How to Use Hashtags in Social Media Marketing

Using hashtags correctly can transform your social media, turning your posts from shouting into the void into discoverable content that builds community and drives conversations. This guide walks you through exactly how to develop a hashtag strategy that gets your content in front of the right people, covering everything from finding the perfect tags to customizing your approach for each platform.

What Are Hashtags, and Why Do They Actually Matter?

Think of hashtags (#) as a filing system for the entire internet. When you add a hashtag to your post, you're telling the platform's algorithm what your content is about and who might be interested in seeing it. For users, they're a tool for discovery - a way to find conversations, communities, and content centered around a topic they care about, whether that's #veganrecipes, #diyhomedecor, or #startuptips.

But for a marketer, creator, or business owner, they are much more than a label. A smart hashtag strategy helps you:

• Increase Visibility and Reach: Hashtags get your content in front of people who aren't already following you, expanding your audience organically.
• Boost Engagement: Posts with relevant hashtags see higher engagement rates because they're reaching a more interested and relevant audience.
• Build Community: Creating a unique branded hashtag can unite your followers and encourage user-generated content (UGC), turning loyal customers into vocal brand advocates.
• Tap into Trends: Using trending hashtags lets you join larger, real-time conversations, making your brand feel relevant and timely.

In short, skipping hashtags is like opening a retail store but hiding the sign. You're making it much harder for your target customers to find you.

The Different Types of Hashtags: Building Your Strategic Mix

Not all hashtags are created equal. The most effective strategies use a mix of different types to hit various goals, from broad reach to hyper-targeted community building. You wouldn't rely on a single marketing channel, so don't rely on a single type of hashtag.

1. Content and Descriptive Hashtags

These are the bread and butter of your strategy. They describe exactly what's in your post. They are straightforward and target users who are actively searching for that specific content.

• Examples: #digitalmarketingtips, #shortformvideo, #howtocookpasta, #morningroutine, #watercolorpainting
• When to use them: On nearly every post. They are the foundation that tells algorithms and users what your content is about.

2. Niche and Community Hashtags

This is where you connect with dedicated communities. These tags are more specific and have fewer posts, but the audience is highly engaged and passionate about the topic. Using them signals that you "get it" and are part of the in-group.

• Examples: #solofemaletraveler (more specific than #travel), #codenewbie (instead of just #coding), #sustainablefashionblogger (instead of #fashion)
• When to use them: To connect deeply with your ideal audience and build authentic relationships. They won't give you massive reach, but they will attract quality followers.

3. Branded and Campaign Hashtags

This is a hashtag that's unique to your business. It can be your company name, your tagline, or the name of a specific marketing campaign. Its purpose is to create a digital home for all content related to your brand - both from you and your audience.

• Examples: Nike's #justdoit, Coca-Cola's #shareacoke, or a small business like a local coffee shop's #yourcoffeeshopname.
• When to use them: In your bio and on most of your posts. Encourage customers to use it to create a gallery of user-generated content you can share.

4. Location Hashtags

Essential for brick-and-mortar businesses or any brand targeting a specific geographic area. Location hashtags help you get discovered by local customers searching for products or services near them.

• Examples: #nycfood, #londoncoffee, #austinrealestate, #chicagohairstylist
• When to use them: Whenever your post is relevant to a specific city, neighborhood, or region. This is non-negotiable for local businesses.

5. Trending Hashtags

These hashtags are tied to current events, holidays, viral challenges, or pop culture moments. They offer a short-lived opportunity to get a massive visibility bump by joining a trending conversation your audience is already having.

• Examples: #NationalCoffeeDay, #SuperBowl, #YearInReview, or a specific viral TikTok sound.
• When to use them: Sparingly and only when it's genuinely relevant to your brand. Jumping on a trend just for the sake of it can come off as inauthentic and backfire.

How to Find the Best Hashtags for Your Brand

Now that you know the different types, how do you find the right ones? This requires a little detective work, but once you have a system, it becomes second nature.

Step 1: Study Your Audience and Competitors

Your research starts with the people you're trying to reach. What hashtags are they using and searching for? Who are the thought leaders, influencers, or complementary brands they follow?

