At the end of March 2022, an announcement by Instagram boss Adam Mosseri triggered violent reactions on social networks. Hashtags on Instagram have no real impact on posts. So should you review your social media strategy?
This news has not gone unnoticed, especially by several social network experts such as Matt Navarra or Allie Mason, expert and Instagram coach. But even if everyone claims that hashtags don’t affect the impression of posts on Instagram, you analyze several data to really see what else is useful.
This is exactly what Socialinsider suggested after the analysis 75,361,233 publications distributed between March 2021 and March 2022. The goal: to see if hashtags play a role in the number of post views, calculated as the average engagement rate per impression.
“Not really,” says Adam Mosseri.
53% of respondents said the main reason they use hashtags on Instagram is to increase post reach and views.
For Adam Mosseri it is clear: hashtags on Instagram do not increase the views of posts on Instagram. They serve that purpose categorize content so users can find it easily. They also help them understand what a post is, but it’s not necessarily a strategy for getting more views.
This new information, especially when it comes from Instagram’s boss, is a game changer on social media.
While this makes sense to an extent, and since a hashtag, by definition, helps find content and maximize organic search (especially if a page has a large number of followers), user trends just don’t always reflect how the algorithms actually work contrary.
You can see that the number of hashtags in a post doesn’t really affect post impressions. The data shows no significant difference in the average engagement rate per impression of the analyzed posts, regardless of the number of hashtags used.
You should use on average 3-4 or 5-6 hashtags to maximize your chances of getting more post views depending on your account size,
accounts with 50,000 to 1 million subscribers
The only noticeable trend is for accounts with 50,000 to 1 million followers. LTheir impression rates go down when they use more hashtags. Best practice for large accounts is to post Instagram content with three to four hashtags to get one average interaction rate per impression of 3.42%.
Accounts with 5,000 to 10,000 followers and between 10,000 and 50,000 followers
For small accounts (5,000 to 10,000 subscribers)On average, they have to include five to six hashtags in their posts to get one 3.79% average engagement rate per impression. The same applies to medium-sized accounts (10,000 to 50,000 subscribers), what they are allowed to get a share of possible impressions of 3.5%.
According to this data and experts in the field, hashtags on Instagram don’t really help to increase the impact of posts. But remember, it all depends on your audience, the types of hashtags you use, and the goals you set for yourself.
The best advice is to follow Use the right Instagram hashtags for your target audience, so that your messages are seen by as many subscribers as possible who search the application for the right topics. So do your research, determine the right hashtags for each of your posts, and use them at the right time to better categorize your posts and help your followers find a specific topic more easily.