I pick hashtags based on my niche and post content. I mix small, medium and large ones so I can rank in smaller tags but still get some reach from bigger ones. I also check similar accounts are using.
Yes, it does feel like reach has dropped for small creators in 2025. I have noticed posts don't get shown to as many people unless they are reels, use trending sounds, and get quick engagement.
I had the same problem. On instagram web, I search using exact usernames or hashtags. For better results, I sometimes use other tools outside instagram.
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