Blog Post

Hashtags can either push your content into new conversations or bury it in digital noise. If you’re just slapping on #marketing or #business hoping something sticks, you’re not alone—but you’re also missing the mark.

I don’t use hashtags because they look nice. I use them because they work. They connect content with people who care, engage, and convert. And today, I’m going to show you exactly how I find the right ones for every campaign, platform, and post type.

• How I identify high-performing hashtags (without overthinking)
  
• Which hashtag types actually drive engagement
  
• Why volume isn’t everything (and when it works against you)
  
• The tools and tactics I use to build hashtag sets that perform
  
• Common mistakes I’ve seen—and cleaned up—for clients
  

At its core, a hashtag is a filter. It tells the platform what your post is about and shows it to people who follow or search for that topic. When chosen well, a hashtag does three things:

• Boosts discoverability
  
• Connects your post to a specific audience
  
• Increases engagement through relevance
  

But not all hashtags are helpful. Some are noisy. Some are dead. And some are just plain misleading. Finding the right ones starts with knowing the job each tag needs to do.

I always aim for balance—between visibility and relevance, reach and community. Here’s the basic framework I use:

1. Branded Hashtags
Custom or campaign-specific tags that reinforce brand identity. These are unique to your company or event. For example, #YourBrandNameHere or #Launch2025.

2. Niche Hashtags
Targeted and topic-specific tags that connect with smaller, more engaged audiences. Think #DigitalMarketingTips or #EcomPackagingDesign.

3. Trending/General Hashtags
Used for broader visibility. These have large volumes but higher competition. Examples: #Marketing, #SmallBusiness, #Reels.

This blend helps you appear in multiple streams—without depending too much on any one source.

Now the real question: where do these magical hashtags come from?

Who are you trying to reach? What do they care about?
I dig through:

• Competitor profiles
  
• Niche accounts in the same vertical
  
• What my actual followers are already engaging with
  

These are in my weekly rotation:

• AIM Insights – perfect for tracking what’s actually performing
  
• Hashtagify – quick checks on popularity and related terms
  
• Meta Business Suite – for in-platform performance
  Want a full list of what’s worth your time? I broke it down here.
  

Here’s the trap: popular ≠ useful.
High-volume tags like #Love or #Business can flood your content out of visibility before anyone sees it.

So I always check:

• How active is the hashtag?
  
• Who’s using it?
  
• Is the content aligned with my topic?
  

Sweet spot: hashtags with medium traffic and high alignment.

Let’s say I’m promoting a webinar on LinkedIn content strategy.

Bad Tag Set:
#LinkedIn #SocialMedia #Marketing #Growth #Success
(Too broad, lacks focus)

Better Tag Set:
#LinkedInMarketing #B2BContent #SocialSellingTips #WebinarForMarketers #ContentStrategy2025
(Topical, relevant, and more discoverable by the right people)

Want more examples like this? My full hashtag strategy guide has it covered.

Every platform has its own rules of engagement:

You can use up to 30 hashtags, but more isn’t always better. I aim for 10–15 strong, relevant tags.
Stack them by type and keep the copy clean. (Pro tip: use this hashtag stacking method.)

3–5 targeted hashtags work best. Go for professional, specific, and context-rich tags.

Trends matter more here. I blend community tags (#MarketingTikTok), trending sounds, and niche topics for discoverability.

Use 1–2 well-placed hashtags. Keep it concise. Prioritize tags related to live events or breaking discussions.

• Copy-pasting random popular hashtags
  Don’t do this. Your brand deserves better than “#MondayMood” on a SaaS case study.
  
• Ignoring data after posting
  Use analytics. Adjust. Rinse and repeat. You’ll learn faster and waste less effort.
  
• Overloading posts
  More tags don’t equal more reach. Instagram, in particular, might even penalize you for clutter.
  

For a deep dive on this, visit my no-fluff list of hashtag dos and don’ts.

Hashtags are trackable—if you take five minutes to set things up.

Here’s what I look at:

• Engagement per post using a hashtag set
  
• Discovery rate on Instagram
  
• Impressions from hashtags (yes, it’s a thing)
  
• Follower growth over time when using certain tag themes
  

I pair platform analytics with UTM links for content that’s also driving traffic or conversions.

Not sure how to track trends that are working? I’ve shared my method right here.

Hashtags have a shelf life. What worked last month might flop today.
That’s why I review and rotate every few weeks. I also test new sets against top-performing posts.

Don’t wait for your performance to tank before refreshing.

Need help planning seasonally? I’ve built a guide for year-round relevance.

Hashtags aren’t just for search—they’re for visibility, connection, and results.
Finding the right ones isn’t about trend-chasing. It’s about matching your message to the conversations your audience is already having.

Start small. Stay consistent. Use tools. And for the love of engagement, skip #blessed unless you’re posting from church.

Want personalized help finding tags that fit your brand? Let’s talk.