In the dynamic world of Instagram, where millions of photos and videos are shared daily, standing out from the crowd can be daunting. One of the most effective ways to boost your visibility and engagement is by strategically using hashtags. These seemingly simple words or phrases preceded by a # symbol are more than just trendy add-ons—they’re powerful tools that can significantly enhance your content’s reach.

The right hashtags can catapult your posts to a broader audience, attract new followers, and foster a community around your brand. Whether you’re a seasoned influencer, a budding entrepreneur, or just someone looking to grow your brand, understanding the best Instagram hashtags is crucial for optimising your social media strategy.

But how do you choose the right hashtags? What makes some hashtags more effective than others? And how can you leverage them to connect with your target audience? In this article, we’ll delve into the art and science of hashtags, exploring their origins, the psychology behind their use, and practical tips for selecting the most effective ones. We’ll look at how to balance popular hashtags with niche ones, how to keep up with trending tags, and how to use hashtag analytics to refine your strategy.

Ready? Let’s hop right into it.

What Is a Hashtag?

As the story goes, Twitter user Chris Medina proposed using hashtags in 2007, and subsequently, they became popular on all forms of social media, including Instagram.

A hashtag is a word or phrase preceded by the pound sign (#) used on social media platforms to categorise content and make it more discoverable. By identifying a post’s topic, theme, or subject matter, hashtags help categorise content, allowing users to find posts related to a specific topic by searching for that hashtag. Clicking on or searching for a hashtag reveals a collection of posts that include the same hashtag, facilitating content discovery and connection with like-minded individuals or communities.

Place the # symbol directly before a word or phrase without spaces or special characters (e.g., #TravelTips, #MondayMotivation) to create a hashtag. Depending on the platform, hashtags can be used in various post parts, including captions, comments, and bios. On Instagram, hashtags are clickable, and clicking on one takes the user to a page displaying all posts tagged with that hashtag.

Using hashtags offers several benefits. Posts with hashtags are more likely to be seen by users searching for or following that hashtag, increasing the reach of your content. Hashtags can boost engagement by connecting your content with users who are interested in that topic, leading to more likes, comments, and shares.

More elaborately, here are some statistics on Instagram hashtags:

• 4.2M+ hashtags are used on Instagram daily. (Mention)
• Posts with at least one hashtag average 12.6% more engagement. (Socialinsider)
• Most engagement happens in the first hour after posting, when hashtags boost visibility. (Later)
• Branded hashtag campaigns result in a 37% higher comment rate per post. (ExpertVoice)

Custom hashtags can be created for branding purposes, helping to build a community around a brand or campaign (e.g., #JustDoIt by Nike). Additionally, hashtags help promote events and allow attendees to share their experiences under a common hashtag (e.g., #SXSW for the South by Southwest festival).

Instagram Hashtags Popularity

Instagram hashtags have surged in popularity due to their effectiveness in increasing visibility and engagement on the platform. By categorising content and making it more discoverable, hashtags allow users to reach a broader audience beyond their followers. Trending hashtags, often linked to current events or viral topics, can propel posts into the spotlight, attracting more likes, comments, and shares.

Brands and influencers, too, leverage hashtags to build communities, promote campaigns, and drive user-generated content, further amplifying their reach. The strategic use of popular and niche hashtags can significantly enhance an Instagram presence, making it a crucial tool for social media success.

Most Popular Instagram Hashtags

We’ve looked at the history of activity on Instagram hashtags to make our list of the most popular hashtags on Instagram.

The top hashtag is #social. This is so understandable because human beings are social animals. We form many relationships with each other; without these relationships, we are less happy. Many in-depth scientific research papers support this concept.

According to TwelveSkip, the hashtags that get tons of traffic on Instagram are as follows:

