2026 Hashtag Formula for Instagram

If you caught last week’s newsletter [name], you would have seen me talk about the new update to Instagram hashtags. 

TLDR: You can now only use 5 hashtags on a post. 

So the next question is: How do you choose the right 5?

Because if we can’t rely on volume anymore, we need to rely on accuracy. 

Here’s exactly how to do it 👇

Step 1: Start with the post itself

Start from the beginning: 

1️⃣ What is this post about?
2️⃣ Who is it for?
3️⃣ What problem does it speak to?

Your hashtags should describe the content. The idea is to get that specific post in front of the right eyes. So we’re trying to categorise it. 

Step 2: Brand hashtags are out

Using hashtags that are just your brand name or your business handle? So was I, but this is no longer going to help you ❌

These don’t help Instagram understand what your content is actually about or who it’s for.

Instead, focus on keywords that describe the post and your audience. That’s how your content gets found by the right people.

Step 3: Think keywords

Instagram is acting like a search engine now. Their goal is to be the app you choose to search in over going to Google. 

If someone typed a phrase into search, what would you want them to type to find this post?

Examples:
• content planning tips
• social media for small business
• branding shoot prep
• Instagram strategy 2026

Step 4: Be specific 

Avoid these:
❌ #business
❌ #entrepreneur
❌ #socialmedia

They’re too broad and don’t tell the algorithm much.

Step 5: Match them to your intention

Your hashtags should align with the category of the post. 

For example, if your post is educational your hashtags should reflect learning, strategy, & tips.

5 hashtag formula

This is the structure I have been testing out: 

1️⃣ One hashtag describing the exact topic
2️⃣ One describing the problem
3️⃣ One describing the audience
4️⃣ One describing your niche
5️⃣ One slightly broader industry keyword

If this update has you worried that your reach will drop, I get it but I promise this is actually a good thing. 

Now Instagram is using not only your hashtags to determine who it pushes it out to, it’s using the text in your reels, carousels, and captions as well. That’s three extra places you have the opportunity to tell the algorithm who you’re speaking to. 

What I like to do is read through my caption or reel/carousel text as if I were trying to make the words in my caption hashtags. If you don’t think you could make any of these words a hashtag relevant to the post then there’s probably not enough keywords. 

If you want some help, hit reply and send me your next post. I can help you come up with 5 hashtags that will work with it.