How to use hashtags correctly

Although many people use hashtags, a large number use them incorrectly. Here is a guide on how hashtags in social media really work.

A hashtag functions as a way to categorize your content through topics – or tag your topics if you will.

For example, if you tag a LinkedIn post with #marketing, you are telling LinkedIn that your post is about marketing. The algorithms then recognize that Isabella, who recently read and commented on three other posts with the same hashtag, might also be interested in reading your post. In other words, you have tagged your content, providing the social media platform with information about what kind of content you're sharing.

Additionally, your audience uses hashtags to find relevant content on a topic, like a search engine. Therefore, it is crucial that you tag your content appropriately to ensure maximum visibility.

To keep your content tagging relevant, think of it like using keywords in a search engine.

If you tag your content with #pants, the reference word is so broad that the algorithms might struggle to find other similar content. This makes it harder to connect with others interested in what you are sharing. However, if you narrow it down to #overalls or #boyfriendjeans, the chances that the algorithms will see a connection increases and you will more likely reach the right audience.

However, be cautious not to make your hashtags too narrow, as this can limit the number of people you can potentially reach. For example, #rippedyellowjeans is so specific and narrow that it is unlikely to be useful.

If you are unsure whether a hashtag is too broad or too narrow, you can check what kind of posts already use that tag in your chosen social media channels. If you find many different types of posts using the hashtag, it might be too broad. If you find that very few people are using the hashtag, it could be too narrow.

One common mistake people make when using hashtags is constantly tagging their own brand. This often happens after an event or something else organized by the brand.

#BrandName is rarely a good hashtag. It does not tell the social media platform anything beyond the fact that the content is about your company, which they already know since you are the one posting it. Additionally, those interested in you and your company will likely search for you directly, finding your profile and all your content without needing a hashtag.

There are situations where it might be useful to use a very narrow hashtag, for example when you are organizing a competition or event and want to easily find content shared by others. In such cases, hashtags like #BrandName2024 or something similar can be very useful.

In this situation, we are not necessarily talking about spreading your content widely, but rather about using the hashtag as a way to catalog content for yourself. You might want to share the content later or select a winner for a competition.

For example, the peanut butter brand JIF used the hashtag #JifRapChallenge when they collaborated with rapper Ludacris. That hashtag went viral on TikTok.

There are always certain hashtags going viral in different social media channels. These might involve competitions, global discussions, or more political and idealistic protests. Joining these already viral hashtags can be a good opportunity for your brand to gain extra visibility.

However, it is important to be mindful about what is appropriate. A brand inserting itself into political and idealistic matters—like #pride or #blacklivesmatter— will not always be well received. Your brand should only engage if it is genuinely involved in real-world actions, similar to what IKEA has done on Instagram.

Make sure you are not using more than three to five hashtags on Instagram. Using more than this can actually hurt your reach instead of increasing it. Hootsuite conducted an analysis and found that posts with 30 or more hashtags consistently had much lower reach than those with three to five hashtags.

Hootsuite also analyzed the ideal number of hashtags for various social media channels and came up with these numbers:

• Twitter: 1-2

• Instagram: 3-5

• Facebook: 2-3

• YouTube: 3-5

• Pinterest: 2-5

• TikTok: 3-5

• LinkedIn: 1-5

To find interesting hashtags for your business at any given time, a good tip is to check which hashtags your competitors are using. Do they use any hashtags regularly that you should also be testing?

You can also keep an eye on and get inspired by strategies that similar industries have already tested in different markets than yours.

There are several tools available to help you keep track of which hashtags are popular at any given time. One of these is RiteTag. This tool also provides a list of similar hashtags that fit your selected category.

For example, if you type in #fashion, RiteTag will automatically generate a list of other relevant hashtags used alongside that tag. The tool also shows you how many views that hashtag gets per hour and other relevant data.

Such tools can be very useful if you are exploring new hashtags, or if you want to quickly jump on board when a new, relevant trend starts gaining popularity.

Do you have a well-defined strategy for using hashtags in your social media channels? Or do you just add something random and hope for the best? Make it a priority to develop a thoughtful hashtag strategy for your social media channels. This could give you more effective reach among your target audience with content you are already sharing.