On Instagram, hashtags work mainly as topic labels that help the platform and users understand and find content. Ranking systems also consider captions, on-screen text, audio and visuals, so hashtags alone do not create reach.
- Use a small number of hashtags that directly describe the post.
- Mix industry, niche, local and branded tags; very broad tags are highly competitive.
- Research tags by searching them and checking whether existing posts match your topic.
- Create tag groups for each content pillar instead of copying one long list on every post.
- Choose a short, memorable branded hashtag and check it is not already in use.
- Write captions with natural keywords and track hashtag impressions in insights.
Avoid irrelevant popular tags, restricted tags and follow-themed tags that attract inactive accounts. Hashtag limits and rules change, so check current platform guidelines. Local businesses benefit from combining local tags, location tags and a strong Google Business Profile. Racoun builds hashtag groups, branded tags and searchable captions as part of its content planning.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
