On a surface level, hashtags are synonymous with Twitter and for revealing your #womancrushwednesday on Instagram. But did you know that entire marketing strategies can be built around a single hashtag? Learning how to use hashtags on TikTok can put you ahead of the curve.
Hashtags are essentially a way to group together conversations or content around a certain topic on any social media platform. Just one specific hashtag can lure thousands of people to the same place, making it an ideal strategy for brands looking to increase visibility, launch a new product, gain followers e.t.c.
Simply hashtagging mundane words you believe to be relevant to your industry/brand, such as #fashion and #summer, will no longer suffice. We are in the age of intentional social media content and carefully crafted captions. Knowing how to use hashtags also joins this list of non-negotiables that are imperative for online success.
Hashtagging best practices vary according to the social media platform, and that in question in today’s blog is TikTok.
Hashtag strategies on TikTok operate slightly differently to those on the likes of Instagram and Twitter. This is because of the platform’s built-in search engine which allows brands to run SEO strategies using hashtags and keywords. To learn more about how TikTok is rivalling the world’s most famous search engine, click here.
For more on how to use hashtags on TikTok, read on.
Current top TikTok hashtags
The current top trending TikTok hashtags you can implement into your strategies are:
REMEMBER: unless you are starting from scratch, you should only be including hashtags in your captions or on-screen text that are relevant to your brand.
Hashtagging best practices on TikTok
One of the golden rules of hashtagging is to avoid spam-like behaviour which comes with posting an unnecessary stream of hashtags underneath a caption. Hashtags serve a purpose, so each one implemented should be intentional and not just a way to try to gain followers with #follow4follow or #likeforlike.
Though there is no limit to how many hashtags you can use, the optimal number to use on TikTok is 3-5. Choose wisely!
Other points to consider:
- Find the best hashtags for your content: as mentioned above, it is essential to use hashtags relevant to your brand. This is what will put you in front of the right audience and gain you valuable followers. Check out your competitors to see how to use hashtags to speak to the right people. You can also head to the TikTok Creative Centre where they update the platform’s top trending hashtags by industry, weekly.
- Combine niche hashtags with popular ones: popular hashtags are great for brands and influencers trying to build a following, as they have larger audiences. However, more niche hashtags are those that will gain you more engaged and interested followers. For example, #fashion has billions of impressions, whereas hashtags like #summerfashion and #plussizefashion is more niche; allowing you to tap into two different audiences.
- Create a branded hashtag challenge to boost brand awareness: read on for how to create a branded hashtag challenge.
The TikTok video below does a great job of incorporating all of the aforementioned points. The popular hashtag #hoodies is paired with more niche hashtags #trekcore and #sistersandseekers to pull in audiences from every angle.
Branded hashtags on TikTok
We’ve already established that hashtags have the power to draw thousands of people to the same spot on TikTok, but they become even more powerful when used in challenges. TikTok challenges prompt users to create their own content around the hashtag in question; igniting massive engagement and sparking organic brand awareness.
Branded hashtag challenges can be anything from dancing to an original song to reinventing the original challenge video. Each piece of content made in response boosts the challenge’s popularity, eventually (hopefully) gaining it viral status. From here, anyone who stumbles upon the challenge will automatically associate it with the brand who created it.
Below are examples of some of the most successful branded hashtag campaigns to come out of the fashion industry.
Converse – #CreateNext
Converse’s #CreateNext campaign is on a mission to support and cultivate young talent “from Los Angeles to Johannesburg”. It features 20 6-second videos shining a light on their chosen talent pool, which features the likes of A1 X J1, Honey Dijon, and Turnstile and what #CreateNext means to each of them.
Taking inspiration from Converse’s chosen stars, users have got involved by posting their own 6-second TikTok videos showcasing their talents and what #CreateNext means to them. The hashtag has 451.6M views.
For DJ Honey Dijon, #CreateNext means uplifting the LGBTQIA+ community and keeping culture spinning forward. 🎵 Downtown – Honey Dijon (feat. Annette Bowen & Nikki-O)
Calvin Klein – #MyCalvins
As the latest version of their famous ‘My Calvins’ campaign, Calvin Klein took to TikTok to celebrate inclusivity. The new iteration of the campaign saw Calvin Klein become one of the only major fashion brands to cultivate a presence on the platform at the time and after just 24 hours, the company declared it their most digitally-viewed campaign ever. The campaign consisted of influencers and celebrities posing in Calvin Klein underwear and jeans to tap into the younger audiences who frequent the platform. The hashtag has 291.7M views.
Crocs – #ThousandDollarCrocs
The #ThousandDollarCrocs campaign encouraged users to post to TikTok what they believe a pair of $1,000 Crocs would look like to them. In just one week, Crocs gained 100,000 followers, with 45,000 videos created within the first 36 hours of launch. The hashtag currently has 3.1B views!
ASOS – #AySauce
Incorporating an augmented reality (AR) filter and bespoke music track, ASOS launched the #AySauce branded hashtag challenge, which saw influencers showcase 3 ASOS outfits of their choice in just 15 seconds. Other users quickly caught on to this and contributed their entry to the challenge, providing even more content associated with the fashion retailer. The challenge hashtag has 2.6B views.
How do you use hashtags properly?
Proper hashtag use includes the following:
- Place the # symbol in front of your word/phrase
- Make sure there are no spaces, punctuation or symbols between words
- A mixture of popular and niche hashtags
- Only including hashtags relevant to your brand/industry
- Avoiding spam-like behaviour (between 3-10 hashtags usually suffice)
What is a hashtag example?
#SummerFashion and #ShopTilYouDrop are examples of hashtags.
What are the three best hashtagging practices?
- Avoid spam-like behaviour
- Only include relevant hashtags
- Ensure a mixture of popular and niche hashtags
How successful are hashtags?
Yes. Hashtags are great for increasing reach, brand awareness and engagement. Using niche hashtags that are relevant to your industry/brand will ensure that you tap into an interested/engaged audience.
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