What is a hashtag in social media marketing?
A hashtag is a word or phrase preceded by the # symbol used on social media to categorise content and make it discoverable. When users search or click a hashtag, they see posts grouped under the same topic. Hashtags help brands reach new audiences, join trends, and improve engagement on platforms like Instagram, LinkedIn, Facebook, TikTok, and X (Twitter).
In simple terms: hashtags act as searchable tags that connect your posts with people interested in the same subjects from #DigitalMarketingTips to #LondonBusiness.
Hashtags shape how brands get discovered on social media. They connect your content with communities, trends, and conversations that matter. For UK businesses, using hashtags effectively can mean the difference between a post that disappears and one that drives engagement, leads, and sales.
A 2023 paper titled “Hashtag recommendation for enhancing social media post popularity” finds that “using appropriate hashtags leads to higher user engagement thereby boosting the social popularity of posts. But not every hashtag works. Success depends on choosing the right mix of trending, branded, and niche tags — and using them strategically for each platform.
This guide explains how hashtags work, how to use them effectively on each major social network, and how to build a repeatable system for your brand.
1. What Is a Hashtag and How to Use Hashtags in Social Media Marketing
A hashtag (#) is a word or phrase that follows the hash symbol (#) and acts as a searchable label on social media. When users click or search a hashtag, they see all posts that use it. Hashtags make it easier for people to find content around specific topics, events, or communities.
Example
#DigitalMarketing groups posts about marketing tips.
#LondonFashion connects brands and consumers in the UK fashion scene.
Each hashtag becomes a clickable category. When you use one, your content joins a larger public conversation.
Pro Tip:
Keep your hashtags short, readable, and relevant. Cluttered or overly long hashtags reduce readability and performance.
2. Why Hashtags Matter for UK Businesses
In 2025, hashtags are more than visibility tools, they’re signals that help algorithms classify content. When used correctly, they:
Increase post discoverability across audiences.
Build communities around niche topics.
Support campaign tracking and performance analysis.
Improve engagement through trend participation.
For example, a UK café in Manchester can use #ManchesterCoffee, #SupportLocalUK, and #CoffeeLovers to reach nearby customers and coffee enthusiasts simultaneously.
Smart Insights (2025) reports that 68 percent of UK social media users actively explore new brands through hashtag searches and trending topics.
Hashtags work best when they’re part of a bigger plan, not random posting and we’ve explained how to build that bigger foundation here: Digital Marketing Strategy UK
Pro Tip:
Local hashtags boost relevance and SEO. Combine national tags (#UKBusiness, #BritishStyle) with city-level ones (#LondonMarketing, #BirminghamBrands).
3. Types of Hashtags (and When to Use Each)
Not all hashtags serve the same purpose. A balanced strategy uses different types across posts:
1. Branded Hashtags
Custom tags unique to your business, e.g., #InsightCraftsMarketing or #ShopWithBossLady.
Use them to group your content and encourage user-generated posts.
2. Campaign Hashtags
Short-term tags for specific promotions or events, e.g., #WinterSaleUK or #BlackFridayDeals2025.
3. Community Hashtags
Popular shared tags for industries or interests, e.g., #SocialMediaTips, #BeautyTrendsUK.
4. Location Hashtags
Ideal for local visibility, e.g., #LondonEvents or #LeedsSmallBusiness.
5. Trending Hashtags
Use trending topics to join live conversations, but ensure they align with your brand voice.
Pro Tip:
Mix 1–2 branded tags with 3–5 topical or community hashtags per post for the best balance between discoverability and consistency.
4. How to Use Hashtags Effectively (Step-by-Step Framework)
Here’s a practical process any UK marketer can follow to build a hashtag strategy that works across all platforms.
Step 1: Research Your Hashtags
Use platforms like RiteTag, Hashtagify, or Sprout Social Trends to find hashtags relevant to your niche. Review their engagement rates, frequency, and regional use.
