Hashtags still matter on Instagram in 2026 — just not the way most accounts use them. Slapping #love #instagood #photooftheday on every post does nothing. A handful of well-chosen hashtags, mixed across volume tiers, can lift reach significantly. This guide covers Manva's hashtag research tool and how to use it well.
The 30-tag rule and what actually works
Instagram allows up to 30 hashtags per post. The number that actually performs best for most accounts is 10–15, mixed across three volume tiers:
| Tier | Volume (posts using the tag) | What it does |
|---|---|---|
| Broad | 1M+ posts | Helps with general discovery; very competitive |
| Mid | 50k–500k posts | Sweet spot — competitive but findable |
| Niche | Under 50k posts | Easiest to rank for; fewer eyes but more relevant |
A good mix is roughly 2 broad + 6 mid + 5 niche. Manva's research tool helps you build that mix in 2 minutes.
Step 1: Open the hashtag research tool
From the dashboard: Tools → Hashtag research, or open from the post composer (right panel → "Find hashtags").
Two inputs:
- Topic or keyword — what your post is about ("handloom saree", "fitness coach Hyderabad", "homemade cake")
- Industry — fashion, food, fitness, etc. — used to filter out irrelevant tags
Step 2: Read the results
The tool returns 30+ hashtag suggestions in three tiers. For each tag it shows:
- Volume — total posts using the tag
- Recent activity — posts using it in the last 7 days (catches dying tags)
- Average engagement — typical likes/comments on top posts using the tag
- Competition score — how hard it is to land on the tag's "Top" feed
Click any tag to see the top 9 posts currently ranking for it. If those posts look like your kind of content, the tag is a good fit. If they look totally different, skip it.
Step 3: Build your mix
Tick the tags you want and Manva builds the bundle for you. Aim for:
- 2 broad tags (1M+) — enough to be in the broad indexes but you will not rank
- 6 mid tags (50k–500k) — your bread and butter
- 5 niche tags (under 50k) — where you are most likely to land on "Top"
- 2 branded tags — your own brand hashtag + a community one ("#yourbrandcustomers", "#supportlocalkarimnagar")
That is 15 — leaving room for any festival or campaign-specific tag.
Step 4: Save the bundle for reuse
Save the bundle by name ("Sarees", "Bakery posts", "Fitness reels"). Next time you make a similar post, the bundle pre-fills automatically. You can have multiple bundles for different content categories.
What to avoid
Banned and shadow-banned hashtags. Instagram silently demotes posts using certain tags. Manva flags these in red — do not use them.
Spam-flag-magnet tags. Tags like #followforfollow, #like4like, #f4f, etc. used to be common but now actively hurt your reach. The tool warns about these.
Off-topic tags. Using a popular tag that has nothing to do with your post (e.g. tagging #weddinginspiration on a fitness post for reach) confuses the algorithm and lowers your tag-relevance score.
Same 15 tags on every post. Vary your bundles. Posting identical tag sets across many posts looks robotic and dampens reach over time.
Hashtag placement
Where to put hashtags matters less than people think. Both formats work:
- In the caption (after a 3–5 line break)
- In the first comment (right after publishing)
Manva's scheduler offers both options. Pick whichever you prefer aesthetically — engagement is the same.
Tracking what works
Open Posts → Published and look at the post-publish report for any post. The hashtag section shows:
- Which tags drove discovery (impressions from each tag)
- Which tags landed you on the "Top" feed
- Which tags brought zero discovery
Over time this tells you which bundles are working for your specific account. Drop the dead tags, double down on the productive ones.
Festival and seasonal tags
The festival calendar (covered in its own guide) auto-suggests festival-specific tags 14 days before each festival — #DiwaliEdit, #EidMubarak, #PongalSpecial, #IndependenceDay, etc. These short-window tags can deliver outsize reach during their week and should be added to your bundle for festive posts.
Common mistakes
Using the same broad tags as everyone in your category. If every fashion brand uses #IndianFashion, you will never rank for it — your post is one in millions. Pick mid and niche tags instead.
Ignoring the geo-specific opportunity. Tags like #KarimnagarBakery, #HyderabadJewellery, #PuneFitnessCoach have low volume but extremely high intent. Local discovery is where small businesses win.
Only using English tags. Hindi tags (#WomenWear, #IndianBride) and regional tags (#TamilCinemaCommunity) reach audiences English tags cannot.
Frequently asked questions
Are hashtags still relevant in 2026? Yes, especially for new and small accounts that need discovery. They matter less for accounts with 100k+ followers, where reach comes from the algorithm and explore page.
How often should I refresh my bundles? Every 1–2 months. Trends shift, tags die, new ones emerge. The research tool surfaces what is currently working.
Should I use the same hashtags on Instagram and Facebook? No. Hashtags barely work on Facebook. Use 1–2 there. Save the full bundle for Instagram.
What about Reels-specific hashtags? Reels behave a bit differently — niche tags matter even more, and 8–10 well-targeted tags often outperform 15 broad ones.
Hashtags are not a magic ranking signal — they are a discovery layer. Used well, they get you in front of people who are actively looking for what you sell. Used badly, they do nothing or actively hurt. Manva's research tool exists so you can spend 2 minutes on the mix instead of guessing.