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And don't think that it's a silly question, because it really is a point of great attention. Here at Rock Content we also always ask ourselves what would be best for our strategy.

Through some testing, we started to get indications that, despite what we previously thought, posts with hashtags in the captions perform better.


Ebook Marketing on Instagram


Agora Pulse recently released a study on this issue and helped us confirm this hypothesis.
The study analyzed more than 100 posts on 3 different accounts and resulted in a comparison chinese overseas america data between the comments in these two different places:

Despite a small difference in the number of comments and visits on the profile, we can notice the superiority of posts that have hashtags in the caption itself.

Instagram Hashtags in legend Hashtags in comment
Number of Likes 60.64 55.21
Average number of comments 2.84 3.39
Average number of profile visits 2.72 2.88
Scope 66 51
The results speak for themselves!

Posts with hashtags in the caption have a higher reach and like count, with 18% better results overall.

It is important to note that, in relation to the average number of comments, the account's own comment with the hashtags may have affected the result, making it higher.