Content & Publishing
Hashtag
A hashtag is a word or phrase preceded by the pound sign (#) used on social media to label and group content by topic. Clicking or searching a hashtag surfaces other posts using the same tag, helping users discover related content and helping brands join or start conversations.
Why it matters
Hashtags can extend a post's discoverability beyond existing followers by placing it in topic-based feeds and searches. They also let brands organize campaigns and track conversations around a specific branded tag.
How it is measured
Hashtags are not a single metric, but their impact is tracked through reach and impressions attributed to a hashtag, the volume of posts using a branded tag, and engagement on hashtagged content. Many analytics tools report how much reach came from hashtags versus other sources.
Frequently asked questions
How many hashtags should you use?
It depends on the platform and changes over time, so test for your audience. The general principle is to use a focused set of relevant hashtags rather than stuffing in unrelated ones, which can look spammy and dilute targeting.
Do hashtags still help reach?
They can, especially for discovery and grouping content by topic, but their weight varies by platform and algorithm. Many platforms now lean heavily on content relevance and keywords, so hashtags are one tool among several, not a guaranteed reach boost.
What is a branded hashtag?
A branded hashtag is a unique tag a company creates for its brand or campaign, such as a slogan or campaign name. It helps gather user-generated content and conversations in one searchable place and makes a campaign easier to track.