The Do’s and Don’ts of Hashtag Marketing: A Simple Guide for Brands

Author: Aristi Christoforou

Why Hashtags Matter

In today’s social media landscape, hashtags are more than just a trend. They help organize content, making it easier for users to discover relevant posts. More importantly, they improve brand visibility, increase engagement, and connect businesses with the right audience. However, using hashtags without a strategy can be ineffective.

Do: Research Before Using Hashtags

Before adding hashtags to a post, take the time to research them. Tools like Hashtagify and RiteTag can help identify trending and relevant hashtags. The goal is to choose hashtags that resonate with your audience and avoid banned or overused ones. A well-researched hashtag strategy ensures your content gets in front of the right people.

Don't: Overload Your Posts

Using too many hashtags can make a post look cluttered and spammy. On Instagram, although you can use up to 30 hashtags, research suggests that 9-11 perform best. Twitter is most effective with just one or two hashtags, while LinkedIn and Facebook work better with 1-3. Instead of adding every possible hashtag, focus on quality and relevance.

Do: Create Branded Hashtags

A branded hashtag can help build brand identity and encourage audience participation. Major brands like Nike(#JustDoIt) and Coca-Cola (#ShareACoke) use them to create communities around their products. When creating a branded hashtag, keep it short, easy to spell, and relevant to your business. Encourage your followers to use it in their posts.

Don't: Use Irrelevant Hashtags

Jumping on trending hashtags that have nothing to do with your brand can hurt your credibility. While it might bring temporary attention, it won’t drive meaningful engagement. Always choose hashtags that align with your brand message and target audience. Relevance matters more than reach.

Do: mix popular and niche hashtags

Using a mix of popular and niche hashtags ensures your content reaches the right audience. Popular hashtags help attract general visibility, while niche hashtags connect with a more specific audience. For example, a fitness brand might use #Workout (broad) along with #HIITTraining (niche) to maximize impact.

Don't: use long or complicated hashtags

Long hashtags are difficult to read and easy to misspell. Stick to short, clear, and easy-to-remember hashtags. If your hashtag has multiple words, use CamelCase (e.g., #SocialMediaTips instead of #socialmediatips) to improve readability. This makes it easier for users to understand and engage with your content.

Do: Track and Analyze Performance

Simply adding hashtags is not enough—you need to track their effectiveness. Use tools like Instagram Insights and Twitter Analytics to measure engagement and reach. By analyzing which hashtags perform best, you can refine your strategy over time and make informed decisions.

Don't: Ignore Platform-Specific Strategies

Not all social media platforms treat hashtags the same way. Instagram allows multiple hashtags, while Twitter thrives on concise messaging. LinkedIn prefers a professional tone, so minimal hashtags work best. Brands should adapt their hashtag strategy for each platform to get the best results.

Do: Engage with Hashtag Communities

Hashtags do more than categorize content—they help brands join conversations and build relationships. Engaging in hashtag communities can boost brand awareness and connect you with potential customers. Find industry-specific hashtags, comment on posts, and actively participate in discussions.

Don't: Neglect Consistency in Hashtag Use

A scattered hashtag strategy can confuse followers. Brands should use consistent hashtags across platforms to reinforce their identity. If you create a branded hashtag, use it regularly in your posts, stories, and campaigns. This strengthens customer engagement and helps build a loyal community.

Final Thoughts

Using hashtags effectively requires strategy and consistency. Brands must focus on relevance, balance, and engagement. Avoid spammy tactics, create branded hashtags, and stay updated on trends. A smart hashtag strategy can increase visibility, drive engagement, and connect brands with their audience in meaningful ways.