How Do Hashtags Work? A Guide to Social Media Success

Your business might be small, but that doesn’t mean your social media ambitions are. You want more engagement, more followers, and — most importantly — more business growth. But sometimes it feels like you’re stuck in your own corner of the internet, talking to the same people. 

Hashtags can help you break out of your social media bubble. These words and phrases make it easier for new followers to discover your content, especially on Instagram and TikTok. Plus, they make your posts discoverable long after they vanish from feeds.

Of course, you can’t just add #viral or #fyp to every post and expect to get results (if only). You need strategic hashtags to find your community and get clicks. So, how do hashtags work, and how can you choose the right ones? This #hashtagguide breaks it down. 

What is a hashtag, and how do hashtags work?

You’ve probably seen social media captions filled with the famous # symbol. But how do hashtags work, exactly? 

Hashtag basics

A hashtag has two parts: a # sign and a word or short phrase (with no spaces). This iconic tool started on X (formerly Twitter) but has now spread to every major social media platform. 

When you click a hashtag, the social network automatically curates and displays a feed of other posts with the same hashtag. For example, the hashtag #dallasbakery links to over 60,000 Instagram posts showcasing a variety of delicious desserts.

Users can also type hashtags into each platform’s search bar to discover new content. This tool is especially useful for exploring posts from unfamiliar creators who may not otherwise appear in your feed. 

How hashtags organize social media content

Hashtags function like a library catalog, categorizing content by topic or trend. That way, users can find what they need quickly, rather than scrolling aimlessly. 

Want to replay Simone Biles winning the gold medal for vault? Search for #olympics2024. For inspiration on tonight’s dinner, try #easyrecipes or #recipeoftheday. No matter your interests, there’s almost certainly a hashtag for it. 

Hashtags also build community. They help users find like-minded brands and people who share their interests in hobbies, careers, and more. 

How do hashtags work across different social media platforms? 

Now that you know what a hashtag is, here’s how it works on top platforms. 

How to use hashtags on Instagram

What is hashtagging used for on Instagram? It’s a discovery tool. 

Adding hashtags to your posts and Reels boosts the chances that people who don’t follow you yet will see your content. For example, when someone searches for #hikingwithdogs, they’ll see a feed with all the posts that use that phrase. If your content appears here, they may click it — and hopefully keep engaging with your profile. 

You can also add hashtag stickers to your Stories.  Like regular hashtags, they help your content appear in that hashtag’s feed, where new audiences can find it.

How to use hashtags on X/Twitter

On X, hashtags are a trend barometer. In the Explore tab, they spotlight hot topics and conversations, encouraging users to chime in. They also track news and events, like sports championships and the latest music albums.

How to use hashtags on Facebook

On Facebook, hashtags link to feeds of posts and Reels organized by topic, not date. With the right hashtags, a post that you shared in 2020 could keep resurfacing long after it’s buried in your profile. 

How to use hashtags on LinkedIn

Meanwhile, hashtags are professional networking tools on LinkedIn. Marketing guru Ali Kaltman, for instance, frequently adds #brandmarketing and #brandbuilding to her posts. Followers can click them to find marketing jobs and other content about these topics. 

How to use hashtags on TikTok

Finally, TikTok stands out because hashtags directly influence the algorithm. Search for #loveisland, and juicy clips from the reality show will soon appear on your “For You” page. This feature helps users discover niche creators and personalize their feeds. 

How to write effective hashtags

Learning how to write a hashtag is an art. Sure, you could just slap the # symbol in front of any random keyword — but that probably won’t get many clicks. These tips will help you create the perfect tags.

Hashtag creation best practices

Like every marketing tool, hashtags come with a few rules. 

These tags can’t include any spaces, punctuation, or special characters. For example, if you write “#fashion designer,” social networks will interpret it as #fashion. That sends your content to a totally different feed than you intended. 

The good news is that hashtags aren’t case sensitive. Consider capitalizing each word for easy readability, but #fashiondesigner and #FashionDesigner go to the same place. 

You can also include hashtags in any part of your caption. Many people list all their hashtags at the very end, like Kaltman does in the above example. But weaving your hashtags into the caption often feels more organic. For example, “Our favorite #FashionDesigner is dreaming up something big!” is more engaging than a long list of hashtags, which many readers may skim past. 

Choosing the right hashtag strategy

How do hashtags work for marketing? You can take a broad or niche approach, depending on who you want to reach. 

Popular hashtags — like #trending and #workoutmotivation — get a ton of traffic, but competition is steep. They can connect you with a wide audience, but you’ll need stellar content to appear at the top of the feeds. Generic Reels or blurry photos just won’t cut it. 

