Step-By-Step Guide To Using Social Media Hashtags & Keywords

Hashtags and keywords might seem like small details in your social media posts, but don’t underestimate their power. Much like street signs guiding you through a city, hashtags and keywords help your ideal audience discover your content. Think of them as the connectors that turn your posts from hidden gems into easily findable resources. When done right, these small elements improve your visibility, expand your reach, and help you engage with communities interested in what you offer.

If you’ve ever wondered how some brands consistently appear in your “For You” feed or show up in relevant search results, there’s a good chance they’ve mastered strategic hashtag and keyword usage. By selecting the right terms and placing them wisely, you can make sure your content surfaces to people who genuinely care about what you’re sharing—whether that’s the latest eco-friendly product, a workout tip, or an inspiring quote.

In this guide, we’ll break down how to research, select, and use hashtags and keywords effectively. We’ll cover best practices, common mistakes to avoid, and how to track performance so that over time, you’ll build a strong foundation that makes your posts more discoverable, meaningful, and impactful.

Why Hashtags & Keywords Matter

Hashtags and keywords act as virtual “tags” that categorize your content, making it easier for people to find posts related to specific topics or interests. According to a 2022 Social Media Examiner study, posts with relevant hashtags on Instagram, for example, can see engagement rates nearly 12% higher than those without. On platforms like TikTok and YouTube, strategically placed keywords can boost your content in search results, helping you connect with new audiences.

Some key benefits of using hashtags and keywords correctly include:

1. Improved Discoverability: Your posts appear in searches or feeds where people actively seek that topic.
2. Audience Targeting: By using niche-specific tags, you attract followers who are genuinely interested in your subject matter.
3. Branding Opportunities: Creating and promoting a branded hashtag can help build community around your products or campaigns.

Common Mistakes to Avoid

1. Overstuffing Hashtags or Keywords: Cramming 50 irrelevant tags might get you more impressions, but won’t attract engaged followers. Quality beats quantity.
2. Using Banned or Restricted Hashtags: Some platforms block certain hashtags due to inappropriate content. Always review your tags.
3. Not Refreshing Your Hashtags: Using the same set of tags repeatedly can reduce their effectiveness over time.
4. Irrelevant Keywords: Misrepresenting your content just to rank for popular terms can harm trust and disappoint viewers.

Step 1: Identify Relevant Topics & Themes

Before you dive into researching hashtags and keywords, think about what your brand stands for and what topics resonate with your audience. If you’re a fitness coach specializing in at-home workouts, for example, relevant themes might include “home fitness,” “healthy living,” and “bodyweight exercises.”

Questions to Consider:

• What subjects does my audience care about (e.g., sustainability, productivity, self-care)?
• Which of these subjects align directly with my product or service offerings?
• Are there any recurring themes in my existing content that perform well?

By clarifying these topics, you can target hashtags and keywords that align with your brand and audience interests.

Step 2: Research Hashtags & Keywords

Armed with your main topics, it’s time to research. Look at what your competitors and influencers in your industry are using. Pay attention to popular search terms in your niche and use platform-specific tools or third-party resources to find trending hashtags and relevant keywords.

Research Tools & Methods:

• Platform Search Bars: Type your main topic into Instagram, TikTok, or Twitter to see popular hashtags and accounts.
• Hashtag Generators: Tools like Hashtagify or Display Purposes can help identify related hashtags and measure their popularity.
• Keyword Research Tools: Tools like Google Keyword Planner, Ubersuggest, or KeywordTool.io can uncover popular search terms and variations.
• Competitor Analysis: Check competitor posts’ hashtags and captions. If they have a high engagement post, note which tags they used.

Example:
If your niche is eco-friendly cleaning products, searching “#ecofriendlyhome” might lead you to similar tags like “#zerowastehome,” “#greenliving,” or “#sustainablelifestyle.” You could also discover popular keywords like “non-toxic cleaning” or “natural home care” that people search for on YouTube or Pinterest.

Step 3: Mix Broad and Niche Hashtags/Keywords

A common mistake is relying solely on broad, highly competitive tags like #fitness or #travel. While these tags have a massive volume, your post can quickly get buried under a flood of new posts. Instead, find a balance between broad and niche tags. Broad hashtags may give you some initial exposure, but niche or “long-tail” tags attract a more targeted and engaged audience.

Combination Strategy:

• Broad Tags: High-volume, general interest tags (e.g., #fitness, #travel).
• Niche Tags: More specific, lower-volume tags (e.g., #athomeworkouts, #solotravelingwomen).
• Branded Tags: Unique to your brand or campaign (e.g., #MyBrandChallenge).

For keywords, consider using a mix of popular terms and more specific phrases. For example, instead of just “workouts,” try “quick morning workouts at home” for more targeted, actionable results.

Step 4: Limit the Number of Hashtags

More isn’t always better. On platforms like Instagram, using too many hashtags (such as 30+ indiscriminate tags) might feel spammy. Test different quantities to see what works best for your audience. Some brands thrive with 10-15 relevant hashtags, while others keep it around 5-10.

