How to Use Hashtags to Build Good Brand Awareness on Social Media

Introduction

In the ever-evolving landscape of digital marketing, hashtags have become a powerful tool for amplifying content, enhancing visibility, and building brand awareness on social media platforms. Whether you’re a startup, a personal brand, or an established business, using hashtags effectively can be the game-changer you need.

This blog dives deep into the strategies, psychology, and practical application of hashtags to help you maximize your brand’s reach and relevance in the crowded world of social media.

1. What Are Hashtags?

A hashtag is a word or phrase preceded by the symbol #. It serves as a metadata tag that categorizes content, making it easier for users to discover related posts.

Originally popularized by Twitter, hashtags are now widely used on Instagram, Facebook, LinkedIn, TikTok, and even YouTube. For example:

#ThrowbackThursday
#NikeRunClub
#JustDoIt

2. Why Hashtags Matter for Brand Awareness

Here’s why hashtags are essential for building brand awareness:

Increased Discoverability: Posts with hashtags are 2–5x more likely to be seen.
Community Building: Hashtags attract like-minded people, forming micro-communities.
Trend Riding: Hashtags allow brands to join trending conversations.
Content Categorization: Helps your content get organized and searchable.
User-Generated Content (UGC): Encourages fans to share content with your branded hashtag.

💡 Example: Coca-Cola’s #ShareACoke campaign encouraged millions of users to share photos, massively increasing their social reach.

3. The Psychology Behind Hashtag Usage

Understanding the psychology of hashtags allows you to tap into the emotional and cognitive behavior of users.

FOMO (Fear of Missing Out): Trending hashtags create urgency.
Belongingness: Branded hashtags make users feel like part of an inner circle.
Identity Signaling: Users share hashtags that align with their values and lifestyle.
Validation Seeking: Posts with hashtags often get more engagement, boosting self-worth.

4. Types of Hashtags to Use

A mix of different types of hashtags can dramatically increase your reach:

1. Branded Hashtags

Custom hashtags unique to your brand.

Example: #PepsiChallenge, #MyCalvins

2. Campaign Hashtags

Used for a particular marketing campaign.

Example: #ShotoniPhone by Apple

3. Community Hashtags

Used by specific communities or interest groups.

Example: #BookTok for book lovers on TikTok

Popular hashtags currently being used widely.

Example: #MetGala2025, #WorldEnvironmentDay

5. Event Hashtags

Specific to events or conferences.

Example: #WebSummit2025

6. Niche Hashtags

Tailored to a specific industry or micro-topic.

Example: #MomBloggerIndia, #TechForGood

5. Hashtag Best Practices

✅ Do’s

Keep it relevant and concise.
Use a mix of broad and niche hashtags.
Research before using.
Test different hashtags.
Encourage UGC via branded hashtags.

❌ Don’ts

❌ Don’t use banned or shadowbanned hashtags.
❌ Don’t overuse hashtags (limit: 5–15 depending on platform).
❌ Don’t use irrelevant hashtags just because they are trending.
❌ Don’t make your hashtag too long or complicated.

6. Platform-Specific Hashtag Strategies

Different platforms favor different styles and numbers of hashtags:

📷 Instagram

Ideal Count: 5–11
Use in captions or first comment.
Combine popular + niche + branded.

🐦 Twitter

Ideal Count: 1–2
Too many hashtags reduce readability.
Focus on trending or campaign-based hashtags.

📘 Facebook

Ideal Count: 1–3
Engagement impact is moderate.
Use for events or group discussions.

📌 Pinterest

Use niche, keyword-rich hashtags.
Don’t overdo it; Pinterest is SEO-friendly.

📱 TikTok

Combine trending sounds + hashtags.
Use #fyp or #ForYouPage wisely but not excessively.

👔 LinkedIn

3–5 professional, relevant hashtags.
Industry-focused tags work best: #Leadership, #Entrepreneurship

7. Creating a Branded Hashtag

Creating a memorable branded hashtag can anchor your brand in people’s minds.

Tips:

Keep it short, unique, and memorable.
Align with brand tone and voice.
Check if it’s already in use.
Use it across all marketing materials.
Incentivize UGC with contests.

💡 Example: Airbnb’s #LiveThere promoted the idea of living like a local and exploded with authentic user stories.

Posts ‹ Content writer — WordPress

Best #socialmedia Hashtags for Instagram & TikTok – Top Trends 2025

1. Explore Pages & Hashtag Search

Use Instagram Explore or TikTok’s Discover page.

2. Hashtag Tools

Hashtagify.me: Popular for Twitter and Instagram.
RiteTag: Gives instant hashtag suggestions.
All Hashtag: Generates trending, random, or live hashtags.
Display Purposes: Generates clean and relevant tags.

3. Follow Industry Leaders

Look at the hashtags used by influencers or competitors in your niche.

Use social media listening tools like Sprout Social or Brand24.

