7 TikTok hashtag strategies for viral success

In this new era of marketing, short-form videos dominate the landscape and are the most effective way of communicating with your users. These bite-sized content pieces captivate audiences, encouraging them to spend more time on platforms like TikTok and Instagram. Therefore, brands must implement the right TikTok hashtag strategy to categorize content for higher engagement and reach. 

Let's explore the benefits of effective TikTok hashtag strategies, tips to help your brand go viral and key metrics you can monitor. Additionally, we’ll address important FAQs to ensure you have all the information needed to elevate your TikTok presence.   

What is a TikTok hashtag strategy?  

Hashtags categorize content on TikTok, helping users discover content effortlessly.  A TikTok hashtag strategy uses branded, niche, trending and relevant hashtags to increase content engagement and visibility.   

A thoughtfully created hashtag strategy ensures your videos reach the right audience. Including trending hashtags in the videos helps you tap into the most popular conversations and gather exposure.   

Without a hashtag strategy for TikTok, your content can drown in the vast sea of videos on the platform, leading to a loss of engagement, reach, and connection with your target audience.  

Why are TikTok hashtags important for brands?   

TikTok hashtags are essential for brands as they help in: 

1. Discovering content: Brands can find content that resonates with their audience by searching relevant hashtags. For example, a fashion influencer can discover the latest trends by searching for related hashtags like #FashionTrends or #MakeupTutorial. They can tweak their content strategy accordingly, keeping it fresh and relevant. 

2. Targeted audience engagement: Hashtags allow brands to connect with specific demographics and interest groups. This targeted approach ensures that your content reaches potential customers who are more likely to engage with your brand. Businesses using these hashtags become part of larger conversations. For instance, a baker using the hashtag #HealthyCookies can connect with an audience looking for guilt-free snacks. This can help brands set themselves as a go-to source within their niche and increase their visibility. 

💡 Pro Tip: Use social signals to fine-tune your audience segmentation and get a competitive edge. Sprinklr’s AI-powered audience intelligence capability transforms raw social data—such as likes, shares, and followers—into actionable insights to help you create hyper-targeted audience segments. With a minimum number of clicks, you can deliver personalized experiences, offer exclusive discounts to loyal members, and improve conversions. 

Need more support? Get a personalized demo to discover how you can improve your TikTok hashtag strategy.  

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3. Setting context: Hashtags are crucial in setting the context for your content. This helps users understand the purpose and theme of the post. For instance, an interior design brand can use hashtags like #HomeDecor or #HomeInspiration. This improves social media engagement by aligning the content with the audience’s interests.  

4. Monitoring performance and reach: Brands can monitor campaign performance and reach by tracking specific hashtags. For example, a fitness brand can evaluate engagement and reach using #FitFam or #FitLife. Metrics like the number of shares, comments, and likes to help assess the hashtag's effectiveness.  

Understanding the goals of a TikTok hashtag strategy 

A well-planned hashtag strategy on TikTok has many benefits for brands. It helps in the following ways: 

To increase visibility 

Short-form videos, typically under a minute, have taken the digital world by storm, capturing the attention of 66% consumers. Brands can harness this trend to boost their visibility by using the right hashtags. A well-crafted TikTok hashtag strategy can extend the reach of your videos far beyond your immediate followers. For example, Netflix effectively uses hashtags like #CobraKai to share engaging clips from its popular shows, reaching a broader audience and driving engagement.  

To identify competition 

Trending hashtags can help you discover other brands. It is an effortless way to find competitors. Then, you can conduct a competitive analysis by examining their content and benchmarking your TikTok hashtag strategy against theirs. 

To increase engagement 

77% of small businesses use social media to reach customers. You can increase customer engagement by using the right hashtag strategy for TikTok. As more people see your videos, they may engage with your content by liking or commenting. 

To encourage community building 

With a thoughtfully created hashtag strategy on TikTok, you can build a strong community around your brand. You can ask users to take part in contests and challenges, leading to community building and more user-generated content (UGC). Consider GoPro. The company encourages its users to participate in challenges using hashtags such as #HomePro. 

