Hashtags are Magic — if you use them with intention

Here’s something I’ve been thinking about lately: hashtags are one of those tools photographers often treat like seasoning—sprinkle a few, hope it tastes better. But what if hashtags were more like conversation, or direction? Something that helps your work meet the right eyes, not just collect likes.

Earlier this week, I started to analyse the hashtags I use on my Instagram Account and it struck me: the best hashtags are less about popularity, and more about matching you. Not the trend, the you.

Here’s how I’d approach it (or refine it, because I’m still learning):

• Know your lanes: what are the visual styles, subjects, and communities you shoot for? Street, travel, portraits, documentary? Pick tags that represent those lanes.

• Mix up scale: one tag that’s very specific (maybe underused), one that’s mid‑popular, and one broad. That way, you appear in smaller feeds and bigger ones.

• Tool‑use: try to collect packs of tags that you test for a few posts. Keep what works. Swap what doesn’t. I simply store mine in OneNote.

• Don’t overdo it: arbitrary 30 random tags often backfires. It dilutes meaning, feels spammy. Better fewer tags that channel your story or audience. I still to a maximum of four generally.

• Observe & adapt: keep tabs on which tags bring you reach vs which bring engagement vs which bring clients or collaboration. Over time you’ll see patterns.

One of my tricks: after shooting, I pick three frames I love, then think through hashtags before editing. Helps me align what I'm saying with where I want the images to land.

Does it feel like marketing? Maybe. But it's also storytelling.

Hashtags aren’t trivial. Used half‑heartedly, they’re noise. Used with purpose, they can help you shape your audience, your reach, and eventually, your community.

- Kevin