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The hashtag strategy in 2026: less is more

Digital Marketing 5 min read 8 décembre 2025

Instagram’s algorithm now understands image content and text (SEO). Hashtags serve more for categorization than pure reach.

3 to 5 relevant hashtags are better than 30 generic ones. #Burger #Lyon #FoodLyon #RestaurantLyon #HomemadeBurger

Mix the sizes. A very large (#Food), two medium (#BurgerLyon), two small/niche (#MeilleurBurgerLyon6).

Create your brand hashtag. Useful for finding your customers’ content (UGC).

Put them in the caption or as the first comment? It doesn’t change the accessibility, it’s a matter of aesthetics. The caption is often cleaner.

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