Meta's 2023 guidance (still current): 3–5 highly relevant hashtags beat 30 generic ones. Hashtags are a categorisation signal, not a reach amplifier.
Hashtag Tiers
| Tier | Volume | Best for |
|---|---|---|
| Mega | 10M+ posts | Broad categorisation only |
| Large | 1M–10M | High-quality content only |
| Mid | 100K–1M | Sweet spot for most accounts |
| Niche | 10K–100K | Local, specific audiences |
Recommended mix: 1 large + 2 mid + 2 niche = 5 focused hashtags
Banned Hashtags
Search the hashtag on Instagram — if "Recent posts are hidden" appears, it's flagged. Using banned hashtags causes shadowbanning (posts stop appearing in hashtag feeds).
Measuring Performance
Instagram Insights → Post → "From Hashtags" impression count. If consistently under 5% of total impressions, adjust your hashtag strategy.
Generate relevant hashtags with our Hashtag Generator.