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:
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
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.
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
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.
