Hashtags: why they matter and how to use them

In the ever-evolving social media landscape, hashtags remain a key tool for increasing visibility, engagement, and reach. Despite changes in platform algorithms and user behaviour, hashtags continue to serve as a bridge between your content and your target audience. Here’s how you can harness the power of hashtags across Instagram, Facebook, LinkedIn, and TikTok in 2024.

Hashtags support discoverability

Hashtags are more than just keywords; they categorise your content, making it discoverable to a broader audience. They help users to find posts related to specific topics, trends, or interests, thus expanding your content’s reach beyond your immediate followers. By using the right hashtags, you can enhance your brand visibility, attract new followers, and increase engagement rates.

Instagram hashtags

On Instagram, hashtags categorise content, helping the algorithm serve your posts to users interested in similar topics. They also enhance discoverability on the Explore page, making it easier for new audiences to find your content.

Best Practices

1. Relevancy: Use hashtags that are relevant to your content and audience. This ensures your posts reach the right people.
2. Mix popular and niche hashtags: While popular hashtags can increase visibility, niche hashtags help target a more specific audience.
3. Optimal number: Despite Instagram’s recommendation to use 3-5 hashtags, research shows that using more (even up to 20-30 relevant hashtags!) can maximise reach.
4. Placement: Hashtags can be placed in the post caption or the first comment. Content Empire recommends using up to eight hashtags in the post caption, with any others included in a comment if this makes sense for your business or brand.

Facebook hashtags

On Facebook, hashtags are less crucial than on Instagram, but they still play a role in content categorisation and discovery. They help users find posts related to specific topics or events.

Best practices

1. Moderation: Use 1-3 relevant hashtags per post to avoid appearing spammy.
2. Contextual relevance: Ensure hashtags are contextually relevant to enhance user engagement.
3. Community building: Use branded hashtags to foster community interaction and participation.

LinkedIn hashtags

LinkedIn hashtags help categorise content and improve discoverability within professional networks. They are essential for increasing the reach of your posts in this more formal setting.

Best practices

1. Professionalism: Use industry-specific hashtags to reach professionals in your field.
2. Engagement: Engage with hashtags related to your industry trends, events, and discussions to increase visibility.
3. Balance: Use 3-5 hashtags per post for optimal results without overwhelming your audience.

TikTok hashtags

Hashtags on TikTok are crucial for content discovery and virality. They help the platform’s algorithm categorise and promote videos to users who have shown interest in similar content.

Best practices

1. Trending hashtags: Utilise trending hashtags to increase the chances of your content going viral.
2. Challenge hashtags: Participate in hashtag challenges to boost engagement and reach.
3. Content-relevant: Use hashtags that accurately describe your content to attract the right audience.
4. Quantity: Use a combination of 5-10 hashtags, mixing popular and niche ones for balanced reach.

General tips for an effective hashtag strategy

1. Research: Continuously research trending and relevant hashtags in your niche to stay updated.
2. Analyse performance: Use analytics tools to track the performance of your hashtags and adjust your strategy accordingly.
3. Consistency: Maintain a consistent hashtag strategy across all platforms to build a cohesive brand presence. Researching and building a hashtag set that is regularly updated and consistently used by all your social media content producers can be a great way to achieve this.

In a nutshell

Hashtags continue to be a powerful tool for effective social media marketing. Whether you’re on Instagram, Facebook, LinkedIn, or TikTok, using hashtags effectively can significantly enhance your content’s visibility and engagement. By understanding each platform’s nuances and best practices, you can develop a robust hashtag strategy that drives growth and connects you with your target audience. Keep experimenting, analysing, and refining your approach to stay ahead in the dynamic world of social media.

Need a strong hashtag strategy for your business or brand? Get in touch with the Content Empire team today.