Hashtags have long been a foundational tool for Instagram users, especially for entrepreneurs, creatives, and content creators seeking growth. But with the rapid evolution of Instagram’s algorithm and features, many are asking: Are hashtags still relevant in 2023? The simple answer is yes—but with some important nuances. Here’s what you need to know to unlock the real power of hashtags this year.
1. Hashtags Have Changed: From Reach to Relevance
Hashtags used to be a major driver for expanding your content’s reach beyond your current followers. However, today’s Instagram environment places hashtags in a different role. Rather than acting primarily as a shortcut to gain more eyeballs, hashtags now serve mainly as a content categorization and search tool for Instagram’s algorithm.
Instagram is increasingly focused on search engine optimization (SEO) within its own platform. This means hashtags help the algorithm understand and classify your content properly, which in turn improves how your posts appear in search results and on the Explore page.
For example, if you’re a wedding photographer sharing a carousel post about a recent shoot, including relevant hashtags like #weddingphotographyideas or #elopementphotography signals to Instagram what your post is about. This helps Instagram deliver your content to users actively searching for similar topics.
Key takeaway: Always include hashtags in your caption (not the comments) to maximize their SEO impact. The first-comment hashtag strategy is outdated and less effective now.
2. Choosing the Right Hashtags: Focus on Relevance and Specificity
Choosing hashtags for the sake of numbers won’t cut it anymore. Instead, focus on relevant hashtags that accurately describe your content, niche, and audience.
For example, if you’re a wedding photographer based in London posting about elopements, choose hashtags like:
- Location-specific: #weddingphotographerlondon, #ukweddingphotographer
- Niche-focused: #elopementphotography, #weddingphotographyideas
Also, prioritize a mix of hashtag sizes. Avoid overly broad ones like #wedding with hundreds of millions of posts—it’s too competitive and less likely your content will stand out. Instead, try more targeted hashtags with a smaller but engaged audience, such as #weddingphotographyinspiration (e.g., hundreds of thousands of posts).
This strategic selection tells Instagram exactly who you are and helps the platform categorize your posts more precisely.
3. How Many Hashtags Should You Use? Less Is More
For years, advice recommended using the maximum of 30 hashtags allowed by Instagram to maximize reach. However, the current recommendation is to use fewer hashtags—around 3 to 5 per post.
Why? When hashtags are used to help the algorithm understand your content, using too many can create confusion. A post with 30 diverse hashtags dilutes the message and makes it harder for Instagram to categorize it effectively.
Insights from Instagram’s official channels and statements by Adam Mosseri, Head of Instagram, support this updated approach: focus on quality and specificity over quantity.
So next time, instead of filling up your caption with 30 tags, handpick a small set of highly relevant hashtags that clearly define your content and audience.
4. Beware of Copy-Pasting “Magic” Hashtag Lists
It’s tempting to copy hashtag lists labeled as “best hashtags to boost your reach” especially when they come with promises of quick results. However, using generic or “one-size-fits-all” hashtag lists can backfire.
The reality is every niche, industry, and audience is unique. What worked for another creator won’t necessarily work for you. Your hashtag strategy needs to reflect your brand, content topics, and specific audience interests.
Focus on customizing your hashtag sets rather than blindly copying popular lists.
5. How to Find the Right Hashtags: Smart Research and Organization
Doing effective hashtag research is easier now than ever.
Steps to streamline hashtag research:
- Identify core hashtags tied to your industry and niche to establish a foundation.
- Group your hashtags by content pillars or topics you often cover. For example, a content creator might have pillars like "Creative Process," "Tech Tips," and within those, specific topics like "Canva hacks."
- Save your hashtag collections in an accessible app or notes system to quickly pull from when posting.
For hashtag research tools, some reliable resources include apps like Flick, which analyze hashtags based on size, engagement, and competitiveness, ensuring you select the most effective ones for your content.
Final Thoughts: Hashtags Still Matter, But Don’t Stress Over Them
Instagram hashtags have definitely evolved and their role has shifted from purely driving reach to helping your content get categorized and discovered via search. They’re still an important piece of the puzzle, but they are not the silver bullet for growth.
Your content quality and consistent engagement with your audience remain the most crucial factors for Instagram success in 2023. Use hashtags thoughtfully—prioritize relevance, specificity, and moderation—and integrate them into a strong overall content strategy.
Ready to sharpen your Instagram strategy?
Focus on producing great content your audience loves, use a handful of well-chosen hashtags per post, organize your hashtag sets efficiently, and stay consistent. With these steps, hashtags will continue to serve as valuable tools in your Instagram growth toolkit in 2023 and beyond.
Do you still use hashtags, or have you moved away from them? Share your experiences in the comments below!
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