Hashtags have become a key part of digital branding. When used correctly, they can help businesses grow their reach, join trending conversations and connect with their ideal audience. But not every hashtag works, and using the wrong ones can make your brand look out of touch or even damage your credibility.
Why Hashtags Matter in Branding
Hashtags act as labels or keywords that group your content with similar posts. They make it easier for people to discover your content on platforms like Instagram, LinkedIn, Twitter and TikTok.
For brands, hashtags serve several important purposes:
- Increase visibility and reach
- Strengthen community engagement
- Improve content discoverability
- Align with industry trends or movements
- Reinforce brand identity
When done right, hashtags can boost your online presence and help more people find your brand organically. If you’re unsure where to start or want to take your social media branding to the next level, partnering with a professional brand agency can make a big difference. They can help you plan a hashtag strategy that aligns with your brand, supports your goals and speaks directly to your audience.
What Works: Best Practices for Hashtag Branding
1. Use Branded Hashtags
A branded hashtag is unique to your business. It could be your company name, a product line, a campaign slogan or even a call to action.
Examples include #ShareACoke by Coca-Cola or #LikeAGirl by Always. These hashtags help build recognition and encourage your audience to use them when sharing content related to your brand.
2. Research Hashtags Before Using Them
Before using any hashtag, take a moment to search it on the platform you’re posting on. Some hashtags may have meanings or associations that don’t align with your brand. Others might be saturated with unrelated content, making it hard for your posts to stand out.
Using a mix of popular and niche hashtags is often the best approach. Popular hashtags give you reach, while niche ones help you connect with a more targeted audience.
3. Keep Hashtags Relevant to Your Brand
Only use hashtags that relate directly to your content or your audience’s interests. Random or trendy hashtags that don’t fit your brand can make your content feel forced and unauthentic. If you’re a skincare brand, for example, using hashtags like #SkincareRoutine or #GlowingSkin makes sense. It’s important to stay on-topic and true to your brand voice.
4. Use a Mix of Hashtag Types
There are different types of hashtags that serve different purposes:
- Branded hashtags to promote your business
- Community hashtags like #MumLife or #StartUpLife to join conversations
- Trending hashtags to take part in timely events
- Descriptive hashtags that explain what the post is about, like #OrganicTea or #InteriorDesign
Mixing these in your posts gives you a better chance of reaching different audiences while keeping your brand message strong.
5. Limit the Number of Hashtags
Too many hashtags can look spammy and reduce the impact of your message. On Instagram, 5 to 10 well-chosen hashtags are usually enough. On Twitter or LinkedIn, fewer is better — one or two will do.
The goal is to use quality hashtags that match your content, not to throw in every trending term.
6. Track and Test Hashtag Performance
Not all hashtags will work equally well. Use social media insights to track which ones are driving engagement, reach or clicks. Over time, you’ll learn which hashtags support your brand goals and which ones to drop.
Some tools, like Later or Hootsuite, can help you analyse hashtag performance and refine your strategy.
What to Avoid: Common Hashtag Mistakes
1. Using Banned or Misleading Hashtags
Some platforms restrict or ban certain hashtags for violating community guidelines. Using these can reduce your visibility or get your content flagged. Always check the current status of a hashtag before using it.
Also, don’t use misleading hashtags just for reach. If your post has nothing to do with a hashtag, your audience will notice and lose trust in your brand.
2. Overusing Generic Hashtags
Hashtags like #Love or #Food may seem popular, but they’re so broad that your post is likely to get lost in the crowd. Instead, focus on more specific hashtags that describe your content or your niche.
3. Making Your Hashtag Too Complicated
Long or confusing hashtags are hard to remember and harder to type. Stick with short, clear phrases that your audience can understand and use easily.
Avoid slang or wordplay that could be misread or misunderstood.
4. Forgetting to Promote Your Hashtag
If you create a branded hashtag, don’t just use it once. Promote it across your marketing channels and encourage your customers to use it too. Include it in your email newsletters, packaging, events and anywhere else it fits.
A well-promoted hashtag can help build a community around your brand.
5. Ignoring Platform Differences
Each social platform handles hashtags differently. Instagram supports many hashtags per post, while LinkedIn and Facebook favour fewer. TikTok trends shift quickly and often revolve around specific hashtag challenges.
Adapt your hashtag strategy for each platform to get the best results.
A well-thought-out hashtag strategy can play a powerful role in your overall branding efforts. When you use hashtags that are relevant, clear and consistent with your brand values, you’re more likely to attract the right audience and grow your visibility online.
Hashtags might be small, but they can have a big impact when used with purpose and creativity.
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