Trending Instagram Hashtags in 2025: Full Report

Hashtags aren’t dead, they’ve just changed. In 2025, Instagram hashtags won’t boost your reach like they used to, but they still play a strategic role. This guide breaks down what’s actually working now, how to use hashtags the right way, and what to avoid if you want results.

Last updated: 30th May, 25

Writen by Liam Derbyshire

CEO @ Influize with 20 years of digital transformation experience.

A hashtag is a keyword or phrase preceded by the “#” symbol (like #travel or #SmallBizTips).

In 2025, they aren’t what they used to be. They’re no longer a guaranteed way to boost reach or hack the algorithm. If you're still relying on them the same way you did in 2015, you’re probably seeing diminishing returns.

But that doesn’t mean they’re completely useless. Hashtags still serve a purpose; they help organize content, signal relevance, and connect your posts to niche communities. The difference now is how you use them (and why).

This guide walks you through the hashtag trends that do matter today, how to think about them strategically, and what’s changed in the way Instagram treats them.

Contents

Are hashtags still relevant on Instagram?
1. What hashtags do in 2025:
2. What they don’t do anymore:
2025 Instagram hashtag strategy overview
Best-performing Instagram hashtags for reach in 2025
Niche-specific Instagram hashtags that are trending in 2025
Seasonal and event-based Instagram hashtag trends
Regional Instagram hashtags gaining traction
Branded Instagram hashtags: what’s new in 2025
AI and smart tools for Instagram hashtag discovery
How many hashtags should I use on Instagram?
Which hashtags make Reels go viral?
Can I use the same hashtags on Instagram every time?
Are hashtags different for Reels vs. regular Instagram posts?
1. Reels: Hashtags guide the algorithm.
2. For photo posts: Hashtags are for discovery.
How to use hashtags on Instagram to gain followers
How to find the best hashtags for Instagram
What is the most viral hashtag on Instagram?
Final thoughts

Are hashtags still relevant on Instagram?

Hashtags still have some use, but they’re nowhere near as powerful as they once were.

Instagram CEO Adam Mosseri has publicly confirmed that hashtags no longer boost reach on the platform. In a conversation with YouTube tech reviewer Marques Brownlee (MKBHD), Mosseri stated, "They're done. I'll tell you that they don't work."

He even shared clips of the interview to his own Instagram profile (laughing at the fact there are people who still believe otherwise, might we add).

That doesn’t mean hashtags are 100% obsolete. It means their function has shifted.

What hashtags do in 2025:

Help categorize your content for users, search engines, and Instagram’s algorithm
Make your posts easier to find in niche circles or during campaigns (like #EarthDay2025 or #MothersDayGifts)
Signal to your audience what the post is about, especially if you’re using branded or campaign-specific hashtags

What they don’t do anymore:

Boost reach automatically
“Game” the algorithm
Work as a growth hack

2025 Instagram hashtag strategy overview

If you’re using hashtags expecting a big spike in reach, you’ll be disappointed. Instagram’s algorithm is AI-driven, so the platform no longer relies on hashtags as a key discovery signal.

In fact, they now play a negligible role in how your content gets surfaced in Explore or recommended feeds. Instead, Instagram's algorithm prioritizes content quality, SEO-friendly captions, and the amount of user engagement (likes, comments, and shares) a post gets.

That said, Insta wouldn’t keep them around if they were totally useless. In 2025, hashtags primarily serve the following purposes:

1. Content categorization and contextual relevance

Hashtags help Instagram understand what your content is about. Think of them as metadata, just like keywords on a blog post or tags on YouTube. They give the system context so it can better associate your post with related content or topics.

What to do: Use specific, niche hashtags that clearly describe your post's subject (e.g, #HomeGymIdeas instead of #Fitness).

2. Search and discovery (still happens!)

People still search for hashtags manually or follow them, especially in niche spaces. This matters for creators and brands targeting tight communities or specific trends.

For instance, when we search “women in tech,” around one-third of the top results use the #WomenInTech hashtag.

There’s also a Tags section where we can click and see related hashtags with more posts.

This is still a way people discover content. In fact, it doesn’t always make any difference for creators, but some say anecdotally it does from time to time. For instance, this post got 5,026 views and 4,622 of them were from hashtags:

So, it’s worth testing no matter what.