9. Tools to Optimize Hashtag Strategy

Here are a few tools that can help:

Tool	Features	Best For
Hashtagify	Analytics + suggestions	Researching popular hashtags
Later	Instagram scheduling + hashtag analytics	Content planning
Sprout Social	Social listening	Tracking hashtag impact
Hootsuite	Campaign management	Cross-platform posting
Keyhole	Real-time tracking	Campaigns and branded hashtag analysis

10. Measuring Hashtag Performance

To ensure your hashtag strategy is working, track the following KPIs:

Reach & Impressions
Engagement Rate (likes, shares, comments)
Follower Growth
UGC Participation
Click-through Rates (CTR)
Conversions or leads

🧩 Use tools like Sprout Social, Instagram Insights, or native analytics on platforms.

11. Case Studies of Successful Hashtag Campaigns

🍔 1. McDonald’s India – `#ThodaTimeAur`

This emotional campaign encouraged people to spend more time together. Result? Massive shares and emotional engagement.

🩳 2. Calvin Klein – `#MyCalvins`

Celebrity and influencer-driven UGC campaign that humanized the brand.

📷 3. Apple – `#ShotOniPhone`

Apple turned users into brand ambassadors simply by showcasing their photography.

🏃‍♂️ 4. Nike – `#YouCantStopUs`

Powerful motivational branding mixed with real stories during the pandemic.

❓ Frequently Asked Questions (FAQs)

1. How many hashtags should I use on each platform?

Instagram: 5–11 is ideal; max 30.
Twitter: 1–2 for best engagement.
LinkedIn: 3–5, focused on industry relevance.
Facebook: 1–3 works well.
TikTok: 3–5, including trending and niche hashtags.

2. Are hashtags still relevant in 2025?

Yes! Hashtags continue to play a crucial role in discoverability, trend participation, and campaign tracking across social media platforms. However, the quality and relevance of hashtags matter more than quantity.

A branded hashtag is unique to your business or campaign (e.g., #MyCalvins).
A trending hashtag is a currently popular hashtag across the platform (e.g., #WorldCup2025).

Use both strategically to increase reach and relevance.

4. How do I know if a hashtag is effective?

Track key metrics like:

Post reach
Engagement rate
Follower growth
UGC mentions
Hashtag impressions

Use tools like Instagram Insights, Twitter Analytics, or third-party platforms like Keyhole or Sprout Social.

5. Can I create my own hashtag?

Absolutely! In fact, creating a unique, memorable hashtag is one of the best ways to build brand identity. Just make sure it’s:

Short
Not widely used already
Easy to spell and remember
Aligned with your brand message

No. Using unrelated popular hashtags can make your content look spammy and reduce engagement or even result in penalization by the platform’s algorithm. Always stick to relevant hashtags.

7. What are shadowbanned hashtags?

Shadowbanned hashtags are hidden or restricted by the platform due to misuse, spam, or policy violations. Using these can reduce your post visibility. Always check before using unfamiliar hashtags.

8. Can I repeat the same hashtags in every post?

While consistency in branded hashtags is great, repeating the exact same hashtag set in every post can lead to reduced reach. It’s better to rotate relevant hashtags and test combinations for performance.

9. Do hashtags work in Instagram Stories or Reels?

Yes! On Instagram:

You can use one clickable hashtag in Stories using the hashtag sticker.
In Reels, hashtags work just like in regular posts and help with discoverability through Explore and audio trends.

10. How can I encourage users to use my branded hashtag?

Launch a contest or giveaway.
Feature UGC that uses your hashtag.
Promote the hashtag in your bio, captions, packaging, and ads.
Work with influencers to kickstart the campaign.

12. Common Mistakes to Avoid

Here are some hashtag blunders that can hurt your strategy:

Using over 30 hashtags on Instagram.
Not checking if the hashtag has another (unintended) meaning.
Using generic tags like #love, #fun, #instagood without context.
Forgetting to promote branded hashtags outside of social media (e.g., packaging, email).
Being inconsistent across platforms.

13. The Future of Hashtags in Branding

Hashtags continue to evolve. Here’s what to expect:

AI-powered hashtag generators will suggest better combinations.
Voice search optimization might reduce hashtag usage in future search queries.
Hashtag SEO will become a bigger focus.
Interactive hashtags in AR filters and UGC campaigns will increase.
Platform-native innovations like clickable hashtags in Reels or Stories will grow.

In short, hashtags are becoming more strategic than ever.

14. Final Thoughts

In today’s digital-first world, a thoughtful and consistent hashtag strategy is more than a social media gimmick—it’s a vital part of branding.

Whether you’re a content creator, entrepreneur, or marketing executive, use hashtags to:

Connect with the right audience,
Encourage interaction,
Build a community,
And ultimately, increase brand visibility and loyalty.

👉 Start small, test consistently, and evolve with the trends. Hashtags may be simple, but when used smartly, they can become the pillars of your brand’s social media identity.

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