How to Write Hashtags That Actually Get Found

Hashtags work as a discovery mechanism — a way for someone who isn't already following you to find your post through a topic they're browsing. That only works if the hashtag is formatted correctly and matches how people actually search.

Capitalization isn't just cosmetic

A multi-word hashtag written in CamelCase, like #SmallBusinessTips, is functionally identical to #smallbusinesstips for search purposes — platforms treat hashtags as case-insensitive. The real reason to use CamelCase is accessibility: screen readers can correctly announce each word in a CamelCase hashtag, but often read an all-lowercase run-on as one long, garbled string.

How many is too many

Instagram allows up to 30 hashtags per post, but posts using somewhere in the 3–5 range often perform just as well, since a wall of hashtags can look spammy and doesn't necessarily reach more of the right audience. Quality and relevance of each tag matters more than hitting a maximum count.

Mix specificity levels: one or two broad tags for volume, a few mid-size niche tags where you can realistically rank, and one branded or community tag specific to you. A hashtag with millions of posts is nearly impossible to be seen in; one with only a few hundred might not have any real search volume at all.