Category	Hashtags
Popular	#instagood, #iphonesia, #photooftheday, #instamood, #picoftheday, #bestoftheday, #instadaily, #igdaily, #instagramhub, #instacool, #me, #photo, #follow, #tbt, #like, #igers, #love, #summer, #beautiful, #happy, #cute, #selfie, #fun, #friends
Fashion	#style, #swag, #fashion, #pretty, #instacool, #instamood, #iphonesia, #fashionista, #picoftheday, #beauty, #ootd, #outfitoftheday, #likeback, #shopping, #dress, #fresh, #instafashion, #outfit, #fashionblogger, #whatiwore, #lookbook, #fashiongram, #instafashion, #ootd, #wiwt, #stylediaries, #fashiondiaries
Travel	#travel, #vacation, #wanderlust, #explore, #travelgram, #instatravel, #trip, #travelblogger, #wanderer, #travelling, #traveltheworld, #travelphoto
Photography	#photography, #photos, #photooftheday, #instapic, #photoshoot, #pic, #capture, #photobombed, #photoshoot, #photographe, #camera, #photogram
Couples	#us, #statigram, #home, #best, #sweet, #jj, #perfect, #loveyou, #lovehim, #loveher, #bestoftheday, #amazing
Best Friends	#bestfriend, #bestie, #best, #us, #jj, #a, #friend, #instagramer, #goodtimes, #likeback, #jj_forum, #to, #cute, #sisters, #friendship, #bestoftheday
Selfies	#selfie, #me, #i, #a, #instagood, #ig, #iphonesia, #jj, #likes, #party, #f4f, #igers, #picoftheday, #photofotheday, #cute, #follow, #follow4follow, #bestoftheday, #instalove
Techies	#iphone, #techaddict, #tech, #technology, #tagsforlikes, #photooftheday, #nerd, #techie, #gadgets, #device, #instagood, #instatech, #photooftheday, #picoftheday
Parties	#drunktexts, #partyhard, #crazy, #craycray, #partypeople, #happy, #fun, #smile, #photooftheday, #cute, #friday, #drunk, #beer, #tgif, #saturday, #nightlife, #lifeisgood
Food	#food, #yummy, #foodie, #delicious, #happy, #instagood, #foodoftheday, #follow, #tagsforlikes, #foodgasm, #tweegram, #instago, #tflers, #yum, #dessert, #statigram, #instalike, #instamood
Animals/Pets	#cat, #dog, #puppy, #kitten, #pet, #pets, #dogs, #dogsofinstagram, #catsofinstagram, #ilovemydog, #catlovers, #dogstagram, #doglife
Lifestyle	#home, #homedecor, # interiordesign, #diy, #organization, #project, #inspiration, #decor, #interior
Quote	#quotes, #quotestoliveby, #lifequotes, #truth, #wisdom, #saying, #quoteoftheday, #inspirationalquotes, #motivation, #wordstoliveby, #words
Engagement	#like, #follow, #comment, #tbt, #instagood, #igers, #shoutout, #s4s, #likesforlikes, #photooftheday
Campaign	#contestalert, #sweepstakes, #giveaway, #offer, #discount, #sale, #promo, #freeshipping, #coupon
Fitness	#fitfam, #instafitness, #beastmode, #gym, #instafit, #fitnessaddict, #active, #bestoftheday, #instadaily, #fitnessfreak, #health, #healthylife, #eatclean, #fitspo, #abs, #foodgasm, #lifestyle, #diet, #instahealth, #wellness, #getmoving
Inspirational	#quote, #quoteoftheday, #goodvibes, #quotes, #inspire, #igers, #instalike, #instadaily, #all_shots, #tweegram, #repost, #instagood, #motivation, #inspiration, #determined, #quotestagram, #realifequotes, #dreams
Truthful	#truth, #pinquotes, #advicequotes, #reality, #quoteoftheday, #quotes, #quote, #quotesdaily, #quotestoliveby, #instadaily, #reminder, #instaquote, #lifeiswhatyoumakeit, #staystrong, #igers
Lyrics	#lyricsquote, #lyrics, #quoteoftheday, #inspire, #music, #lyrics, #songoftheday, #lifequotes, #tagsforlikes, #typography, #instaquote, #statigram, #photooftheday, #words, #igers

The variety of hashtags used on Instagram is phenomenal. This short list gives an example of how many possible hashtags there are. The hashtags follow trends and fluctuate in popularity with breaking news, celebrity gossip, and consumer interest in television shows, movies, fashion, and other items from popular culture. One thing is sure: Instagram posts that use hashtags are more likely to be opened and shared.

For instance, Kylie Jenner upstaged the Kardashian sisters by hitting 30 million Instagram followers in June 2016. That means there was a great chance of getting an Instagram post opened and shared during that period by simply using the hashtag #kyliejenner. Instagram would need some relevance to the audience, but that is pretty easy. Just think of the kind of pizza Kylie would or would not eat, and take a photo of one to make an Instagram post.

