How to Use Hashtags Effectively on Instagram and TikTok in 2025

Hashtags still work in 2025, but the strategy has shifted significantly. On Instagram, a focused set of 5 to 10 highly relevant hashtags now outperforms the old spray-and-pray approach of 30. On TikTok, hashtags inform the algorithm and signal content category rather than drive browse discovery. Used deliberately, they extend your organic reach without spending an extra dollar.

Have hashtags actually changed, or is the old advice still good?

The old advice, piling on 30 hashtags and mixing mega-popular tags with niche ones, is largely outdated. Instagram’s own creator team confirmed in 2021 that over-tagging does not increase distribution, and subsequent algorithm updates have reinforced that relevance beats volume. On TikTok, hashtags have always functioned differently: they help the platform categorise your video and seed it to the right initial audience, but viral reach is driven by watch time and completion rate, not tag count.

In practice, what has changed most is intent. Audiences on both platforms now actively search hashtags as a discovery tool, much like a search engine. That means your hashtag choices need to match what real people type when they are looking for content like yours, not just what sounds popular.

How many hashtags should you use on Instagram in 2025?

For Instagram in 2025, the sweet spot is 5 to 10 hashtags per post. Each tag should be directly relevant to the content, the audience, or the location you are targeting. Mixing one or two broad category tags with several niche and local tags gives the algorithm clear context while connecting you to communities that are genuinely interested in what you offer.

Here is a simple framework worth following. Start with one broad category tag (for example, #socialmediamarketing), add two or three mid-tier tags with between 50,000 and 500,000 posts, then include two or three niche or location-specific tags with under 50,000 posts. That last group is where a local business on the Sunshine Coast, for instance, often finds the highest engagement-to-follower ratio, because the competition is thinner and the audience is closer to a buying decision.

Avoid banned or flagged hashtags entirely. Instagram periodically restricts tags associated with spam or policy violations, and using them can quietly suppress your post’s reach without any notification. A quick search of the tag inside the app will reveal if it shows a “posts hidden” notice.

What is the best hashtag strategy for TikTok in 2025?

On TikTok in 2025, the best hashtag strategy combines three to five topic-relevant tags with one or two trending or seasonal tags that genuinely fit the content. Forcing a trending hashtag onto unrelated content for visibility is a short-term tactic the algorithm has become very good at ignoring, and it can damage how TikTok categorises your future posts.

TikTok’s search bar has grown into a genuine search engine, particularly among users aged 18 to 34. A 2023 Adobe survey found that 40 percent of Gen Z users prefer TikTok and Instagram over Google for search. That shift makes keyword-style hashtags, ones that mirror how someone would phrase a search query, far more valuable than generic popularity tags. Think #sunshinecoastcafe rather than just #cafe, or #smallbusinesstips rather than just #business.

One tactic that works particularly well on TikTok is pairing your hashtags with a strong spoken or on-screen keyword in the first three seconds of the video. The platform’s caption and audio indexing means the algorithm cross-references what you say with what you tag, giving it more confidence to push your content to the right feed.

Should you use the same hashtags on every post?

No. Repeating an identical hashtag set across every post signals repetitive or low-quality content behaviour to both platforms. Instagram has indicated that copy-pasted hashtag blocks are a spam indicator. Rotating your tags and tailoring them to each piece of content keeps your account in good standing and helps you gather useful data: over time you can see which tag combinations consistently drive saves, profile visits, and follows rather than just impressions.

Build a small library of hashtag groups organised by content type. A service business might maintain separate sets for educational content, promotional posts, behind-the-scenes content, and local community content. Each group gets refreshed every four to six weeks as tag volumes shift and new niche tags emerge in your industry.

How do hashtags fit into a broader social media content plan?

Hashtags are one signal among many. They amplify content that is already well-structured and relevant, but they cannot rescue a post that does not hold attention. On TikTok, completion rate and shares carry far more algorithmic weight than any tag combination. On Instagram, saves and close-friend shares matter more than impressions driven by hashtag browse.

That means the smartest approach treats hashtags as part of a broader content strategy rather than a standalone tactic. Your posting cadence, content format mix (Reels versus carousels versus Stories), caption structure, and call-to-action placement all interact with how the algorithm treats your account overall. A business that posts consistently, earns strong engagement, and uses relevant hashtags will always outperform one that chases tag trends on otherwise thin content.

For Australian small businesses, particularly those serving specific local or regional markets, combining local hashtags with a clear content niche tends to produce the most measurable results. The audience is smaller but far more likely to convert. Pair that with a paid amplification strategy through Meta Ads or Google Ads, and your organic hashtag reach becomes one piece of a system that drives real enquiries rather than just views.

Getting hashtags right is straightforward once you have a clear content plan underneath them. If you are spending time posting but not seeing the leads or bookings to match, the issue is usually strategic rather than tactical. Book a consult to build a smarter social media content plan.