Hashtag Strategy

---
name: hashtag-strategy
description: Researches and organizes platform-specific hashtag sets by reach tier and content pillar. Use this skill when a content creator wants to maximize discoverability through strategic hashtag use on Instagram, TikTok, LinkedIn, or other platforms.
allowed-tools: Read Write Edit
---

# Hashtag Strategy

## When to Use This Skill

- User wants to improve their social media discoverability through hashtags
- User needs organized hashtag sets for different content types
- User is launching a branded hashtag and needs a strategy around it
- User wants platform-specific hashtag guidance (Instagram, TikTok, LinkedIn)
- User asks how many hashtags to use or which ones perform best
- User needs hashtag sets organized by content pillar or topic

## Core Principle

HASHTAGS ARE A DISTRIBUTION STRATEGY, NOT A DECORATION — EVERY HASHTAG MUST CONNECT YOUR CONTENT TO AN AUDIENCE ACTIVELY SEARCHING FOR IT.

## Platform Rules Reference

| Platform | Max Hashtags | Recommended | Placement | Notes |
|----------|-------------|-------------|-----------|-------|
| **Instagram** | 30 | 5-15 | Caption or first comment | Mix of reach tiers. Reels use fewer (3-5). |
| **TikTok** | Unlimited (caption limit) | 3-5 | Caption only | Short, trending, niche. Fewer is better. |
| **LinkedIn** | Unlimited | 3-5 | End of post | Professional and industry-specific only. |
| **X/Twitter** | Unlimited | 1-2 | Inline in tweet | More than 2 reduces engagement. |
| **YouTube** | 60 (description) | 5-8 | Description + up to 3 above title | Use exact search terms viewers type. |
| **Pinterest** | 20 | 2-5 | Pin description | Use as keywords, not community tags. |

## Reach Tier System

| Tier | Post Volume | Your Follower Range | Purpose |
|------|-------------|-------------------|---------|
| **Mega** | 1M+ posts | 50K+ followers | Brand association, aspirational |
| **Broad** | 500K-1M posts | 10K-50K followers | Moderate competition, wider reach |
| **Mid** | 100K-500K posts | 2K-10K followers | Sweet spot for growing accounts |
| **Niche** | 10K-100K posts | Under 2K followers | High relevance, low competition |
| **Micro-niche** | Under 10K posts | Any size | Hyper-targeted, community-specific |
| **Branded** | You create it | Any size | Your own community, UGC collection |

## Recommended Tier Mix per Post

| Account Size | Mega | Broad | Mid | Niche | Micro-niche | Branded |
|-------------|------|-------|-----|-------|-------------|---------|
| Under 1K followers | 0 | 1 | 3 | 4 | 2 | 1 |
| 1K-10K followers | 0 | 2 | 4 | 3 | 1 | 1 |
| 10K-50K followers | 1 | 3 | 4 | 2 | 0 | 1 |
| 50K+ followers | 2 | 3 | 3 | 1 | 0 | 1 |

## Workflow

### Phase 1: Define Content Pillars

1. Identify the user's 3-5 content pillars:
   - What topics do they consistently post about?
   - What does their audience follow them for?
   - What categories align with their products/services?

2. For each pillar, define:
   - The core topic
   - The audience searching for this content
   - Related subtopics and angles

### Phase 2: Research Hashtags by Pillar

3. For each content pillar, build a hashtag bank:
   - Research hashtags across all reach tiers
   - Verify relevance — the hashtag's content must match what the user posts
   - Check for banned or spammy hashtags (Instagram regularly bans common tags)
   - Include a mix of descriptive, community, and action-based hashtags

4. Organize into a hashtag bank table:
   - Columns: Hashtag, Tier, Post Volume (approximate), Pillar
   - Rows: 8-12 hashtags per pillar
   - Total bank: 30-50 hashtags across all pillars

### Phase 3: Create Ready-to-Use Sets

5. Build 3-4 pre-made hashtag sets per pillar:
   - Each set uses the recommended tier mix for the user's account size
   - Each set is different enough to avoid "hashtag repetition penalties"
   - Sets are copy-paste ready (formatted as a single block)

6. Create special-purpose sets:
   - **Launch set:** for product/service announcements
   - **Engagement set:** for community-building posts (questions, polls)
   - **Trending set:** placeholder for current trends (updated monthly)

### Phase 4: Define the Branded Hashtag

7. If the user does not have a branded hashtag, create one:
   - Must be unique (not already in heavy use)
   - Short, memorable, spellable
   - Include the brand name or a signature phrase
   - Test it: search for it to ensure no unwanted associations

### Phase 5: Deliver the Strategy

8. Format the final output as a reference document with:
   - Platform rules summary
   - Full hashtag bank organized by pillar and tier
   - Ready-to-use sets (copy-paste blocks)
   - Branded hashtag with usage guidelines
   - Rotation schedule guidance

## Example 1: Fitness Coach on Instagram

**Input:** "I'm a fitness coach for busy moms. I post workout tips, healthy recipes, and mindset content on Instagram. I have about 3,200 followers."

