AI Summary:
Mastering social media algorithms and hashtags is essential for marketing managers looking to grow visibility without relying on paid ads. This in-depth guide breaks down how algorithms work across platforms like Instagram, LinkedIn, TikTok, Facebook, YouTube, and Pinterest, and how to use hashtags strategically to boost reach and engagement. Learn how to research the right hashtags, avoid shadowbanning, and use keywords in bios to improve discoverability. Plus, discover how engaging within hashtag feeds helps signal relevance to algorithms and builds your authority organically. Walk away with practical, platform-specific insights and a plan to optimise content for better performance and sustainable growth.
If you are the marketing manager, this isn’t just a “nice to know”, it’s a “need to master.” Understanding how algorithms and hashtags work can be the difference between shouting into the void or building brand visibility, reach, and trust at scale.
In this blog, we break down:
- What algorithms and hashtags actually are
- How they work differently on each major platform
- How to research and use them strategically
- How many to use, where to place them, and when
- How to avoid shadowbanning and stay visible
- How hashtags and algorithms can replace paid ads (when used right)
- How engaging within hashtag feeds can grow your reach
- Why your bio and ‘about’ sections matter for discoverability
Let’s decode free growth by understanding algorithms and hashtags.
What Are Social Media Algorithms?
Social media algorithms are sets of rules and data-driven systems that determine what content is shown to users. These systems track:
- User behavior (likes, comments, watch time, shares)
- Relevance (keywords, hashtags, captions)
- Content type (video, image, carousel)
- Engagement signals (how fast users respond)
- Recency (fresh content often performs better)
They are platform-specific, meaning what works on Instagram won’t always work on LinkedIn or TikTok.
What Are Hashtags & Why Do They Matter?
Hashtags are metadata tags that categorise content. They act like keywords for discoverability and are used by platform algorithms to serve relevant content to the right people.
They:
- Help categorise content
- Increase content reach
- Improve discoverability in niche or trending conversations
- Signal to the algorithm what your content is about
Hashtags & Algorithms: Your Organic Ad Strategy
When used well, hashtags and algorithms do the same job that ads are paid to do: get you seen by the right people. Instead of paying to show up in feeds, hashtags and algorithm signals help you:
- Appear in search results
- Be featured in Explore or Discover pages
- Build consistent visibility in niche communities
Smart organic strategy = ad-free reach.
How Hashtags & Algorithms Work on Each Platform
- Algorithm Priorities: Relevance, recency, engagement.
- Hashtags: Use 10–30 (ideal range is 11–15). Mix branded, niche, and trending hashtags.
- Searchability: Hashtags are indexed in search, especially if placed in the caption (not just the comments).
- Tips:
- Use “long-tail” hashtags (e.g., #VABusinessCoach instead of #Business).
- Use location hashtags if you’re targeting a local area.
- Rotate hashtag sets to avoid shadowbanning.
- Algorithm Priorities: Dwell time (how long someone reads), comments, shares, profile interactions.
- Hashtags: Use 3–5. Keep them highly relevant and professional.
- Searchability: Posts with hashtags show in search results and topic pages.
- Tips:
- Avoid hashtag overkill—it looks spammy.
- Create branded hashtags to build a content hub.
- Engage with other posts under those hashtags to boost visibility.
- Algorithm Priorities: Meaningful engagement (comments, shares), video watch time.
- Hashtags: Optional, not widely used. Use 1–3 max if relevant.
- Searchability: Limited. Facebook favors groups and friend networks over hashtag discovery.
- Tips:
- Use hashtags for campaigns (#EOFY2025, #LiveMasterclass) or internal tracking.
TikTok
- Algorithm Priorities: Watch time, completion rate, engagement.
- Hashtags: 3–6 is optimal. Leverage trending sounds + hashtags.
- Searchability: Extremely searchable. Hashtags are a primary navigation method.
- Tips:
- Use 1–2 trending hashtags and 2–3 niche ones.
- Combine with sounds and effects for max exposure.
- Explore the “Discover” tab to find trends early.
YouTube
- Algorithm Priorities: Click-through rate, watch time, keywords.
- Hashtags: Use 3–5 in video descriptions or titles.
- Searchability: Keywords in title/description carry more weight, but hashtags still help.
- Tips:
- Use hashtags to join challenges (#Shorts, #ProductivityTips).
- Combine with SEO-rich titles and thumbnails.
- Algorithm Priorities: Keyword relevance, user behavior, engagement.
- Hashtags: Use sparingly. Focus more on keywords in titles/descriptions.
- Searchability: Users search via keywords more than hashtags.
- Tips:
- Use 2–4 hashtags max.
- Prioritise exact-match keywords in pin descriptions.
How to Research Hashtags That Grow Your Reach
1. Use Platform Search Bars
Type your niche or topic into a search bar and check:
- Number of posts (high = competitive; low = niche)
- Related suggestions
2. Explore Hashtag Tools
- Instagram/TikTok: Flick, Hashtagify, Tiktok Creative Center
- LinkedIn: Manual search + track influencers in your niche
- YouTube: TubeBuddy or VidIQ
3. Stalk Competitors
Look at competitors or top creators in your space. What hashtags are they consistently ranking with?
