Do Hashtags Work on TikTok?
Yes—hashtags work on TikTok when they clarify the topic users are searching for and match what your video says and shows. If your caption and on‑screen text already state the exact phrase clearly, extra tags add little.
Updated on: September 26, 2025
Takeaway
Use 2–4 descriptive hashtags that mirror the query. Say the phrase on screen and in your caption. Skip generic #fyp/#viral. Measure weekly and iterate.
When hashtags work on TikTok
- Your topic is niche or location‑specific (e.g., #KyotoEats, #CarryOnPacking).
- You need concise topic labels to clarify the query for search and viewers.
- You align with how users search (“how to…”, “tips”, “best”).
When to skip (or minimize) hashtags
- Your caption and on‑screen text already state the exact phrase clearly.
- Available tags are generic (#fyp, #viral) or off‑topic.
- Adding more than four tags would blur the video’s intent.
A simple method to make hashtags work
- 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/location.
Examples
Travel: “How to pack a carry‑on for 5 days”
- Caption: “How to pack a carry‑on for 5 days — the exact list.”
- Hashtags: #CarryOnPacking #TravelTips #MinimalistTravel
Beauty: “Eyeliner tutorial for hooded eyes”
- Caption: “Eyeliner tutorial for hooded eyes — 3 quick steps.”
- Hashtags: #EyelinerTutorial #HoodedEyes #MakeupTips
How TikTok ranks videos (and where hashtags fit)
TikTok’s recommendations consider content signals (spoken words, on‑screen text), metadata (captions, hashtags, sounds), and engagement (watch time, replays, saves, shares). Hashtags help when they reinforce topic clarity alongside captions and what’s said and shown.
Sources: TikTok Newsroom; SocialSeal in-house dataset — Phuket snapshot captured Sep 2, 2025
Measure whether your hashtags “work”
- Track weekly rankings for target queries.
- Compare watch time, replays, saves, and shares by hashtag set.
- Keep the core keyword tag constant; rotate niche/context tags.
Use SocialSeal to monitor TikTok keyword coverage, ranking movement, and share of voice across your category.
Common mistakes
- Stuffing 10+ tags that blur intent.
- Using generic tags instead of topic/location tags.
- Mismatching hashtags with what’s said or shown in the video.
- Ignoring measurement and iteration.