It is essential for the web marketing efforts of any organisation using Instagram to use hashtags for their postings and to pick the most popular hashtags for the best category to get social media users’ attention. If you have any more questions about the best Instagram hashtags, contact our social media agency team, where we can support you with campaigns or digital training for you and your business.

The following list of popular Instagram hashtags contains many things that users find interesting, such as:

• Cute babies, dogs, puppies, cats, and kittens
• Compromised friends in party settings
• Stuff you do not want your mom to see
• Stuff your dad will not expect
• Stuff that might prevent you from getting a good job
• Stuff that could get you fired
• Events and great food
• Wonderful sayings
• Abnormal and extraterrestrial things

Effective Hashtag-Optimised Captions

To optimise your hashtag strategy, you must first understand Instagram handle tagging. For instance, hashtags improve discoverability. Posts can appear in tagged hashtag feeds and Instagram’s “Top” and “Recent” sections. Highly engaged hashtags may even be featured on the Explore page, driving more visibility.

Niche hashtags with moderate popularity can help reach very targeted audiences. Using banned or spammy hashtags can trigger shadow-banning and reach limits.

Now, to incorporate hashtags in your captions, make sure you

• Putting most hashtags at the end for better visibility
• Mixing a few broad popular tags with niche-relevant tags
• Finding the hashtag sweet spot – around 7-11 total tags is ideal
• Being selective – only choose hashtags closely related to the post content
• Creating branded hashtags to promote campaigns, products, etc
• Spacing out punctuation and tags to look cleaner when reading
• Using analytics to identify and double down on top-performing tags

Some brands that have utilised hashtags successfully include:

• Nike: Created motivational branded tags like #justdoit and #nikerunning that users actively adopt.
• Starbucks: Uses localised hashtags like #starbucksnewyork to engage regional audiences.
• GoPro: Curates user-generated content with hashtag campaigns like #GoProOfTheDay.
• TOMS: Mixed broad and niche tags like #TravelTuesday and #TOMSPartner to maximise reach.
• Red Bull: Developed branded campaign hashtags that spread organically, like #RedBullStratos.

Measuring What Matters: How to Calculate Your Hashtag ROI

Likes don’t pay the bills. Here’s how to connect your hashtag strategy to real business results.

Most businesses focus on vanity metrics like likes and follows, but success lies in connecting hashtags to business outcomes. Here’s how to measure what matters:

Tracking Reach and Impressions from Hashtags

Instagram Insights Analysis:

• Monitor hashtag impressions for each post
• Track which hashtags generate the most reach
• Identify top-performing hashtag combinations
• Note seasonal trends in hashtag performance

Key Metrics to Track:

• Hashtag impressions vs. total impressions
• Reach from hashtags vs. total reach
• Profile visits from hashtag discovery
• Website clicks from hashtag-driven traffic

Correlating Hashtag Use with Website Traffic

Google Analytics Setup:

• Use UTM parameters in your bio link
• Track Instagram as a traffic source
• Monitor conversion rates from Instagram traffic
• Set up goals for key actions (newsletter signups, contact forms, purchases)

Example UTM Parameter: www.yourwebsite.com?utm_source=instagram&utm_medium=social&utm_campaign=hashtag_strategy

Simple ROI Calculation Formula

Basic ROI Formula:

ROI = (Revenue from Instagram - Cost of Instagram Marketing) / Cost of Instagram Marketing × 100

Hashtag-Specific Tracking:

• Assign a monetary value to leads generated
• Track customer acquisition cost from Instagram
• Calculate the lifetime value of Instagram-acquired customers
• Monitor return on ad spend for promoted posts with hashtags

Setting Up Your Measurement System

Monthly Reporting Dashboard:

• Top-performing hashtags by engagement
• Hashtag-driven website traffic
• Conversion rates from Instagram
• Revenue attributed to Instagram marketing
• Cost per acquisition through Instagram

“Most businesses approach Instagram hashtags like throwing darts blindfolded – they hope something will stick,” says Ciaran Connolly, Director of ProfileTree. “The companies that see real results treat hashtags as a strategic business tool. We’ve worked with clients who’ve increased their qualified lead generation by 300% by shifting from popular hashtags to targeted, strategic combinations that reach their ideal customers. It’s not about vanity metrics – it’s about connecting with people ready to buy.”

The Hashtag Pyramid: A Strategic Framework for UK Businesses

Moving beyond random hashtag selection, successful businesses need a structured approach to hashtag strategy.

