The Ultimate Guide to Hashtags on Instagram and TikTok

Hashtags have been a cornerstone of social media for over a decade, but their role has evolved. Gone are the days of stuffing 30 irrelevant hashtags into a post. In 2024, a smart, targeted hashtag strategy is about categorization and discoverability.

How Hashtags Work Now Think of hashtags as keywords for [social media SEO](/blog/social-media-seo-intro). They help the algorithm understand what your content is about so it can show it to the right people. When you use #veganrecipes, you're telling Instagram and TikTok, "This is a recipe for vegans."

The "Hashtag Ladder" Strategy A balanced hashtag strategy uses a mix of different hashtag sizes. Don't just use hashtags with millions of posts; you'll get lost in the noise.

• **Broad/Popular Hashtags (1M+ posts):** Use 1-2 of these. They give you a small chance at big exposure. Examples: #food, #fashion, #travel.
• **Niche Hashtags (100k - 1M posts):** Use 3-5 of these. This is your sweet spot. They are popular enough to have an audience but not so popular that you're drowned out. Examples: #veganrecipes, #streetwearfashion, #budgettravel.
• **Micro-Niche/Community Hashtags (Under 100k posts):** Use 3-5 of these. These are hyper-specific and help you connect with a dedicated community. Examples: #veganmealprep, #sustainablefashionblogger, #solofemaletraveler.
• **Branded Hashtag (1):** Create a unique hashtag for your brand (e.g., #UpTrendFinder). Encourage your followers to use it.

How Many Hashtags Should You Use? The official advice from platforms changes, but a good rule of thumb is: * **Instagram:** 5-10 highly relevant hashtags. Quality over quantity. * **TikTok:** 3-5 relevant hashtags. TikTok's algorithm relies more on the content itself, but hashtags still provide crucial context.

Where to Put Your Hashtags * **Instagram:** You can put them at the end of your caption or in the first comment. Both work equally well for reach; it's a matter of aesthetic preference. * **TikTok:** Always put them directly in the caption.

How to Find the Right Hashtags 1. **Look at Your Competitors:** See what hashtags successful accounts in your niche are using. 2. **Use the Search Bar:** Type a keyword and see what related hashtags the platform suggests. 3. **Think Like Your Audience:** What would your ideal follower search for?

Hashtags are not a magic bullet for virality, but they are a vital tool for discoverability. Use them strategically to tell the algorithm who you are and what you're about, and you'll attract a more targeted and engaged audience.