If you want your videos to reach more of the right people, hashtags are a key part of using the TikTok algorithm effectively. This guide explains why hashtags matter, the five main types, a “3+2+2” hashtag formula, and how to find suitable tags through TikTok search, competitor analysis, and more.
On TikTok, hashtags do more than “categorize” content—they help both the algorithm and viewers understand what your video is about. When used well, they can help videos appear more precisely in the target audience’s For You feed and search results, while also improving engagement. This guide shows you how to move from adding a few tags casually to using a more effective hashtag strategy.
What are the benefits of using the right hashtags?
- Improve discoverability: Hashtags tell the algorithm what a video is about, helping it recommend the content to interested users and making it easier to find when people search for specific tags;
- Increase engagement: Users often browse popular hashtags to discover new content and challenges. Videos with relevant tags are more likely to be seen and receive likes, comments, and shares, which can lead to more followers;
- Join or lead trends: Using currently popular hashtags can make content feel more timely. Brands can also create their own hashtags, including hashtag challenges, to encourage user-generated content and wider sharing.
What types of TikTok hashtags are there?
- Trending hashtags: The most popular and widely used tags at a given time, such as #FYP (For You Page), #Viral, and #Trending. They can deliver broad exposure but are also highly competitive;
- Branded hashtags: Tags created by brands to promote campaigns or products, such as Nike’s #NikeReact. They help collect brand-related content and increase awareness;
- Challenge hashtags: Tags tied to challenge campaigns, such as #IceBucketChallenge and #FlipTheSwitch, designed to encourage participation and generate large amounts of UGC;
- Content hashtags: Tags that describe the specific topic or content of a video, such as #MakeupTutorial and #BeautyTips for makeup videos, helping attract viewers who are genuinely interested;
- Location hashtags: Tags that indicate where content was filmed, such as #NYC or #Tokyo. They are especially useful for travel, food, events, and other location-focused content when targeting regional audiences.
How to use hashtags effectively
1. Quantity and formula TikTok captions are limited to 300 characters, including all hashtags and caption text, and 3–5 hashtags are generally recommended. You can use this formula: 3 directly relevant hashtags + 2 broad hashtags + 2 popular hashtags. For example, a beauty tutorial could use 3 specific tags (#MakeupTutorial, #BeautyTips, #Eyeshadow) + 2 broad tags (#Beauty, #Tutorial) + 2 popular tags (#FYP, #Trending), balancing reach with audience relevance.
2. Combine popular and niche hashtags Popular hashtags offer more exposure but also more competition. Niche hashtags have lower search volume but can reach people with a genuine interest more precisely and often generate stronger engagement. Avoid relying on only one side. For example, a baking video could use #Baking (popular) + #GlutenFreeBaking (niche) to balance reach and precision.
3. Build a branded hashtag Creating a unique hashtag gives your brand its own “content pool,” where related posts from participating users can be grouped together for easier browsing and redistribution. SHEIN’s #SHEINHaul challenge, which encouraged users to share their purchases and quickly generated a large volume of brand-related content, is a useful example.
How can you find suitable hashtags?
- Use TikTok search: Check popular content and the hashtags used in TikTok search to understand current trends and user interests;
- Analyze competitors: Review the hashtags used in competitors’ popular videos and track likes, comments, and shares to identify tags that consistently drive strong engagement;
- Use third-party tools: Tools such as TikTok Creative Center can show hashtag usage frequency, engagement, and the performance of related videos, helping you discover emerging trends.
If a brand or content team manages multiple official accounts and wants to compare hashtag tests across accounts, it can place each account in a separate browser environment (PurpleMark supports environment grouping and data isolation), then use window synchronization to apply repetitive actions such as “adding hashtags, changing titles, and posting videos” across multiple accounts at once, reducing the need to log in and repeat the same steps manually. Please note: use genuine business accounts for testing rather than creating batches of fake accounts to inflate metrics—the point of hashtag testing is to compare content and strategy, not account volume.
Frequently asked questions
How many hashtags should I use per video? In general, 3–5 is a good range. Too few means you may not make full use of hashtags, while too many can look cluttered and dilute the focus.
Can I reuse the same hashtag? Yes, especially if it performs well. However, it is a good idea to update your mix regularly based on current trends and user interests so your content stays fresh and relevant.
What are common hashtag mistakes? Using too many or too few hashtags, choosing tags unrelated to the content, using outdated tags, or relying only on broad and highly competitive tags can all hurt reach and targeting accuracy.
