Instagram Hashtags in 2025: What Works & What Doesn’t

It’s 2025, and you’re sitting down to post on Instagram. You’ve got the perfect caption, an eye-catching image, and a clear message—but then comes the big question: Do hashtags still matter? Should you use all 30? Just a few? Do they even work anymore?

The short answer: Yes, hashtags still matter in 2025—but how we use them has changed. Let’s dive into the best hashtag strategies for Instagram so your content can get found by the right people.

Hashtags Then vs. Now: What’s Changed?

Back in the Instagram glory days (circa 2019), hashtags were a huge part of discoverability. Businesses spent time meticulously researching the best hashtags, analyzing their size, and crafting strategic lists. Fast forward to 2025, and while hashtags are still relevant, they’re no longer the only factor that determines whether your content gets discovered.

Instagram’s algorithm has evolved into a search engine-style system. When users search for content—whether using a hashtag or just a general term—the platform considers multiple factors, including:

• The hashtags used in the post
• The caption and keywords
• The content in the image or video (Instagram now analyzes visual elements)
• Engagement levels (likes, comments, shares, saves)
• Relevance to the user’s past behavior

So, instead of relying only on hashtags, Instagram now takes a holistic approach to ranking content.

How Many Hashtags Should You Use in 2025?

There’s no one-size-fits-all answer, but the best practice is to use 5-10 highly relevant hashtags per post. While Instagram still allows up to 30, using fewer, more targeted hashtags tends to perform better.

Why? Because Instagram prioritizes relevance. Instead of spamming generic hashtags, focus on those that closely match your content and audience.

Where Should You Put Your Hashtags?

For maximum impact, include your hashtags in the caption—not in the comments. Instagram’s algorithm primarily scans captions for keywords and hashtags, so putting them in the caption helps with discoverability.

The 4 Types of Hashtags Every Small Business Should Use

To create a strong hashtag strategy, focus on four categories:

1. Local Hashtags (If You Serve a Specific Area)

For small-town small businesses, location-based hashtags are key. Customers looking for businesses in your area are likely to search by city, region, or neighborhood.

📍 Example: If you run a bakery in Peterborough, Ontario, your hashtags might include:

• #PeterboroughEats
• #KawarthasFoodie
• #OntarioBakery

2. Audience Hashtags (To Reach Your Ideal Customers)

Think about who your customers are and what hashtags they use. Are they moms, entrepreneurs, pet owners?

👩‍👧 Example: If you sell baby products, you might use:

• #ToddlerMomLife
• #BusyMomLife
• #FourthTrimester

3. Industry Hashtags (To Establish Your Niche)

Industry-related hashtags help signal to Instagram what your business does. Be specific—don’t just use #Photographer or #Fitness. Instead, niche down.

📸 Example: If you’re a brand photographer:

• #CottageCountryBrandPhotography
• #TorontoBusiness
• #CanadianSmallBusiness

4. Post-Specific Hashtags (Unique to Each Post)

These hashtags relate to the specific content of your post. If you’re posting a Valentine’s Day promo, add hashtags like #ValentinesGiftGuide or #GiftIdeasForHer.

Creating Your Hashtag Strategy in 3 Simple Steps

1️⃣ Build a Hashtag Bank: Keep a list of local, audience, and industry hashtags in a note on your phone or a Google Doc. This way, you’re not starting from scratch every time.

2️⃣ Rotate Your Hashtags: Using the same hashtags repeatedly won’t hurt your reach, but mixing them up helps you connect with different audiences.

3️⃣ Check & Update Every Few Months: Instagram trends change. Every 3 months, do a quick hashtag audit to ensure they’re still relevant.

Final Thoughts: Hashtag Success in 2025

Hashtags aren’t dead—they’re just part of a bigger picture. To make the most of them:

✅ Use 5-10 targeted hashtags per post
✅ Place them in your caption
✅ Focus on local, audience, industry, and post-specific hashtags
✅ Store your hashtags in a cheat sheet for easy access

Keep it simple, searchable, and strategic—and don’t overthink it. Your ideal customers are out there, and with the right hashtag strategy, they’ll find you!