How to Use Hashtags Effectively
If you’ve ever felt like hashtags are just something you slap on the end of an Instagram post and hope for the best, you’re not alone. Many marketers (especially those new to the game) treat hashtags like digital confetti—toss them everywhere and pray they make an impact. But here’s the truth: hashtags, when used correctly, can dramatically boost your visibility, expand your reach, and even build a community around your brand.
So, let’s talk about how to use hashtags effectively—and why they’re still a key part of your marketing toolbox in 2025.
First, Why Do Hashtags Even Matter?
At their core, hashtags are a way to categorize content and make it discoverable. Think of them as keywords for social media. When someone searches #coffeelovers or #DIYHomeDecor, they’re not just browsing—they’re actively looking for content, products, and people related to those topics.
That’s your in.
Using relevant, targeted hashtags can put your content in front of people who want to find what you’re offering. It’s not just about likes—it’s about visibility, community engagement, and even conversions.
Rule 1: Relevance Over Reach
One of the biggest mistakes people make is chasing viral hashtags because they’re trending. Sure, #MondayMotivation might get you a couple of likes, but unless you’re actually posting motivational content, it’s not doing your brand any favors.
Instead, focus on relevant hashtags. If you’re a local bakery, try hashtags like #AustinEats, #BakedFreshDaily, or #CupcakeAddict. These are specific, searchable, and way more likely to connect you with people who care about what you’re offering.
Rule 2: Mix Up Broad and Niche Tags
A good hashtag strategy isn’t about one type of hashtag—it’s about mixing them.
- Broad tags get you visibility. (#Fitness, #Travel, #MarketingTips)
- Niche tags connect you with a more targeted audience. (#SoloTravelForWomen, #SmallBizMarketing, #BeginningYoga)
- Branded Hashtags help you build identity. (#YourBrandName, #YourCampaignName)
Let’s say you’re launching a new line of eco-friendly candles. You might use:
- #Candles (broad)
- #EcoFriendlyCandles or #SoyCandles (niche)
- #GlowWithGreen (branded hashtag)
That combo gives you reach and relevance.
Rule 3: Don’t Overdo It
Yes, technically, you can use up to 30 hashtags on sites like Instagram and X, and no, you shouldn’t.
Too many hashtags look spammy and desperate. On most platforms, the sweet spot is around 3 to 5 well-chosen hashtags, though Instagram might let you push up to 10-15 if they’re truly relevant.
Also, make sure your hashtags don’t clutter your caption. You can drop them into the first comment or space them out below your main text to keep things looking clean.
Rule 4: Research Like You Mean It
Don’t just guess at hashtags. Use tools like Hashtagify, RiteTag, or even Instagram’s search bar to see:
- How popular a hashtag is
- What kind of content is being posted with it
- Whether it fits your brand voice and goals
You want hashtags to have some traction, but not so much that your post disappears into a sea of three million others.
Also, keep an eye on what your competitors and industry influencers are using. If it’s working for them, it might work for you.
Rule 5: Create Your Own Hashtag Culture
Here’s where things get fun. Creating a branded hashtag—something unique to your business—can help you rally your audience around a campaign or identity. Think #ShareACoke or #ShotOnIphone.
Encourage customers to use your hashtag when posting about your products or services. Re-share their content. Give shout-outs. Suddenly, it’s not just a hashtag—it’s a movement.
Hashtags aren’t magic. They won’t fix bad content or make a campaign go viral by themselves. But when used intentionally, they do help your brand get discovered.
If you want to step up your hashtag game but still find all of this confusing, contact Brandtastic. We’re a full-service marketing agency that can help you with hashtags and all your marketing efforts to make your business the one people choose. Click here for a free consultation.