They may look like a quirky bit of internet punctuation, but hashtags are one of your digital marketing kit’s simplest and most effective tools. That tiny # symbol can boost reach, build community and connect your content to the right people if you use it wisely.
What is a hashtag, really?
At its core, a hashtag is a label. By placing # in front of a word or phrase (no spaces), you turn it into a clickable link that pulls together every other public post using the same tag. Think of it like a conversation thread — anyone who clicks in is either already interested or curious enough to explore.
Where hashtags show up
Originally made famous by X (formerly Twitter), hashtags are now a key part of Instagram culture and also occasionally appear on Facebook, LinkedIn, and TikTok. Some platforms rely on them more than others, but the principle remains the same: They connect your post to a wider topic or trend.
Why do they matter for your business
Hashtags aren’t just decoration, they’re discovery tools. When used intentionally, they help your content get seen by people who aren’t already following you. That’s a big deal.
Here’s what they’re great for:
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Visibility: A good hashtag can extend your reach far beyond your followers
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Community: they plug you into conversations and trends your audience cares about
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Targeting: they act like filters, drawing in people already interested in your topic
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Branding: custom hashtags can group your campaigns, events or products in one place
How to use them well
Slapping 20 random hashtags onto a post won’t do much. In fact, it can make your content feel desperate or spammy. It’s better to be strategic:
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Be specific: #bakingbread will do better than just #food
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Mix it up: use a combination of popular, niche and branded hashtags
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Don’t overdo it: Instagram loves 5–10 well-chosen tags. Twitter? 1 or 2 tops
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Watch the spelling: a typo ruins the tag. #bakingbeard is not the same thing
Hashtags in action
Imagine you’re launching a fitness coaching service aimed at busy professionals. Your post might include:
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#fitin15
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#desktofit
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#lunchtimelift
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#officeworkout
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#yourbrandname
Now, instead of speaking into the void, you’re tapping into a community already talking about time-efficient fitness, productivity and wellbeing and your brand is right there in the mix.
The takeaway
Hashtags are small but mighty. When used with intention, they help your posts get seen, spark conversations and bring the right people to your brand.
It’s not about chasing every trend, it’s about tagging with purpose. Pick the ones that match your message, your audience and your goals.
Because in a sea of noise, a well-placed hashtag is your signal flare.
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Hootsuite – The Complete Guide to Hashtags in 2024
https://blog.hootsuite.com/hashtags/
(Covers what hashtags are, how to use them, and how they function across platforms) -
Later – How to Use Hashtags to Grow Your Reach
https://later.com/blog/instagram-hashtags/
(Focuses on Instagram but includes best practices that apply broadly)