Tips for Hashtag Quantity:

• Start with around 10-15 tags and adjust based on engagement.
• Place hashtags in the first comment or at the end of your caption for a cleaner look (platform-dependent).
• Avoid repeating the same set of hashtags on every post—keep them fresh to avoid being flagged as spam.

On TikTok and YouTube, your character limits and the nature of the platform often encourage fewer, more strategic keywords and tags placed in the description or video title.

Step 5: Use Keywords Strategically in Captions and Descriptions

Keywords aren’t just for hashtags. Incorporating relevant keywords naturally into your captions, video titles, and descriptions can improve searchability. For instance, if you’re sharing a YouTube video about DIY composting, including the phrase “DIY composting” in your title, description, and tags helps the algorithm understand what your content covers, increasing the likelihood it appears in related searches.

Best Practices for Keywords in Copy:

• Integrate keywords seamlessly. Don’t force them; your caption or description should still read naturally.
• Use the most important keyword early in your caption or video title.
• On platforms like Pinterest or YouTube, longer descriptions with multiple keywords can enhance discoverability.

Ensure that your keywords align with your content. Misleading or irrelevant keywords can frustrate viewers and harm your credibility.

Step 6: Align Hashtags & Keywords with Each Platform’s Culture

Every platform has its own hashtag and keyword “culture.” On Twitter, hashtags often reflect current events or trending topics. Instagram users search via hashtags to find aesthetics, products, or communities. TikTok users love trending hashtags related to challenges or memes. LinkedIn prefers fewer hashtags, focusing more on clear industry keywords.

Platform-by-Platform Considerations:

• Instagram: Hashtags help people discover new accounts. Use a mix of niche and branded tags.
• Twitter (X): Timely hashtags related to trending news or campaigns.
• TikTok: Trending challenges, short and catchy tags.
• LinkedIn: Use industry keywords and a few professional hashtags.
• YouTube: Keywords in titles, tags, and descriptions matter more than hashtags.

Adjust your strategy based on where you’re posting to maximize each platform’s search and discovery features.

Step 7: Experiment with Hashtag Placement

On some platforms (like Instagram), you can place hashtags in the caption or in the first comment. Test both approaches to see which yields better engagement. Similarly, experiment with including hashtags at the beginning of a caption vs. the end, or weaving them into the text naturally.

Placement Experiments:

• All Hashtags at the End: Creates a cleaner caption.
• Sprinkled in the Caption: More integrated feel, but can be harder to read.
• First Comment: Keeps the caption tidy, but requires immediate follow-up after posting.

Track engagement metrics over time to see which approach resonates best with your audience.

Step 8: Create and Promote a Branded Hashtag

A branded hashtag is a custom tag unique to your business or campaign. It’s a rallying point where fans and customers can share their experiences, user-generated content (UGC), and feedback. For example, a coffee shop might use #MyMorningBrew and encourage customers to post their daily coffee routines.

How to Promote a Branded Hashtag:

• Include it in your bio or profile description.
• Encourage followers to use it and feature UGC regularly.
• Add it to your packaging, emails, and website to build offline-to-online connections.

Over time, a well-promoted branded hashtag can become a valuable asset, helping you gather social proof and foster community.

Step 9: Monitor Hashtag & Keyword Performance

Just like any aspect of your social media strategy, reviewing your hashtag and keyword performance is crucial. Check which posts gained the most engagement from hashtag discovery. If your analytics tools show impressions from hashtags or search queries, note which tags or keywords brought the most engaged users.

Metrics to Track:

• Impressions from hashtags/search
• Engagement rate (likes, comments, shares)
• Follower growth or website clicks linked to specific campaigns
• Increases in branded hashtag usage over time

If certain hashtags or keywords underperform, try different ones. If some consistently outperform others, incorporate them more frequently and find related terms to expand your reach.

Step 10: Stay Current with Trends and Updates

Hashtag and keyword landscapes aren’t static. Trends shift, new slang emerges, and audience interests change. Keep an eye on what’s trending in your industry. Seasonal hashtags can also provide timely boosts (e.g., #BackToSchool, #HolidayGifts).

Ways to Stay Updated:

• Follow industry influencers and note the hashtags they use.
• Subscribe to social media marketing newsletters that highlight emerging trends.
• Regularly check platform trend pages (e.g., TikTok’s Discover tab).

Adapting to new trends while maintaining brand consistency helps you remain relevant and discoverable.

Wrapping Up

Hashtags and keywords might be small elements within your posts, but they play a big role in guiding the right people to your content. By investing time in researching relevant terms, striking a balance between broad and niche tags, and continuously monitoring what works, you’ll strengthen your presence in search results and social feeds.

Remember, these elements are not set-and-forget. Regularly review your strategy, experiment with new hashtags, adapt to trends, and leverage analytics to fine-tune your approach. Over time, your skillful use of hashtags and keywords will help you stand out in crowded feeds and connect more deeply with an audience that truly cares about your message, products, or services.

When your hashtags and keywords align naturally with your brand’s voice, your audience’s interests, and each platform’s culture, you create a discovery pathway that transforms casual scrollers into engaged followers—and, ultimately, loyal customers.