Do Hashtags Still Matter? A Practical Guide for Instagram and…

A few years ago many businesses added thirty hashtags to every post and hoped for the best. Today platforms rely more on the content itself, including captions, spoken words, on-screen text and viewer behaviour, to decide who should see a post. So do hashtags still matter? Yes, in a smaller and more focused way.

Platform guidance on hashtags changes frequently, so check the current recommendations from Instagram and TikTok. This guide reflects general good practice.

What hashtags do now

They give context about the topic, helping the platform categorise your content.
They let people browse and search for topics, communities and places.
They connect your posts to campaigns, events and brands.
They can help local discovery when they include a place or niche.
They are one signal among many, not a guarantee of reach.

How many hashtags should you use?

There is no magic number. Platforms have at times recommended using a small number of highly relevant tags instead of a large block. A good approach is to start with a handful, three to five, that genuinely describe the post, and test whether adding more changes results for your account.

Types of hashtags

Topic: describes the subject, such as #dubaifood or #skincarerutine.
Niche: more specific, such as #veganbrunchdubai.
Location: places and neighbourhoods, such as #jumeirah or #abudhabi.
Community: used by people who share an interest.
Branded: your own tag for your brand, a campaign or customer content.
Event or seasonal: tied to a moment, such as a festival or sale.

How to choose good hashtags

Think about what someone who needs you would search.
Search the hashtag and check the content. Does it match what you post?
Avoid tags that are huge and generic, where your post disappears, and tags that are empty.
Mix a few broader and a few specific tags.
Check that the tag does not have an unrelated or inappropriate meaning.
Look at which tags successful local accounts in your category use, without copying blindly.

Arabic and English hashtags

Use Arabic hashtags for Arabic-speaking audiences and English for English-speaking ones.
Check spelling variations in Arabic, as people may write the same word in more than one way.
Use transliterated tags only when people actually search them.
Do not copy one long mixed block into every post.
Test which language performs better for each topic.

Where to put hashtags

Place them at the end of the caption or in a short block, so that the first lines stay readable.
Keep captions clear, with the important message and call to action up front.
Consider using the platform's built-in topic or keyword features where available, since they may carry more weight than hashtags.

Keywords in captions and on screen

Platforms increasingly read captions, spoken words and on-screen text. Use natural keywords in all three, such as 'best brunch spot in Dubai Marina' in a caption, spoken line or text overlay. This often helps more than a long hashtag list.

Branded hashtags

Create a short, unique, easy-to-spell tag, such as your brand name or campaign name.
Check that it is not already used for something else.
Encourage customers to use it, with a reason such as a feature or a prize that follows platform and local rules.
Monitor it to find customer content you can share with permission.

TikTok specifics

Use a small number of relevant hashtags and the main topic keywords.
Trend tags can help when they genuinely fit your video. Do not force a trend that has nothing to do with your content.
Use search suggestions to see how people phrase topics.
Be careful with misleading tags, which can hurt trust and reach.

Instagram specifics

Check what Instagram currently recommends about the number and placement of tags.
Use location tags and topic tags for local discovery.
For Reels, combine hashtags with a keyword-rich caption.
Do not use the same set of tags on every post.

What to avoid

Banned or restricted hashtags that suppress your reach.
Irrelevant popular tags added to catch attention.
Very long blocks of tags that look like spam.
Tags that mislead about the content or about sponsorship.
Skipping the required disclosure on paid content in the UAE.

Measure whether hashtags help

In Instagram insights, check where impressions come from, including hashtags where shown.
Compare similar posts with different tag sets.
Track reach from non-followers.
Check which tags correlate with saves, shares and profile visits.
Review quarterly and refresh your lists.

Build a hashtag library

Create five to ten groups by topic or content pillar.
Include a mix of broad, niche, location and branded tags in each group.
Keep an Arabic and an English version.
Rotate groups to avoid repeating the same set.
Update the library every few months.

Common mistakes

Copying someone else's list without checking relevance.
Using only huge tags.
Using the same block on every post.
Ignoring captions and keywords.
Expecting hashtags to fix weak content.

Frequently asked questions

Are hashtags dead?

No. They are less powerful than before, but they still provide context and help discovery.

Should I use hashtags on stories?

Only when they add value, such as a location or event tag.

Which matters more: hashtags or content?

Content. Hashtags support good content but cannot rescue weak posts.

Our social media team builds hashtag and keyword strategies in Arabic and English and tests what works for your account. Message us on WhatsApp or book a free 30-minute call.