Instagram has been constantly upgrading its algorithms leaving the brands scrambling to make their posts reach their customers. In this rush, the brands and business accounts struggle with this: Where should we place the hashtags?

There have been various studies that show how engagement differs when you place the hashtags in the caption of a picture or in the comments. If you like your captions neat, it makes sense to keep your hashtags in the comments section. However, hashtags in the caption result in higher average likes and average reach per post. But, hashtags in the comments show a higher average for comments and profile visits per post. Each business is different and therefore, your strategy should be one that benefits your business the most.