Knowledge for your website

Hashtags: identify topics without promising reach

A hashtag identifies a topic within a platform. It can help categorise a post. How people actually discover content, however, depends on the service and the post itself.

Discuss your project Learn more

Zürich · Greater Zürich areaBusinesses in Switzerland

What purpose does a hashtag serve?

A term preceded by a hash symbol can assign posts to a topic. On platforms with the relevant features, it leads to other content under that term. The exact presentation and discoverability differ between services.

Hashtags are therefore not a universal shortcut to greater visibility. A label unrelated to the topic offers readers little help. A long list of popular terms likewise does not explain the value of your own post.

Make a useful selection

Clarify the post first: What should the reader learn or be able to do?
Choose relevant terms: The topic, occasion or regional context must match the content.
Check the meaning: Check which other posts appear under the term.
Maintain readability: Recognisable word beginnings can make compound terms easier to read.
Observe variations: Compare similar posts and record the conditions.

How can the benefit be identified?

Consider relevant follow-up questions, profile visits or traceable website traffic alongside reach. Individual successful posts do not prove that a particular hashtag caused the success. Topic, format and timing also contribute. Document the post’s content and intended objective as well.

For businesses, a recognisable topic plan is usually more useful than constantly changing keyword lists. The area of social media planning connects content, responsibilities and evaluation. On your own website, clear content provides the necessary detail.