General News
Less is more: It’s time to change your hashtag strategy
Hashtags used to be the ultimate discovery tool, but with algorithms getting smarter, that's no longer the case. Platforms are starting to restrict the number of hashtags you can use, with TikTok recently implementing a cap of just five per post.
For a while now, creators have filled their captions with dozens of hashtags, some not so relevant, in an attempt to make it to a platform’s discovery page. Although this approach may work sometimes, it often creates a cluttered feed for users and doesn’t always target the right audience.
Why the change? TikTok implemented its ‘five hashtags’ limit to avoid spam and make a more enjoyable experience for users. While this seems like quite a strict limit, it encourages creators to be more intentional with their content. Fewer hashtags allow for a more refined way of grouping content, helping the algorithm more accurately match videos with truly interested users.
Here’s how you can adapt your content strategy:
- Make the most of your caption: Rather than using a witty one-liner, use a descriptive, more natural caption that a user is likely to type into their search bar, like “how to…” or “Best…”.
- Leverage on-screen text: Algorithms use your on-screen text to categorise your content, so overlay your videos with text to highlight key points and titles.
- Speak your niche: Yes, voice-overs and dialogue improve your content, but TikTok and Instagram use audio recognition to understand what your video is about, which will help match your content to relevant users and search queries.
- Finish with a hashtag: Don’t abandon hashtags entirely but use them to target your content to the right users. A five-hashtag limit means you need to be more specific to your niche, so you can directly target your audience.
Ultimately, the new rule is less is more. By focusing on fewer, more specific hashtags and improving your overall content, you can better connect with your ideal audience.
