93.8% of brands prefer placing hashtags in captions instead of the first comment in Instagram posts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 03, 2019, 1:12 AM UTC

649,895 Instagram posts across 6,700 accounts were studied. 

Socialinsider and Quuu, together, studied whether most marketers placed hashtags in the caption or in the first comment of an Instagram post. Data was gathered between August 2018 and June 2019.

93.8% of companies prefer placing hashtags in the caption instead of the first comment. Small and medium-sized Instagram profiles, specifically those with fewer than 5,000 followers and hashtags in their caption, have an average reach rate per post of 36.85%.

Whereas for profiles with over 100,000 followers and containing hashtags in the first comment have an average reach rate per post of 15.9%. This rate is 14.8% for these profiles when the hashtags are in the captions instead. The study further stated that brands generated the best engagement on using seven or 30 hashtags.

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