Do Hashtags Still Work on Instagram in 2024?
There's a lot of debate about whether hashtags still matter on Instagram. The short answer: yes, but differently than before. Instagram's algorithm has evolved, and hashtags are no longer the primary discovery driver they once were. However, when used strategically, they remain a valuable tool for reaching new audiences — especially within the Brazilian market, where niche communities are highly active.
How Instagram Processes Hashtags
When you include a hashtag, Instagram analyzes your content and compares it to other posts using the same tag. If your content is deemed relevant and high-quality, it may appear in that hashtag's feed or be surfaced to users who follow or search that tag. The key insight: relevance matters more than volume. Packing posts with 30 unrelated hashtags is less effective — and potentially harmful — compared to using 5–10 highly relevant ones.
The Brazilian Hashtag Landscape
Brazil has a rich ecosystem of Portuguese-language hashtags across virtually every niche. Understanding the categories available to you is the first step:
1. Community Hashtags
These unite people around shared interests or identities:
- #EmpreendedorBrasileiro
- #MarketingDigitalBrasil
- #FitnessBrasil
- #MãesBrasileiras
2. Location-Based Hashtags
Essential for local businesses and location-specific content:
- #SãoPaulo / #SP
- #RioDeJaneiro / #RJ
- #BeloHorizonte / #BH
- #Curitiba / #Floripa / #Recife
3. Niche-Specific Hashtags
The most valuable category for building a targeted audience. These are smaller but highly relevant tags for your specific content area. For example:
- Food: #ReceitaFácil, #ComidaCaseira, #ChefAmador
- Fashion: #ModaBrasileira, #EstiloBR, #LookDodia
- Business: #NegócioDigital, #EcomerceBrasil, #LadoBusiness
- Wellness: #VidaSaudável, #MindsetPositivo, #BemEstarBR
4. Trending / Campaign Hashtags
Seasonal and event-based hashtags tied to Brazilian cultural moments: #Carnaval2024, #CopaDoBrasil, #FestaCaipira, #DiaDosBrasil.
How Many Hashtags Should You Use?
Instagram officially suggests using 3–5 hashtags for optimal results. However, many Brazilian creators find success with up to 10–15 carefully chosen tags. The key principle: every hashtag you use should be directly relevant to the content of that specific post.
| Approach | Hashtag Count | Best For |
|---|---|---|
| Minimalist | 3–5 | Brand accounts, high-reach profiles |
| Balanced | 8–12 | Growing accounts in niche communities |
| Maximum | 15–20 | New accounts building initial discovery |
Where to Place Your Hashtags
There are two main options for placing hashtags:
- In the caption: Visible immediately, slightly cleaner integration when written naturally into the text.
- In the first comment: Keeps captions visually clean. Equally effective from an algorithmic standpoint.
For Stories, you can add hashtag stickers — these can help your Story appear in hashtag search results.
How to Research the Best Hashtags for Your Content
- Search a broad hashtag in Instagram's search bar and note which related tags appear.
- Look at top-performing accounts in your niche and observe which hashtags they use consistently.
- Use tools like Metricool or Later to analyze hashtag performance on your own posts.
- Avoid hashtags that are oversaturated (over 50M posts) — your content will get buried instantly.
- Regularly refresh your hashtag sets — what worked 6 months ago may be less effective today.
A Simple Hashtag Strategy Template
Build a set of 3–4 hashtag groups you can rotate between posts:
- Group A: 3 large community hashtags + 4 niche hashtags + 2 location hashtags
- Group B: Different mix of the same categories
- Group C: Focused on a specific sub-topic within your niche
Rotating groups prevents your account from appearing spammy and lets you test which combinations drive the most reach over time.
Hashtags are a tool, not a magic formula. Combined with quality content and consistent engagement, they can meaningfully accelerate your growth in the Brazilian Instagram market.