Hashtag Strategy

Types of Hashtags

Branded hashtags are created by the brand for campaigns (#ShotOniPhone, #ShareACoke). Community hashtags connect to existing conversations (#CleanBeauty, #TechTwitter). Campaign hashtags are time-bound and tied to a specific initiative. Trending hashtags are high-volume, real-time tags that brands join when relevant — newsjacking via hashtag.

Platform Differences

Instagram supports up to 30 hashtags per post but best practice is 3–5 highly relevant ones. LinkedIn hashtags improve discoverability but overuse looks spammy — 3 maximum. X hashtags work for joining conversations but reduce engagement when overused. TikTok hashtags function more like search keywords than community identifiers.

Measurement

A branded campaign hashtag enables tracking of user-generated content, campaign reach, and conversation volume. Without a unique hashtag, measuring campaign-specific social impact requires manual attribution — far less reliable.

Common Mistakes

Using hashtags no one searches for. Creating branded hashtags that are too long or unmemorable. Failing to check whether a hashtag is already associated with something unrelated or negative. Using the same hashtag set on every post regardless of content.