Which is Better: Hashtags in Captions or Comments on Instagram

Understanding the Best Practices

When it comes to maximizing the reach and engagement of your Instagram posts, the placement of hashtags is a crucial element. This article will explore the pros and cons of placing hashtags in captions versus comments, backed by recent data and expert insights.

Instagram's Recommendation

According to Instagram's official guidelines, the best practice is to place your hashtags in the caption rather than in the comments. This is because Instagram itself has stated that hashtags in the caption are much more effective in terms of reach and engagement. Though it might look a bit messier, leaving some space between your caption and hashtags can make them more readable and user-friendly.

Trends and Surveys

Despite Instagram's recommendation, the practice of placing hashtags in comments still exists. A survey conducted from August 2018 to June 2019 showed a strong preference for hashtags in the caption. Specifically, 93.8% of brands chose to place hashtags in the caption rather than in the first comment. This data spans various follower categories:

Reach Rate by Follower Category

Under 5000 Followers: 36.85 average reach rate per post with hashtags in the caption 5000-10000 Followers: 20.98 average reach rate per post with hashtags in the caption 10000-50000 Followers: 21.47 average reach rate per post with hashtags in the caption 50000-100000 Followers: 21.43 average reach rate per post with hashtags in the caption Over 100000 Followers: 15.9 average reach rate per post with hashtags in the first comment as opposed to 14.8 for captions

These figures illustrate that hashtag placement significantly affects the reach and engagement of Instagram posts. For smaller accounts, the caption remains the most effective place; for larger accounts, hashtags in the first comment start to become more influential.

Engagement Practices by Profile Size

The report also delves into the best practices for engagement across different follower categories:

Under 5000 Followers: 6 hidden hashtags in the caption achieved better engagement, reach, and impressions. 5000-10000 Followers: 5 shown hashtags in the first comment achieved better engagement despite slightly lower reach and impression rates. 10000-50000 Followers: 2 hidden hashtags in the caption again achieved better engagement, reach, and impressions. 50000-100000 Followers: 8 hidden hashtags in the caption also resulted in better engagement, reach, and impressions. Over 100000 Followers: 6 shown hashtags in the first comment achieved better engagement, reach, and impressions.

This segmented approach highlights the nuanced nature of hashtag placement and the specific strategies that work for different types of profiles.

Conclusion and Experimentation

While Instagram recommends hashtags in the caption for maximum reach, the actual benefit for hashtags in comments can vary based on the size and specific needs of your account. Experimentation is key; brands and creators should test different approaches to see what works best for their unique audience and content strategy. Remember, the goal is to maximize engagement and reach, and these strategies can help achieve that.