Social Media Marketing Fundamentals
Module 8: Hashtag Strategy
Learning Objectives
- Understand how hashtags work on different platforms
- Learn hashtag research techniques
- Develop a strategic hashtag system
- Avoid common hashtag mistakes
Key Concepts
What Are Hashtags and Why Do They Matter?
Hashtags (#) are clickable labels that categorize content. When users click a hashtag or search for one, they see all public posts using that tag.
Hashtags help your content:
- Get discovered by new audiences
- Appear in relevant searches
- Join larger conversations
- Signal what your content is about
- Build community around topics
Not all platforms treat hashtags equally—understanding platform-specific behavior is crucial.
Hashtags by Platform
Instagram allows up to 30 hashtags per post.
Best practices:
- Use 5-15 relevant hashtags (quality over quantity)
- Mix hashtag sizes (see below)
- Place in caption or first comment (both work)
- Create a branded hashtag
- Use hashtags in Stories (up to 10)
- Reels hashtags help discovery
What works:
- Specific niche hashtags
- Location hashtags for local business
- Community hashtags
- Branded hashtags
LinkedIn allows hashtags but shows diminishing returns after 3-5.
Best practices:
- Use 3-5 relevant hashtags
- Place at end of post
- Use industry-specific tags
- Follow hashtags in your field
- Create thought leadership hashtags
What works:
- Industry terms (#marketing, #leadership)
- Professional topics (#careeradvice, #hiring)
- Trending professional topics
Twitter/X
Twitter hashtags make tweets searchable and join conversations.
Best practices:
- 1-2 hashtags per tweet maximum
- Integrate into natural text when possible
- Use trending hashtags when relevant
- Create campaign-specific hashtags
What works:
- Trending topics (carefully)
- Event hashtags
- Chat hashtags (#MarketingTwitter)
TikTok
TikTok hashtags are crucial for discovery.
Best practices:
- Use 3-5 relevant hashtags
- Include trending hashtags when appropriate
- Niche-specific tags work well
- #fyp and #foryou are debated (may not help)
What works:
- Niche community tags
- Trend-specific hashtags
- Challenge hashtags
Hashtags exist on Facebook but have limited impact.
Best practices:
- 1-2 hashtags if any
- Use for brand campaigns
- Less important than other platforms
Hashtag Size Strategy
Not all hashtags are equal. Mix sizes for optimal reach:
Large hashtags (1M+ posts):
- High competition, quick content burial
- Example: #marketing, #fitness, #food
- Use 1-2 for broad visibility
- Your content disappears fast
Medium hashtags (100K-1M posts):
- Balanced competition and reach
- Example: #contentmarketingtips, #homeworkouts
- Use 3-5 as your core hashtags
- Best opportunity for discovery
Small/niche hashtags (10K-100K posts):
- Lower competition, higher visibility
- Example: #smallbusinesscoach, #veganketo
- Use 3-5 for targeted reach
- Easier to rank in "Top Posts"
Micro hashtags (under 10K posts):
- Very specific communities
- Example: #austinfoodies, #techstartupfounder
- Use 1-3 for hyper-targeted audiences
- Build community presence
Branded hashtags (unique to you):
- Your own hashtag
- Example: #NikeRunClub, #ShareACoke
- Use consistently
- Encourage user-generated content
Hashtag Research Methods
1. Platform native search
- Type topics in search bar
- Note suggested hashtags
- Check related hashtags on posts
- Explore hashtag pages
2. Competitor analysis
- What hashtags do successful competitors use?
- Check posts with high engagement
- Note patterns across their content
3. Audience research
- What hashtags does your target audience use?
- Check their posts and follows
- Join their hashtag communities
4. Hashtag research tools
- Instagram: Native suggestions, Display Purposes, Hashtagify
- General: RiteTag, All Hashtag, Keyword Tool
- Analytics: Later, Hootsuite, Sprout Social
5. Trend monitoring
- Twitter trending topics
- Instagram Explore page
- TikTok Discover page
- Google Trends
Building Your Hashtag System
Create organized hashtag sets for different content types:
Brand hashtag set:
- Your branded hashtag
- Your tagline or slogan
- Product/service names
Industry hashtag set:
- General industry terms
- Professional community tags
- Thought leadership topics
Content-specific sets:
- Educational content hashtags
- Behind-the-scenes hashtags
- Product showcase hashtags
- Testimonial/UGC hashtags
Location hashtag set (if relevant):
- City name variations
- Neighborhood tags
- Regional community tags
Organization example:
Create a note or spreadsheet with sets like:
- "Tips posts": #marketingtips #socialmediaadvice #growthhacking...
- "Client wins": #clientsuccess #testimonial #resultsmatter...
- "Behind scenes": #agencylife #marketingagency #behindthescenes...
Rotate and mix from these sets to avoid repetition.
Common Hashtag Mistakes
1. Using banned or flagged hashtags
- Some hashtags are blocked due to spam/inappropriate content
- Check if hashtag works before using
- Avoid overly generic terms that get spammed
2. Only using huge hashtags
- Your content gets buried instantly
- No chance to rank in "Top Posts"
- Wasted hashtag opportunity
3. Using irrelevant hashtags
- Doesn't attract your target audience
- Can hurt engagement rate
- Platforms may penalize irrelevance
4. Same hashtags every post
- Platforms may see as spam
- Limits reach to same audiences
- Rotate and vary your sets
5. Hashtag stuffing
- Looks spammy
- Can hurt engagement
- Quality over quantity
6. Ignoring hashtag analytics
- Not tracking which hashtags work
- Missing optimization opportunities
- Flying blind on strategy
Measuring Hashtag Performance
Track these metrics:
- Reach from hashtags: How many impressions came from hashtag discovery?
- Hashtag-driven profile visits: Did hashtag users visit your profile?
- Engagement by hashtag set: Which combinations perform best?
- Top Posts placement: Are you ranking in hashtag Top Posts?
Instagram Insights shows reach from hashtags. Third-party tools provide deeper analysis.
Exercise
Build Your Hashtag Strategy
-
Create your branded hashtag: [Your brand] + creative element Example: #[BrandName]Tips, #[BrandName]Community
-
Research 30 hashtags in your niche across size categories:
- 5 large (1M+)
- 10 medium (100K-1M)
- 10 small (10K-100K)
- 5 micro (under 10K)
-
Organize into 3 content-specific sets of 10-15 hashtags each
-
Test for one week: Use different sets on different posts, then compare reach and engagement from hashtags
Summary
Hashtags categorize content and enable discovery, but each platform treats them differently. Instagram uses many (5-15), LinkedIn uses few (3-5), Twitter uses 1-2, and TikTok uses 3-5. Mix hashtag sizes—large for visibility, medium for discoverability, small for ranking, branded for community. Research hashtags using platform search, competitor analysis, and tools. Create organized sets for different content types and rotate to avoid repetition. Avoid common mistakes like using banned, irrelevant, or same hashtags every time.
Next Steps
Consistency is key to social media success. The next module covers creating a sustainable posting schedule that you can actually maintain.