Hashtag
Also called hashtag strategy, branded hashtag, hashtags
What is a hashtag?
A hashtag is a word or phrase written after the # symbol, such as #veganbaking, that tags a social media post with a topic. Platforms turn hashtags into clickable links, so tapping one shows other posts using it. They help people find content about a subject and help platforms understand what a post is about.
There are a few common kinds. Broad hashtags like #food are used by millions of posts, so a single post is quickly buried. Niche hashtags like #sourdoughstarter are smaller but more targeted. Branded hashtags are unique to one business or campaign and are often used to collect user-generated content. Community and location hashtags connect posts to a group or a place.
Hashtags matter less than they did in the early days of Instagram and X. Platforms now read captions, on-screen text, audio and images to understand posts, and search works with ordinary keywords. A few relevant hashtags still help with discovery and categorization, but piles of generic tags rarely do.
Why a hashtag matters
Hashtags are a cheap way to tell a platform and its users what a post is about. Used well, they put content in front of people browsing a specific topic, which can bring followers who genuinely care about what you do.
Branded hashtags also build community. When customers tag their own posts with your hashtag, you get social proof and a ready-made pool of content you can reshare with permission.
How to choose hashtags
- Pick tags that describe the post honestly, not ones that are merely popular.
- Mix one or two broader tags with a few niche and local ones.
- Look at what accounts in your niche use and what results each tag shows.
- Keep the number modest. Instagram has recommended a small number of relevant tags, and it caps the total per post.
- Create one branded hashtag for your business or a campaign and put it in your bio.
Hashtag example
#bikerepair #cyclingportland #gravelbike #commutebybike #spokeandchainshopHashtag FAQ
How many hashtags should I use on Instagram?
Instagram allows up to 30 on a post, but it has suggested using a handful of relevant ones. Three to five specific tags usually work better than a long generic list.
Do hashtags still work?
They still help platforms categorize posts and help people browsing a topic find you. They matter less than strong content and clear captions with searchable keywords.
What is a branded hashtag?
A hashtag unique to your business or campaign, such as your brand name plus a word. Customers use it on their posts, which makes it easy to find and reshare their content.
Related terms
A caption is the text that goes with a social media post. It adds context, tells a story, invites action and helps the post be found in search.
Organic reach is the number of unique people who see your content without paid promotion, through feeds, search, shares and recommendations.
User-generated content (UGC) is content made by customers or fans, not the brand: photos, videos, reviews and posts about a product.
A social media algorithm is the system a platform uses to decide which posts each person sees, and in what order, based on predicted interest.
Social listening is tracking what people say online about your brand, competitors and industry, then using it to improve products and content.