Best Hashtag Strategy for Instagram

Jul 9

Are hashtags still worth your time on Instagram? What is the best hashtag strategy for Instagram right now? If you’re a business owner, social media manager, or DIY marketer, these questions are on your mind. Let’s dive into the real answers for 2025.

Do Hashtags Work on Instagram in 2025?

You’ve probably seen Instagram’s head, Adam Mosseri, drop a truth bomb in his recent post:
“Hashtags don’t meaningfully increase reach.”

So, is it time to stop using hashtags? Not so fast. While hashtags don’t cause viral explosions overnight, they’re still critical for brands who care about intentional growth, discoverability, and long-term engagement.

Latest Instagram Hashtag Trends for 2025

Forget the “more is better” mentality. In 2025, the best hashtag strategy for Instagram is all about quality, not quantity. Here’s what’s trending now:

Mixing Niche & Broad Hashtags:
Don’t just chase massive hashtags with millions of posts. Combine them with hyper-specific tags that connect you with your real target audience.
Branded Hashtags are IN:
Creating your brand-specific hashtag (#GreenElephantTips, anyone?) builds community, encourages user-generated content (UGC), and keeps your content organized.
Regular Hashtag Rotation:
Using the same set on every post? The algorithm notices. Switch up your hashtags to stay relevant and avoid being flagged as spammy.
Instagram SEO Integration:
Treat hashtags as keywords that help Instagram understand, categorize, and serve your content to interested users, just like Google does with website SEO.

How the Hashtag Algorithm Works in 2025

Let’s get a little geeky (but not too technical!). When you add a hashtag, Instagram’s algorithm analyzes it as a “clue” about your post. But it’s not just matching on the hashtag alone:

The algorithm checks your caption, photo/video, and account history for relevance.
Posts using hashtags that truly fit the content are more likely to be surfaced in Explore, hashtag feeds, and user searches.
Hashtags boost your content longevity, allowing posts to be discovered days, weeks, or even months after you share them.

Bottom line? The algorithm rewards intentional, well-matched hashtags that help real people find what they’re already looking for.

How to Research & Select the Best Instagram Hashtags

Want to use hashtags like a pro? Here’s how you can nail your hashtag research:

Think Like Your Audience
What would your ideal customer search for on Instagram? Use those phrases as hashtags.
Scope Out the Competition
See which hashtags are bringing engagement for similar brands or local competitors.
Use Instagram’s Search Bar
Start typing a hashtag—Instagram will suggest related tags and show you post volumes. Target a mix:
- Large hashtags = reach, but more competition
- Niche hashtags = targeted, higher engagement
Analyze What Works
Use Instagram Insights to see which hashtags bring profile visits and follows. Drop the duds, double down on what’s working.
Keep Hashtags Relevant & Fresh
Don’t just copy and paste the same set. Update them regularly based on your post type, trending topics, and performance.

Best Practices: Hashtag Strategy for Instagram in 2025

Use 8-15 high-quality hashtags per post.
Mix broad, niche, and branded tags.
Avoid banned or spammy hashtags.
Track performance—update and rotate regularly.
Always prioritize relevance over volume.

Final Thoughts: Hashtags for Long-Term Growth

So, do hashtags work on Instagram in 2025? Absolutely—but only when you use them with intention.
The best hashtag strategy for Instagram isn’t about chasing trends or cramming in 30 random tags. It’s about being smart, consistent, and connecting your posts to the people who matter most.