How to use hashtags the right way

Use hashtags the right way!

Using hashtags the right way

Hashtags act as bridges that connect content to specific audiences.

They organize information across platforms like Instagram, X, TikTok, and LinkedIn, allowing specific users on certain topics to discover relevant posts.

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However, careless use can lead to frustrating results, such as low visibility or even association with irrelevant content.

Therefore, the intelligence behind using hashtags lies in aligning intent, relevance and context, ensuring that your message reaches the right audience without seeming forced or generic.

Why do some hashtagged posts explode in reach while others go unnoticed?

The answer lies in strategy.

This guide dives deep into how to choose, position, and monitor hashtags to maximize results, with practical examples, a statistic that reveals, and an analogy that will change your perspective.

Get ready to elevate your digital presence with approaches that go beyond the obvious.

1. Understanding the role of hashtags in content discovery

First, it is essential to consider that hashtags are more than just adornments on a post.

In this sense, they function as digital labels, categorizing content in a vast library of information.

When you use hashtags correctly, your publication gains coverage to be found by people who may never have come across your profile.

For example, on Instagram, a hashtag like #MarketingDigital can connect your post to a community of industry professionals and enthusiasts, even if they don't follow your account.

Additionally, each platform has its own nuances without using hashtags.

On X, hashtags tend to be more dynamic, reflecting real-time trends, while on LinkedIn, they should be more professional and aligned with the corporate context.

Ignoring these differences can make your post look out of place.

For example, using #TBT (Throwback Thursday) in a corporate article on LinkedIn might come across as sloppy, while on Instagram, the same hashtag might generate nostalgic engagement.

Therefore, the choice of hashtags must be guided by an analysis of the audience and the platform.

Finally, hashtags are also research tools.

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Active users often explore specific hashtags to find ideas or solutions.

According to a 2024 Hootsuite survey, 60% of Instagram users discover new brands through hashtags.

This reinforces the importance of using them strategically.

Therefore, prioritizing terms that reflect the interests of your target audience and that have a significant search volume, but without saturating the competition.

Platform	Hashtag Characteristics	Example of Effective Use
Instagram	High density, up to 30 hashtags per post, niche and trend focus	#TravelPhotography for a Landscape Photographer
X	Focus on real-time trends, up to 3 hashtags to avoid spam	#Technology2025 for a tech event
TikTok	Mix of niche and viral hashtags, up to 10 per video	#BeautyTips for makeup tutorials
LinkedIn	Professional, up to 5 hashtags, focus on corporate themes	#Leadership for management content

2. How to choose relevant hashtags and avoid common pitfalls

Choosing effective hashtags is like navigating an ocean: you need a clear map to avoid getting lost in turbulent waters.

First, relevance is the determining factor.

Generic hashtags like #Amor or #Felicidade may seem appealing due to their high volume of usage, but they often dilute your message in a sea of irrelevant content.

Instead, opt for specific hashtags that reflect the exact theme of your post.

For example, a bakery may benefit more from #BolosArtesanais than from #Doces, which is very broad.

Furthermore, another crucial point is to balance the volume of hashtag usage.

Hashtags with millions of posts, like #Travel (600+ million Instagram posts by 2025), make your post a needle in a haystack.

On the other hand, hashtags with few posts may not have enough reach.

A smart strategy is to combine high, medium, and low volume hashtags.

For example, a sustainable clothing brand might use #ModaSustentável (high volume), #RoupasÉticas (medium volume) and #EcoFashionSP (low volume but locally relevant).

Finally, avoid pitfalls such as overusing irrelevant hashtags or mechanically repeating the same ones in every post.

Some people may be tempted to use automatic tools that generate generic lists, but this can harm harmful brands.

Platforms like Instagram use algorithms that detect spam patterns, reducing the reach of messages with unrelated hashtags.

So take the time to research and customize your choices.

Example 1: Local coffee shop campaign
A coffee shop in São Paulo wants to promote a new spiced latte.

Instead of using generic hashtags like #Café, she opts for:

#LatteDeEspeciarias (specific and descriptive)
#CaféArtesanalSP (local and niche)
#SavoresDeInverno (seasonal and engaging)
This combination appeals to coffee lovers, locals, and people interested in seasonal trends, increasing engagement by 25% over previous posts.

