Hashtag strategy used to be straightforward: use relevant hashtags, get discovered. Algorithms have evolved, and what worked in 2020 is often counterproductive now.
Here's how hashtags actually work in 2025 and how to use them strategically.
How Hashtag Discovery Has Changed
The old model is mostly dead:
Algorithmic discovery now dominates. Platforms recommend content based on signals far more sophisticated than hashtags.
Hashtag feeds still exist but receive dramatically less traffic than they once did.
Categorization role remains. Hashtags help platforms understand what content is about.
Community markers are still valuable. Hashtags can signal membership in specific communities.
Platform-Specific Hashtag Strategy
Each platform treats hashtags differently:
- Algorithm considers hashtags but doesn't rely on them for distribution.
- Use 3-5 highly specific hashtags rather than 30 generic ones.
- Avoid hashtags associated with spam (#follow4follow, #like4like, etc.).
- Consider hashtags as categorization, not discovery engine.
TikTok
- Hashtags help categorization but video performance matters more.
- Trending hashtags can boost distribution when genuinely relevant.
- #FYP and similar generic hashtags are largely worthless.
- Niche community hashtags can reach specific audiences.
Twitter/X
- Hashtags still matter for event and topic participation.
- Use 1-2 hashtags maximum; more looks spammy.
- Trending hashtags offer visibility when participation is relevant.
- Hashtags help categorization and following specific topics.
- Use 3-5 professional, industry-relevant hashtags.
- Branded hashtags can work for campaigns.
Finding the Right Hashtags
Research matters more than guessing:
Start with your audience. What hashtags does your target audience actually follow and use?
Analyze competitors. What hashtags do similar accounts use? What seems to work?
Check hashtag size. Extremely popular hashtags (#love, #instagood) offer no competitive advantage. Very small hashtags have no audience. Find the middle ground.
Test and iterate. Try different hashtag strategies and measure results.
Branded Hashtags
Create hashtags unique to your brand:
Campaign hashtags for specific initiatives or promotions.
Community hashtags for customers and fans to use.
Product hashtags for specific product lines.
Good branded hashtags are:
- Unique (not already in use)
- Easy to remember
- Easy to spell
- Relevant to what they're tagging
Common Hashtag Mistakes
Avoid these pitfalls:
Using irrelevant trending hashtags. Jumping on trends that don't relate to your content looks desperate and can trigger spam detection.
Copy-pasting the same hashtags. Using identical hashtag sets on every post can trigger spam flags.
Using banned hashtags. Some hashtags are blocked due to association with inappropriate content. Using them can hurt distribution.
Overusing hashtags. More isn't better. Strategic use of fewer hashtags outperforms hashtag stuffing.
Ignoring hashtag research. Guessing at hashtags without research wastes potential.
Hashtag Tracking and Analysis
Measure hashtag performance:
Track which hashtags drive engagement. Some platforms offer this data natively; tools can help.
Monitor branded hashtag usage. Track who uses your hashtags and how.
Competitive hashtag analysis. Understand what works in your space.
Hashtags remain a tool in the social media toolkit, but their role has changed. Strategic, restrained use beats the spray-and-pray approach that once worked.