Do hashtags even matter and should you use them on Instagram and TikTok?

Here's the short answer

Yes, hashtags still matter. But not in the way most people think.

I'll be honest with you — I've spent thousands on ads, built funnels, tried every growth hack in the book. And I've watched most of it flop. Hard.

So when someone asks me "Do hashtags even matter and should you use them on Instagram and TikTok?" I don't give the usual influencer answer. I give the real one.

And it starts with a story.

Last week I was sitting at a table in Tenerife, drinking a glass of wine. A guy I'd never met sat down. Turned out he's a musician — recorded dozens of songs but never shared a single one. Didn't know how. Didn't think anyone cared.

I told him about Selah.fm. He created an account that night. Now he's sharing his music.

That conversation did more than any hashtag ever could. And that's the truth.

This is why I built Selah.fm — to give artists a way to own their promotion without being slaves to algorithms or black-box platforms.

What hashtags actually do (and don't do)

Here's what I learned the hard way: hashtags are a discovery tool, not a growth strategy.

They help the algorithm figure out who might care about your content. That's it. They don't make people stay. They don't build trust. They don't turn strangers into fans.

I remember spending $10,000 on a video ad once. The video itself was beautiful. Professional. Perfect hashtags. Perfect targeting.

And it completely flopped.

Why? Because the offer wasn't good. The copy wasn't good. The funnel wasn't good. The hashtags were the last piece of the puzzle — and I was treating them like the whole puzzle.

So here's what I'd tell you:

• Use 3-5 relevant hashtags per post — not 30. The days of hashtag stuffing are over.
• Mix broad and niche tags — one big one like #music, a few smaller ones like #indieartist or #worshipmusic
• Create a branded hashtag — something unique to you that your community can use
• Don't rely on them — they're a nudge, not a strategy

Nobody talks about this but: the algorithm rewards engagement, not hashtags. If people scroll past your post in 0.3 seconds, no hashtag in the world will save you.

The thing that matters more than hashtags

I'm gonna say something that might sound crazy.

Go outside. Talk to people. One-on-one.

I know, I know — that's not scalable. It's not "optimized." You can't track it in a dashboard.

But it works.

When I was busking on the streets of Tenerife with nothing but a guitar, I didn't have a single hashtag. I had a voice, a song, and a willingness to be vulnerable.

And people stopped. They listened. Some cried. Some gave me money. Some became friends I still talk to today.

That's real connection. And algorithms can't replicate it.

Every time you're open and vulnerable — telling a personal story, sharing a real emotion — it has value. It does what it needs to do. Especially as an artist, because that's the main thing people are afraid of: being open.

You're already doing that with your music. You're sharing emotions, telling your story, putting yourself out there even when you might hit a wrong note. That's the hard part. Hashtags are the easy part.

What I learned from losing everything

I was a multi-millionaire by 27. Built the biggest crowdfunding platform in Holland. Had the record deal, the lifestyle, the whole thing.

Then I lost it all. Hacked. Cancelled by national media. Sold everything I owned to pay people back.

Ended up living in a campervan, busking for spare change.

Here's what that taught me about marketing: people don't remember your hashtags. They remember how you made them feel.

When I tell that story — the record deal, the crash, the busking, the faith — people lean in. Not because I used #humble or #grateful. Because I was real.

And that's the same thing your audience wants from you.

So when you ask "Do hashtags even matter and should you use them on Instagram and TikTok?" — the answer is yes, use them. But don't worship them.

Use them as a tiny signal in a sea of noise. Then focus on the thing that actually works: being human.

The AI trap you need to avoid

I see so many artists now using AI to write their captions, generate their hashtags, and automate their posting.

And there's a huge problem with that.

AI is fed from what's already public. It repeats what's been said a thousand times. It doesn't know your story. It doesn't know your pain. It doesn't know the song you wrote at 3am when you couldn't sleep.

So if you let AI write everything, you end up sounding like everyone else. Your hashtags might be perfect. Your posting schedule might be optimized. But your soul won't be in it.

And people can tell.

I still struggle with this sometimes. It's tempting to automate everything. But I've learned that the most valuable thing you can offer is your own voice, your own experience, your own vulnerability.

Trust your own experience over the data sometimes. If you know something speaks to you — as a musician, as an artist — try it. Even if the data hasn't proven it yet.

That's where the magic lives.

Key Takeaways

• Hashtags are helpers, not heroes: Use 3-5 relevant ones, but don't expect them to do the heavy lifting
• Real connection beats algorithms: A genuine conversation with one person is worth more than a thousand hashtagged posts
• Vulnerability is your superpower: Share your real story — that's what makes people stop scrolling
• AI can't replace your voice: Use tools wisely, but never let them write your truth
• The offer matters most: Great hashtags can't save a bad product, bad copy, or bad funnel

FAQ

Do hashtags even work on Instagram in 2024?

Yes, but less than before. Instagram's algorithm now prioritizes engagement signals over hashtag matching. Use them, but focus more on captions, stories, and real interaction.

How many hashtags should I use on TikTok?

3-5 is the sweet spot. TikTok's algorithm is more about content matching than hashtag volume. A few well-chosen tags beat 20 random ones every time.

Should I use the same hashtags on every post?

No. That's a fast way to get shadowbanned. Mix them up based on the specific content of each post. Keep a running list of 20-30 relevant tags and rotate through them.

What's the #1 thing that actually grows your account?

Being memorable. Making someone stop, think, feel, or share. Hashtags get you discovered. Your content keeps you there. And your story builds the relationship.

Here's the bottom line

I don't have all the answers. I'm still figuring this out myself — every day.

But after building a platform that raised millions, losing it all, and starting over with nothing but a guitar and a prayer, I've learned one thing for sure:

The algorithm changes. Hashtags come and go. But human connection never goes out of style.

So yes, use hashtags. Use them smart. But spend more time being real. That's what actually works.

Ready to share your music without being dependent on platforms that don't care about you? Join the artists on Selah.fm who own their promotion.