Key metrics to track the performance of your TikTok hashtag strategy 

Maximizing your TikTok presence requires a keen understanding of key metrics. This section covers vital indicators like engagement rates, views, and the effectiveness of specific hashtags. By tracking these metrics, you can adapt your content strategy to maximize reach and engagement on the platform. 

1. Engagement rate 

The engagement rate reflects the level of interaction your posts receive, including likes, shares, and comments. This rate varies with the number of followers you have. On TikTok, users with 100,000 to 500,000 followers enjoy an impressive average engagement rate of around 9.74%. This highlights the platform’s potential for high user interaction and brand visibility. 

Example: 

Say your content has 100 likes, 50 comments, 70 shares and 1000 views.  

Then your TikTok engagement rate= [(100+ 50+ 70)/1000] × 100 = 22% 

2. Reach 

TikTok defines reach as the percentage of unique TikTokers who have seen your content at least once. It is crucial because it shows how far your content has traveled. 

Example: 

If your post reach is 60 and your total follower count is 500, your reach percentage will be: 

(60/500) x 100 =12% 

3. Follower growth rate 

Monitoring your follower growth rate is essential for assessing your TikTok account’s performance. A growing follower count enhances brand credibility and signals success. Your follower count should keep growing. A stagnant follower rate indicates that your TikTok hashtag strategy needs adjustments.  

Example:  Your account has 500 followers at the beginning of the month. 550 followers at the end of the month. Then your follower growth rate = [(550-500)/500) x 100=10% 

4. Hashtag performance  

Relevant hashtags help position your content in your target audience's feed. The following points will help you in analyzing your hashtag performance: 

• Track the views generated by posts where you've used hashtags. 
• Observe the engagement metrics on posts with specific hashtags. 
• Note the growth of followers when you embed hashtags in your posts. 
• Check if your hashtags are appearing in trending topics. 
• Use TikTok analytics to check the reach and impression of posts with hashtags.  

Related Read: How to Use Hashtags 

5. Click-through rate (CTR) 

CTR, or Click-Through Rate, measures how often your TikTok ads are clicked compared to how often they are viewed. A low CTR suggests that your ad campaigns need improvement, while a high CTR indicates that your content is resonating well with your audience. Tracking this metric is crucial for optimizing your ad performance and ensuring your message hits the mark.  

Example: 

Say your post was viewed 100 times and it gets 20 clicks. 

Then your CTR = (20/100) ×100=20% 

Must Read: What is TikTok advertising? Types, tips and examples 

6. Count of mentions 

Tracking the volume of brand mentions on TikTok is essential to understanding who is talking about your company. It also helps you understand the sentiments associated with your brand mentions. By tracking this metric, you can engage with your audience and get insights into their preferences. This will help you refine your TikTok hashtag strategy. 

💡 Pro Tip: The average person spends 145 minutes (about 2 and a half hours) on social media daily. Imagine how successful your TikTok hashtag strategy would be if you knew what these users were discussing and their preferences. With social listening tools, you can do just this. Such toolkits turn raw data into actionable insights.  

How to create a TikTok hashtag strategy 

Creating a successful hashtag strategy on TikTok involves several essential steps. A well-crafted hashtag strategy ensures your content reaches the right audience and achieves the desired engagement. Here’s a quick guide to help you get started: 

1. Define clear goals 

Before you start working on your TikTok hashtag strategy, you should have clear answers to the following questions: 

• What goals are you trying to achieve (brand awareness, driving traffic, etc.)? 
• What is your brand’s message (core values, USP, etc.)? 
• How will you measure your campaign’s success (increased views, follower growth, etc.)? 

Next, align your hashtag strategy with these goals. For example, if you are an e-commerce brand looking to increase traffic to your website, use CTAs like #ShopNow or #NewArrivals. 

2. Understand your TikTok audience 

The next step is understanding your target audience based on age, gender, geography and interests. This will help you reach the right consumers and increase engagement.  Are you targeting Millennials or Gen Z or focusing on a specific niche, like fashion enthusiasts or pet owners? Understanding the demographics is crucial to identifying and aligning your hashtags to the interests and behaviors of your target users. 

3. Use relevant hashtags 

Monitor trending hashtags and topics relevant to your audience, campaign themes and industry. Look for ongoing events that attract a significant audience.  For example, if you are a sports merchandise brand, you can use hashtags such as #FIFAWorldCup or #Wimbledon. Incorporating relevant hashtags lets you tap into trending discussions and conversations, boosting your reach and visibility. 

