What is a hashtag? The ultimate guide to social media hashtags for maximum engagement
Key takeaways
- Hashtags boost your reach and visibility by making content searchable and connecting you to trending conversations across platforms.
- Each platform has its own strategy: Use more hashtags on Instagram (9–15), just a few on X and LinkedIn (1–2), and focus on relevance and professionalism.
- Use the right mix: Combine trending, niche, and branded hashtags to maximize engagement and stay authentic.
- Tools like Hashtagify, Sprout Social, and Instagram search help you discover relevant, high-performing hashtags for your content.
- Extend hashtags beyond social media — from billboards to menus — to bridge your online and offline brand presence.
Summary/Overview
A hashtag can help a brand create conversation, encourage engagement, and make content more searchable. But if they’re not used properly, they can come across as trying too hard, inauthentic, and pointless. This is why it’s important for marketers — and anyone who uses social media — to understand what hashtags are, how they work, and the best ways to use them. Read on for a few thoughts about what you should know about hashtags and how to use them #successfully.
What is a hashtag?
A hashtag is a word or phrase preceded by the hash (#) symbol. It turns text into a searchable link, allowing users to discover related content in real-time on social media platforms like X (formerly Twitter), Instagram, Facebook, LinkedIn, TikTok, and YouTube.
How do hashtags work?
Hashtags function as metadata tags, categorizing content and making it easier to find. They allow users to join trending conversations, discover relevant content, and increase post visibility. However, hashtags must be formatted correctly:
- No spaces between words (e.g., #SocialMediaMarketing, not #Social Media Marketing)
- Capitalize multi-word hashtags for readability (#DigitalMarketing vs. #digitalmarketing)
- No special characters — stick to letters and numbers only
- Be specific — avoid broad hashtags that are highly competitive (#Marketing vs. #MarketingForSmallBusinesses).
How to use hashtags?
Hashtags help a person or brand join or start a larger conversation, and they can add context or convey humor or sarcasm. For example, Charmin has been very successful with its tongue-in-cheek #TweetFromTheSeat campaign, which has gotten thousands of people to talk about toilet paper on social media. And Nest, which makes security cameras and home thermostats, successfully reframed the conversation around their alternatively boring and creepy product with humor by sharing funny videos with #CaughtonDropcam.
Brands can also jump on existing hashtags to show some personality and place their business in the buzz. However, it’s important to only use hashtags that are relevant. A creative social media manager will find ways to jump in on a wide range of fun memes.
However, proceed with caution when trying to co-op a hashtag for marketing purposes. Hashtags that aren’t pertinent can come across as inauthentic, trying too hard, and worst-case scenario: spam.
How many hashtags should I use in my posts?
Each social media platform has different hashtag strategies that work best. Below are the optimal approaches for each one:
1. Instagram: More hashtags = more engagement
How many hashtags should I use on Instagram?
- Focus on relevance instead of a number. That said, aim for 9–15 hashtags per post for maximum reach and engagement.
- Combine popular, niche, and branded hashtags (#MarketingTips, #SocialMediaGrowth, #YourBrandName).
- Place hashtags in the caption or first comment to keep posts clean.
- Use location-based hashtags for local visibility (#NYCFoodie, #LAStartups).
- Avoid banned hashtags — Instagram occasionally blacklists certain tags.
Example: A fitness influencer might use: #WorkoutMotivation #FitnessGoals #HomeWorkouts #LegDay
2. X (Twitter): Keep it short and relevant
- Use up to two hashtags per tweet — too many can decrease engagement.
- Leverage trending hashtags for visibility in viral conversations.
- Monitor Trends and engage with relevant discussions.
- Use industry-specific hashtags to position your content for discovery.
Example: A marketing agency might tweet: #SocialMediaMarketing #ContentStrategy"
3. Facebook: Minimal hashtags for maximum impact
- Use 1-2 hashtags per post — Facebook doesn’t prioritize hashtags in search.
- Make them campaign-specific or community-driven (#ShopLocal, #MomsWhoBlog).
- Engage in Facebook Groups using hashtags to boost discoverability.
- Use hashtags in Facebook Stories to expand reach.
Example: A small business could post: "Support local bakery! Shop freshly made pastries. #ShopSmall #FreshlymadeWithLove"
4. LinkedIn: Professional & industry-specific hashtags
- Use 1-5 hashtags per post — LinkedIn discourages excessive tagging.
- Stick to professional topics — avoid casual or meme-based hashtags.
- Follow industry hashtags to stay updated on trends (#Leadership, #B2CMarketing).
- Add hashtags at the end of posts for a clean look.
Example: A business consultant might write: "Developing leadership skills is key to growth. Here’s how to build a strong team. #LeadershipDevelopment #HRInsights"
5. TikTok: Trend-driven hashtag strategy
- Use 3–6 relevant hashtags per video — trending and niche tags work best.
- Check the “Discover” page for daily trending hashtags.
- Participate in hashtag challenges for higher engagement.
- Place hashtags in captions to optimize content discovery.
Example: A fashion influencer could post a styling video with: #OutfitIdeas #FallFashion #StyleInspo #TikTokTrends
6. YouTube: Hashtags for video discoverability
- Use 3-5 hashtags per video — relevant ones in the title and description.
- Hashtags in the description appear above the video title.
- Avoid excessive hashtags — YouTube flags spammy content.
- Use branded hashtags for playlist-style organization.
Example: A tech reviewer might use: #TechReviews #BestLaptops #GadgetUnboxing
How do I find existing hashtags to use?
Using the right hashtags can significantly increase engagement and visibility. Researching trending and relevant hashtags ensures that your content reaches the right audience.
Top tools for finding social media hashtags
- Hashtagify: This advanced hashtag search engine helps brands identify the best hashtags based on popularity, trends, relationships, languages, and influencers. It’s especially useful for X (Twitter) and Instagram.
- Twitter/X Advanced Search: This free tool allows brands to search for words, phrases, and hashtags, helping them analyze trending topics and sentiment (positive or negative) in real-time. Use it to find timely and relevant hashtags that align with your content.
- Instagram Search & Trending Hashtags: Instagram’s search feature lets users discover trending hashtags related to their industry or niche.
- Sprout Social: This social media management tool provides deep hashtag insights, including analytics on engagement and trending tags.
Should hashtags live outside social media?
Where a brand wants to advertise its hashtag really depends on the brand, but hashtags can be found on billboards, print ads, television commercials, menus, YouTube videos, email signatures, and more. It’s a good reminder for people to join the conversation, and extending a hashtag to signage in your brick-and-mortar or in your other marketing materials can help bridge your brand’s analog and digital life. Using hashtags outside of social media can make it easier for you to reach your customers when you need to.
Best practices for using social media hashtags
- Mix broad and niche hashtags to increase visibility (#Marketing vs. #ContentMarketingTips).
- Monitor trending hashtags and engage with relevant ones.
- Avoid banned hashtags that could limit your reach.
- On Instagram, “hide” hashtags by placing them in a comment or spacing them with five periods to keep captions clean.
- Use branded hashtags to create community engagement (#YourBrandName, #YourCampaign).
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