How to Use Hashtags the Right Way

Hashtags once seemed like the answer to social media reach. Add enough of them to a post, and more people might find it. This led to captions filled with tags such as #business, #success, #viral, and #trending, even when they had little to do with the post.

That approach no longer works well.

Social platforms can understand captions, images, video speech, and on-screen text. They also look at how people respond to a post. Hashtags still have a purpose, but they are only one part of how people find content.

The goal is not to use as many hashtags as possible. Choose a few that accurately describe your content and help it appear in the right places.

What Are Hashtags Used for Today?

A hashtag is created by adding the # symbol before a word or phrase. It turns the word into a searchable and clickable topic.

For example, if someone wants to see posts related to social media marketing, they may search for or select #SocialMediaMarketing to view related posts.

Such hashtags can help businesses in several ways.

They Explain the Topic

Hashtags should reflect what the post is about. A cake tutorial could include #CakeDecorating, while a post about rental returns in Dubai could use #DubaiPropertyInvestment.

The more specific tag provides better context than a broad option such as #Business.

They Connect People with Shared Interests

Niche hashtags link your post to a specific interest or industry. This makes it easier for people interested in that subject to find your content.

They Organize Campaigns

A business can create a branded hashtag for a launch, competition, or customer campaign. Everyone taking part can use the same tag, making related posts easier to find.

However, creating a branded hashtag does not mean people will automatically use it. The campaign needs a clear reason for customers to join.

They Support Events & Current Conversations

Event and campaign hashtags remain useful when people follow a conversation in real time. This is particularly relevant on X, LinkedIn, and Instagram during conferences, exhibitions, and public events.

Do Hashtags Still Matter?

Hashtags still matter, but they no longer carry the whole post.

Social platforms have become better at understanding the content itself. They can read the caption, recognize subjects within an image, process words spoken in a video, and consider the text shown on screen. User behavior also matters. Watch time, shares, saves, comments and previous interests can influence who sees a post.

A hashtag should therefore support the content rather than replace a proper caption.

Suppose a Dubai restaurant publishes a Reel about a new seafood brunch. A caption that names the restaurant, location, menu and brunch timing gives the platform useful information. Relevant hashtags can strengthen that context.

A caption saying “Don’t miss this!” followed by #food #love #viral #trending explains very little.

Hashtags can help classify a post, but they cannot make weak or unclear content useful.

How to Choose the Right Hashtags

You don’t need a complicated tool or a list of hundreds of tags. Start with the post in front of you.

Describe the Actual Post

Ask yourself: what is this post specifically about?

A digital marketing agency sharing advice about improving a Google Business Profile could use #GoogleBusinessProfile or #LocalSEO. A general tag like #Marketing covers a much wider subject and may attract people who aren’t interested in local search.

Avoid choosing hashtags based only on your industry. Each set should describe the individual post.

Consider Who Should Find It

Think about the person you want to reach and the words they are likely to recognize.

A fitness center could choose #StrengthTrainingForBeginners for an introductory workout instead of the broader #Fitness. The first tag says more about both the content and its intended audience.

Location can also matter. A local company may use a relevant city or neighborhood hashtag when the post is genuinely connected to that area. Adding a Dubai tag to a service that is not available in Dubai would only attract the wrong audience.

Check the Results Before Using a Hashtag

Before using a hashtag, search for it on the platform and review the posts listed under it. Check the following:

• Are they about the same subject as your content?
• Are businesses or people still using the tag?
• Does the content match the audience you want?
• Has the tag taken on another meaning?
• Is it filled with spam or unrelated posts?

A hashtag may sound suitable but lead to a completely different conversation. Checking it takes less than a minute and can prevent an awkward mistake.

Use a Suitable Mix

Depending on the post, your hashtags may include:

• Topic hashtags: Describe the subject, such as #EmailMarketing.
• Niche hashtags: Speak to a narrower interest, such as #EmailMarketingForEcommerce.
• Location hashtags: Connect the subject to an area, such as #DubaiRestaurants.
• Event hashtags: Relate to a conference, exhibition, or public event.
• Branded hashtags: Identify your company or a specific campaign.

You do not need to include every type in every post. Use only the tags that serve a clear purpose.

How Many Hashtags Should You Use?

No single number works on every platform. Features and recommendations also change, so fixed rules can quickly become outdated.

The number of hashtags varies across platforms:

Instagram now allows only five hashtags in a post or Reel. This means users need to be more selective about which tags they include.

On LinkedIn, one or two focused industry tags may look more natural than a block of hashtags at the end of a professional post. Facebook posts often don’t need any unless the tag connects to a campaign, event, or recognizable topic.

On X, hashtags are commonly used for live events and breaking news. TikTok and YouTube also use them to understand a video, along with its title, caption, spoken words, and audience response.

Treat these numbers as starting points, not promises. Test what works for your account.

Hashtag Mistakes That Can Hurt Your Posts

Adding hashtags is easy. Using them without thinking is just as easy.

Copying the Same List Every Time

A saved hashtag list may save time, but it may not fit every post. Keep a useful list for reference, then select only the tags that match the content you are publishing.

Using Unrelated Trending Hashtags

A popular tag can bring attention, but that attention may have no value if the post does not belong in the conversation. It can also make the brand seem like it’s trying to take advantage of an unrelated event.

Choosing Only Broad Hashtags

Tags such as #Business, #Marketing, and #Success cover millions of posts. They provide little detail, and your content can disappear quickly among unrelated results.

A more focused tag may have a smaller audience, but that audience is more likely to care about the post.

Repeating the Caption as Hashtags

If the caption already mentions “social media tips,” adding several versions such as #SocialMedia, #SocialMediaTips, and #TipsForSocialMedia may not add much value.

Choose tags that strengthen the context rather than repeating the same phrase in different forms.

Expecting Hashtags to Fix the Content

A large hashtag set cannot improve a confusing message, weak video, or unhelpful post. Start with content that answers a question, explains something useful, or gives people a reason to respond.

How to Know Whether Your Hashtags Are Working

Do not judge a hashtag only by how many posts use it. A popular hashtag is not automatically a useful one.

Review your own content performance. Depending on the platform, look at:

• Reach from people who do not follow you
• Views coming from search or discovery
• Profile visits
• Saves and shares
• Relevant comments
• Website visits
• Inquiries or sales connected to the post
• Use of your branded campaign hashtag

Compare posts of a similar type. For example, compare one educational Reel with other educational Reels rather than comparing it with a product offer or company announcement.

When possible, change one part of the hashtag set at a time. This makes it easier to understand whether the new choice helped.

Remove hashtags that consistently fail to bring relevant views or engagement. Focus on the ones that have worked for your previous posts.

A Quick Hashtag Checklist

Before publishing, ask:

• Does every hashtag match this specific post?
• Would the intended audience understand these tags?
• Have I checked what appears under each hashtag?
• Is the caption clear without the hashtags?
• Am I using this tag because it is relevant or simply popular?
• Have I avoided unnecessary variations of the same phrase?
• Can I measure whether these hashtags support the post?

If a tag does not have a clear reason to be there, leave it out.

Use Hashtags with a Purpose

Hashtags are not dead, but the old practice of filling a caption with every popular tag is losing its value.

Choose hashtags that accurately describe the content, audience, location, or conversation. Support them with a useful caption and a post worth watching, reading, or sharing. A few well-chosen hashtags can help the right people understand and find your content. That matters far more than reaching the highest possible hashtag count.