What hashtags do
TikTok says it uses video information, including captions, sounds and hashtags, to recommend videos. Instagram's guidance favors a few targeted tags over many generic ones. Hashtags help the platform understand the topic. They do not make a weak post perform well.
Choosing good hashtags
| Type | Example | Use it for |
|---|---|---|
| Service | #roofrepair | Telling the platform the topic |
| Local | #tampahomes | Reaching people in your area |
| Branded | #smithroofing | Collecting your own and customer posts |
| Event or season | #tampastormseason | Joining timely local talk |
Hashtags to avoid
- Broad tags like #love or #instagood
- Tags unrelated to the post
- The same long block on every post
- Tags tied to trends you do not understand
Instagram warned that broad tags like #reels or #explore do not help much and can hurt performance.
Platform differences
Instagram is moving all posts and reels to a five-hashtag limit. TikTok and Instagram treat captions and keywords as signals too, so a clear caption often matters more. LinkedIn and Facebook rely on hashtags less, so one or two are enough there.
Good example. A Tampa roofer uses #roofrepair, #tampahomes and its branded tag with a clear caption about storm damage.
Bad example. A roofer copies the same block of generic tags, like #home and #love, onto every post. Reach stays flat.
See what else drives reach in how social algorithms work. Our social media marketing picks tags by topic and place.