What a hashtag does and why you would create one

A hashtag is a word or phrase preceded by the # symbol that groups posts together by topic. When you create a hashtag, you are not registering it anywhere or claiming ownership — you are straightforward the first person to use that particular combination of words with the # symbol. Anyone else can then use the same hashtag, and all posts with that hashtag become searchable and discoverable as a collection.

You might create a hashtag to organize posts around an event you are running, to build community around a shared interest, or to make it easier for people to find content related to something specific. A small business might create a hashtag for customer photos. A neighborhood group might create one for local news. A family might create one to collect photos from a reunion. The hashtag itself costs nothing and requires no formal setup.

The key difference between creating a hashtag and using an existing one is intention and first use. You create a hashtag by being the first to use it publicly. You use an existing hashtag by adding it to a post on a platform where that hashtag already has posts attached to it. Both serve the same function — they make posts discoverable — but creating one means you are starting the collection rather than joining one that already exists.

Key Takeaways

  • A hashtag is created straightforward by typing # followed by a word or phrase with no spaces, and posting it publicly on any social media platform.
  • Hashtags work best when they are short, memorable, and clearly connected to the topic or event they describe.
  • You can create a hashtag on Facebook, Instagram, TikTok, X (formerly Twitter), LinkedIn, and most other platforms that support the # symbol.
  • Once you create a hashtag, anyone can use it, so choose a name specific enough that strangers are unlikely to use it by accident.
  • Hashtags do not require registration, approval, or any setup beyond typing and posting — they become active the moment you use them publicly.

How to create a hashtag on Instagram

On Instagram, type your hashtag directly into the caption or comments of a post. Write the # symbol when ready followed by your chosen word or phrase with no spaces between words. For example, #FamilyReunion2024 or #LocalFarmersMarket. When you type the # symbol, Instagram will show you suggestions for existing hashtags, but you can ignore those and finish typing your own phrase. Once you post, your hashtag becomes active and searchable.

You can also add hashtags to your Instagram Stories, Reels, and in the comments on other people's posts. The hashtag will work the same way no matter where you place it — anyone who taps on it will see all posts that used that same hashtag. If you want to keep your caption clean, you can put all your hashtags in the first comment instead of in the main caption, and they will still function identically.

How to create a hashtag on Facebook

On Facebook, type your hashtag into the text box where you write a post, just as you would on Instagram. Write # followed by your word or phrase with no spaces. When you publish the post, the hashtag becomes clickable and searchable. Facebook will show you a list of existing hashtags as you type, but you can disregard those suggestions and complete your own hashtag.

Facebook hashtags work across the entire platform — they appear in the News Feed, on your profile, and in search results. You can add multiple hashtags to a single post, though Facebook recommends using them sparingly so your post does not look cluttered. Unlike Instagram, where hashtags are a standard part of posting culture, Facebook users tend to use them less frequently, so your hashtag may take longer to gain traction if you are trying to build a community around it.

How to create a hashtag on TikTok, X, and other platforms

On TikTok, add your hashtag to the caption of your video in the same way: type # followed by your word or phrase with no spaces. TikTok will suggest existing hashtags as you type, but you can finish typing your own. TikTok hashtags are particularly powerful because the platform's algorithm actively promotes hashtags and makes them straightforward to discover. A hashtag you create on TikTok may gain visibility much faster than on other platforms.

On X (formerly Twitter), hashtags work identically — type # plus your word or phrase in your post. X has a long history of hashtag use, and hashtags often trend based on how many people use them in a short time period. On LinkedIn, hashtags function similarly but are typically used for professional topics and industry discussions. Most other social platforms that support hashtags follow the same basic rule: type #, add your word or phrase with no spaces, and post.

Choosing a hashtag name that will actually work

The best hashtag names are short, straightforward to spell, and directly connected to what they describe. A hashtag like #LocalBookClub is when ready clear. A hashtag like #LBCQ2024 requires people to know what those letters stand for and is harder to remember. Avoid hashtags with numbers or special characters unless the number is part of the actual name — #BookClub2024 works because the year is relevant, but #B00kClu8 does not.

