Instagram Hashtag Strategy: How Many Hashtags Should I Use?

Anyone who uses Instagram, knows that your Instagram hashtag strategy determines your success. But are you wondering, “How many hashtags should I use”? Find all the answers to your questions and more in this article, and watch your impressions skyrocket. Plus, I tested one popular social media manager theory, and proved that it is FALSE. Keep reading to find out which one it is, and why people should stop believing the hype.

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Social media managers are constantly posting about the “new” Instagram algorithm, how to trick the algorithm, hashtags strategies that “actually work”, and other buzz-worthy, click-bait topics. I see a lot of social media managers recommending to only use 2-5 hashtags per post. Apparently this is the key to success on Instagram. I tested the strategy so you don’t have to, and I only used 2-5 hashtags per post for 1 month. Here’s what happened…

ABSOLUTELY NOTHING.

In fact, my engagement and impressions tanked to almost 0. For anyone wondering why this hashtag strategy is total rubbish, let’s first look at what the Instagram algorithm actually is.

What is the Instagram algorithm and how does it work?

To explain why the number of hashtags you use doesn’t actually matter, first let’s discuss what the algorithm is. We all talk about it, but few have a good understanding of how the algorithm works. It relies on machine learning and AI (artificial intelligence) in understanding user interactions with the platform to establish which content is relevant.

The reliance on machine learning and AI means the algorithm is constantly changing based on our behavior as consumers. So essentially, WE are the algorithm and each of us determines how it works and what content it pushes to a wider audience.

How does the Instagram algorithm influence engagement and impressions?

The algorithm pushes content based on our own consumption - i.e., what we engage with and how we interact. This means engagement and impressions for each post is a direct result of consumer habits. Therefore, the “new” Instagram algorithm is not new at all. This expression is very misleading because the algorithm is in constant flux (change). Any changes we see are simply reflections of how our behaviors have changed over time. So we can all stop picturing someone at Instagram suddenly writing a new algorithm code that says certain things we do are now wrong, like using more than 5 hashtags.

So why is the advice “use only 2-5 hashtags per post” clearly wrong?

Now that you understand how the algorithm adjusts and adapts according to how we use social media, you will see why the popular rule “use only 2-5 hashtags per post” is a fallacy. Since the algorithm has not been rewritten or changed, it just changes slowly over time based on user habits, there is NO WAY it is punishing you for using too many hashtags.

Why do posts with a lot of hashtags perform poorly then?

If you use 25-30 hashtags and see a dip in engagement or impressions, it’s not because you’re using too many hashtags. Well… not exactly.

It’s because you’re using SO many hashtags that you aren’t using the right ones. This happens when you have a poor (or no) Instagram hashtag strategy. Using a lot of hashtags makes it difficult to ensure all hashtags are targeted, niche-specific, and relevant to the content you are posting. You need to forget about the numbers and start focusing on quality.

With a killer hashtag strategy, you could technically use the maximum 30 hashtags - but only if you use the right ones. Many people struggle to do this, even social media managers. This is why we often opt to use less than the allowed 30 hashtags. However, using only 2-5 hashtags is extremely limiting and, if you have a small following, it will prevent your content from getting seen by the right people.

The key message I want you to take away from this article: You are not being penalized for using 25-30 hashtags. You are being penalized because you are using them incorrectly with no strategy.

Building a killer Instagram hashtag strategy means not asking “How many hashtags should I use”

The next time you’re developing a hashtag strategy, remember that the Instagram algorithm will not punish you for using all 30 hashtags. But it will penalize you if you use them poorly for the sake of using more hashtags.

Users expect the correct content to appear based on the hashtags and keywords they search. We are less forgiving than ever these days when content does not align properly or seems disingenuous. So it makes sense that using hashtags incorrectly will lead to poor engagement and impressions.

So don’t believe the hype that you need to use X number of hashtags with the “new algorithm” (which doesn’t exist). The reality is, your 30 hashtags including #love, aren’t working because you didn’t craft a hashtag list that is targeted, niche-specific, and relevant to the content you are posting. If you can do this while using all 30 hashtags, by all means go for it! But do so with purpose and intention.

Now you know how to create a killer hashtag strategy, that actually works.

If you want to learn how to create the perfect social media content strategy, check out this article which was written for realtors but the principles apply to all niches.

Have you been using hashtags wrong?

If you remember the ‘why’ in using hashtags and understanding the Instagram algorithm, you’ll never use hashtags wrong again. Plus, you’ll develop an unbeatable hashtag strategy. Pin this so you’ll never forget the rules of hashtags on Insta ever again.