Escape characters to expand variable

I have a line that is yq e -i '.image.tag = "${IMAGE_TAG}"' deploy/helm/helm-flow/values.yaml and need that to expand to a bash command like ye e -i '.image.tag = "something"' deploy.... What do I escape to make it work? Right now it outputs yq e -i '.image.tag = "${IMAGE_TAG}"'... and treating the variable as a string.