Make your hashtag specific enough that strangers are unlikely to use it by accident. #Books is too broad and will be used by millions of people posting about completely unrelated topics. #MyNeighborhoodBookClub is specific enough that only people involved with your actual book club would use it. If you are creating a hashtag for an event, include the year or location to prevent it from being reused for a different event next year.

Test your hashtag idea by searching for it on the platform where you plan to use it most. If the hashtag already exists and is being used for something completely different, choose a different name. If it does not exist or only has a handful of old posts, you are safe to create it. Keep in mind that once you create a hashtag, you cannot control who uses it — anyone can add it to their posts — so choose a name that reflects what you actually want to collect.

How to promote a hashtag once you have created it

Creating a hashtag is only the first step. For people to actually use it, they need to know it exists. If you are creating a hashtag for an event or community, tell people about it directly. Post about it multiple times, mention it in captions, include it in your profile bio if relevant, and ask people to use it when they post related content. The more people who use your hashtag, the more discoverable it becomes.

If you are running an event, include the hashtag on any printed materials, in email invitations, or in event descriptions. If you are building a community around a shared interest, mention the hashtag in your first post and remind people about it regularly. You can also use the hashtag in your own posts consistently — if people see you using it repeatedly, they are more likely to adopt it themselves.

On Instagram and TikTok, hashtags that gain momentum can eventually appear on the Explore page or in trending sections, which dramatically increases visibility. This happens automatically based on how many people use the hashtag and how quickly they use it, not because you did anything special. Your job is straightforward to create the hashtag, use it consistently, and encourage others to use it.

What happens if your hashtag does not catch on

If you create a hashtag and only a few people use it, that is normal. Not every hashtag becomes widely adopted, and that does not mean you did anything wrong. A hashtag for a small family event or a niche hobby may only ever have a few dozen posts, and that is perfectly fine — it still serves the purpose of organizing those posts in one searchable place.

If you want to increase adoption, make sure you are using the hashtag consistently in your own posts and reminding people about it. You can also try simplifying the hashtag if it is too long or complicated, or changing it if you realize it is too similar to an existing hashtag that means something different. There is no penalty for creating a hashtag that does not gain traction — you straightforward stop using it and move on, or keep using it for your own organizational purposes.

Frequently Asked Questions

Can I delete a hashtag I created?

No. Once a hashtag is created and used publicly, you cannot delete it or remove it from the platform. You can stop using it yourself, but it will remain searchable as long as at least one post with that hashtag exists. If you created a hashtag and want to move to a different one, straightforward start using the new hashtag in your posts and ask others to do the same.

What if someone else starts using my hashtag for something different?

Hashtags are public and anyone can use them. You do not own a hashtag just because you created it. If someone else starts using your hashtag for a different purpose, you have no way to stop them. This is why choosing a specific, unique name is important — the more specific your hashtag, the less likely someone will use it for an unrelated purpose by accident.

How many hashtags should I add to a single post?

On Instagram, research suggests that posts with 9 to 30 hashtags get more engagement, but this varies by account and audience. On Facebook and LinkedIn, 1 to 5 hashtags is more standard. On TikTok, 3 to 5 hashtags is typical. The best approach is to use hashtags that are genuinely relevant to your post rather than adding as many as possible.

Do hashtags work the same way on all platforms?

Hashtags function similarly across platforms — they group posts by topic and make them searchable — but the culture around hashtag use varies. Instagram and TikTok users rely heavily on hashtags. Twitter and X users use them frequently. Facebook and LinkedIn users use them less often. Adjust your hashtag strategy based on where your audience actually is.

Can I use a hashtag that is already being used by a big brand?

Yes, technically you can, but it is not a good idea. If you use a hashtag that a major brand owns and uses, your posts will be buried among thousands of others, and you will not build the community you intended. Choose a unique hashtag instead so your posts stand out and people can actually find them.