The ultimate guide to Instagram hashtags
Summary/Overview
What started as a simple trend has become a core part of how we discover, connect, and build communities on Instagram. In 2025, hashtags are still a powerful tool — not just for visibility, but for telling the algorithm what your content is about and who should see it. Whether you're sharing design work with #adobeexpress, growing your café's local following with #seabrew, or starting a new campaign hashtag for your product launch, the right Instagram tags can deliver your content land to the right audience.
Hashtags act like funnels, guiding people with shared interests to your posts. When used well, they can boost engagement, build brand awareness, and even get your content featured on the Explore page or in suggested Reels.
In this guide, you'll learn everything you need to know about using Instagram hashtags in 2025 — from how they work, to where to place them, to how to find the right ones for your brand. Plus, we’ve included helpful tips, real examples, and free Instagram templates to help you get started.
What’s an Instagram hashtag?
At its core, an Instagram hashtag is a word or phrase that starts with the hashtag symbol (#) — no spaces, no punctuation, and no special characters. This symbol instantly turns that word or phrase into a clickable link, making your content discoverable by people searching for or following that tag.
Hashtags are one of the simplest ways to tell Instagram what your content is about and who might want to see it. They're also a key signal for Instagram’s algorithm, which uses hashtags (along with keywords in your caption and image metadata) to categorize and recommend posts. This is where having the best hashtags for Instagram — ones that are specific, searchable, and relevant — can give you a competitive edge.
Here's a quick example of correct hashtag implementation, using the phrase Beach Book Club:
- Yes: #beachbookclub
- No: # beach book club
- No: # beachbookclub
- No: #beach book club
- No: #beachbookclub!
Only the first version is correct. Remember: no spaces, no symbols, and no emojis in your hashtag — but numbers are totally fine.
Once you’ve nailed the structure, you’re ready to start using hashtags to strengthen your content strategy. In 2025, the best time to add hashtags is still at the time of posting — especially since Instagram now surfaces new content more aggressively in Explore and Reels feeds. Adding them later may reduce their impact.
Think of hashtags as your marketing funnel. With billions of posts on Instagram, they help people connect with content that matches their interests — and help your posts get discovered by the right audience. When you choose the right mix of branded, trending, and niche hashtags, you’re not just adding tags — you’re building a bridge between your content and your future customers.
Free Instagram templates to use in 2025
How to include hashtags in your Instagram content
Now that you know what hashtags are and why they matter, let’s talk about how to use them across your Instagram content. Whether you're posting a Reel, Story, carousel, or static post, hashtags help the algorithm understand your content — and help your audience find it.
There’s no one-size-fits-all rule here, but these are the most effective ways to include hashtags in your posts:
1. Add hashtags directly to your caption
Instagram confirmed that he most effective placement for discoverability is in captions. While it’s common to see hashtags in the comments, putting them in the caption helps the algorithm better understand and surface your post.
Tip: Naturally weave 2–3 hashtags into your caption, then list a few more at the bottom for visibility without clutter.
Example:
Just wrapped up another custom #letteringdesign for a local coffee shop. Loving how this color palette turned out!
#adobeexpress #coffeelovers #creativestudio #reelart #designcommunity
2. Put hashtags in the first comment (if you want a cleaner look)
Even though putting hashtags in comments instead of captions can result in having less reach, some creators place hashtags in the first comment to keep captions neat. If you go this route, be ready to paste them in immediately after posting.
3. Use hashtags in Reels and Carousel posts
Hashtags work across all content types — not just static images. Adding them to your Reels captions helps your video appear in Explore feeds and boost views.
Tip: Use 3–5 hashtags that reflect the content or mood of your Reel. Avoid spamming with a long list of unrelated tags.
4. Hashtags in Instagram Stories
Stories allow up to 10 hashtags per slide — but less is more. Several curated hashtags are better than many semi-related ones. Keep things clean and clutter-free by:
- Minimizing text size and hiding tags behind stickers or GIFs
- Matching the hashtag color to your background using the eyedropper tool
- Using the clickable #hashtag sticker for one core tag
5. Create a saved list of go-to hashtags
Have a few hashtag sets saved in Adobe Express templates. You can group them by content type (e.g., behind-the-scenes, product launch, tutorials) and quickly copy/paste what you need. Rotate often to avoid repetitive use, which could trigger reduced reach.
