For a long time, hashtags were a total mess. You’d see people using 30 random tags like #love #blessed #hustlehoping one of them would stick. It was a complete shot in the dark, and honestly, it felt like shouting into the void.
But Instagram’s algorithm has gotten smarter. It doesn’t just look at what you post—it looks at who you are, what your content is about, and who it serves. And it uses hashtags to figure that all out.
So, if you’re still using the same generic hashtags from three years ago, you’re not just missing out on growth; you’re actively hurting your chances of being seen. A smart, strategic hashtag strategy is no longer a “nice-to-have”—it’s an absolute non-negotiable for serious growth.
This isn’t about finding a secret list of magical hashtags. It’s about understanding the five specific types of hashtags you need to use, and how to combine them to create a simple, repeatable formula that gets your content in front of the right people.
Ready to stop guessing and start growing? Let’s break down the secret sauce to making hashtags work for you.
The 5 Types of Hashtags You Need to Master
Stop thinking of hashtags as a single, generic bucket. That’s like trying to build a house with only one type of tool. You need a full toolbox, and each hashtag type has a specific job to do. When you use them all together, you create a powerful system that gets your content seen by the right people at every stage of their journey.
Let’s break down the five types of hashtags and how many you should be using for each post.
Topic Hashtags: Casting a Wide Net (12-15 hashtags)
Think of these as the big, popular keywords that describe what your post is about. These are the hashtags with millions of posts, and they help you get discovered by a broad audience. You’re not trying to rank at the very top of these feeds, you’re just looking for a little bit of exposure from a massive pool of users.
- Example: If you’re a marketing coach, this would be something like
#socialmediamarketingor#digitalmarketing. - How to find them: Use the search bar on Instagram. Type in your topic and look for the most popular results.
Ranked Hashtags: The Goldilocks Zone (7-8 hashtags)
This is where the magic happens. Ranked hashtags are your sweet spot—they’re not too broad and not too niche. These are the hashtags where you have a real chance of ranking on the “top posts” section. When you rank there, your content gets seen by thousands of people who are actively searching for your topic. This is where you get a huge spike in visibility and reach.
- Example: For a marketing coach, this would be something more specific like
#marketingstrategytipsor#smallbusinessmarketing. These have a healthy number of posts but aren’t so saturated that you’ll get lost. - How to find them: Look at the hashtags your competitors are using. What are the ones they’re getting consistent engagement on?
Niche Hashtags: Finding Your Superfans (5-6 hashtags)
Now, we’re drilling down. Niche hashtags are all about connecting with your specific tribe. These are for the people who are already in your world and are actively looking for solutions to a specific problem you can solve. While these don’t have millions of posts, the engagement you get from them is incredibly valuable. These are the people most likely to follow you, comment, and eventually buy from you.
- Example: For a marketing coach, this might be something super-specific like
#instagramstrategyforcreatorsor#contentmarketingforcoaches. - How to find them: Think about your audience. What specific problems do they have? What do they call themselves? What are the specific products they’re looking for?
Business Hashtags: Showing Off Your Expertise (5-6 hashtags)
This category is all about establishing your authority. Use hashtags that show what you do, who you serve, and the value you provide. This helps Instagram’s algorithm understand your profile as a business and can help you get discovered by other professionals in your field.
- Example:
#socialmediacoach,#instagramstrategist, or#brandconsultant. - How to find them: These should be a core part of your brand identity. They describe your job and your expertise.
Branded Hashtags: Building Your Community (1-2 hashtags)
This is your custom hashtag. It’s unique to you and your brand, and you should use it on every single one of your posts. This hashtag is how you track who is using your content, build a sense of community, and see the conversations happening around your brand. It also serves as a great way for your followers to see a collection of all your posts in one place.
- Example:
#MarketingKipor#GrowthWithKip. - How to find them: Create one that’s simple, memorable, and directly related to your brand name. Promote it and encourage your audience to use it too!
Putting It All Together: The Ultimate Hashtag Formula
This is where you stop thinking about individual hashtags and start thinking about a hashtag strategy. The most effective method is to use a funnel approach, just like you see in the pin. You start wide with a few general tags and get more specific as you go.
Here’s the simple, repeatable formula you can use for every single post:
1. Go Broad with Topic Hashtags (12-15) Start by filling up the majority of your hashtag allowance with Topic Hashtags. These are the big, general ones that relate to your niche. This gets your content into the general feed of people who are interested in your topic, casting a wide net for initial discovery. Don’t worry about ranking here; you’re just looking for exposure.
- Example for a marketing coach:
#socialmediamarketing #digitalmarketingtips #contentcreation #socialmediastrategy #onlinemarketing #businesstips
2. Narrow Down with Ranked Hashtags (7-8) Next, add your Ranked Hashtags. These are the sweet spot, the ones where you have a chance to land on the “Top” section. Pick hashtags that have a decent amount of competition but aren’t so saturated that you’ll disappear immediately. When you land on a ranked page, your content gets seen by a highly engaged audience who are actively looking for that specific content.
- Example:
#marketingstrategytips #smallbusinessmarketing #instagramstrategy #contentmarketingforbeginners
3. Laser-Focus with Niche Hashtags (5-6) This is where you find your people. These Niche Hashtags are all about connecting with your ideal followers. Think about the specific problems your audience has or the specific services you offer. Use these to find a highly engaged community that is most likely to follow you and engage with your content.
- Example:
#instagramgrowthtips #reelsmarketing #personalbrandingforcreators #coachingforcreators
4. Cement Your Authority with Business Hashtags (5-6) Use Business Hashtags to solidify your brand identity. These tags should clearly communicate what you do and what value you provide. They help people understand your expertise at a glance and also help the algorithm categorize your profile as an authority in your field.
- Example:
#socialmediacoach #brandstrategist #instagramcoach #marketingexpert
5. Build Your Community with Branded Hashtags (1-2) Finally, use your unique Branded Hashtag. This is your personal calling card. Use it on every post to build a hub of your content and track what your followers are creating. Encourage your audience to use it too—it’s a powerful way to build community and turn followers into a tribe.
- Example:
#MarketingKipor#GrowWithKip
By using this funnel, you’re not just throwing hashtags at a wall to see what sticks. You’re using a strategic, layered approach that helps you reach a broad audience for discovery and a super-targeted audience for conversion. You’re working smarter, not harder.
The Future of Hashtags: Smart, Strategic, and Simple
You’ve probably heard the old saying that if you try to serve everyone, you end up serving no one. The same is true for hashtags. The days of using a massive list of generic hashtags are over. Instagram’s algorithm is no longer rewarding quantity; it’s rewarding relevance.
The system we’ve outlined isn’t just a hack to get more likes. It’s a fundamental shift in how you think about your content. You’re not just posting pictures and videos; you’re building a community around a topic, and hashtags are the signposts that help people find your community.
By using this strategic funnel—going from broad topics down to your branded tag—you’re telling the algorithm exactly who you are and who you serve. This helps Instagram show your content to the right people, the ones who are most likely to become a follower, a client, and a raving fan.
Think of it this way:
- Topic hashtags get your content in front of a wide audience.
- Ranked hashtags help you go viral within a specific community.
- Niche hashtags help you find your ideal customers.
- Business hashtags position you as an expert.
- Branded hashtags build your community and brand loyalty.
It’s time to stop treating hashtags as an afterthought. It’s time to start using them as a powerful tool to drive real, tangible growth. Now you have a simple, repeatable formula you can use on every single post. It’s time to stop guessing and start growing.