What Is a Hashtag Strategy and Does It Still Work?

What actually is a hashtag strategy?

A hashtag strategy is simply a plan for which tags you'll use on your social media posts. Instead of picking random hashtags each time you post (or using none), you decide in advance which ones make sense for your business and use them consistently.

The idea is straightforward: when someone searches for #LocalPlumber or #VeganCoffee, they'll find your posts. More visibility should mean more potential customers seeing your work.

But—and this is important—hashtags are a tool, not a magic solution. They work best as part of a bigger strategy that includes posting regularly, engaging with your audience, and putting out content people actually want to see.

Does hashtag strategy still work in 2024?

The honest answer: it depends on which platform you're on

Instagram: Yes, hashtags still matter here. Instagram's algorithm actively uses them to show your posts to the right people. This is where hashtag strategy is most valuable.

TikTok: Also worth doing. TikTok uses hashtags differently—they're more about discoverability and trends—but they can drive real views.

LinkedIn: Hashtags help a bit, mainly for visibility in your professional niche. Worth using, but not your main focus.

Facebook: Honestly? Barely worth your time. Facebook's algorithm doesn't prioritise hashtags the way Instagram does. Skip them here.

X (Twitter): They work for joining conversations and trending topics, but not so much for small business discovery.

What makes a hashtag strategy actually work?

1. Use the right mix of tag sizes

Not all hashtags are created equal. There are three types:

• Mega tags (#SmallBusiness, #Marketing) have millions of posts. Your content gets buried instantly. Avoid these unless you're posting constantly.
• Medium tags (#LocalMarketing, #UKSmallBiz) are the sweet spot. Tens of thousands of posts means real competition but actual reach.
• Micro tags (#PlumberInNottingham, #VeganCoffeeShop) have fewer posts. Your content stays visible longer, and the people searching are more likely to be your actual customers.

A good strategy mixes all three, but weight it towards micro and medium tags.

2. Choose tags that match your real audience

This is where most small businesses go wrong. They use tags because they're popular, not because their customers use them.

Ask yourself: Would my actual customers search for this hashtag?

If you run a dog grooming salon in Manchester, #DogGrooming matters. #Fluffy probably doesn't, even if it's trending.

3. Be consistent

Pick 5-10 hashtags that genuinely describe your business, then use them regularly. You don't need to reinvent your tags every post. In fact, consistency helps the algorithm understand what your account is about.

Create a simple list and reuse it—that's your strategy.

4. Watch what actually works for you

Most platforms show you how many people viewed your post and from where. Instagram shows you which hashtags drove impressions. Look at this data.

If a hashtag brings zero engagement over three months, drop it and try something new. If one consistently drives visitors, keep using it.

How to build your hashtag strategy in 5 steps

1. Write down your niche: What exactly do you do? Be specific. "Digital marketing" is too broad; "Instagram marketing for salons in the South East" is better.
2. Research hashtags: Search your main keywords on Instagram and TikTok. Look at what successful competitors and similar businesses use. Don't copy their whole list, but note what comes up repeatedly.
3. Create three lists: Popular tags in your niche (medium size), location-based tags if relevant, and very specific tags that describe your actual offer.
4. Start testing: Use different combinations on different posts and track which ones perform. This takes a few weeks to see patterns.
5. Refine and stick with it: Keep what works, drop what doesn't, and use your best performers consistently.

Common hashtag mistakes to avoid

• Using 30+ hashtags: On Instagram, 10-15 is plenty. More doesn't help and can look spammy.
• Using hashtags that don't match your content: Instagram's algorithm can tell when you're stuffing unrelated tags in. It actually harms your reach.
• Ignoring location tags: If you're a local business, location hashtags are gold. #PlumberManchester reaches people actually near you.
• Changing your tags every single post: Consistency matters. Your account should "own" certain hashtags over time.
• Obsessing over follower counts: A hashtag that brings 100 highly interested visitors beats one that brings 1,000 random people.

Should hashtags be your main focus?

No. Hashtags are one small part of social media success. What matters more:

• Posting regularly (at least once a week)
• Creating content your audience wants to see
• Actually engaging with other people's posts
• Building relationships, not just broadcasting

Hashtag strategy supports these things, but it's not a substitute. A brilliant post with mediocre hashtags will perform better than a mediocre post with perfect hashtags.

The bottom line

Hashtags still work, especially on Instagram and TikTok. They're free, they're easy, and if you get them right, they do help your content reach the right people.

But they're not complicated or mysterious. Pick 5-10 relevant tags that your actual customers would search for, use them consistently, watch what works, and adjust. That's your strategy.

Spend 80% of your energy on posting good content regularly. Spend the remaining 20% on getting your hashtags right. Do that and you'll see results.