Hashtags are one of the pillars of a strong Instagram strategy. Instagrammers use them for content discovery and increasing visibility of their photos. Brands leverage them to solicit and gather user-generated content. The average brand post has three hashtags, and 80% of brand posts have at least one. Most brands opt for generic hashtags (to appear in non-brand searches), but some such as Urban Outfitters, Free People, and Daslu consistently tag their posts with their brand names.
Surprisingly, Chanel is the most hashtagged brand on Instagram with 4,957,198 tags and no official Instagram account. Zara arrives second with 3,547,580 tags, even though it is not one of the top ten in community size. Chanel’s fanbase is strong enough for fans to continue to tag their posts with the brand name, even though it does not post, solicit posts, or directly encourage an Instagram community.
However, Chanel and Zara are an exception to the rule. Topshop, Gucci, Michael Kors, and Louis Vuitton are among the top ten hashtagged brands and top ten in community size. The graph below from our Intelligence Report: Instagram shows a direct correlation between community size and brand hashtags.