Hashtag strategy has changed more in the last two years than in the previous five. Instagram's algorithm shift towards AI-powered content recommendations means hashtags are less about discovery and more about categorisation. LinkedIn has quietly become a platform where hashtags genuinely matter for reach. And across both platforms, fewer targeted hashtags outperform walls of generic ones.
Instagram hashtags in 2026
Instagram has moved from recommending "up to 30 hashtags" to suggesting three to five. The reason: the algorithm now uses AI to understand your content's topic and match it to interested users, regardless of hashtags. Tags still help, but they work best when they're specific and relevant rather than broad and numerous.
- Location tags. #SydneySmallBusiness, #MelbourneCafe, #PerthTradie. Local discovery still relies heavily on location hashtags.
- Niche tags. #AustralianMortgageBroker, #MelbournePhysio, #SydneyRealEstate. Smaller audiences, higher relevance.
- Branded tags. Your own hashtag for user-generated content and campaign tracking.
LinkedIn hashtags in 2026
LinkedIn uses hashtags to categorise content into topic feeds. Users follow hashtags, and your content can appear in those feeds even if the user doesn't follow you. Three to five tags per post is the sweet spot.
- Industry tags. #FinancialServices, #PropertyManagement, #HealthTech
- Topic tags. #Leadership, #Marketing, #DataPrivacy
- Avoid generic tags. #Success, #Motivation, #Business are so broad they're meaningless for reach
The AI approach to hashtag research
Manually researching hashtags, checking post volumes, relevance, and competition takes time that most small businesses don't have. Brand and Go's AI suggests hashtags based on your post content, your industry, your location, and your audience. The suggestions are specific and targeted, not a generic list of popular tags.
The bottom line
Fewer, better hashtags. Specific over broad. Local over global. Let AI do the research, you do the approving. The days of copying 30 hashtags from a competitor are over. And good riddance.