Hashtag strategy

Hashtag strategy is the deliberate selection of hashtags per post — niche versus broad, branded versus generic — to maximise reach and discoverability without diluting voice or appearing spammy.

Hashtag mechanics have shifted significantly. Instagram once rewarded 20–30 hashtags per post; the platform now recommends 3–5 highly targeted tags. TikTok rewards niche-specific tags over generic ones. LinkedIn treats hashtags as soft topic tags with modest reach effect. Generic high-volume tags (#love, #photooftheday) almost never help and often signal low quality.

A working strategy mixes niche hashtags (relevant to the specific post topic, 5K–500K post count), category hashtags (the brand’s domain), and a small number of branded hashtags (the brand’s own or campaign tags). Hashtag-stuffing the caption is out; deliberate selection is in.

Hashtag choices are small per-post decisions that compound. A brand using the wrong tags consistently misses reach it could have had; a brand using the right tags grows discoverability over time.