Example: A UK digital agency might find that #SEOtips and #ContentStrategyUK perform better locally than generic global hashtags.
Step 2: Categorise by Intent
Organise hashtags by their function:
Awareness: #DigitalMarketing #BrandBuilding
Engagement: #AskTheAudience #BehindTheScenes
Conversion: #ShopNow #JoinToday
Step 3: Check Competition Levels
High-volume hashtags like #marketing may be too crowded. Combine them with lower-competition, niche-specific tags to stand out.
Step 4: Monitor and Refine
Track hashtag performance monthly. Remove underperforming ones and replace them with new, trending options.
If you want hashtags to support your overall content system, then read this Types of Digital Content Marketing. It will help you align hashtags with blogs, reels, carousels, and ads.
Pro Tip:
Treat hashtags like keywords they require testing, tracking, and regular updates.
Boost Your Social Media Performance in 2025
5. Platform-Specific Hashtag Strategies
Use 5–10 hashtags per post (avoid 30; algorithms prefer quality over quantity).
Place hashtags in the caption or first comment.
Combine niche tags (#LondonCafe) with broad ones (#CoffeeLovers).
X (Twitter)
Use 1–2 hashtags per tweet.
Integrate them naturally into sentences for readability.
Follow trending hashtags daily through X Trending UK.
Use 3–5 professional hashtags.
Focus on industry tags: #DigitalMarketingUK, #B2BStrategy, #MarketingLeadership.
Use 1–3 hashtags max.
Keep them relevant and short. Facebook’s algorithm prioritises clarity.
TikTok
Mix trending challenges with descriptive tags.
Example: #MarketingTipsUK #LearnOnTikTok
Pro Tip:
Hashtags work differently across platforms. Test engagement patterns per channel rather than copying one-size-fits-all lists.
6. Common Hashtag Mistakes to Avoid
Overstuffing: Too many hashtags make posts look spammy.
Irrelevance: Don’t use popular but unrelated tags.
Ignoring Analytics: Track impressions and reach per hashtag.
No Localisation: Global tags miss local opportunities.
Neglecting Updates: Trends evolve weekly. Keep your list fresh.
Pro Tip:
Curate a living document with your top-performing hashtags. Refresh it monthly.
7. Measuring Hashtag Success
Success isn’t just reach, it’s relevance.
Measure the following KPIs:
Post Reach: How far your content travels.
Engagement Rate: Likes, comments, and shares from tagged posts.
Follower Growth: Change after campaign hashtags.
Conversions: Leads or sales attributed to hashtag campaigns.
Example: A UK fitness brand used #FitLondonLife and saw engagement grow by 35 percent within one month.
Pro Tip:
Combine hashtag analytics from platforms with UTM parameters to link social activity to website conversions.
8. The Future of Hashtags in 2025
Hashtags continue to evolve with AI-driven discovery and social SEO. In 2025:
Algorithms will analyse post intent rather than just tags.
Voice and visual search will affect hashtag strategy.
Brands will blend hashtags with keywords for unified discoverability.
Smart Insights (2025) predicts that “semantic tagging”, where AI identifies context from both text and tags, will dominate platform ranking factors by 2026.
Pro Tip:
Keep hashtags natural and contextual. The future of social visibility lies in authenticity and user relevance.
Conclusion
Hashtags are not just labels they’re connectors. They join your brand’s story with conversations that your audience already cares about. A smart, consistent hashtag strategy improves visibility, engagement, and brand trust.
For UK marketers, success comes from local relevance, consistent tracking, and adaptability. Combine research, creativity, and performance analysis, and your hashtags will continue to drive results long after the campaign ends.
Frequently Asked Questions
How many hashtags should I use on Instagram?
Do hashtags still work in 2025?
What is the best way to find trending hashtags in the UK?
Should I use the same hashtags across all platforms?
How do I measure hashtag ROI?
Ready to Make Hashtags Work for You?
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