Updated 2026-09-04
How many hashtags to use in 2026 — and why fewer wins
In 2019 the rule was 30 hashtags. In 2026 the algorithms understand the content by themselves and hashtags mainly help classification. Businesses still pasting a pile of #viral #fyp #explore get less reach, not more.
What changed
Instagram now recommends up to 5 hashtags, TikTok and YouTube classify by text and audio, and Meta treats generic hashtag piles as a spam signal. Small accounts that moved to 3–5 focused hashtags typically report higher reach, because the post lands with the right audience instead of everyone's.
The rule: 3–5, specific, in your customers' language
- 1–2 industry hashtags: #criminallawyer, #autorepair, #kosherrestaurant
- 1 location hashtag: #brooklyn, #manchester, #telaviv
- 1 topic hashtag for this post: #caraccident, #brakes, #brunch
- Optional: your own brand hashtag, always the same one
What not to do
- #viral #fyp #explore #reels — zero value, spam signal
- 30 hashtags in the first comment — no longer works
- The same list pasted on every post — flagged as a template
- Hashtags in a language your customers don't search in
The short way
Soshi 22 writes 3–5 specific hashtags per post from the content, location and industry, and filters out the generic ones automatically.
FAQ
Hashtags in the caption or in a comment?
In the caption, at the end. The post is classified at publish time.
Do hashtags still work on TikTok?
Marginally. The spoken words and on-screen text matter far more; 2–3 relevant hashtags are enough.
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