4. 4 Ways to Build Hashtag Sets to Test
Create sets based on:
- Brand
- Audience
- Niche/industry
- Pain points or transformation
Test performance over 30 days using tools or built-in insights.
How Many Hashtags Should You Use?
| Platform | Ideal Hashtags | Placement |
| 11–15 | Caption | |
| 3–5 | End of post | |
| 1–3 | Caption (sparingly) | |
| TikTok | 3–6 | Caption |
| YouTube | 3–5 | Title/Description |
| 2–4 | Description |
Rule of thumb: Prioritise relevance over quantity.
Algorithms & Hashtags for Podcast Platforms: How to Get Discovered
While most people obsess over Instagram and TikTok algorithms, many overlook how discovery works on podcast platforms—where the rules are different but just as important. If you’re marketing a podcast, understanding how keywords, categories, titles, and hashtags influence visibility is key to organic growth.
🔎 How Podcast Algorithms Work
Podcast platforms like Apple Podcasts, Spotify, Google Podcasts, and YouTube don’t rely heavily on hashtags—but they do rely on:
- Episode titles and descriptions (use searchable keywords!)
- Show notes and transcripts
- Podcast category and subcategory tags
- Listener behavior (downloads, listens, follows, completions, and reviews)
- Engagement triggers (e.g., sharing, subscribing, rating)
These elements train the platform’s algorithm to recommend your content to more listeners.
Tip: Just like social media, the longer someone listens or clicks “follow,” the more your show gets boosted to similar audiences.
✅ Keyword + Hashtag Tips for Podcast Promotion:
- Optimise Your Episode Titles Like You Would Blog Headlines
- Think: “How to Grow Organically with Hashtags” instead of “Episode 12 – Marketing Chat”
- Use Searchable Phrases in Descriptions
- Include phrases like: “In this episode, we cover how to use hashtags to beat the Instagram algorithm…”
- Promote Using Hashtags Across Channels
- Pair platform hashtags (#SpotifyPodcasts, #ApplePodcasts) with niche ones (#MarketingTips, #SmallBusinessGrowth)
- Engage Under Relevant Hashtags
- Comment, like, and share posts within podcast-related hashtags to boost visibility and connect with listeners.
Algorithms and hashtags work together to drive visibility—**even in the podcast world. While in-app discovery relies more on keywords and listener behavior, your off-platform promotion depends on smart hashtag usage and social engagement. Combine the two, and you’ll build an audience that grows itself.
Words, Keywords & Bios: How They Affect the Algorithm
The words you use in your captions, video descriptions, bios, and hashtags affect:
- Who sees your content
- When your content shows up
- What search terms you’re indexed for
Don’t Overlook Your Bio or ‘About’ Section
Your bio is prime real estate. It’s indexed by search engines and platform search tools.
To optimise:
- Use keywords your audience would type (e.g., “Marketing VA Trainer” not just “Coach”)
- Add location if relevant (“Gold Coast” or “Australia”)
- Include your niche or industry (“Online Business Marketing” or “CRM Expert”)
This increases your chances of showing up in search, even without posting.
What is Shadowbanning (and How to Avoid It)?
Shadowbanning is when your content becomes invisible or significantly less visible without you being notified. This usually happens because you’ve:
- Used banned or spammy hashtags (e.g., #followme or #booty)
- Repeatedly copied/pasted the same content
- Violated community guidelines
- Engaged in unnatural activity (like mass liking or commenting)
How to stay safe:
- Avoid using the same hashtags in every post (rotate them)
- Don’t use hashtags known to be spammy (check before using)
- Keep engagement genuine. Don’t automate fake likes/comments
- Read the platform’s community guidelines
Pro Tip: Use clean sets of hashtags and check them using tools like IQHashtags or Flick to make sure they’re not banned.
Engage to Expand: Use Hashtag Feeds Strategically
Hashtags aren’t just for your posts, they’re also where your audience hangs out.
To increase reach:
- Follow relevant hashtags (e.g., #MarketingManagerTips)
- Engage on other people’s posts using those hashtags (like, comment, save)
- Start conversations in those feeds
- Create posts specifically targeted at trending or niche hashtag feeds
This trains the algorithm to associate you with that topic and shows you’re an active contributor, not just a broadcaster.
How to Incorporate This Into Your Content Plan
- Start with Strategy
Know your ideal client, their language, and what they search for. - Create Content Pillars
Align hashtags, keywords, and bios with those themes (e.g., #MarketingTips, #VAProductivity, #EmailFunnels). - Optimise Bios & Descriptions
Update bios quarterly. Add keywords relevant to what you offer and who you serve. - Batch Your Hashtag Sets
Pre-build sets for reels, stories, carousels, and blogs. Keep them in your content planner or CRM. - Engage in Hashtag Communities
Set aside time weekly to engage with posts under your top 5 hashtags. - Track Performance
Review hashtag insights every month. Drop low performers. Scale the ones with reach + saves. - Stay Agile
Social platforms change monthly. Refresh your hashtag and keyword research quarterly.
No Ads Required
Algorithms and hashtags are the secret sauce of organic growth. When used strategically:
- You don’t need to rely on paid ads
- You create content that actually gets seen
- You build long-term brand equity and reach
As a marketing manager or VA, this isn’t fluff, it’s function. Learn it, test it, tweak it. It’s how smart marketing teams win online.
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