What to do: Use hashtags that real humans are searching for, not spammy ones with millions of posts.

3. Branded campaigns and UGC aggregation

Hashtags are still a solid tool for running branded campaigns or gathering user-generated content (UGC). Encouraging followers to use a specific hashtag gives you an easy way to collect and showcase UGC.

Think #ShotOniPhone, #GoProChallenge, or seasonal campaigns like #12DaysOfDeals.

What to do: Create a memorable, easy-to-spell branded hashtag and encourage your audience to use it.

4. Content organization (for your own feed)

Some creators and brands use hashtags to organize their own content, like mini internal categories. For example, a fashion influencer might use #StyleTipsByLena to group all style advice posts.

What to do: Use 1 or 2 “house” hashtags consistently across series or recurring content themes.

Even if hashtags don’t trigger the algorithm directly, they can still foster a sense of belonging or movement. Hashtags signal alignment with a cause, identity, or niche, like #MomsWhoLift or #BlackOwnedBusiness.

What to do: Use relevant community-driven hashtags to position your content within those ecosystems.

What else you need for Instagram discovery

It should be clear now: hashtags aren’t enough. To amplify your posting strategy as a whole, you need to do the following as well:

Optimize captions with SEO in mind.

Don’t go overboard with keyword stuffing, but write captions that naturally incorporate keywords relevant to your content. This approach improves your content's discoverability through Instagram's enhanced search functionalities.

As a bonus, this’ll potentially get your content featured on Google’s first page.

Take advantage of ALT text.

Use the ALT text feature to provide descriptive, keyword-rich explanations of your images. This not only aids accessibility but also enhances content indexing by Instagram's algorithm.

Use geo-tagging.

Adding location tags to your posts can increase visibility among users who are looking for content in specific areas. It’s particularly beneficial for local businesses, events, and influencers posting travel content.

Focus on high-quality content.

More than anything, you need to invest time in creating engaging, authentic, and visually appealing content. Instagram's algorithm solely serves to push content that gets user interaction. The more often you can do that, the more consistently you’ll be shown to new audiences.

Engage with your audience.

Respond to comments, participate in discussions, and interact with other users' content. Active engagement signals to the algorithm that your account is active and valuable to the community.

Best-performing Instagram hashtags for reach in 2025

Based on 2025 data, here are the most popular hashtags on Instagram today:

#love (2.1B posts)
#instagood (1.9B)
#instagram (1.4B)
#fashion (1.2B)
#photography (1.1B)
#art (1.1B)
#photooftheday (1B)
#reels (985M)
#beautiful (854M)
#nature (838M)
#travel (767M)
#instadaily (736M)
#happy (728M)
#cute (688M)
#style (683M)
#tbt (589M)
#instalike (579M)
#repost (570M)
#summer (570M)
#fitness (560M)
#explorepage (558M)
#food (538M)
#music (491M)
#life (471M)
#friends (460M)
#family (462M)
#fun (455M)
#ootd (451M)
#motivation (423M)
#makeup (421M)

Since Instagram's algorithm prioritizes content quality, keywords in captions, and user engagement metrics over hashtags, there is no hard data on which Instagram hashtags will give you the most reach, only which ones are most popular.

What you should never do, though, is copy/paste the entire list onto your Instagram photo or Reel. Only use ones that are contextually relevant, like a #tbt on a Thursday-afternoon throwback photo taken five years ago.

Since most of those hashtags won’t be contextually relevant, it’s more helpful to know what’s trending in your industry.
Keep in mind that these hashtags are just a starting point. You can get more creative or more niche if you want to enhance discoverability for a particular search term or topic.

Let’s dive in.

Fashion & style

These widely used hashtags can help categorize your content within the broader fashion community:

#fashion
#style
#ootd (Outfit of the Day)
#outfitoftheday
#outfitgoals
#instafashion
#fashionista
#fashionblogger
#fashionstyle
#fashiongram
#lookbook
#fashionaddict
#styleoftheday
#styleguide
#stylist
#styleinspo
#todayimwearing

And if you want to connect with specific fashion sub-communities or highlight particular trends, consider these hashtags:

