A lot of businesses and organisations we work with use social media to connect with their audience. There’s a lot of ways to improve your organic social media posting including hashtags, which are a powerful way to increase visibility and engagement. Using hashtags effectively requires some thought and a strategic approach. Let’s explore some of the best practices for using hashtags on Facebook and Instagram, which should help your content reach the right audience and drive more meaningful interactions.

Why do hashtags matter?

Hashtags help categorise content, making it easier for users to find posts related to specific topics. When used correctly, hashtags can increase your post’s visibility, making them more likely to be discovered by users who follow or search for a particular hashtag. They can also boost engagement, increasing the chance of you getting likes, comments, and shares. In addition, hashtags allow you to target specific audiences, reaching users who are interested in particular topics, which can help make your content more relevant.

How to make hashtags work for you on Instagram

It’s important to research popular and relevant hashtags, you can do this by using tools like Instagram's search function or third-party apps such as Hashtagify to find popular hashtags in your specific industry, product or service. Look for a mix of broad and specific hashtags to help get the most reach and relevance for your posts.

For example, if you’re a local café, use hashtags like #gippslandcafe or #sunshinecoastcafe to attract locals.

If you type a hashtag into Instagram’s search function you can see how popular a hashtag is, for example here you can see the #seenagency has been used in over 100+ posts:

This is another good way to research your hashtags when planning your content and posts.

We suggest using a mix of hashtags, Instagram allows up to 30 hashtags for each post. You don’t need to use 30 but a combination of 10 to 15 well chosen hashtags can significantly boost your post’s visibility.

We've found that using a mix of trending hashtags and brand-specific ones, like #seenagency, has helped our posts stand out.

Create branded and unique hashtags that reflect your brand’s identity. You can encourage your followers to use these hashtags, which can help build a community around your brand.

Avoid overused hashtags like #love or #instagood which are highly saturated. They may increase visibility but the competition is fierce. Instead we suggest you focus on more specific hashtags relevant to your content.

In terms of placement, add hashtags either in the caption or in the first comment to keep your posts looking clean and professional.

Keeping it simple on Facebook

Unlike Instagram, Facebook posts benefit from fewer hashtags. We suggest you aim for 1 to 3 relevant hashtags to avoid looking too spammy.

Ensure your hashtags are directly related to your content as irrelevant hashtags can confuse your audience and also reduce engagement.

Make use of trending conversations by using popular hashtags which can increase your post’s visibility and also reach a broader audience.

Make sure you monitor the performance of your posts with different hashtags, like anything it’s good to have a test and learn mentality. Use things like Facebook’s Audience Insights to see which hashtags drive the most engagement and then adjust your strategy accordingly.

What are some common hashtag mistakes to avoid?

Using too many hashtags can make your post look cluttered and desperate. We suggest you focus on quality over quantity

Stay true to your content’s theme as irrelevant hashtags can confuse your audience and potentially damage your credibility.

Make sure you regularly review the performance of your hashtags and adjust your strategy based on what’s working best for your audience.

Improve your content strategy

Effective use of hashtags is just one part of a successful social media strategy. To stand out, your content needs to be authoritative, engaging, relevant, and curated to your audience’s interests. At Seen, we specialise in creating compelling content that speaks to your target market. If you need help with content strategy or content creation, our experienced team is here to support you.

Let's chat

Ready to take your social media strategy up a notch or two? Contact Seen at hello@seenagency.com.au for expert advice and custom content solutions designed for you.