Where hashtags are used
- Instagram and TikTok: to help posts and videos get discovered.
- X (Twitter) and Threads: to join conversations and follow events.
- LinkedIn: to tag posts by professional topic.
- YouTube: to add topic tags to videos.
How to use hashtags well
- Use a few relevant hashtags rather than a long list; platforms now rely more on the content itself to decide who sees a post.
- Mix broad tags with specific ones, such as a city or a niche.
- Create a branded hashtag for campaigns and events, and check that it isn’t already used for something else.
- Write multi-word hashtags in camel case, such as #SmallBusinessTips, so they are easier to read and screen readers read them correctly.
Measuring hashtags
Compare the reach and engagement of posts with different hashtags, and track how often others use your branded hashtag.
Hashtag example
A bakery posts a photo of a rye loaf with #Sourdough, #MalmöBakery and its own #BakedAtDawn. The first reaches people interested in sourdough everywhere, the second reaches local people, and the third collects customers’ photos in one place. The bakery checks the branded tag after a month, and finds that customers have posted 40 pictures of its bread, which it reshares with permission.
Hashtag best practices by platform
- Instagram: a few relevant tags in the caption or comment. Hashtag rules change, so check the platform’s current advice.
- TikTok: a mix of one broad and one niche tag, plus keywords in the caption.
- LinkedIn: two or three topic tags at the end of the post.
- X and Threads: one or two tags, and only when joining a conversation or event.
Hashtag mistakes
- Stuffing a long list of unrelated tags.
- Using banned or spammy tags that hide your post.
- Making up a branded tag without checking what else it means.
- Writing multi-word tags in lowercase, which are hard to read. See camel case.
Hashtag FAQs
Do hashtags help SEO?
Not directly in web search. They help discovery inside social platforms. See social media marketing and Instagram Stories.
How many hashtags should I use?
Fewer, more relevant tags generally work better than long lists. See brand awareness.