Are hashtags important on TikTok? Importance by use case
Hashtags are important when they clarify your topic or market—especially for niche subjects and location‑based searches. They’re optional when your caption and on‑screen text already state the exact phrase clearly. Align hashtags with what you say, show, and write.
Updated on: September 26, 2025
Takeaway
Use 2–4 descriptive hashtags that mirror the exact query and context (niche or location). Say the phrase on screen and in your caption. Skip generic #fyp/#viral. Measure weekly and iterate.
How TikTok interprets your content
TikTok recommendations weigh three broad inputs: content signals (spoken words and on‑screen text), metadata (captions, hashtags, sounds), and engagement (watch time, replays, saves, shares). Hashtags help when they reinforce the topic the viewer expects.
Source: TikTok Newsroom — How recommendations work.
Decision flow: when hashtags matter most
- High importance: niche topics, location‑based queries, industry‑specific searches
- Medium importance: trending conversations where tags reinforce the topic
- Low importance: clear, direct queries fully covered by caption + on‑screen text
- Optional: when narration and visuals already match the search phrase verbatim
Simple selection method
- Pick a target query your audience searches (use in‑app suggestions).
- Say and show that phrase in the first 3–5 seconds of the video.
- Convert it to a hashtag in the caption; add 1–2 niche/context tags; optionally add brand/place.
Examples
Travel: “Kyoto food tour tips”
- Caption: “Kyoto food tour tips — 5 must‑try spots.”
- Hashtags: #KyotoFood #JapanTravel #FoodTour
Beauty: “Eyeliner tutorial for hooded eyes”
- Caption: “Eyeliner tutorial for hooded eyes — 3 quick steps.”
- Hashtags: #EyelinerTutorial #HoodedEyes #MakeupTips
Common mistakes
- Using generic tags instead of topic/location tags
- Stuffing 10+ hashtags that blur intent
- Mismatching hashtags with what’s said or shown in the video
- Relying on comment hashtags as a primary tactic
Measure and iterate
- Track weekly rankings for your target queries
- Compare watch time, replays, saves, and shares by hashtag set
- Keep the core keyword tag constant; rotate 1–2 niche/context tags
Use SocialSeal to monitor TikTok keyword coverage, ranking movement, and share of voice across your category.