If you’re wondering how many hashtags to use on Instagram, the best current practice is to include 3–10 tags that are relevant to your audience and content type.
What are the top Instagram hashtags in 2025?
The most popular Instagram hashtags are still widely used — but that doesn’t mean they’ll work for your brand. Tags like #love, #photography, and #fashion each appear in millions (or even billions) of posts, making it easy to get buried in the scroll.
Here is a list of the top five most popular hashtags by niche:
Fashion and beauty
- #fashion
- #beauty
- #haul
- #style
- #shopping
Food and beverage
- #food
- #foodporn
- #foodie
- #instafood
- #foodphotography
Travel
- #travel
- #nature
- #photography
- #travelphotography
- #photooftheday
Pet
- #pet
- #dog
- #pets
- #dogsofinstagram
- #cute
Fitness
- #fitness
- #gym
- #workout
- #fitnessmotivation
- #motivation
Photography
- #photography
- #photooftheday
- #photo
- #picoftheday
- #photographer
Small business
- #smallbusiness
- #supportsmallbusiness
- #handmade
- #shoplocal
- #shopsmall
Nature
- #nature
- #naturephotography
- #sunset
- #flowers
- #wildlife
If you’re building a brand or just getting started on Instagram, using only these high-volume hashtags can feel like shouting into the void. That’s why your best bet is to mix in niche, relevant, and branded hashtags alongside a few broad ones.
Niche Instagram hashtags by industry (2025)
If you want your content to reach the right audience, niche hashtags are the way to go. They help you connect with people who actually care about your content — not just anyone scrolling past. Below are curated hashtag ideas across popular industries to help you fine-tune your strategy:
Creators and designers
- #adobeexpress
- #graphicdesigntips
- #designinspo
- #reeldesigns
- #smallstudiolife
- #handdrawntype
- #colorloversclub
- #digitalsketchbook
Small business and e-commerce
- #makersgonnamake
- #shopsmallfirst
- #supporthandmade
- #brandingbasics
- #etsysellersofinstagram
- #packaginginspo
- #creativeentrepreneurs
- #sidehustlestyle
Photographers and videographers
- #lensculture
- #portraitmodeon
- #photojournaldaily
- #colorgradingmagic
- #streetphotovibes
- #35mmreel
- #creativereels
- #visualdiary2025
Food and beverage
- #foodiefinds2025
- #styledbyfork
- #cafecorner
- #bakersofig
- #fromscratchkitchen
- #cocktailcultureclub
- #mealprepinspo
- #coffeeartdaily
Wellness and lifestyle
- #mindfulmomentsdaily
- #wellnesswednesday
- #selfcaresimplified
- #holisticvibes
- #movementmatters
- #balancedlifeclub
- #morningroutinereels
- #glowupgoals
Fashion and beauty
- #sustainablestyle2025
- #ootdinspo
- #slowfashionmovement
- #behindthebrand
- #beautyflatlay
- #makeupinmotion
- #styledreels
- #beautycommunityig
Tip: Use 1–2 broad hashtags, 2–4 niche or industry-specific hashtags, and one branded tag in every post. Remember to rotate your sets regularly to keep your content fresh and avoid spammy repetition.
How to find the right hashtags for your brand
The key to finding the best hashtags to use is to strike a balance. You want hashtags that are active and relevant, but that aren’t so popular that your post gets lost in the scroll.
Instead of chasing high-volume or trending hashtags, focus on tags with low-to-medium competition and high engagement. Think of them like hidden gems — they might not have millions of posts, but they’ll connect you with a more targeted and engaged audience.
Here’s how to find the sweet spot:
- Check hashtag activity by using Instagram hashtag search. Some search results will show how many posts have recently used that hashtag. If that information isn’t there, look at post freshness and quality to gauge activity.
- Mix it up. Use a blend of broad (e.g., #graphicdesign), niche (e.g., #logosketches), and branded (e.g., #adobeexpress) hashtags in each post.
- Rotate your sets regularly to avoid getting flagged as spam — especially if you’re posting in the same content category often.