• Look at the posts of your ideal followers. What tags do they add to their own content?
• Identify 5-10 competitors or industry peers who are doing a great job on social media. Analyze their posts. What "mix" of hashtags (community, descriptive, location) are they using? Don't just copy and paste their list - use it as a starting point to understand what resonates in your industry.

Step 2: Use Native Platform Tools

The platforms themselves are your best friends here. On Instagram and TikTok, the search bar is a goldmine.

Start typing a keyword related to your post (e.g., #socialmediatips). The platform will automatically suggest related hashtags and show you the volume of posts for each one. This helps you find a mix of popular tags (high volume) and niche tags (lower volume) to balance broad reach with targeted engagement.

Step 3: Create a "Hashtag Bank"

As you research, don't let your findings go to waste. Create a spreadsheet or a document to build a "hashtag bank." Organize it by content pillars or topics you frequently post about. For example, a fitness coach might have lists for #workoutmotivation, #healthyrecipes, #mindsettips, and #clienttestimonials. When you create a post, you can pull a relevant, pre-vetted mix of hashtags instead of starting from scratch every single time.

Platform-Specific Hashtag Best Practices

A great hashtag on Instagram might flop on LinkedIn. Each platform has its own unwritten rules and user behaviors. Here's a quick breakdown.

Instagram Hashtag Strategy

On Instagram, hashtags are king for discovery, particularly for Reels. A good strategy is to use a mix of hashtag popularities.

• Volume: Aim for anywhere between 8 to 15 relevant hashtags. Using the maximum of 30 often looks spammy and can trigger the algorithm to favor you less. Quality over quantity.
• Mix It Up: Your goal is to compete in smaller ponds while also appearing in larger ones. A good rule of thumb is to use:
  • 3-5 popular hashtags (100k - 1M+ posts)
  • 3-5 niche/community hashtags (10k - 100k posts)
  • 2-3 brand-specific or location hashtags
• Placement: You can place them at the end of your caption or in the first comment. Both work for discoverability, so it's purely an aesthetic choice. Putting them in the first comment keeps your caption cleaner.

TikTok Hashtag Strategy

TikTok's "For You" page algorithm relies heavily on hashtags to determine what a video is about. Here, less is more.

• Volume: Stick to 3-5 highly relevant hashtags. Too many can confuse the algorithm.
• Focus on Trends: TikTok is all about what's trending. Using a trending sound or effect paired with its corresponding hashtag is one of the fastest ways to gain visibility.
• Combine Broad and Niche: Your first two hashtags should be broad and descriptive (#booktok, #smallbusiness). The next few should get more specific to the video's content (#fantasyreads, #packingorders).

LinkedIn Hashtag Strategy

Hashtags on LinkedIn function like keywords for professional topics, helping your content show up in searches by people interested in your industry or expertise.

• Volume: Use 3-5 relevant, professional hashtags.
• Stay professional: The tone is different here. You'll find success with tags like #leadership, #projectmanagement, #digitaltransformation, and #careeradvice. Avoid generic, fun tags from Instagram.
• Follow Hashtags: Encourage connections to follow relevant hashtags and follow them yourself to stay on top of industry conversations.

X (Formerly Twitter) Hashtag Strategy

Hashtags on X are about joining real-time conversations, especially around events, news, and trending topics.

• Volume: Brevity is everything. One or two hashtags per tweet are ideal. Anymore feels like spam and takes away from your character count.
• Events & Chats: Hashtags are amazing for connecting with people during virtual events, conferences, or hosted Twitter chats (e.g., #SocialMediaMarketingWorld).

Final Thoughts

Mastering hashtags isn't about finding a secret, magical tag that brings a flood of followers overnight. It's about consistently using a strategic mix of relevant terms that connect your content with the right audience, build community, and signal to the algorithms what you're all about.

When you're managing multiple platforms, keeping track of different hashtag lists for TikTok, Instagram, and LinkedIn in a spreadsheet can get chaotic. At Postbase, we designed our platform to make this seamless. When scheduling your content, whether it's a Reel, TikTok video, or LinkedIn post, you can have your tailored hashtag groups saved and ready to go, customizing them for each platform in seconds. This eliminates the frantic search for your hashtag bank and lets you focus on creating great content, knowing your finely-tuned strategy is just a click away.