Does Hashtag Usage Still Work in 2024? Instagram and TikTok Guide

Does the hashtag still work?

In the world of social media, we often hear statements like "the hashtag era is over." However, as we approach 2024, the reality is a bit more complex. Hashtag usage may be ineffective without the right strategy; but when used intelligently, it is still a powerful tool for attracting customers, growing your brand, and increasing organic reach.

While working with hotels, restaurants, real estate, and e-commerce businesses in the Alanya, Antalya region, we frequently observe this: accounts without the right hashtag strategy remain stagnant with 500 followers for 5 years, while systematically working accounts reach thousands of target audiences in 6 months. So, which is the right approach?

What is a hashtag and how does it work on social media?

A hashtag (#) is a symbol placed before a word or phrase and is used on social media platforms to categorize content. On platforms like Instagram, TikTok, Facebook, and X (formerly Twitter), hashtags help you find people interested in similar topics.

From the algorithm's perspective: a hashtag is like a "label" that indicates which category your published content belongs to. For example, if a restaurant uses the hashtag "Alanya food," people who follow or search for that hashtag will see your photo.

Hashtag Strategy on Instagram

Instagram still plays a very significant role in hashtag usage. Meta's algorithm evaluates hashtags based not only on quantity but also on quality and relevance . Therefore, instead of using 30 million hashtags, it's more effective to have a balanced distribution between 50,000 and 500,000 hashtags.

For example, for a hotel in Alanya:

• Wide hashtags: #tourism, #Antalya (500K - 10M) — expect low conversion rates if your brand isn't a well-known name.
• Medium-level hashtags: #AlanyaHotel, #TurkeySession (50K - 500K) — targeting the right people and accessible.
• Low-level, highly specific hashtags: #AlanyaHospitalityHotel, #UmurbeyTourism (1K - 50K) — the target audience is precisely relevant.

Instagram's algorithm places posts with high engagement in the "Top Trends" section of the hashtag page. Entering this section brings up dozens of new profiles under the hashtag.

Using Hashtags on TikTok

TikTok uses a completely different algorithm than Instagram. On TikTok, hashtags are a secondary tool; the quality of the video content itself and the hook in the first 3 seconds are what truly matter. Nevertheless, the right hashtags can help expand your audience.

To succeed on TikTok, using 3-5 hashtags that aren't too popular and are genuinely relevant to your content is enough. Using too many hashtags is seen as spam by the TikTok algorithm.

Criteria for Choosing the Right Hashtag

1. Relevance and Target Audience

It's not about how big a hashtag is, but how well it fits your target audience . A beauty salon using the #fashion hashtag is less effective than using #beautyservices.

2. Level of Competition

In hashtags with a very high number of followers, fresh posts quickly fall to the bottom. Hashtags with fewer than 100K followers maintain their visibility for longer.

3. Trending Hashtags

Instagram and TikTok's "Explore" section displays trending hashtags for that week. Using these hashtags can quickly generate significant reach. However, they become ineffective once the trend fades.

4. Brand Hashtags

Creating your own brand hashtag and encouraging your followers to use it is a powerful way to build community. For example, #AlanyaBilisimHizmetleri is our own hashtag and strengthens brand identity in the long run.

Common Mistakes Made When Using Hashtags

Using Too Many Hashtags

Instagram has a limit of 30 hashtags, but 8-15 is the ideal range. On TikTok, more than 5 hashtags can be considered spam. Quality is just as important as quantity.

Irrelevant Hashtags

For example, generic hashtags like #ComeToMyProfile just look like spam and make your business seem unprofessional in the eyes of the algorithm. Use hashtags that your target audience is actually searching for.

Don't rely solely on viral hashtags.

Trending hashtags generate short-term traffic but don't ensure long-term brand retention. A combination of brand-specific and regularly used hashtags is most effective.

Combine your hashtag strategy with your social media content calendar.

Hashtag usage should be part of a systematic social media plan, not random. When creating a social media content calendar , determine in advance which hashtags you will use for each post. This ensures consistency and helps your brand develop a coherent identity.

How to Conduct Hashtag Research?

When you click on a hashtag on Instagram, you can see "Related" and "Most Popular" posts. By examining which hashtags your competitors are using, how many followers they have, and their engagement rate, you can shape your own strategy.

Pay attention to Instagram's "Explore" section. If you want to be seen there, follow the hashtags that appear frequently.

Balancing Organic and Advertising Strategy

Hashtags increase organic (free) reach, but hashtags alone are not enough. When combined with Instagram ads and Meta advertising strategies , hashtag usage has an even more powerful impact.

If an organic post reaches 50 people thanks to a hashtag, an advertisement will reach thousands with that post. A combination of both yields the most effective results.

Conclusion: Hashtags Still Work

In summary, hashtag usage still works very well in 2024 — but only if it has the right strategy. Businesses that use a lot of random, irrelevant hashtags won't get results. However, businesses that systematically use a balanced number of relevant, specific hashtags that engage your target audience will achieve significant organic reach and customer acquisition.

If you work in tourism, hotels, restaurants, or e-commerce sectors in the Alanya and Antalya region, you can achieve the best results by integrating your hashtag strategy with a social media content calendar, advertising budget, and conversion tracking. You can browse successful projects on our Instagram page and see the results of our local businesses' hashtag strategies.

If you have any questions about your digital marketing journey, you can reach us at our Alanya office or request a quote. Let's transform your hashtag strategy into a holistic plan encompassing Google Ads, Meta ads, and SEO work.