3. Advanced strategies to maximize the impact of hashtags

Now that you understand the basics, it's time to explore more sophisticated tactics.

First, consider creating your own branded hashtag. This not only strengthens your digital identity, but also encourages followers to share related content.

For example, Nike uses #JustDoIt to unify global campaigns, creating a community around the motto.

This way, your brand can do the same, as long as the hashtag is short, complete and unique.

Additionally, monitoring is essential to refine your strategy.

Tools like Sprout Social or Later allow you to track the performance of hashtags, revealing which ones generate the most engagement.

For example, if you notice that #FitnessMotivation generates more clicks than #VidaSaudável, adjust your future choices.

This cycle of testing and optimization is what separates hashtag amateurs from professionals.

Finally, align your hashtags with seasonal campaigns or cultural trends.

During events like the World Cup or Pride Month, hashtags like #Copa2026 or #Pride2025 can amplify your visibility.

However, innovation is crucial: using social cause hashtags without genuine commitment can be perceived as opportunism, alienating the public.

Ask yourself: does your brand really connect with this hashtag, or are you just riding the wave?

Example 2: Sustainable products store
An eco-friendly store launches an environmental awareness campaign. It US:

#VidaSemPlástico (thematic and inspiring)
#EcoFriendlyBrasil (regional and niche)
#DesafioZeroLixo (interactive, encouraging participation)
The hashtag #DesafioZeroLixo encourages customers to share photos of their sustainable routines, generating organic content and increasing reach in 40%.

Strategy	Description	Benefit
Branded Hashtag	Create a unique hashtag for your business	Strengthen identity and engage the community
Monitoring	Use tools for performance analysis	Optimizes choices based on data
Seasonality	Take advantage of events or trends	Increases relevance and reach

4. Using hashtags the right way: Lighting the way with hashtags

Think of hashtags like lighthouses in a busy harbor.

Just as a lighthouse guides ships safely to their dock, well-chosen hashtags target the right audience for your content.

A weak or poorly positioned beacon does not fulfill its function, just as generic or irrelevant hashtags do not attract attention.

On the other hand, a powerful lighthouse, adjusted to the context, illuminates the path and attracts those who really matter.

This analogy also highlights the importance of consistency.

A lighthouse flashes at regular intervals, creating confidence in sailors.

Likewise, consistent use of relevant hashtags has built a credible digital presence, attracting loyal followers.

However, just as a lighthouse cannot illuminate the entire ocean, you shouldn't try to reach everyone with your hashtags.

Focus on a specific audience and light the way for them.

Finally, a lighthouse needs maintenance to function.

Likewise, your hashtag strategy requires constant review.

Trends change, algorithms evolve and audience behavior transforms.

Adjusting your hashtags regularly ensures that your “beacon” continues to shine brightly, driving digital traffic to your brand.

5. Frequently asked questions about using hashtags correctly

Question	Response
How many hashtags should I use per post?	It depends on the platform. On Instagram, 5 to 10 well-chosen hashtags are ideal. On X, 1 to 3 avoids looking spammy. On LinkedIn, 3 to 5 is enough.
Can I repeat the same hashtags in all posts?	No. This can be interpreted as spam by algorithms and reduce reach. Vary and customize hashtags for each post.
Are hashtags in English or Portuguese better?	It depends on the audience. For Brazilians, prioritize Portuguese or local hashtags. For global reach, combine with relevant English terms.
Should I use hashtags in the text or in the comments?	On Instagram, including hashtags in comments keeps the text clean but doesn't affect reach. On X, including no text at all for greater visibility.
How do I know if a hashtag is working?	Use analytics tools like Hootsuite or Instagram Insights to track engagement and reach for each hashtag.

Using Hashtags the Right Way: Conclusion

Using hashtags the right way is a combination of science and art.

It requires research, creativity and constant adaptation to the nuances of each platform and audience.

By choosing relevant hashtags, monitoring their performance, and aligning them with your brand identity, you turn simple words into powerful tools for connection.

Avoid pitfalls like overuse or underuse, and your digital strategy will come to life.

Now, it’s up to you to decide: will you continue throwing hashtags around randomly, or are you ready to light your audience’s path like a strategic beacon?

Start today, test your choices and see how small changes can generate big results.

After all, in a crowded digital world, the right hashtags are what make your voice heard.

Andre Neri May 30, 2025

Social media