Use Instagram itself for quick hashtag checks, but use Sprout Social when you need repeatable research, reporting, and team-ready decisions. Instagram Insights is good at answering, “Did this post work?” Sprout Social is better at answering, “Which hashtags should we keep using, drop, or test next month?”
TLDR: Instagram lets you search hashtags manually and review post performance through Insights, but it does not give deep hashtag-by-hashtag reporting. Sprout Social gives a cleaner way to track hashtag campaigns, compare performance, and turn data into a usable posting plan. For example, a small fitness brand might test 30 hashtags over 60 days and find that niche tags like #homeworkouttips bring 22% more engagement than broad tags like #fitness. If you post once a week, Instagram may be enough; if you post often or report to clients, Sprout saves serious time.
How to Look Up Hashtags on Instagram
The fastest way to research hashtags is still inside Instagram. Open the app, tap the search icon, type a keyword, and check the results. You can search broad terms, niche phrases, branded hashtags, local tags, or campaign tags.
For example, if you sell handmade candles, you might search:
- #handmadecandles
- #soycandles
- #candlemaker
- #selfcaregifts
- #shopsmall
Instagram may show related posts, accounts, audio, Reels, and tag suggestions. You can tap into a hashtag page to see recent and popular content. This helps you judge the quality of posts using that tag. Are they relevant? Are they spammy? Are the top posts from major brands, creators, or normal accounts?
Pay attention to context. A hashtag with millions of posts may look impressive, but your content can disappear in seconds. A smaller tag with 10,000 to 100,000 posts may give you a better shot at being seen by the right people. Honestly, it feels like Instagram wants you to guess half the time, so do not rely on post count alone.
What Instagram Insights Can Tell You
If you have a professional Instagram account, you can use Instagram Insights to review content performance. Tap a post or Reel, open Insights, and look at reach, engagement, saves, shares, profile visits, follows, and other actions.
For hashtag research, Instagram Insights can help you spot patterns. For example, posts with niche hashtags may get more saves. Reels with local hashtags may bring more profile visits. Carousel posts with educational tags may earn more shares.
That said, Instagram Insights has limits. This is where the frustration starts.
- It usually does not rank each hashtag separately. You cannot always see which single hashtag brought the most reach.
- Data is post-specific. Comparing 40 posts means lots of manual checking.
- Exports are limited. You may need spreadsheets if you want a clean view.
- Historical analysis can be painful. Expect to waste time on screenshots and copy-pasting if you manage many posts.
Instagram Insights is still useful. It tells you what happened after publishing. It just does not give you a full research system for hashtags.
How to Use Instagram Insights for Hashtag Research
Use a simple testing method. Do not throw 25 random hashtags into every post and hope for magic. Build sets and compare them.
- Create three hashtag groups. Make one broad, one niche, and one branded or local.
- Use each group on similar content. Do not compare a Reel to a low-effort photo and blame the hashtag.
- Track reach and engagement rate. Saves and shares matter more than vanity likes.
- Review results every 30 days. Keep tags tied to winners. Remove dead tags.
- Check the hashtag page often. If the tag becomes spam-filled, stop using it.
A simple spreadsheet works. Add columns for post date, content type, hashtag set, reach, likes, comments, saves, shares, follows, and engagement rate. After a month, you will see which groups pull their weight.
Where Sprout Social Changes the Game
Sprout Social is built for social media management and reporting. Its hashtag features are more useful for brands, agencies, and teams that need consistency. Instead of checking each post by hand, you can track campaign tags, monitor performance, and organize reports in one place.
Sprout can help you understand how hashtags perform across posts and campaigns. It can also make it easier to watch branded hashtags, user-generated content, and audience conversations. If you run a campaign like #GlowWithMara, you want to know who used it, how often it appeared, and whether it helped engagement.
The big benefit is structure. Instagram gives you clues. Sprout helps you turn those clues into a plan.
Instagram Insights vs Sprout Social: Key Differences
| Feature | Instagram Insights | Sprout Social |
|---|---|---|
| Best for | Quick post checks | Campaign tracking and reporting |
| Cost | Free with a professional account | Paid tool |
| Hashtag depth | Basic and often manual | More organized and report-friendly |
| Team use | Limited | Strong for teams and agencies |
| Time needed | More manual review | Faster recurring analysis |
If you are a solo creator posting twice a week, Instagram Insights may be enough. If you manage five client accounts, Sprout can save hours. The cost makes more sense when reporting time matters.
What to Look for in a Good Hashtag
A good Instagram hashtag is not just popular. It is relevant, active, and connected to your audience. Look for tags where your content fits naturally.
Use this checklist:
- Relevance: Does the tag match the post exactly?
- Audience fit: Would your ideal follower search or follow this topic?
- Content quality: Are the top posts credible and useful?
- Competition level: Is the tag too crowded for your account size?
- Intent: Does the tag attract buyers, fans, peers, or random browsers?
Mix broad, mid-size, and niche hashtags. A bakery in Austin might use #bakery, #austinfood, and #customcakesaustin on the same post. The broad tag gives reach potential. The local and niche tags bring better targeting.
Common Hashtag Mistakes
The biggest mistake is using the same block of hashtags on every post. Instagram rewards relevance. A post about wedding cakes should not use the exact same tags as a post about sourdough bread.
Another mistake is chasing giant tags. Tags like #love, #instagood, or #photooftheday rarely help a focused brand. They are too broad and packed with noise.
Also check for restricted or low-quality tags. Some hashtags are flooded with spam or hidden content. If a hashtag page looks strange, avoid it. It can hurt reach or attract the wrong crowd.
Which Tool Should You Use?
Choose Instagram Insights if you need a free option, post casually, or want quick feedback. It works well for creators and small businesses that only need basic performance signals.
Choose Sprout Social if you run campaigns, manage multiple profiles, report to clients, or need cleaner data. It is also better when you want to compare hashtags over time without building a giant spreadsheet.
The best setup is often both. Use Instagram to inspect hashtag pages and understand the feed quality. Use Sprout to measure results, track campaigns, and share reports. That combination gives you better instincts and better data.
Final tip: treat hashtags as a testing system, not a magic trick. Pick with care, measure often, and cut anything that does not bring reach, saves, shares, or followers. That is how hashtag research turns from guesswork into growth.