Streetwear and urban fashion: #streetstyle, #urbanfashion, #streetwear, #hypebeast
Luxury and high fashion: #luxuryfashion, #highfashion, #designerwear
Sustainable fashion: #sustainablefashion, #ecofashion, #ethicalfashion
Seasonal trends: #springstyle, #summerfashion, #fallfashion, #winteraesthetic, #swimwear, #resortwear, #beachvibes
Gender-specific fashion: #mensfashion, #menswear, #womensfashion, #womenswear,

Fitness & wellness

If you’re targeting the fitness community, these are the most popular hashtags you’ll see thrown around:

#fitness
#gym
#workout
#fitnessmotivation
#fit
#getfit
#motivation
#bodybuilding
#training
#health
#fitfam
#fitnessmotivation
#gymlife
#gymrat
#gymaddict
#homeworkout
#workoutoftheday
#workoutroutine
#workoutplan

But, if you’re going for a specific niche within the fitness community or highlight particular workout types, you might want to consider some of these:

Yoga and mindfulness: #yoga, #meditation, #mindfulness
High-intensity training: #hiitworkout, #crossfit, #functionaltraining
Strength training: #strengthtraining, #weightlifting, #powerlifting
Running and cardio: #running, #cardio, #trailrunning, #hiking, #mountaineering
Specialized communities: #fitover40, #prenatalfitness, #adaptiveathlete

Wellness content encompasses physical health, mental well-being, and holistic lifestyles. These hashtags are prevalent in wellness-related posts:

#wellness
#health
#fitness
#healthylifestyle
#selfcare
#mentalhealth
#healthy
#motivation
#nutrition
#yoga

And for more targeted wellness content, these hashtags can help connect with specific audiences:

Mental health: #mentalhealthmatters, #anxietyrelief, #stressmanagement
Nutrition and diet: #cleaneating, #plantbaseddiet, #balancednutrition
Holistic health: #holistichealth, #naturalwellness, #mindbodysoul
Self-care practices: #selfcaresunday, #mindfulnessmeditation, #wellnessjourney

Food & recipes

In the food space, these are the most widely used hashtags, which you can use to help Insta’s algorithm categorize your content within the broader food community:

#food
#foodie
#instafood
#foodporn
#foodphotography
#foodstagram
#foodblogger
#yummy
#delicious
#homemade

If you’re sharing recipes and cooking content specifically, consider these hashtags:

#recipes
#cooking
#recipeoftheday
#easyrecipes
#homecooking
#healthyrecipes
#baking
#cookingtips
#mealprep
#30minuterecipes

To connect with health-conscious audiences or those following specific diets:

#healthyfood
#plantbased
#veganrecipes
#glutenfree
#keto
#paleo
#lowcarb
#cleaneating
#wholefoods
#nutrition

And if you’re making sweet treats and baking content, these ones will be better for you:

#dessert
#baking
#cake
#chocolate
#cookies
#sweettooth
#bakinglove
#madefromscratch
#dessertlover
#bakingfun

GROW YOUR INSTAGRAM FOLLOWING VIA OUR CELEBRITY CAMPAIGNS

Leverage the power of the worlds A-list celebrities to grow your Instagram every month

VIEW CAMPAIGNS

No credit card required

Cancel anytime

Travel

These widely used hashtags help categorize your content within the broader travel community:

#travel
#travelphotography
#travelgram
#instatravel
#wanderlust
#vacation
#trip
#adventure
#travelblogger
#traveltheworld

But, if your goal is to particular aspects of your journey, consider these hashtags:

Luxury travel: #luxurytravel, #luxuryvacation, #luxurytrip
Adventure travel: #adventuretravel, #exploretheworld, #getoutside
Solo travel: #solotravel, #solotraveling, #solotraveler
Family travel: #familytravel, #travelwithkids, #familyvacation
Budget travel: #budgettravel, #travelonabudget, #cheaptravel

Tech & AI

These are the most widely used hashtags, so if you’re going for a more generalist approach, try one of these:

#artificialintelligence
#ai
#machinelearning
#technology
#tech
#innovation
#deeplearning
#datascience
#robotics
#programming
#futuretech
#pcbuild
#gamingtech
#techunboxing
#digitalworld
#robotics
#newintech

For content focusing on AI-generated art and creative applications:

#aiart
#digitalart
#aiartist
#generativeart
#midjourney
#stablediffusion
#aigenerated
#aiartcommunity
#dalle
#aigeneratedart
Business & money

