Instagram 
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7 min read
Throughout my journey with social media, I've realized that small choices can transform profiles and even boost businesses. Hashtags, often seen as just a detail, have that power. On different platforms, such as Instagram, TikTok, and Kwai, I've seen campaigns completely change levels simply through a smarter hashtag strategy. Today, I want to share these secrets – and yes, all without spending a penny.
Understanding the power of hashtags
Before any practical tips, I need to make it clear: hashtags are bridges. They connect your content to people who don't yet follow your profile but are interested in that topic. I've seen profiles gain many followers simply by replacing the "bread and butter" hashtags with more strategic ones.
In situations of intense digital communication, such as during the beginning of social isolation in 2020, the impact of hashtags was proven by a study from the Pontifical Catholic University of Paraná : the keywords "covid" and "coronavirus" alone totaled almost 20 million posts on Instagram, while "stayhome" and "quarantine" exceeded 4 million. The average monthly growth exceeded 138%. This shows the amount of attention that hashtags attract when used effectively.
How can hashtags increase reach without cost?
In my experience, there's a key point: the right hashtags make the algorithm "discover" your content and show it to interested people who probably don't already know your profile. In other words, you expand your audience naturally.
Well-chosen hashtags generate new attention for any post.
When a video or photo reaches more people who don't follow your profile, the chances of gaining genuine followers increase significantly. I've recommended to many Upgram clients that they choose more targeted hashtags, which improved engagement without needing to invest in advertising.
How to choose the most effective hashtags?
If there's one thing I've learned from Upgram and my own testing, it's that there are no shortcuts to this choice. But following a few simple rules makes all the difference:
- Study your audience and content. Understand what topics your audience is looking for, what problems they solve, and what language they use.
- Avoid using only gigantic and generic hashtags. As tempting as it may be to use the most popular ones, the competition for them is high and the content gets lost easily.
- Mix sizes and focuses. Include large, medium, and small hashtags. This increases the chances of appearing to different audiences.
- Use less saturated hashtags. Often, a slightly shorter hashtag yields far better results than a super well-known one.
- Analyze similar publications. See what pages in your niche are using, but try to adapt it to your reality.
I usually keep an updated list of my favorite hashtags, divided by content type, so I don't always have to start from scratch.
The ideal number of hashtags: is there a right number?
Many people ask me if there's a magic number of hashtags. The answer is no, but there are recommended ranges. On Instagram, for example, I've learned in practice that, in most cases, something between 6 and 12 hashtags yields better results. Going over that can look like spam. Using fewer might leave you missing opportunities.
Less is more, as long as you know which ones to use.
On platforms like TikTok and Kwai, the logic is similar, but always observe the main influencers in your niche to find inspiration.
The secret lies in constant research.
I've had great results observing indirect competitors, but especially by looking for trends and new developments in hashtags within similar niches. It's undeniable: the research never ends, because hashtags are constantly changing .
To help me with the process, I usually use Instagram itself, searching for keywords in my niche and evaluating the suggested hashtags. I also follow discussions in forums and groups to discover new things and small changes in trends. By reviewing these lists weekly, I can prevent my posts from becoming "stagnant" over time.
I've even written about data analysis on Instagram , which is crucial for knowing when to change or keep hashtags. I highly recommend reading it to understand how to evaluate your own results.
How to integrate hashtags into your goals
I like to think that there's no single recipe for reaching people. You can use hashtags with specific goals, such as:
- Increase your number of genuine and interested followers, as I discussed in practical strategies for attracting real followers.
- Engage more with posts from campaigns, promotions, or brands.
- Positioning your name or product within current debates, trends, or collaborations.
- Create a brand-specific hashtag, which makes it easier to track mentions.
I've seen small businesses gain national visibility by investing in a specific campaign hashtag.
Be careful when using hashtags.
Not all hashtag use yields good results. Using banned, overly repetitive, or irrelevant hashtags hinders reach . Sometimes, the algorithm can even penalize those who overuse them. Therefore, I focus my efforts on creating segmented lists and always review them before publishing.
I've spoken with Upgram clients who lost engagement by insisting on using the same hashtags for months. One piece of advice I always give: track your results. Use data to adjust your strategy whenever you notice a drop or stagnation.
If you want to understand more about how engagement works on these platforms, I recommend this article from Upgram on how to boost engagement on social media .
Hashtags on Reels and viral content
The reach of Reels is greatly impacted by hashtags. Since I started testing variations, I've noticed unexpected growth in some videos. The explanation lies in how the Reels distribution algorithm works, which prioritizes new and relevant content, including through the use of hashtags.
Relevance and timeliness attract the right algorithm to your content.
Therefore, I avoid always repeating the same group of hashtags and try to include new ones that are trending at the time of posting.
Why continue testing and improving?
The world of social media is very dynamic. A study can be true today and lose its validity tomorrow. It's the same with hashtags: they are extraordinary reach tools, but they only work fully if adapted to the context and behavior of the audience.
In my guidance at Upgram, I always emphasize that monitoring, learning, and adjusting are three continuous steps in hashtag management .
Conclusion: Explore hashtags and strengthen your presence.
You don't need to invest large sums of money to grow on social media. By applying the tips I've shared, you can increase your reach simply by using hashtags more strategically – and for free! Test, evaluate, and adjust. And if you need extra boosting or want to accelerate results, Upgram is ready to help you strengthen your profile and further expand your brand. Come and discover our services and reach the next level on social media!
Frequently Asked Questions
What are hashtags and what are they used for?
Hashtags are words or phrases preceded by the # symbol, used on social media to classify and group similar content. They help people interested in a particular topic find related posts, expanding the reach of profiles without the need for financial investment.
How to choose the best hashtags?
To select good hashtags, I aim to combine relevance with targeting. I analyze the content's theme, observe audience behavior, and monitor current trends, avoiding the use of only very popular hashtags. The more aligned the hashtag is with the content and the audience's interests, the better the result.
How many hashtags should I use in each post?
In most cases, it's recommended to use between 6 and 12 hashtags per post. This number is usually effective in ensuring reach without seeming excessive. However, it's important to test and monitor the results, as each social network and audience may respond differently.
Where can I find popular hashtags?
I discover popular hashtags by searching for keywords on Instagram, TikTok, Kwai, and following influential profiles in my niche. I also regularly update my lists with hashtags suggested by the platforms themselves and monitor trends in online discussions. Staying up-to-date is the key to finding popular hashtags within your segment.
Do hashtags really increase reach?
Yes, when well-chosen and used regularly, hashtags help increase the reach of posts, connecting content to audiences beyond current followers. I've seen reach jump in practice with just a few adjustments to hashtags, especially when combining more targeted and current terms.