**Output:**

# Hashtag Strategy: FitMom Coaching (Instagram)

**Account size:** 3,200 followers
**Platform:** Instagram
**Recommended per post:** 10-12 hashtags
**Tier mix:** 0 mega / 2 broad / 4 mid / 3 niche / 1 micro-niche / 1 branded

**Branded hashtag:** #FitMomWithSarah

---

## Content Pillars

1. **Workouts** — Quick home workouts for busy moms
2. **Nutrition** — Healthy meals and meal prep
3. **Mindset** — Motivation, self-care, mental health for moms

---

## Hashtag Bank

### Pillar 1: Workouts

| Hashtag | Tier | Approx. Posts |
|---------|------|--------------|
| #homeworkout | Broad | 18M |
| #momworkout | Mid | 380K |
| #quickworkout | Mid | 420K |
| #bodyweightworkout | Mid | 290K |
| #postpartumfitness | Mid | 210K |
| #napTimeworkout | Niche | 45K |
| #fitmomsofinstagram | Niche | 88K |
| #momswholift | Niche | 72K |
| #15minuteworkout | Niche | 35K |
| #toddlermomfitness | Micro-niche | 8K |

### Pillar 2: Nutrition

| Hashtag | Tier | Approx. Posts |
|---------|------|--------------|
| #healthymeals | Broad | 8M |
| #mealprepideas | Broad | 3M |
| #familymeals | Mid | 350K |
| #healthymomlife | Mid | 180K |
| #quickhealthymeals | Mid | 160K |
| #kidfriendlymeals | Mid | 140K |
| #mealprepsunday | Niche | 95K |
| #healthymomfood | Niche | 42K |
| #macrofriendlymeals | Niche | 68K |
| #busymommealprep | Micro-niche | 6K |

### Pillar 3: Mindset

| Hashtag | Tier | Approx. Posts |
|---------|------|--------------|
| #momlife | Broad | 62M |
| #mommotivation | Mid | 280K |
| #mommentalhealth | Mid | 120K |
| #selfcaremom | Mid | 95K |
| #momstrength | Niche | 55K |
| #motherhoodunplugged | Mid | 310K |
| #momselfcare | Niche | 48K |
| #strongmom | Niche | 62K |
| #momguilt | Niche | 38K |
| #momcoach | Micro-niche | 9K |

---

## Ready-to-Use Sets (Copy-Paste)

### Workout Post — Set A
```
#homeworkout #momworkout #napTimeworkout #bodyweightworkout #fitmomsofinstagram #postpartumfitness #15minuteworkout #quickworkout #momswholift #toddlermomfitness #FitMomWithSarah
```

### Workout Post — Set B
```
#homeworkout #quickworkout #momworkout #napTimeworkout #momswholift #bodyweightworkout #postpartumfitness #fitmomsofinstagram #strongmom #momcoach #FitMomWithSarah
```

### Nutrition Post — Set A
```
#healthymeals #mealprepideas #familymeals #quickhealthymeals #healthymomlife #mealprepsunday #kidfriendlymeals #macrofriendlymeals #healthymomfood #busymommealprep #FitMomWithSarah
```

### Nutrition Post — Set B
```
#mealprepideas #healthymeals #kidfriendlymeals #healthymomlife #familymeals #quickhealthymeals #healthymomfood #mealprepsunday #macrofriendlymeals #busymommealprep #FitMomWithSarah
```

### Mindset Post — Set A
```
#momlife #mommotivation #mommentalhealth #selfcaremom #momstrength #motherhoodunplugged #momselfcare #momguilt #strongmom #momcoach #FitMomWithSarah
```

### Reel — Set A (fewer hashtags for Reels)
```
#momworkout #quickworkout #fitmomsofinstagram #napTimeworkout #FitMomWithSarah
```

---

## Branded Hashtag Guidelines

**#FitMomWithSarah**
- Use on EVERY post as the last hashtag
- Encourage clients to use it when they share their own progress
- Feature posts that use the hashtag in your Stories weekly
- Goal: reach 500 posts within 6 months to establish community presence

## Example 2: Small Coffee Roastery on Instagram and TikTok

**Input:** "I run a small specialty coffee roastery. I post brewing tutorials, behind-the-scenes roasting, and coffee education. 870 followers on Instagram, 400 on TikTok."

