Use Hashtags to Boost Local Reach on Instagram

Learn how UK businesses can use Instagram hashtags to boost local reach, connect with communities and increase engagement effectively.

At Lillian Purge, we specialise in Local SEO Services and offer actionable techniques on How to use hashtags to boost local reach on Instagram so your posts get seen by the right people in your area.

Hashtags act as content organisers on Instagram, helping users discover posts related to specific topics or locations. When you add local or niche hashtags to your posts, you increase the chance of appearing in searches and feeds of people nearby who are interested in what you offer.

For small businesses, hashtags can act as local search tools similar to keywords in SEO. They make your posts discoverable by people looking for services, products, or experiences in your area. For example, a café in Bedford might use #BedfordCoffee or #BedfordEats to connect with local coffee lovers.

Understanding How Instagram Hashtags Work

When users search for or follow a hashtag, they see posts that include it. Instagram’s algorithm uses hashtags to categorise content, showing relevant posts to people with matching interests or geographic locations.

Local hashtags help your business appear in searches made by users in or around your town. They also increase your chances of being featured on location pages, where people explore photos tagged from specific places.

Step 1: Research Local Hashtags

Start by identifying hashtags that your local audience actually uses and engages with. Combine geographic and niche elements to reach the right people.

For example, if you’re a florist in Milton Keynes, you might use:

  • #MiltonKeynesFlorist

  • #MiltonKeynesWeddings

  • #MKFlowers

  • #ShopLocalMiltonKeynes

You can find these hashtags by:

  • Searching Instagram for your city or region name.

  • Looking at local influencers or competitors.

  • Checking trending hashtags under the “Tags” tab.

Avoid overly broad hashtags like #flowers or #business, as they are too competitive and less likely to reach your local audience.

Step 2: Mix Different Types of Hashtags

The best local hashtag strategy includes a mix of:

  • Geographic hashtags – For your city, town, or neighbourhood (e.g., #BedfordUK, #BedfordshireBusiness).

  • Industry hashtags – Related to what you do (e.g., #BedfordPhotographer, #BedfordAccountant).

  • Community hashtags – Used by local events, groups, or campaigns (e.g., #ShopLocalBedford, #LoveBedford).

  • Branded hashtags – Unique to your business (e.g., #LillianPurgeSEO).

Combining these helps you appear in multiple types of searches, reaching a wider but still relevant audience.

Step 3: Use Hashtags in the Right Place

You can include hashtags in your post caption or in the first comment immediately after posting. Both methods work, but placing them in the first comment keeps captions cleaner while still allowing full visibility in searches.

Instagram allows up to 30 hashtags per post, but quality is more important than quantity. Aim for 10 to 15 carefully chosen hashtags that are relevant to both your content and location.

Step 4: Leverage Location Tags

Hashtags work best when paired with location tags. Always tag your business location or the area relevant to your post. This increases your chance of appearing on local explore pages, where users browse posts from nearby businesses and attractions.

For example, if you post a photo of a new shopfront, use the location tag “Bedford Town Centre” alongside hashtags like #BedfordBusiness or #ShopLocalBedford.

Step 5: Monitor Hashtag Performance

Check how your hashtags perform by reviewing your Instagram Insights. You can see how many impressions came from hashtags and which ones drive engagement.

If certain hashtags consistently attract likes and comments, keep using them. If others perform poorly, replace them with new variations.

Over time, you’ll build a reliable list of local hashtags that consistently bring results.

Step 6: Engage with Hashtag Communities

Hashtags are not just for broadcasting they’re also for connecting. Search local hashtags regularly and engage with other posts that use them. Like, comment, and follow accounts from your area.

This interaction helps increase your visibility and makes it more likely that users will engage with your content in return. It also strengthens your brand’s presence within the local online community.

Step 7: Create and Promote a Branded Hashtag

A branded hashtag encourages customers to share their own content related to your business. For instance, a restaurant might use #DineAtRiversideBedford and ask diners to tag their photos.

When customers use your branded hashtag, it expands your reach organically and provides user-generated content that you can share on your own feed. This kind of social proof is highly effective for building trust with potential customers.

Step 8: Keep Hashtags Relevant to Each Post

Don’t reuse the same set of hashtags for every post. Instead, tailor them to each piece of content. For example, if you run a salon and post a photo of a bridal hairstyle, use hashtags like #BedfordBridalHair or #BedfordshireWeddings rather than #BedfordSalon or #HairCareTips.

Instagram rewards relevance. When hashtags match the content, your post is more likely to be shown to users genuinely interested in that topic.

Step 9: Combine Hashtags with Local Content

To make hashtags work even harder, pair them with content that reflects your community. Feature local landmarks, events, or collaborations with nearby businesses.

This creates authentic connections with people who care about your area. Posts that celebrate local pride tend to get more engagement and shares, increasing your overall visibility.

Step 10: Stay Updated with Local Trends

Local hashtag trends can change with seasons, holidays, or events. For example, during Christmas, #BedfordChristmas or #ShopLocalThisWinter might trend among local businesses.

Stay alert to these changes and update your hashtag strategy accordingly. Regularly refreshing your approach keeps your posts relevant and engaging.

Expert Tips for Local Hashtag Success

  • Limit generic hashtags and prioritise location-based ones.

  • Avoid banned or spammy hashtags, as they can reduce visibility.

  • Include hashtags in Instagram Stories to appear in local story feeds.

  • Analyse competitors’ top-performing hashtags for inspiration.

  • Keep your hashtag sets organised by category or theme for easy access.

Common Mistakes to Avoid

  1. Using irrelevant hashtags that don’t match your business or area.

  2. Overloading captions with too many tags.

  3. Ignoring engagement by failing to interact with local users.

  4. Using only national or global hashtags instead of local ones.

  5. Forgetting to review and update hashtags over time.

Final Thoughts

Hashtags are one of the most effective ways to improve your local reach on Instagram without paid advertising. By combining location-based, niche, and branded hashtags, you can connect directly with people in your area who are genuinely interested in your products or services.

Consistency is key. Use hashtags strategically, monitor your results, and engage with your community to build lasting visibility and trust.

At Lillian Purge, we help businesses refine their social media and SEO strategies to achieve stronger, more measurable local growth both on and off Instagram.

We have also written in depth articles on How to target local customers with Instagram Ads and Instagram Ads vs Facebook Ads: which works better for local businesses? as well as our Instagram Hub to give you further guidance.