Within the business community, you’ll see these hashtags pop up the most:

#business
#entrepreneur
#smallbusiness
#startup
#digitalmarketing
#marketingstrategy
#leadership
#innovation
#productivity
#businesstips

For finance-focused content, you might want to go for more of these instead:

#finance
#investing
#financialfreedom
#money
#stockmarket
#cryptocurrency
#personalfinance
#financialplanning
#wealth
#budgeting

And if you’re targeting people who want to make money online, start here:

#makemoneyonline
#sidehustle
#digitalnomad
#passiveincome
#workfromanywhere
#freelancing
#onlinebusiness
#financialfreedomjourney
#contentcreator
#remotework

Creators & influencers

In the content creation and influencer marketing space, these are the generalist hashtags you’ll see the most:

#contentcreator
#influencer
#creator
#creators
#influencers
#influencermarketing
#contentcreators
#influencerstyle
#contentcreatorlife
#influencerlife

But of course, you should tailor your hashtags to your specific niche to reach a more targeted audience using the hashtag ideas we’ve shown you above.

Seasonal and event-based Instagram hashtag trends

Aligning your content with the seasons and events can help you tap into timely conversations and trends. Here are some popular seasonal hashtags:

Spring hashtags

#springawakening
#springcleaning
#bloomwhereyouareplanted
#springequinox
#firstdayofspring
#springbreak
#springfever
#springfashion
#springishere
#springforward

Summer hashtags

#beach
#sunshine
#sea
#outdoor
#heatwave
#summervibes
#beachday
#sunsetchasers
#summersolstice
#poolparty

Autumn hashtags

#fall
#fallcolors
#leaves
#fallfoliage
#fallcolors
#fallfashion
#pumpkinspice
#autumnequinox
#harvestmoon

Winter hashtags

#winterwonderland
#snowday
#wintersolstice
#cozyseason
#sweaterweather
#seasonofsnow
#winterishere
#snowydaysahead

Holiday and celebration hashtags

#newyearseve
#newyearresolution
#valentinesday
#earthday
#mothersday
#fathersday
#halloweenhorrors
#thanksgivingday
#christmasmagic
#easteregg
#happyhanukkah
#merrychristmas
#birthday

#museumweek
#worldbookday
#musicfestivalseason
#backtoschool
#nationalpetday
#nationalboyfriendday
#nationalgirlfriendday

Daily hashtag trends

Monday: #mondaymotivation, #meatlessmonday
Tuesday: #transformationtuesday, #traveltuesday
Wednesday: #wellnesswednesday, #womancrushwednesday
Thursday: #throwbackthursday, #thankfulthursday
Friday: #flashbackfriday, #fridayfeeling
Saturday: #caturday, #selfiesaturday
Sunday: #sundayfunday, #selfcaresunday

Regional Instagram hashtags gaining traction

While English is the lingua franca, billions don’t speak it. And of the ones who do, most would rather post, engage, and scroll social media using content in their native language.

Here’s a look at some of the most popular hashtags around the world:

German-speaking regions

In Germany, Austria, and Switzerland, there's a strong emphasis on sustainability and local products:

#nachhaltig (sustainable)
#bio (organic)
#saisonal (seasonal)
#regionaleinkaufen (buy regional)
#hofladen (farm shop)
#landwirtschaft (agriculture)

If you’re selling into a German-speaking audience, keep in mind the growing consumer interest in eco-friendly and locally sourced goods.

Mexico

In Mexico and surrounding regions, regional hashtags are used to celebrate culture and cuisine:

#regionalmexicano
#comidamexicana (Mexican food)
#hechoenmexico (made in Mexico)
#musicanorteña (northern music)

Throughout the country, people use these to showcase traditional music, food, and products unique to their regions.

Australia

Australian users take advantage of regional hashtags to highlight local events and communities:

#regionalnsw (New South Wales)
#regionalvictoria
#australianmade
#supportlocalau

These hashtags play an instrumental role in promoting regional tourism and local businesses.

France

French users frequently use regional hashtags to emphasize local identity and products:

#produitlocal (local product)
#faitmain (handmade)
#terroir (local land/produce)
#regionfrancaise (French region)

They’re popular among artisans and local producers aiming to reach nearby customers.

