Do hashtags matter on TikTok? What actually moves the needle
Hashtags matter when they add clarity to your topic or market—especially niche subjects and location‑based content. But many ranking videos rely more on clear captions, spoken keywords, and on‑screen text than on extra tags. Use hashtags to reinforce, not replace, those signals.
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 tags. Measure weekly and iterate.
When hashtags matter on TikTok
- Niche topics: precise subjects benefit from clear labels (e.g.,
#EyelinerTutorialvs.#Makeup). - Location intent: searches often include places (e.g.,
#TokyoEats,#KyotoFood). - Ambiguous content: tags can clarify the angle when a topic has multiple meanings.
When hashtags are optional (or minimal)
- Your caption and on‑screen text already state the exact phrase users search.
- The available tags are generic (#fyp/#viral) or off‑topic.
- Adding more than four tags would blur the main idea.
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
How TikTok ranks videos (where hashtags fit)
TikTok recommendations weigh content signals (spoken words, on‑screen text), metadata (captions, hashtags, sounds), and engagement (watch time, replays, saves, shares). Hashtags help when they reinforce what you say, show, and write.
Sources: TikTok Newsroom — How recommendations work; SocialSeal in-house dataset — Phuket snapshot captured Sep 2, 2025 (AU, SG, IT queries).
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 your 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.