Both
Hashtag
A hashtag is a keyword prefixed with # that groups posts by topic and (historically) helps discovery.
Definition
In 2026 hashtags carry much less weight than in 2020. Instagram now ranks primarily on caption topic and engagement patterns; hashtags are a minor secondary signal. On X they are useful for niche communities but neutral for reach otherwise.
How to use it
On Instagram, 3–5 tightly relevant hashtags. On X, 0–1 hashtag per post; more looks spammy.
Common mistakes
- 30 generic tags on Instagram (#love, #instagood)
- 3+ hashtags on X
- Hashtags in the caption instead of the first comment (a myth — placement no longer matters on IG)