The short answer: Use a mix of 3-5 broad hashtags (100k+ posts), 5-8 niche hashtags specific to your industry (10k-100k posts), and 2-3 branded or local hashtags. Avoid hashtags with only a few hundred posts — they signal low relevance to Instagram's algorithm.
Why a mix matters
Broad hashtags get your post in front of the largest possible audience but face the most competition. Niche hashtags have less competition and tend to reach people more likely to actually engage. Using only broad or only niche tags leaves reach on the table either way.
How to research hashtags
- Search your main topic in Instagram's search bar and check the post count
- Look at what hashtags similar accounts in your industry are using
- Check what's tagged on posts that performed well for you previously
- Include a local hashtag if you serve a specific area — e.g. a city or region
Where to place hashtags
Placing hashtags in the first comment rather than directly in the caption keeps the caption clean while still getting the same reach benefit — Instagram treats both placements equally for discovery purposes.
How many to use
Instagram allows up to 30 hashtags per post, but research consistently shows 8-15 well-chosen hashtags outperform stuffing all 30 slots with loosely related tags.
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