Hashtags are a feature of most major social media platforms, but their practical value and appropriate use vary considerably between platforms and over time. Many founders either ignore them or apply them inconsistently without understanding what they do. Understanding how hashtags work on the most relevant platforms helps founders use them more intentionally.
A hashtag is a word or phrase preceded by the # symbol, used to categorise social media content and make it discoverable to users searching for or following that topic. On platforms such as Instagram, LinkedIn, and X, hashtagged content can appear in search results or dedicated feeds for that topic, extending reach beyond existing followers. The effectiveness of hashtags depends on the platform, the specific tags used, and whether they are relevant to the content and the intended audience.
Hashtag strategy differs significantly between platforms — what works on Instagram may not be effective on LinkedIn, and both have changed how hashtags are surfaced over time. Using a small number of highly relevant hashtags typically outperforms using many loosely related ones. Our guide to hashtag strategy for UK businesses covers current best practice for each major platform and how to identify the right tags for your content.