Brazil

In Brazil, the top hashtags reflect common words (just like how English hashtags do), as well as the country’s most well-known cities and destinations:

#brazil
#brasil
#riodejaneiro
#saopaulo
#natureza (nature)
#praia (beach)
#moda (fashion)
#fotografia (photography)
#amor (love)
#tbt

Branded Instagram hashtags: what’s new in 2025

Branded hashtags still serve largely the same purpose as community anchors, campaign hubs, and storytelling devices. With Instagram shifting its focus away from algorithmic hashtag-driven reach, brands have doubled down on hashtags that build identity and encourage participation.

Instead of chasing virality, the best branded hashtags now aim to do one or more of the following:

Encourage UGC

Want customers to post about you? A branded hashtag gives them something to rally behind and makes it easy for you to find and share the best posts.

ASOS's #asseenonme is a great example of this. The campaign invites customers to share photos of themselves wearing ASOS clothing.

This user-generated content is showcased on the brand's website and social media channels, which gives real-life styling inspo for online shoppers and boosts customer engagement.

Run contests or limited-time campaigns

Some brand marketers use temporary hashtags like campaign banners. They're designed to live fast, generate buzz, and then get archived or rotated out.

A few years ago, Starbucks revamped its annual holiday campaign (#redcupcontest) by introducing an augmented reality (AR) feature that allowed customers to design their own red cups. Participants shared their creations on Instagram using the hashtag #redcupcontest.

The most creative designs were featured on Starbucks' official channels, and select winners had their designs produced as limited-edition cups available in stores

Create a shared narrative

Branded hashtags help unify a message or campaign across many posts, creators, and audiences.

Gymshark has been on top of this since 2018, when they launched their Gymshark 66 challenge. It’s a 66-day fitness initiative encouraging participants to form positive habits for at least 66 days, and document their journeys.

Participants share their progress on platforms like Instagram and TikTok using the #gymshark66 hashtag.

AI and smart tools for Instagram hashtag discovery

AI-powered tools have made hashtag discovery faster, smarter, and more strategic.

If you’re looking for a free tool to help you dream up a creative hashtag for your next campaign, the Ahrefs AI Instagram Hashtag Generator is hard to beat. All you have to do is paste your image, describe it in a few words, and let it work its magic. It’s a free-to-use web-based tool anyone can access.

If you don’t want something original and instead just want to identify the most effective hashtags to grow your reach, the SISTRIX Instagram Hashtag Generator is your tool. It gives you performance-focused hashtag suggestions with metrics like frequency, popularity, and competition.

And if you’re already using Later for scheduling your posts on Instagram, the platform’s Hashtag Suggestion Tool offers relevant, on-brand hashtag suggestions based on post content and industry trends. It’ll also score hashtags based on relevance, which is helpful for aligning your choices with Instagram’s algorithm.

For creators, brands, and agencies looking for something more involved, Flick offers a Hashtag Analytics Tool that runs AI-powered hashtag research on all your posts and gives you detailed analytics and reporting.

How many hashtags should I use on Instagram?

You should aim for 3 to 5 hashtags per post, max.

Why? Because anything more than that starts to look spammy. Instagram’s algorithm doesn’t reward volume anymore, and stuffing your caption or first comment with 20+ hashtags just clutters the experience for your audience.

Think quality over quantity. Your hashtags should be:

Highly relevant to your content
Niche enough to be discoverable (not buried in 10M+ posts)
Contextual, not random (no more #likeforlike or #photooftheday)

Here’s the rule: if a hashtag doesn’t add value, context, or clarity, leave it out.

Which hashtags make Reels go viral?

According to insights from Planable, these are the best hashtags to use on Instagram Reels:

#reelitfeelit
#explorepag
#trendingsound
#smallbusiness
#instagram
#reelsinstagram
#holidayseason
#viral
#reels
#explore
#fyp
#fallvibes
#smallbusinesssaturday
#reel
#trending

You should also get good traction using similar hashtags to the ones you’d use on a regular post.

Can I use the same hashtags on Instagram every time?

Using the exact same list of hashtags on every post might seem efficient, but it can actually hurt your performance and possibly get you flagged by Instagram’s spam filters.

The platform sees repetitive hashtag use as a signal of low-effort or bot-like behavior. If your posts keep showing up under the same tags with no variation, Instagram may suppress your content or limit its visibility in search results.

