Marketing with data

Hashtags aren’t just trendy add-ons anymore. They’re one of the most powerful content creation tools that help brands and influencers cut through the noise, reach their target audience, and boost engagement. Here’s the catch: throwing hashtags on a post won’t do the trick; you have to use them strategically.

At Aktivate, not only do we focus on building strong partnerships with creators, we also help brands collaborate with African influencers to build stronger campaigns. What’s a key part of every campaign’s success? Knowing how to use hashtags effectively. So, whether you’re managing your brand’s social media or running a campaign with influencers, this guide is for you.

Learn how to effectively use hashtags to increase visibility, improve engagement, and drive campaign results for your brand. Let’s get into it!

What Are Hashtags and Why Do They Matter?

A hashtag is more than just a pound sign followed by a word. It’s a searchable keyword that connects your content to a wider conversation.

On platforms like Instagram, TikTok, LinkedIn, and Twitter (X), hashtags categorize content and make it discoverable.

Most importantly, they help your content show up in feeds, increase your reach, and attract the right audience.

Imagine hashtags as highways. If your post is the car, hashtags are the roads that lead people to it. Without them, you’re stuck in a parking lot.

Know Your Hashtag Types

Before using hashtags, it’s essential to understand their types. Each serves a different purpose, and mixing them correctly gives your content more mileage.

1. Branded Hashtags

These are unique to your business or campaign. For example, Coca-Cola’s #ShareACoke or Nike’s #JustDoIt

Use branded hashtags to:

• Promote a campaign
• Encourage user-generated content
• Build brand recognition

2. Trending Hashtags

These are popular hashtags people are currently using. They can be global trends or local buzzwords.

Use them carefully. They can boost visibility, but only if they’re relevant to your content. Jumping on a trend just for reach may backfire.

3. Niche or Industry Hashtags

These are specific to your sector. If you’re in beauty, try #SkincareRoutine or #MelaninGlow.

They help you connect with a targeted audience—people who care about what you’re posting.

4. Content Hashtags

These describe what’s in your post. For example, #BehindTheScenes, #ProductLaunch, or #Tutorial.

They make your posts searchable and help categorize your content properly.

5. Community Hashtags

These are used to connect with like-minded individuals. Think of hashtags like #BlackGirlMagic or #AfricanInfluencers.

They create a sense of belonging and encourage authentic engagement.

How Many Hashtags Should You Use?

This is a tricky one. Each platform has its best practices.

• Instagram: 5–10 relevant hashtags. Avoid using the max limit (30), as it may look spammy.
• TikTok: 3–5 focused hashtags. Short, catchy, and trend-aware.
• LinkedIn: 3–5 professional, industry-related hashtags.
• Twitter (X): 1–2 concise, relevant hashtags. Keep it clean.

Using too many can dilute your message. Using too few can limit your reach. Strike a balance. Most importantly, quality always beats quantity.

Research Before You Hashtag

Not all hashtags are created equal. You can’t just guess your way through this.

You need to:

• Use hashtag research tools like Hashtagify, RiteTag, or TikTok’s search bar
• Check popularity—how many posts are using it?
• Analyze competition—are similar brands using it?
• Study engagement—do posts with the hashtag get likes or shares?

Without research, you risk using banned, overused, or irrelevant hashtags that hurt your visibility.

Place Hashtags Strategically

Hashtag placement matters just as much as the hashtag itself.

Here’s what works best on each platform:

• Instagram: In the caption or first comment. Either works, but keep it tidy.
• TikTok: Always in the caption. You only get 2,200 characters—use them wisely.
• LinkedIn: Add them at the end of the post. Keep it professional.
• Twitter (X): Sprinkle 1–2 hashtags within the tweet or at the end.

Don’t interrupt your message with clunky hashtag stuffing. Make your post easy to read.

Use Hashtags to Build Campaigns

Hashtags are more than discovery tools; they are also capable of driving entire campaigns.

When launching a product, event, or challenge, create a custom hashtag. Then:

• Encourage influencers and users to use it
• Monitor its performance with campaign tracking tools or influencer tracking tools
• Engage with people using the hashtag

Besides that, don’t forget to promote the hashtag across your channels—socials, newsletters, and even offline materials.

It builds consistency and keeps your campaign top of mind.

Monitor and Optimize

Once you’ve launched, your job isn’t done.

Track your hashtag performance. Which ones drive the most engagement? Which ones bring new followers or clicks? Platforms like Instagram Insights, TikTok Analytics, and LinkedIn Page Analytics can show you what’s working.

Better yet, you can use tools like Sprout Social, Hootsuite, or even Aktivate’s campaign reporting features to explore more. Data helps you tweak your strategy and stay ahead of the game.

Mistakes to Avoid

Let’s be honest, many brands misuse hashtags. However, you don’t have to be one of them.

Avoid these common pitfalls:

• Using irrelevant hashtags just because they’re trending
• Overstuffing your caption with 20+ random tags
• Ignoring banned hashtags, which can shadowban your account
• Failing to update your list—what worked last year might flop today

Most importantly, don’t copy-paste the same hashtags every time. Social media rewards fresh, tailored content.

Final Thoughts: Use Hashtags with Purpose

Hashtags can boost your visibility, attract new followers, and make your campaigns more powerful. However, this is only possible if you use them with intention.

Firstly, you need to understand your audience. Then, you should research your tags. Finally, you need to track what works. In a crowded digital space, the right hashtag strategy is your shortcut to standing out.

Ready to amplify your influencer campaigns? Book a demo session with Aktivate today to discover top African influencers, run impactful campaigns, and track results with ease.