By Fexify | Reading time: 7 minutes
If you’ve ever posted on social media and wondered, “Did I use enough hashtags? Too many? The wrong ones? “—you’re not alone.
It’s one of the most common questions we get from business owners and marketers. And the answers online are all over the place. Some say use 30. Others say 3. Some say hashtags don’t even matter anymore.
At Fexify, we believe in clarity before activity. So let’s cut through the noise and look at what actually works based on data, platform updates, and real client results.
The Short Answer: Platform by Platform
| Platform | Recommended Hashtags | Why |
|---|---|---|
| 5–10 | Reach matters less than relevance. Too many tags look spammy. | |
| TikTok | 3–5 | The algorithm prioritizes content, not hashtag volume. |
| 2–3 | Professional space. Less is more. | |
| 2–3 | Hashtags work, but they’re not a primary discovery tool. |
These aren’t random numbers. They’re based on testing, platform documentation, and what consistently works for growing businesses.
Instagram: 5–10 Relevant Hashtags
According to Instagram’s official Help Center, you can use up to 30 hashtags per post. But just because you can doesn’t mean you should.
Buffer’s analysis of 2 million Instagram posts found that posts with 5–10 hashtags perform just as well—and often better—than posts stuffed with 30 tags. Why?
- Relevance > Volume. Instagram’s algorithm prioritizes content that signals value (saves, shares, comments). Spamming unrelated hashtags doesn’t help.
- User behavior. When users see a post with 30 hashtags, it can feel cluttered and promotional. A focused set of 5–10 tags feels intentional.
Later, a social media scheduling platform, analyzed over 18 million Instagram posts and found that posts with 5–10 hashtags saw the highest engagement rates. Posts with 20+ hashtags saw a noticeable drop.
Best practice: Choose hashtags that your ideal customer actually follows. Mix 3–4 broad niche tags (e.g., #SmallBusinessTips), 2–3 community tags (e.g., #CameroonBusiness), and 1–2 location tags if relevant.
TikTok: 3–5 Hashtags
TikTok’s algorithm works differently from Instagram. It relies heavily on user behavior watch time and replays, shares to determine what content gets pushed.
According to TikTok’s Creator Portal, using 3–5 relevant hashtags per post is recommended. The platform’s For You Page (FYP) is driven by interest signals, not hashtag volume.
Later’s analysis of TikTok hashtags confirms that hashtag count matters far less on TikTok than on Instagram. What matters more:
- Hook in the first 3 seconds
- Watch time and replays
- Shares and saves
- Consistent posting
Hashtags help categorize your content, but they’re not the engine. Your content is.
LinkedIn: 2–3 Hashtags
LinkedIn is a professional network. The culture values brevity and relevance. Using too many hashtags can make your post look like spam.
According to LinkedIn’s official best practices guide, using 2–3 well-chosen hashtags per post is ideal. The platform recommends:
- Industry-specific tags (e.g., #MarketingStrategy)
- Location tags if relevant (e.g., #CameroonBusiness)
- Community tags (e.g., #SmallBusinessAdvice)
Hootsuite’s LinkedIn research found that posts with 2–3 hashtags receive the highest engagement. Posts with more than 5 hashtags see engagement drop by over 30%.
On LinkedIn, your network and engagement matter far more than hashtag volume.
The Science of Choosing Hashtags: A 4-Step Process
Knowing how many to use is only half the battle. Here’s how to choose the right ones.
Step 1: Define Your Audience’s Real Interests
Don’t guess. List the topics your ideal customer actually searches for. If you sell handmade skincare, your customer isn’t searching #Skincare. They’re searching #EczemaRelief, #NaturalSkincareRoutine, or #SensitiveSkinSolutions.
Pro tip: Spend 10 minutes reading comments on competitor posts. What questions are people asking? What language do they use? Those are your hashtag clues.
Step 2: Search and Validate
On Instagram or TikTok, search for a potential hashtag. Look at the top posts. Ask yourself:
- Is this content relevant to my audience?
- Are real people engaging here, or is it mostly spam?
- What’s the post volume? Hashtags with millions of posts mean your content will drown. Look for tags with thousands to hundreds of thousands of posts.
Step 3: Build Your Hashtag Set
Create 3–5 sets of 5–10 hashtags each. Rotate them across posts. Avoid using the exact same set every time; it can look automated.
Example set for a Douala-based skincare business:
- #NaturalSkincareCameroon
- #DoualaBeauty
- #EczemaRelief
- #AfricanSkincare
- #SmallBusinessCameroon
Step 4: Test and Refine
After 5–10 posts, review your analytics. Which hashtags drove profile visits? Which posts got more saves? Double down on what works. Drop what doesn’t.
Common Hashtag Mistakes to Avoid
| Mistake | Why It Hurts |
|---|---|
| Using banned hashtags | Some hashtags are shadowbanned (e.g., #FollowForFollow). Your post may not appear in searches. Check Instagram’s banned hashtag list before posting. |
| Using the same set every time | Looks spammy to the algorithm. Rotate your tags. |
| Adding hashtags in the first comment | This used to be a hack. Now it just reduces reach. Put them in the caption. |
| Choosing only massive hashtags | Your content will disappear. Mix small, medium, and niche tags. |
| Ignoring location tags | For local businesses, location tags often outperform topic tags. |
The Honest Answer
Hashtags are a tool, not a strategy. They help the right people find you, but they don’t make people stay.
What keeps people around?
- Clear, valuable content
- Genuine engagement (you replying to comments)
- Consistency (showing up reliably)
As Gary Vaynerchuk notes, hashtags are “the filing system of the internet.” They help categorize your content so the right people can discover it. But discovery without retention is wasted effort.
A post with 5 great hashtags and a strong hook will outperform a post with 30 hashtags and nothing to say. Every time.
Your Next Step
If you’re spending more time worrying about hashtags than creating content people actually need, you’re focusing on the wrong thing.
Hashtags bring people in. Value makes them stay.
Need help building a content strategy that actually works? At Fexify, we help growing businesses move from guessing to growing. [Book a free clarity call] to discuss your specific situation.
Read on other interesting topics: How Often to Post on Social Media in 2026: Data-Backed Recommendations for Every Platform
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