If you have a Business or Creator account, Instagram Insights can help you track how your hashtags are performing — including how many impressions came from them. These insights are key to learning what your audience actually responds to.
Need a little help finding the right tags? Tools like Later, Flick, and Hashtag Expert offer AI-powered hashtag suggestions based on your post content, engagement data, and industry trends. Adobe Express also makes it easy to add suggested hashtags right into your post templates.
Tip: Avoid copy-pasting the same 30 hashtags on every post. The algorithm can pick up on that, and it may hurt your reach. Instead, think of hashtags as part of your content strategy — not just a checklist
Try these tricks with free Instagram story templates
Tips for creating branded hashtags
Creating a branded hashtag is still one of the easiest ways to help people find your content, tag your products, and build an engaged community around your brand. In 2025, branded hashtags have been especially powerful when used in user-generated content (UGC), influencer partnerships, or product campaigns.
Hashtags don’t just organize content — they spark connection. A strong branded hashtag makes it easy for customers to join the conversation, showcase their experience, and share your brand with others. In turn, you can reshare that content to build credibility and trust.
Here are a few tips for creating your own branded hashtag:
- Include your brand name (or a short version of it) so the hashtag clearly ties back to you.
- Keep it short, simple, and easy to spell — the more effortless it is to type, the more likely people are to use it.
- Avoid generic terms that may already be overrun by unrelated content.
- If your brand name is common, try a clever twist, tagline, or wordplay (e.g., #mycalvins or #glowwithluxe).
- Create both a brand hashtag and a community hashtag (e.g., #gopro for the brand and #goprofamily for community storytelling).
Real-world examples:
- #gopro is still one of the strongest branded hashtags on Instagram. The company reposts customer-created content using this tag and related ones like #goprofamily, turning customers into ambassadors.
- Outdoor Voices encourages customers to use #doingthings, connecting everyday movement with their brand mission.
Tip: Branded hashtags work best when you use them consistently in your own posts and stories. Highlight them in your bio, on packaging, in templates, and even in your Reels captions to make it easy for your community to join in.
Tips for creating campaign hashtags
Launching a new product? Running a seasonal campaign? A smart, memorable campaign hashtag can help drive awareness, encourage user-generated content, and spark real conversations around your brand.
Unlike evergreen branded hashtags, campaign hashtags are tied to a specific moment or message. They’re perfect for limited-time events, new collections, or initiatives that highlight your brand’s mission in action.
Here are some tips to make yours work in 2025:
- Make it active. Hashtags that include a verb or call to action — like #shareyourglow or #movewithus — invite participation and feel more personal.
- Keep it short and clear. Avoid clunky phrasing or inside jokes that your audience may not understand right away.
- Test a few options. Try shifting tone, length, or format (ex: #springdrop vs. #springdrop2025) to see what gets the best response before going all-in.
- Promote the tag across multiple surfaces — captions, Reels, carousels, Stories, Lives, and even in bio links or templates.
- Repost high-quality UGC tied to the campaign. Tag creators and show appreciation — it builds community and encourages others to join in.
- Want to keep the visual clean? On Stories, hide campaign hashtags behind a GIF or sticker, or color-match them to the background.
Campaign hashtag examples that worked:
- #redcupcontest by Starbucks encouraged holiday-themed UGC featuring their signature seasonal cup — and kept customers engaged year after year.
- #shotoniphone by Apple invited creators to share their best mobile photos, tying user content directly to product storytelling.
- #showyourglow by Fenty Beauty encouraged makeup lovers to post their highlight looks — and drove both sales and community pride.
Tip: Think beyond Instagram. A good campaign hashtag should work across platforms like Threads, TikTok, and even in packaging or print.
Grow your Instagram with smart hashtags
Whether you're a creator, brand, or small business, the right hashtags can make a big difference in how your content performs. Now that you’ve got the tools, tips, and templates — it’s time to put them to work.
- Use what you’ve learned to build your next post.
- Try a free Instagram template in Adobe Express.
- Start testing hashtag sets and track what drives engagement.
Explore Adobe Express free, customizable Instagram templates to help you create scroll-stopping content — fast.