If you’re using contextually relevant ones, you should naturally vary them from one post to the next.

Are hashtags different for Reels vs. regular Instagram posts?

Hashtags on Reels and photo posts serve different purposes based on how Instagram processes and distributes content.

Reels: Hashtags guide the algorithm.

Reels are discovery-driven. Instagram uses your hashtags to help understand what the Reel is about so it can show it to the right people. They act as context signals, not search terms.

You're not tagging for someone to click—you’re tagging for Instagram to categorize and recommend.

Think of Reels hashtags as behind-the-scenes metadata for better placement in the feed.

For photo posts: Hashtags are for discovery.

Static posts (photos, carousels) are more likely to show up in hashtag search results. Here, hashtags act more like forward-facing labels; something people can search or follow. They still matter for organizing content and being found in niche communities, even if they don’t massively boost reach.

For posts, you’re tagging for your audience. For Reels, you’re tagging for the algorithm.

How to use hashtags on Instagram to gain followers

Hashtags alone won’t flood your account with new followers. You have to use them strategically alongside relevant, high-quality content in a way that’s engaging.

Here are our best practices for growing your follower base with hashtags:

Encourage your followers to use your custom hashtag that gets people to promote your product/service through UGC.
Use targeted Reels hashtags that help the algorithm understand your content and show it to viewers who might engage or follow (Reels = highest reach potential).
Create excellent content that naturally makes people want to click your profile and give you a follow.
Use niche, community-based hashtags instead of broad ones like #love and #nature if you want to potentially be shown in search results.
Don’t use banned hashtags, or you’ll get shadowbanned (the IQ Hashtags Banned Hashtag Checker works great for avoiding this).
Pay attention to what’s actually working. Use Instagram analytics tools to identify which tags are bringing profile visits, likes, or follows.

How to find the best hashtags for Instagram

The best hashtags for your content are the most relevant, not the most popular. Effective hashtag research is about understanding your niche, your audience, and your content goals.

Here’s how to find the right ones:

1. Use AI-powered hashtag tools.

Modern tools like Flick, Hashtag Expert, IQ Hashtags, and even Meta’s native insights now use AI to recommend hashtags based on your caption, media, audience, and post history. These tools analyze engagement rates, audience interest, and sometimes even detect banned or low-performing tags in real time.

2. Study what’s doing well in your niche.

Check out similar creators, competitors, or brands. What hashtags are they using that consistently get engagement? Use that as inspiration.

Quick tip: Avoid high-competition tags with 10M+ posts unless you're already a major account. Focus on medium-volume hashtags (10k–500k uses) for the best balance between visibility and engagement.

3. Audit your past performance.

Go into Instagram Insights and track which hashtags brought profile visits or engagement in previous posts. Double down on those winners and ditch the deadweight hashtags that consistently underperform.

4. Focus on intent-based hashtags.

Think like your audience. What would they actually search for if they wanted to find content like yours? For example, someone looking for interior inspo might search for “studio apartment ideas” in the search bar, not “interior design.”

5. Use community or location tags.

Smaller, community-driven hashtags often have more engaged users. If you’re targeting a specific area or group, go hyper-specific. Try #BerlinFoodies instead of just #Foodie, or #MomsWhoLift over #FitnessGoals.

6. Stay updated (because hashtags evolve).

Hashtag trends shift just like memes or slang. What worked six months ago might be outdated today. Refresh your hashtag sets regularly and watch for seasonal or event-based trends that match your brand or content.

What is the most viral hashtag on Instagram?

The idea of “the most viral hashtag” is outdated. Instagram doesn’t push your post just because you used a popular tag like #explorepage or #viral. Even trending campaign hashtags (like #MetGala2025) don’t make your post go viral unless the content itself resonates.

So instead of chasing the “most viral” hashtag, focus on:

Relevance to your audience
Strong creative execution
Timely or cultural alignment
Smart distribution (e.g. pairing with Reels or Stories)

That’s how you reach the audience you’re looking for.

Final thoughts

When it comes to hashtags, the real win comes from pairing smart hashtags with great content, consistent posting, and an understanding of how the platform actually works today. Drop the outdated “more is better” mindset, avoid banned tags, go for niche over generalist, and treat hashtags like any other component of SEO.

Focus on creating for people, not the algorithm, and your results will reflect that.