4. Use analytics and hashtag tools  

Explore TikTok's Discover tab to get insights into popular hashtags, trends, and keywords. You can also use a social media analytics tool that provides valuable insight into hashtag analytics or a hashtag generator tool. They allow you to discover popular hashtags and evaluate their engagement and reach.  

7 TikTok hashtag strategies to make your brand go viral 

If you’re a social media marketer, small business owner, influencer, or UGC (user-generated content) creator, you can’t afford to overlook hashtags in your TikTok marketing strategy. To fully capitalize on hashtags on TikTok, here’s what you need to do:  

1. Stay updated with hashtag trends 

Identify the popular and trending hashtags. TikTok's search option allows you to find relevant hashtags with high engagement. You can also do a competitive analysis to list popular domain-related hashtags.  

Do’s: 

• Follow key accounts and influencers who are doing well in your niche. They follow the latest trends and sometimes even start new trends. 
• Check the Discover page of TikTok regularly to see trending hashtags, sounds and challenges. 

Don’ts: 

• Jump on every trend. Check what suits your niche and then follow. 
• Overlook platform updates. Trends are sometimes influenced by new features and updates, such as algorithm changes, and brands need to keep up with them. 

 Best practices: 

• Humanize your brand. Highlight the fun side of your company to build a good rapport with your audience. For example, popular brand Guess went viral on TikTok with its hashtag #InMyDenim. The brand targeted GenZ and millennials to share images of their latest looks.  
• Include challenge-relevant hashtags in your post, such as #3MinuteMakeupChallenge if you are a makeup brand. 

💡Pro Tip: A thoughtfully created hashtag strategy can yield long term results. An apt example is the #TikTokMadeMeBuyIt trend, which has millions of views. Following this trend, TikTokers post their purchased products after viewing them on the platform.  

Leverage social media tools such as Sprinklr Social to improve your TikTok content. Its publishing capabilities will help you to enhance the content quality of your TikTok business account. It also enables you to find the right hashtags for your business. 

2. Leverage location-specific hashtags  

Location-based hashtags are designed to target specific geographic areas. They help you reach audiences in those regions or enhance content relevant to a particular place. For instance, if you’re aiming to connect with Indonesian audiences, use hashtags like #Indonesiatiktok or #Indonesia to engage people from that region.  

Do’s: 

• Use relevant location-based hashtags like #LA for Los Angeles and #NYC for New York. 
• Add TikTok’s location stickers to your videos to enhance discoverability.  

Don’ts: 

• Add irrelevant location-based hashtags, such as #Mexico for New York City. This can mislead your audience. 
• Be insensitive towards the local culture. For instance, if you are a travel agency promoting tourism in Delhi, do not use hashtags associated with negative stereotypes, like #TrafficInDelhi.  

 Best practices: 

• Stay consistent and use location-specific hashtags in all your posts to build a recognizable presence. 
• Collaborate with local businesses or influencers to expand your reach. 

3. Use mixed hashtags  

Use a mix of hashtags. Niche hashtags attract smaller, highly targeted audiences with less competition, while broad hashtags reach larger audiences but face more competition. Branded hashtags help in promoting specific campaigns and brands.   

Do’s: 

• Research and find successful hashtags used by your competitors. Understand what works in your niche and adopt similar strategies. 
• Encourage user-generated content by sharing related content using event-specific hashtags like #Coachella or #ComicCon. This will increase engagement by capturing your audience's attention. 

Don’ts: 

• Overuse broad hashtags. This can make your content look spammy. 
• Overlook niche hashtags such as your brand name or specific product features. This can lead to missed opportunities to promote your brand. 

Best practices: 

• Combine niche and popular hashtags to reach a broader audience.  
• Promote hashtags on all platforms, including other social media platforms, newsletters, websites and offline materials. 

4. Keep it simple  

A post with too many hashtags can decrease your engagement. It may divert your audience, leading to a potential loss of followers. In addition, your core message may go unnoticed, reducing its impact. The TikTok algorithm can also deprioritize your post if it appears too promotional or spammy.   

