can also include hashtags by typing them directly into your story. Instagram allows up to 10 hashtags per story, giving you ample opportunity to boost discoverability.
- Example: If you’re a coffee shop,
you could add hashtags like #CoffeeLovers or #LatteArt to a story showing
your newest latte creation.
- Make Hashtags Discreet:
- While hashtags can increase your reach, they don’t need to take center stage. You can shrink the size of the hashtag text or hide it behind a sticker to keep the focus on the visuals while still benefiting from the extra visibility hashtags provide.
- Pro Tip: Place your hashtags behind a poll, quiz, or emoji slider to engage your audience without overwhelming the design of your story.
Leverage Location-Based Hashtags for Local Engagement
If your business has a physical location, using location-specific hashtags in your stories is a game-changer.
Combining your hashtags with location tags can help
you attract local customers who are searching for businesses in their area.
- Example: A local gym might use #NYCFitness or #LAGyms to target fitness enthusiasts in those areas.
- Pairing these hashtags with engaging content, like a story showcasing your facility or a workout tip, can increase your reach to potential local clients.
Hashtags in Stories vs. Posts: Key Differences and Benefits
While both
posts and stories benefit from hashtags, they serve different purposes:
- Stories: Ephemeral and real-time, they allow you to engage with followers and new viewers as things happen, like during events, product launches, or promotions. Hashtags here focus on immediate reach and engagement.
- Posts: More permanent and
searchable, feed posts with hashtags contribute to long-term engagement
and content discovery. Hashtags in posts help in building a consistent
presence over time.
Incorporating hashtags into both formats ensures your content is discoverable through multiple avenues, catering to users who prefer different ways of consuming content.
Examples of Effective Hashtag Use in Stories
- Behind-the-Scenes Stories: Share behind-the-scenes content, like product creation or team moments, and use hashtags that relate to your business niche. For example, a skincare brand might use #CleanBeauty or #CrueltyFree when sharing how their products are made.
- Event Promotion: If you’re hosting an event, use branded event hashtags along with relevant industry tags in your stories. This can help you reach a wider audience interested in attending or following your event.
- Example: A marketing agency
hosting a virtual conference might use #DigitalMarketingSummit and their
branded hashtag #MarketingWith[YourBrand] in event stories to drive
awareness and engagement.
- Customer Spotlight Stories: If you're showcasing user-generated content (UGC) or featuring a customer review, adding relevant hashtags—such as #CustomerLove or #TestimonialTuesday—can help others discover your business through these stories.
Pro Tips for Engaging Story Hashtags:
- Use a mix of broad and niche
hashtags: Broader hashtags will expose your stories to a larger audience,
while niche hashtags will attract users who are more likely to engage with
your content.
- Track the performance of your
hashtags: Use Instagram Insights to track how your hashtags are performing
in stories. This will help you understand which hashtags are driving
engagement and which ones need improvement.
- Integrate interactive elements:
Encourage engagement with your hashtags by adding polls, quizzes, and
countdowns in your stories. Ask questions related to your hashtags to get
your audience involved.
Common Hashtag Mistakes and How to Avoid Them
Even though hashtags are a powerful tool for growing your Instagram presence, there are several common mistakes that many users make, often unknowingly.
These mistakes can limit your visibility, engagement, and overall success.
Let’s explore the most common hashtag mistakes in 2024 and, more importantly, how to avoid them.
1. Overloading on Hashtags
Instagram allows you to use up to 30 hashtags per post, but that doesn’t mean you should always max it out.
Using too many hashtags can make your post look spammy, especially if the tags are not relevant to your content.
In fact, studies suggest that 9-11 hashtags per post are often optimal for engagement.
- Solution: Focus on quality over quantity. It’s better to use 10 highly relevant hashtags than to use 30 broad or unrelated ones. Create a mix of broad, niche, and branded hashtags to keep things balanced and targeted.
2. Using Irrelevant Hashtags
Many users think that including popular hashtags like #Love or #InstaGood on every post will drive more engagement.
However, if your content
doesn’t align with those hashtags, it will likely be ignored, or worse,
penalized by Instagram’s algorithm for being irrelevant.
- Solution: Always choose hashtags that align with your content. If you’re posting about fitness, use hashtags like #FitnessGoals, #HealthyLiving, or #WorkoutMotivation instead of irrelevant or overly broad ones.
