Are Hashtags Still Relevant in Today's Algorithm?
The simple answer based on your account size.
Remember when we used to spend more time crafting the perfect hashtag strategy than writing the actual caption itself? And if executed correctly, you could get a bunch of new followers from just hashtags alone? Yeah, I remember that too.
I used to max out all 30 hashtags, teach hour-long hashtag workshops, and use hashtags as the main way to grow an account. Total throwback. But in all honesty, it’s a strategy I’m happy to leave in the past. But social media evolves even faster than Carrie Bradshaw’s love life, and so should your strategy.
The Truth About Hashtags Today
Here's the real tea: hashtags still matter—just not in the way that they used to.
While SEO keywords have taken center stage (and will continue to), that doesn't mean hashtags belong in the social media graveyard alongside Vine and MySpace. #RIP
The answer to "Are hashtags still relevant?" isn't a simple yes or no—it's an “it depends." I know I know, you probably wanted a straightforward answer, but we're not afraid to admit that there’s some nuance here. We’re not a fan of giving blanket advice, especially when it comes to hashtags.
At Scott Social, we take a custom approach to each brand we work with. Why? Because quality over quantity always wins. Put simply, what works for a startup beauty brand won't necessarily work for your fav restaurant chain. Your social strategy should be as unique as your business.
Our Hashtag Philosophy? It's All About Your Goals.
Instead of following blanket advice from the self proclaimed “social media experts” (Gary Vee, I’m looking at you), consider what actually matters: your specific goals. Here's how I approach hashtags for our different clients:
Are Hashtags Still Relevant? Find Your Custom Answer 👇
What Is Your Follower Count + Main Goal?
Instead of following blanket advice from the self proclaimed “social media experts” (Gary Vee, I’m looking at you), consider what actually matters: your specific follower count and goals. Here is a graph that shows exactly what we mean – the value of hashtags depends on your size of account.
But, it’s not just the size of the account that matters. Your goals and your engagement rate also matter too! Here's how I approach hashtags for our different clients:
You Have Less Than 1,000 Followers:
If you're just starting out and are making growth your top priority, you might need all the help you can get. Even an extra 100-200 views can make a real difference at this stage! Every bit of visibility counts when you're building from the ground up.
Our recommendation? Use 10-15 hashtags – I wouldn’t recommend using all 30.
You Have Between 1k-10k Followers:
You finally passed 1k followers (congrats!) and are on your way to building an engaged community. While you work your way up to a 5-digit following, I would recommend using 5-10 hashtags per post. If you’re still seeing great results on your hashtags and are prioritizing growth, feel free to use up to 15 hashtags. Otherwise, stay under 10.
Our recommendation? Use 5-10 hashtags.
You Have Between 10k-100k Followers:
Congrats on reaching a 5-digit following! If you want to continue growing through hashtags, I’d recommend using 3-7 strategic hashtags. You'll still get a nice little boost from hashtags, but with your current following, you shouldn’t need to rely on hashtags to do the heavy lifting. At this stage, your content quality and community engagement matters more.
Our recommendation? Use 3-7 carefully selected hashtags.
You Have More Than 100k+ Followers:
For established accounts or brands primarily focusing on nurturing existing relationships, you might want to skip hashtags entirely. When you're already reaching thousands, an extra 100-200 views is just a drop in the ocean—not worth cluttering your captions. The minimal reach gain simply doesn't justify the aesthetic sacrifice.
Our recommendation? Skip the hashtags entirely.
You Have 100k+ Followers… But They’re Unengaged?
You have a following, but they’re engaged. You have a decision to make – is your goal to re-engage the followers you currently have? Or do you believe it’s best to reach entirely new followers?
If you want to re-engage your followers, check out our article “How To Increase Engagement (And Track The Results”. You’ll be better off working on your content strategy and nurturing your community.
On the other hand, if you believe your current followers aren’t worth re-engaging, then growth might be the best option for you. In this case, I would recommend using between 3-7 hashtags.
Our recommendation? Use 3-7 hashtags to regrow a relevant following.
The Scott Social Approach
Our hashtag strategy boils down to three principles:
Custom approach for each brand (no cookie-cutter solutions here)
Quality over quantity (always)
Goals-driven decisions (what are you actually trying to achieve?)
And using those principles, here is our recommendation for each follower count:
0-1k Followers: Use 10-15 hashtags
1k-10k Followers:Use 5-10 hashtags
10k-100k Followers: Use 3-7 hashtags
100k+ Followers: Don’t worry about hashtags
Remember—there's no one-size-fits-all answer to the age old question, “are hashtags still relevant?”.
Hashtag Q&A’s:
You asked and we’re here to help. Here are some answers to your most burning hashtag Q&A’s in case you’re wondering (or even if you aren’t):
Do hashtags work on Instagram?
Yes! You can actually see their impact right in your analytics section. You should be able to see a breakdown of where each impression came from, including hashtags. Check your reach breakdown after posting, and you'll see exactly how many impressions came from hashtags. In the image below, you’ll see an example from one of our clients!
How to choose Instagram hashtags?
Focus on three things: location relevance (especially for local businesses), topic relevance (what your actual content is about), and don't forget your branded hashtags. The best strategy mixes these types rather than focusing on just one. Don’t choose hashtags that don’t relate to the post topic itself since users on social media can flag your post for irrelevance.
Why is Instagram removing hashtags?
Instagram bans the hashtags known for spammy and inappropriate posts. If you notice that a hashtag page simply disappeared, this is likely the case. Additionally, if you notice that your reach from hashtags suddenly drops, check if any of your go-to hashtags have been flagged or removed.
Do Instagram hashtags work in comments?
Yes, they absolutely do! You can place your hashtags in the first comment instead of the caption, and they'll work just the same. This is actually our preference for aesthetic reasons! Check your analytics—you'll see those hashtag impressions whether they're in your caption or comments.
Will hashtags work on private Instagram accounts?
No, unfortunately they won't. Hashtags are designed to help people who don't already follow you discover your content. If your account is private, only your existing followers can see your posts regardless of which hashtags you use. You can still add hashtags for fun, but they won't boost your reach.
We’re Here For You
If you’re still questioning your hashtag strategy, that’s okay, you aren’t alone. Remember, I used to take an entire hour to teach small business owners about hashtags and still barely scratch the surface! Hashtags are a beast.
If you need someone to create your social strategy for you (or if you just need a shoulder to cry on), we’re here for you.
At Scott Social, we work arm-in-arm with business owners just like you! We offer full service social media management for those looking to pass it all off or consulting for those that need just “a little”. Reach out today to set up a Discovery Call. Talk to you soon!
Read more from scott social ↓
WRITTEN BY:
Chelsea Evans-Flower
Founder + Social Media Strategist