Before you can find the right hashtags, you need to understand their different roles. Throwing 30 highly popular, generic tags like #business (over 100 million posts) onto your post is like shouting into a hurricane. Your message is instantly lost.

The key is balance. The Hashtag Pyramid is a strategic framework for categorising and combining hashtags to maximise both reach and relevance. Think of it as building a portfolio: you need a mix of reliable blue-chip stocks, steady growth stocks, and a few high-risk, high-reward ventures.

Foundation Level: Broad & Community Hashtags

These wide-reaching hashtags form the base of your pyramid, connecting your post to larger conversations and communities. While they won’t always bring direct customers, they’re essential for getting your content seen by a broader audience interested in your general field.

Characteristics: High post volume (typically 100k – 1M+ posts). Purpose: To expose your content to the widest possible, semi-relevant audience. Your Mix: Aim for 3-5 of these per post

UK Examples:

• For a Manchester-based interior design shop: #ukhomes, #interiordesignuk, #apartmenttherapy
• For a Scottish food blogger: #scottishfood, #ukfoodie, #eatlocal
• For a London marketing agency: #ukbusiness, #londonmarketing, #digitaluk

Mid-Level: Niche & Service Hashtags

This is the most crucial section for driving qualified traffic. These hashtags describe your product, service, or customer more specifically. This is where your target audience—people actively looking for what you offer—is most likely to find you.

Characteristics: Medium post volume (typically 10k – 100k posts). Purpose: To attract a highly relevant audience further down the buying journey. Your Mix: This should be the bulk of your hashtags. Aim for 10-15 of these per post

UK Examples:

• For that Manchester interior design shop: #manchesterhomes, #scandidesignmcr, #northernquarterliving
• For that Scottish food blogger: #edinburghfood, #glasgowfoodscene, #highlandproduce
• For a Belfast digital agency: #belfastmarketing, #northernirelandbusiness, #aitraininguk

Peak Level: Branded & Campaign Hashtags

Sitting at the top of the pyramid, these hashtags are unique to your business. They’re the least likely to be searched for by new customers, but they’re critical for building community, tracking campaigns, and encouraging user-generated content.

• Characteristics: Very low post volume (initially, only your posts!)
• Purpose: Categorising your content, building brand equity, and collecting customer posts.
• Your Mix: Use 2-4 of these on every relevant post

Examples:

• Branded: #YourBrandName, #YourBrandStyle
• Campaign: #YourBrandSpringCollection, #YourBrandGiveawayUK
• UGC: #YourBrandInTheWild

By building your hashtag sets using this pyramid structure, you create a balanced and powerful strategy that drives measurable results.

Conclusion

Hashtags continue to evolve as an integral tool for discovery and engagement on Instagram. By optimising hashtags as part of an overall social media strategy, brands can expand their reach to new audiences, highlight user-generated content, and participate in trending conversations.

The most effective hashtag balances broader tags with niche-targeted tags relevant to each post. Monitoring analytics and honing in on top-performing hashtags that resonate with your followers is key. With a data-driven, flexible approach to incorporating relevant tags, companies can utilise Instagram’s robust tagging system to fuel growth and interactivity.

FAQs

Ready to Transform Your Instagram Strategy?

If you’re tired of posting into the void and ready to see real results from your Instagram marketing, ProfileTree is here to help. Our team of digital marketing experts has helped countless UK businesses turn their social media presence into a lead-generating machine.

We don’t just create pretty posts—we build strategic digital marketing systems that drive real business growth.

Whether you need a comprehensive social media strategy, professional content creation, or AI-powered marketing automation, we have the expertise to take your Instagram presence to the next level. Our clients typically see significant improvements in engagement, website traffic, and qualified leads within the first 90 days.

Ready to stop guessing and start growing?

• Get a free Instagram audit—we’ll analyse your current strategy and identify immediate opportunities.
• Book a strategy consultation—discuss your goals and discover how we can help achieve them.
• Explore our digital marketing services—from web design to AI training, we’re your complete digital growth partner.

Don’t let your competitors dominate Instagram while you’re still figuring out hashtags. Your ideal customers are already there—let’s help you find them.

Contact ProfileTree today and turn your Instagram presence into your most powerful business development tool.

Get in touch with our team | Call 028 9568 0364 | Email hello@profiletree.com