TikTok Hashtag Strategy

TikTok Hashtag Strategy

If you weren’t already convinced TikTok is the place to be, then here is another prime example of it’s growth, getting it’s own segment on NBA today. I have talked a lot about the insane growth and content strategy for TikTok, but I haven’t spoken too much about the “extra” things you can do to help your TikTok content perform - so today let’s dive into hashtags.

When Instagram was new it was all about hashtags to get discovered - then the Explore page was introduced as well as other ways for users to share and save content. Hashtags are still relevant on Instagram but what about TikTok? TikTok launched with a great algorithm to show you the content you want and it’s nearly as focused on a followers feed like Instagram is. Maybe one of the biggest differences between the two platforms is the usage of hashtags.

Now that I have overseen content creation, strategy, and management of branded TikTok accounts (and my own personal account) I know one thing for sure - hashtags have a different outcome across all accounts. So testing and trying new combos and keeping your hashtags fresh will always be something to focus on, so take the following advice as a starting point rather than a North Star.


Hashtag Types

We categorize hashtags into 3 different types:

  • Trending- could be a trend that happened organically or a brand who paid for this. It’s of course intended to use these hashtags on the posts that content is related to the hashtags BUT you will see users using these to hop on the rise of the views surrounding this.

  • Content Related - the obvious ones you would want to use, compared to Instagram you may be super specific to the post, but for TikTok you may want to make it specific to your overall account’s theme/topic as well as post specific (like location).

  • FYP - “For You Page” is the main feed most users use to consume their content, the algorithm is pretty good in sharing the right content with users. It has been a popular hashtag BUT I am here to share that TikTok recently announced in a webinar that the hashtag does NOT help and does not help push your content anywhere.


How many hashtags should I use?

There is no right answer here, but our current approach is the 3x3x3 strategy.

3- Location Based Hashtags

3- Content Based Hashtags

3- Account Related Hashtags


How much do hashtags actually help content performance?

We definitely know the actual content and sound are the two main players in the success of your content, so hashtags should somewhat be taken as a bonus. As I mentioned earlier definitely do your testing to see how it can help your content. 


Finding hashtags

Hopefully as a TikTok creator/user/manager this will come naturally to you. If it doesn’t you can check out what creators in your industry are using, suggested topic content on your search bar, content on your FYP, and even your competitors to see what they are using. 

Anna Sullivan