If you’ve been wondering whether hashtags still help your posts grow, here’s the straight truth.

Adam Mosseri, Head of Instagram, recently confirmed what most marketers have suspected: hashtags aren’t the growth engine they once were. A few years ago, adding 30 tags could take a post far. These days? Not so much.

But before you write them off completely… don’t. Hashtags aren’t dead; they’ve just evolved.

At Studio West, we manage dozens of brands across different industries, and we’ve tested nearly every strategy out there. Here’s what we’ve learned about using hashtags the right way in 2025.

The Truth About Hashtags Today

Hashtags don’t drive reach the way they used to. Instagram’s algorithm now weighs saves, shares, and watch time much more heavily.

So why use them at all?
Because they now function like SEO keywords—helping Instagram understand what your content is about and who it’s for.

They won’t skyrocket your reach overnight, but they will help your posts land in front of the right audience.

How to Use Hashtags Wisely:

If you’re still adding a long list of random tags to every post, it’s time for a refresh. The goal is quality and context.

Here’s what works now:

• Keep it lean: 3–5 thoughtful hashtags are better than 30 generic ones. Too many can look spammy and confuse the algorithm.
• Think like SEO: Choose hashtags your ideal audience might actually search for. Skip broad tags like #marketing or #smallbusiness, and go for more specific, searchable options like #branddesignstudio or #socialmediastrategy.
• Leverage location: Local and regional hashtags are valuable again. If your business serves a specific area, use tags that reflect that region to help you show up in local searches.
• Mix it up: Combine a branded tag (like #StudioWestDesignCo), a few descriptive ones, and one or two that connect you to your industry or niche.
• Focus on content first: No hashtag strategy can make up for a weak post. A strong image, solid caption, and authentic engagement always come first.

The Rise of Instagram SEO

Instagram is leaning more into search-based discovery, which means your captions and keywords now matter more than your hashtags.

The platform scans your caption, keywords, and even alt text to decide where your content fits. Instead of relying only on hashtags, write captions using phrases your audience would actually type into the search bar.

If you’re a designer, think “brand design tips” or “custom Shopify websites,” not just #graphicdesignlife.

Using natural, keyword-rich language gives Instagram more context—and helps your content reach people who are already searching for what you offer.

Hashtags aren’t gone—they’ve just shifted roles.

They’re no longer the main growth driver, but they still play an important supporting part in your overall visibility and search strategy.

When you pair intentional hashtags with keyword-driven captions and content worth saving, you create discoverability that lasts.

At Studio West, we stay ahead of these shifts so your brand doesn’t have to. If you’re ready to post with purpose and align your strategy for what works now, we’ll help you get there.