How to Use Hashtags Effectively on Social Media

When it comes to promoting your brand on social media, hashtags have been a great way to increase engagement and drive brand awareness. 

Hashtags were first widely used on X (now known as X), but became commonplace on other social platforms including Facebook, Instagram, and TikTok, while the newer platform Threads took a different approach to hashtag use introducing a one tag limit per update.

The point of the hashtag is to help users find information and ask questions based on keywords or phrases. But, are hashtags as effective as they once were?

Used sparingly and strategically, you can still use well-placed hashtags to complement your content and expand its reach. The trick is to use hashtags to enhance your content rather than relying on them as your only content amplification tool.

Used correctly, hashtags can give context to your social posts, help people interested in your topic find your brand, and help engage communities.

What are Hashtags?

What does hashtag mean, exactly? A hashtag is a word or keyword phrase preceded by the hash symbol (#). It’s used within a post on social media to help those who may be interested in your topic to be able to find it when they search for a keyword or particular hashtag. It helps to draw attention to your posts and encourage interaction.

Hashtags work by categorizing relevant pieces of content and boosting their visibility. For instance, if you’ve written a post about your latest (and most delicious ever) deli sandwich special, you weave #sandwich into your content.

When a food lover then searches for the hashtag #sandwich or they look at their social media feed, your content is more likely to appear.

Why Are Hashtags Important?

1. Increase Visibility: Hashtags expose your content to users beyond your followers.
2. Improve Engagement: Posts with relevant hashtags typically receive more likes, comments, and shares.
3. Target Specific Audiences: Hashtags help you connect with communities that share your interests or values.
4. Brand Awareness: Creating a branded hashtag can help promote your brand and encourage user-generated content.
5. Trend Participation: Using trending hashtags can insert your content into popular conversations, increasing visibility.

Why has hashtag use declined?

Hashtags were created to allow people on social platforms to find relevant content. But in recent years hashtags have been used by spammers to get content discovered which has cluttered people’s feeds resulting in a negative user experience. 

Plus the advancement of social media algorithms means that content is no longer prioritized based on hashtags but instead on user engagement.

For example, Instagram announced at the end of 2024 that it was removing the option to follow hashtags from the app. Plus, any topics that people already follow will no longer display posts and Reels in the main feed. And over on X, Elon Musk shared a post asking people not to use hashtags on the platform as they made it ‘ugly’.

Platform-Specific Hashtag Strategies

Instagram

• Optimal Number of Hashtags: Between 5 to 11 hashtags per post.
• Hashtag Placement: You can place them in the caption or the first comment.
• Mix of Hashtags: Use a combination of popular, niche, and branded hashtags.
• Instagram Stories: Use 1–2 relevant hashtags with the hashtag sticker or hidden under a sticker/gif.
• Hashtag Following: Users can follow hashtags, which means your post can appear in their feeds.

Twitter

• Optimal Number: 1–2 hashtags per tweet.
• Relevance: Make sure hashtags are highly relevant due to the fast-paced nature of the platform.
• Trending Hashtags: Join trending conversations to increase visibility, but only if it makes sense for your content.

LinkedIn

• Optimal Number: 3–5 hashtags per post.
• Professional Relevance: Use industry-specific and professional hashtags.
• Branded Hashtags: Encourage employees and followers to use your company’s branded hashtags.

TikTok

• Trending Tags: Use trending hashtags to participate in challenges and viral content.
• Content Type Tags: Use tags like #Tutorial, and #BehindTheScenes to categorize the video content.
• Balance: Use a mix of broad and specific hashtags.

Facebook

• Moderation: Use 1–2 hashtags per post.
• Group Usage: Hashtags work well within Facebook Groups.
• Search Functionality: Hashtags are searchable, but less widely used than on other platforms.

YouTube

• Hashtag Location: Use hashtags in the video title or description.
• Relevance: Only include hashtags relevant to the content.
• Limit: Avoid overstuffing—YouTube may ignore all hashtags if you use more than 15.

What are the most popular hashtags in digital marketing?

According to data from Top-Hashtags, the 10 most popular hashtags for digital marketing content are:

1. #digitalmarketingtips
2. #marketingstrategy
3. #socialmediamarketing
4. #contentmarketing
5. #seoexpert
6. #digitalmarketingagency
7. #onlinemarketing
8. #marketingtechnology
9. #brandstrategy
10. #digitaladvertising

How to Research Effective Hashtags

1. Use Hashtag Tools: Platforms like Hashtagify, RiteTag, and All Hashtag can help identify trending and relevant hashtags.
2. Analyze Competitors: Look at what hashtags competitors and influencers in your niche are using.
3. Check Engagement: Use analytics tools to measure the performance of different hashtags.
4. Platform Suggestions: Most platforms suggest hashtags as you type them, helping you find popular options.

Creating a Hashtag Strategy

1. Define Your Goals: Are you aiming to increase reach, engagement, or brand awareness?
2. Identify Your Audience: Understand what hashtags your target audience is using and following.
3. Create a Branded Hashtag: Make it unique, memorable, and easy to spell. Use it consistently.
4. Test and Optimize: Regularly test new hashtags and review analytics to see what’s working.

Best Practices for Hashtag Use

• Be Specific: The more specific your hashtag, the more targeted your audience will be.
• Avoid Overuse: Don’t clutter your posts with too many hashtags—it looks spammy.
• Stay Relevant: Only use hashtags that are closely related to your content.
• Capitalize for Readability: Use capital letters at the start of each word in multi-word hashtags (e.g., #SocialMediaMarketing).
• Monitor Trends: Stay updated with trending hashtags but avoid irrelevant trends.

Common Hashtag Mistakes to Avoid

1. Using Irrelevant Hashtags: This can confuse or frustrate your audience.
2. Overloading Posts: Too many hashtags can reduce post readability and credibility.
3. Ignoring Analytics: If you’re not tracking performance, you won’t know what’s working.
4. Copy-Pasting the Same Hashtags: This can signal spam to social media algorithms.
5. Not Updating Your Strategy: Social media trends evolve; make sure your hashtags do too.

Case Studies and Examples

Case Study 1: Branded Hashtag Success

A fitness brand created the hashtag #MoveWithPulse to encourage users to share their workout routines. The hashtag quickly gained traction, leading to thousands of user-generated posts and a 25% increase in engagement.

Case Study 2: Trending Hashtag Participation

A small bakery joined the #NationalCookieDay trend with behind-the-scenes footage of their cookie-making process. The post went viral, increasing their follower count by 40% in one week.

Case Study 3: Community Building

An author used the hashtag #WritersOfInstagram to connect with fellow writers. Over time, this led to increased engagement, networking opportunities, and book sales.

Final Thoughts

Hashtags are more than just a trend—they’re a strategic tool that, when used correctly, can significantly amplify your social media presence. By understanding the nuances of each platform and tailoring your hashtag strategy accordingly, you can enhance your content’s reach, foster community, and achieve your digital marketing goals.

Stay curious, keep experimenting, and most importantly, stay authentic. Your audience will appreciate the effort, and your content will shine brighter in the crowded world of social media.