To reach smaller communities, use more specific hashtags that only fans will search for. They’re less competitive because they haven’t already been used in (literally) millions of posts. The dog toy company West Paw, for instance, uses #dogenrichment and #dognutrition to connect with people who are passionate about pet care. For business-to-business (B2B) companies, hashtags like #InnovationInHealthcare and #SaaS can attract leads. 

Of course, it’s not an all-or-nothing situation. Consider mixing broad and specific hashtags to attract as many users as possible while engaging your community.  

But don’t go too crazy. No one wants to read a giant mishmash of hashtags. Five or six are plenty for most posts, especially on TikTok and X, which have shorter captions than other platforms.

Research and validation techniques 

Studying your competitors is one of the best ways to learn how to write a hashtag that works. Pick five companies in the same niche, and create a spreadsheet of all the hashtags they’ve used in the past few months. 

Pay attention to any hashtags that show up frequently, such as #sustainability or #doglovers. These tags likely draw consistent traffic, which is why your competitors reuse them. Select two or three that align with your brand to incorporate into your own posts. 

Look for gaps, too. For example, businesses that sell camping gear may be missing hashtags like #desertcamping and #vegetariancampfirecooking. Using these types of hashtags can help you reach smaller audiences with more niche passions. 

Third-party tools can also help you find hashtags that work. Platforms like BrandMentions and Talkwalker let you track specific hashtags to see what’s trending. You can also use hashtag generators or even ask ChatGPT for suggestions. 

And don’t forget to check with the platforms themselves. For example, TikTok tracks trending hashtags across various industries and displays the top creators for each. X also rounds up trending hashtags in categories like entertainment and sports. 

Common hashtag mistakes that affect your reach 

Now that we’ve answered the question “How do hashtags work?”, it’s time to address a few don’ts. 

Overusing or misusing hashtags

You probably wouldn’t stuff a blog post with dozens of repetitive keywords, like “best Chicago mechanic” and “cheap Chicago mechanic.” The same principle applies to hashtags. 

Limit yourself to a handful — say, three to six — hashtags per post. This amount helps the algorithm show your content in the right places without coming across as spammy. That way, you won’t overwhelm your audience with hashtags or get punished by the algorithm. 

Choosing irrelevant or banned hashtags 

It’s easy to treat hashtags as an afterthought, but they should be just as meaningful as the rest of your content. 

Take the time to research the top hashtags in your niche, and avoid anything too random. Puns or clever wordplay might make sense to you, but people probably won’t search for them. 

You should also check each platform’s content policies before posting hashtags. For example, Instagram doesn’t recognize swear words or certain inappropriate phrases as hashtags, so using them won’t do you any favors. Even worse, they might make your business seem unprofessional, so keep it PG. 

Measuring hashtag performance and success

As you share social media content, you’re probably wondering, “What is hashtagging doing for my business?” Use these tips to make sure your efforts are paying off. 

Key metrics to track 

Your posts may appear in your hashtag feeds, but that doesn’t mean everyone can see them. Use these metrics to understand their performance: 

• Reach: How many unique accounts have seen your content?
• Impressions: How many times the algorithm has shown your post to users.
• Engagement rate: Do posts with certain hashtags get more likes and views? 
• Hashtag performance: Track which hashtags get the most impressions and engagement. 

Tools for hashtag analysis

Software can help you answer the question, “How do hashtags work for my brand?” 

Every social media platform has built-in analytics tools for businesses. Use this data to compare your performance on each network. A meme reference might be popular on TikTok but get ignored by older users on Facebook. 

Social media marketing tools also offer valuable insights. Constant Contact lets you track analytics like audience growth and reach, which can help you determine if your hashtag strategy is working. 

Pay attention to digital marketing trends as well. Resources like LinkedIn and podcasts will keep you updated and spark new hashtag ideas. 

Optimizing based on data

Use social media analytics to understand your audience’s preferences and improve your content. Do posts with #glowuptips get twice as many clicks as #outfitideas? Shift to more educational content to engage your followers. 

A/B testing can also help you see which hashtags work best for your audience. Experiment with different combinations until you get results, and don’t be afraid to target more out-of-the-box hashtags (as long as they’re relevant, of course). 

Master hashtags to amplify your social media impact 

So what is a hashtag good for? Discoverability and community building are two of the most significant benefits of incorporating these phrases into your content. 

Now that you understand how hashtags work, browse your competitors’ profiles to see which ones they’re using. Then, create a list of five to ten hashtags to add to your content this month. As you find the right combinations, your audience will naturally grow.

Ready to level up your hashtag strategy? Explore the Constant Contact Community for more tips from fellow small business owners on everything from how many hashtags to use per post to holiday hashtag ideas.