Do Hashtags Rule the Roost on Instagram and TikTok in 2024? Unveiling the Tagging Tactics


A hashtag is like your very own GPS, guiding netizens to the treasure trove of your content. It’s a nifty little tool, a pound sign (#) followed by a keyword or phrase, helping your posts join the global conversation. Think of it as a digital magnet, pulling in views from across the cyber galaxy.

In 2024, hashtags continue to play a significant role on social media platforms, but their dominance and usage have evolved in response to changes in platform algorithms and user behavior. Understanding the nuances of hashtag usage and the strategies behind them is crucial for content creators and brands aiming to enhance their visibility and engagement on these platforms.

Instagram: A Mature Hashtag Landscape

On Instagram, hashtags have long been a staple for discovering content, joining conversations, and increasing post visibility. As the platform has matured, so have its algorithms, which now consider a variety of factors beyond hashtags to determine content relevance and engagement. However, hashtags remain important for:

Discoverability: Hashtags can categorize content, making it easier for users to find posts related to specific topics or interests.

Community Building: Niche hashtags help in forming and engaging with communities around specific themes or interests.

Campaign Tracking: Brands often use unique hashtags to monitor the reach and engagement of marketing campaigns.

Instagram allows up to 30 hashtags per post and 10 per story. However, the platform advises using 3-5 relevant hashtags for optimal engagement. Recent trends suggest that using around 20 hashtags can yield the best results, but it’s essential to focus on quality and relevance over quantity. The right mix of location-based, branded, industry-specific, community-focused, and descriptive hashtags can significantly boost a post’s visibility.

The key in 2024 is strategic hashtag use.  Successful Instagram strategies focus on a mix of popular, niche, and branded hashtags to target content more effectively.

TikTok: The Viral Hashtag Phenomenon

TikTok’s algorithm and user base have created a unique environment where hashtags not only categorize content but also play a critical role in content virality. The platform’s “For You Page” (FYP) algorithm uses hashtags to identify user interests and serve them relevant content.

On TikTok, hashtags continue to influence what content gets viewed. Trending hashtags change weekly, and tapping into these trends can increase views and engagement.

Key aspects of TikTok hashtag strategy include:

Trending Hashtags: Participating in trending challenges or topics can significantly increase a video’s visibility.

Content-Specific Hashtags: These help TikTok’s algorithm understand and distribute content more effectively to interested users.

Brand Challenges: Brands often create specific hashtags for challenges, encouraging user-generated content that increases engagement and brand visibility.

On TikTok, creativity with hashtags can lead to greater content discovery. Users and brands that tap into current trends, or even start their own, can see significant engagement.

Effective Tagging Tactics for 2024

Research and Relevance: Use tools and platform insights to find relevant and trending hashtags. Tailor your hashtags to match your content and target audience.

Balance is Key: Mix broad, niche, and branded hashtags to reach different segments of your audience.

Engage with Trends: Participate in trending challenges and topics, but ensure your content adds value to the conversation.

Monitor and Adapt: Continuously monitor the performance of your hashtags and adapt your strategy based on what works best for your content and audience.

While hashtags still “rule the roost” to a degree, their effectiveness in 2024 is more about strategic selection and usage rather than sheer volume. The platforms have evolved, and so have the tactics for leveraging hashtags to maximize content reach and engagement. Both Instagram and TikTok users must stay informed and adaptable to use hashtags effectively in their growth strategies.

Successful Brand Examples

KitKat: A simple Facebook video post with a brand-related hashtag garnered over 4.2K reactions, demonstrating the impact of a well-strategized hashtag use.

Lego: Their Instagram strategy included using themed hashtags related to their products, resulting in significant engagement.

Le Creuset: On TikTok, they effectively used hashtags like #kitchenstyle and #foodtok, aligning with their product line and engaging the right audience.

Remember, in the wild world of Instagram and TikTok, hashtags are your compass and map. Use them wisely, and you might just find yourself leading the digital expedition. Stay trendy, stay relevant, and most importantly, stay #hashtag-savvy!

At Potters Wheel,  a content marketing agency in Kerala and the best digital marketing agency in Kochi, we deeply understand the evolved nuances of hashtag usage and strategies. This expertise is crucial for amplifying visibility and engagement in today’s crowded online landscape. Our team leverages this knowledge to ensure our clients stand out and connect effectively with their audience across social media platforms.

Happy tagging!