**Output:**

# Hashtag Strategy: Ember Roasters

**Account size:** 870 (Instagram), 400 (TikTok)
**Platforms:** Instagram + TikTok
**Instagram recommended:** 10-11 hashtags per post
**TikTok recommended:** 3-5 per video
**Tier mix (Instagram):** 0 mega / 1 broad / 3 mid / 4 niche / 2 micro-niche / 1 branded

**Branded hashtag:** #EmberRoasters

---

## Content Pillars

1. **Brewing** — Pour-over, espresso, and brewing tutorials
2. **Roasting** — Behind-the-scenes roasting process
3. **Education** — Coffee origin stories, tasting notes, industry knowledge

---

## Instagram Hashtag Bank

### Pillar 1: Brewing

| Hashtag | Tier | Approx. Posts |
|---------|------|--------------|
| #pourover | Broad | 1.8M |
| #pourovercoffee | Mid | 480K |
| #coffeebrewing | Mid | 320K |
| #homebarista | Mid | 290K |
| #v60 | Mid | 210K |
| #manualbrewing | Niche | 85K |
| #gooseneckkettle | Niche | 32K |
| #brewguide | Niche | 18K |
| #coffeeratio | Micro-niche | 5K |
| #singleorigincoffee | Niche | 95K |

### Pillar 2: Roasting

| Hashtag | Tier | Approx. Posts |
|---------|------|--------------|
| #coffeeroaster | Broad | 1.2M |
| #smallbatchcoffee | Mid | 180K |
| #freshroasted | Mid | 140K |
| #roastday | Niche | 42K |
| #coffeeroasting | Mid | 350K |
| #microroaster | Niche | 28K |
| #artisancoffee | Niche | 65K |
| #greenbeancoffee | Micro-niche | 7K |
| #roastprofile | Micro-niche | 4K |
| #thirdwavecoffee | Niche | 95K |

---

## Instagram Ready-to-Use Sets

### Brewing Tutorial — Set A
```
#pourover #pourovercoffee #homebarista #manualbrewing #v60 #brewguide #coffeebrewing #singleorigincoffee #gooseneckkettle #coffeeratio #EmberRoasters
```

### Roasting BTS — Set A
```
#coffeeroaster #smallbatchcoffee #coffeeroasting #microroaster #freshroasted #roastday #artisancoffee #thirdwavecoffee #greenbeancoffee #roastprofile #EmberRoasters
```

---

## TikTok Hashtag Sets (3-5 per video)

### Brewing Tutorial
```
#coffeetok #pourover #homebarista #coffeebrewing
```

### Roasting BTS
```
#coffeetok #coffeeroasting #smallbusiness #behindthescenes
```

### Coffee Education
```
#coffeetok #coffeefacts #specialtycoffee
```

**TikTok note:** Always include #coffeetok — it is the primary community hashtag for coffee content on TikTok with billions of views. Keep total hashtags to 3-5. TikTok's algorithm relies more on content signals than hashtags, so fewer targeted tags outperform large sets.

---

## Rotation Schedule

- Rotate between Set A and Set B for each pillar — never use the same set on consecutive posts
- Refresh the hashtag bank monthly: check for banned tags, replace underperformers with new discoveries
- Track which sets drive the most reach in Instagram Insights under "Impressions from Hashtags"

## Recovery and Fallback

- If the user does not know their content pillars, ask: "What are the 3 topics you post about most?" and derive pillars from their answer
- If the user posts on a platform not covered in the reference table, apply the Instagram framework as a baseline and adjust hashtag count to match the platform's norms
- If a recommended hashtag turns out to be banned or spammy, remove it immediately and replace with the next closest niche-tier alternative
- If the user has zero followers (brand new account), focus entirely on niche and micro-niche hashtags — broad tags will bury their content
- After 3 failed attempts to identify relevant hashtags for a niche, stop and say: "Your niche may be too specific for hashtag-driven discovery. Let's focus on content quality and engagement strategy instead of hashtags."

## Constraints

- **NEVER** recommend banned or flagged hashtags — check before including
- **NEVER** recommend more than 15 hashtags for Instagram or more than 5 for TikTok
- **NEVER** use the same hashtag set on every post — rotation prevents algorithm penalties
- Every hashtag must be relevant to the content — generic tags like #love or #instagood waste space
- Always include at least one branded hashtag in every set
- Hashtag banks must cover all content pillars, not just one
- Approximate post volumes must be included so users understand competition level
- All sets must be formatted as copy-paste ready blocks (no bullet points, just the hashtag string)
- Do not include hashtags with special characters or spaces — only valid hashtag format