Do’s: 

• Add 3 to 5 relevant hashtags with fun descriptions in the caption. For example, if you are a fitness brand, try #healthyfood or #fitnessregime. 
• Create custom hashtags and track the performance of your hashtag-embedded posts. 

Don’ts: 

• Have special characters (like $ or %) in the hashtags. It may break the link, making your hashtags ineffective. 
• Insert irrelevant hashtags and overstuffing. Your post may not reach your target audience. 

Best practices: 

• Add hashtags strategically and naturally in the caption without waiting to add them at the end. 
• Place relevant hashtags in the caption to ensure your post is immediately visible to the associated searches. You can add hashtags in the comment section too, but this strategy is less effective. 

5. Create branded hashtag challenges  

A branded hashtag challenge is an authentic way to engage with your audience on TikTok. These challenges are highly effective because they do not feel like any paid endorsement or advertisement. They also increase reach through user-generated content.   

For instance, look at what Laura Mercier did. The cosmetic company started the #readySETgo challenge and encouraged viewers to showcase their creativity using the brand’s Translucent Loose Setting Powder. The result? Customer interaction and increased engagement.  

Do’s: 

• Create a fun and easy challenge so users can understand it. 
• Incorporate your brand creatively. It should appear organically and add value to the challenge. 

  Don’ts: 

• Overcomplicate the process. A difficult challenge may discourage TikTokers from participating. 
• Fail to promote your challenge. Expand your reach through these interactive exercises. 

Best practices: 

• Incentivize participation; keep an incentive or a reward for the most creative or best entries. 
• Use TikTok’s editing effects, music and tools to enhance and improve your challenge and make it more engaging.  

Source 

6. Analyze hashtag performance 

It is important to know how each hashtag is performing. TikTok hashtags can increase the reach of your content and boost community engagement.  

Do’s:  

• Create a list of hashtags you plan to use. Monitor their engagement levels and usage frequency to find out how they fit in your TikTok hashtag strategy. 
• Identify the hashtags that consistently perform best in your videos. Look for patterns in reach and engagement and continue accordingly. 

Don’ts: 

• Ignore analytics. It may reduce your hashtag’s reach and visibility. 
• Rely on a single metric or outdated data. TikTok trends change rapidly, so you use recent performance data for analysis. 

Best practices: 

• Create engaging content. Make videos that ignite interactions, such as branded hashtag challenges. 
• Use CTAs such as #learnmore or #buynow. 
• Use data visualization tools to better visualize your hashtag performance over time. This helps you spot patterns and trends more easily. 

7. Deploy AI tools  

AI tools allow you to refine your social media strategy by generating relevant hashtags. These tools also track performance metrics related to likes, shares, and comments. They provide sentiment analysis reports and suggestions to personalize content.  

Do’s: 

• Use AI tools to get real-time updates on trending hashtags and topics. 
• Monitor the performance of different hashtags using AI analytics. This helps you determine hashtag combinations that work well.  

Don’ts: 

• Replicate your competitors’ strategy. Customizing your approach to fit your brand's voice is always better. 
• Follow AI tools blindly. Instead, use your judgment to find the best-fitting hashtag. For example, an AI tool might suggest a saturated hashtag like #fashion for a clothing brand. Instead, you could use a more specific one like #BrandNameFallCollection. 

 Best practices: 

• Leverage AI social media tools to analyze audience behavior, TikTok trends and content performance to create an informed hashtag strategy. 
• Capitalize on emerging trends by regularly checking the reports shared by AI tools. 

Final thoughts  

In conclusion, a well-crafted TikTok hashtag strategy is essential for boosting your brand’s visibility and engagement. 92% of users say that they have engaged with the brand content or even bought from a brand, after seeing it on TikTok. By effectively using trending, niche, and branded hashtags, taking part in challenges, and continuously refining your approach, you can make a significant impact on TikTok. However, navigating the complexities of hashtag optimization can be challenging.  

This is where Sprinklr Social comes into play. With its extensive channel coverage, in-depth listening capabilities, and advanced AI features, Sprinklr Social empowers you to fine-tune your hashtag strategies and carve out a unique space for your business on TikTok.  

Ready to see how Sprinklr Social can transform your TikTok hashtag strategy? Click here to book a demo.