3. Recycling the Same Hashtag Set for Every Post
A common mistake is using the same set of hashtags for every single post.
This practice can cause
your reach to stagnate because Instagram’s algorithm prefers varied content.
- Solution: Rotate your hashtags. Create multiple sets of hashtags tailored to different types of posts and rotate between them. This keeps your posts fresh and exposes your content to a wider range of audiences. Make sure you have separate sets for Reels, Stories, and feed posts.
4. Ignoring Hashtag Performance
If you’re not analyzing the performance of your hashtags, you’re missing a huge opportunity to optimize your strategy.
Many users keep using the same hashtags without
checking which ones actually drive engagement.
- Solution: Use tools like Instagram Insights or third-party apps such as Hootsuite to track which hashtags are driving the most traffic to your posts. If a hashtag isn’t performing well, replace it with a more relevant or trending one.
5. Using Banned or Overused Hashtags
Did you know that some hashtags are banned by Instagram?
Using banned or flagged hashtags can result in shadowbanning, meaning your content will be hidden from discovery.
Hashtags like #BeautyBlogger, #Like4Like, and others have
been banned due to spam or inappropriate content.
- Solution: Always check if a hashtag is banned by searching for it on Instagram. If the hashtag doesn’t show up or displays a limited number of posts, avoid using it. Stick to relevant, well-researched hashtags that haven’t been flagged by Instagram.
6. Not Creating and Promoting Branded Hashtags
Many small businesses forget to create their own branded hashtags, missing out on a valuable opportunity to build a community around their brand.
A branded hashtag
encourages user-generated content (UGC) and helps customers engage directly
with your products or services.
- Solution: Create a unique, memorable
branded hashtag for your business. Promote it in your posts, Stories,
and bio, and encourage your followers to use it when they share their
experiences with your brand. For example, brands like Nike use
hashtags like #JustDoIt to create a sense of belonging and promote customer engagement.
Download Your Free Hashtag Library and Performance Tracking Template
Want to make sure you’re using the best hashtags for your business? Download our free templates to organize your broad, niche, and branded hashtags.
Use this
template to track the performance of your hashtags and refine your strategy
over time.
How to Use the Hashtag Planner
To help you organize and optimize your hashtag strategy, I’ve created a free hashtag planner. Here’s how to make the most of it:
Step 1: Organize Your Hashtags
- Broad Hashtags: List the 3-5
general hashtags that reach a wide audience, like #Travel or #Food.
- Niche Hashtags: List 5-10 hashtags
that are specific to your industry or content, like #HandmadeJewelry or
#EcoFriendlyFashion.
- Branded Hashtags: Add 1-2 hashtags unique to your brand, like #YourBrandName.
Step 2: Use Hashtags in Your Posts
Start using these hashtags in your Instagram posts and stories.
Experiment with different combinations of broad, niche, and branded hashtags to see what works best for your content.
Step 3: Track Hashtag Performance
In the
performance tracker:
- Write the hashtag you used.
- Select the category (Broad, Niche,
or Branded).
- Record the post date, impressions,
engagement (likes, comments), and reach.
- Add notes for any key insights.
Step 4: Analyze & Optimize
Regularly review which hashtags are driving the most engagement and adjust your strategy accordingly.
Rotate underperforming hashtags and experiment with new ones to keep your content fresh.
Step 5: Keep Your Hashtag Library Updated
Stay ahead of trends by regularly updating your hashtag library.
As your business grows, so
will your hashtag strategy!
Final Thoughts: Your Blueprint to Hashtag Success
Using the right hashtags is key to growing your small business on Instagram.
By following this
guide and staying consistent with your strategy, you’ll see more engagement,
increased reach, and a stronger connection with your audience.
Key Takeaways:
- Use a mix of broad, niche, and
branded hashtags for maximum reach.
- Regularly research new hashtags
using Instagram’s search and tools like Hashtagify.
- Track performance using Instagram
Insights and third-party tools, and adjust your strategy accordingly.
- Avoid banned and spammy hashtags
that could hurt your visibility.
- Encourage user-generated content
through branded hashtags to foster community and drive engagement.
Got a hashtag strategy that works for you?
Share it with us in the comments! And don’t forget
to follow us on Pinterest for more tips on how to grow your small business
using hashtags.
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