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It’s been over a decade since Chris Messina famously first proposed the concept of hashtags in the digital world. He wanted to incorporate some kind of “groups” feature, a place in which people with similar interests could track ideas and messages through a categorization function.

Ultimately, the hashtag was born.

Why Do Hashtags Matter?

The online world has significantly evolved since 2007 , and hashtags have become a crucial aspect in social media strategy and digital advertising . On average, an Instagram post with at least one hashtag has 12.6% more engagement than posts without them. Hashtags can be used for targeting, building audiences and increasing engagement–just to name a few of its advantages.

There have been major successes in using hashtags to draw target audiences to online content. For example, if someone were to search “#Toronto” before travelling to the city, the hashtag would collect and share all associated content . Just by using one hashtag, people can instantly have access to personal opinions, articles, and media related to the subject. 

Hashtags indubitably play a large role in growth marketing and can swiftly bring micro accounts into the big leagues. However, the question remains: how can we use hashtags to give us a competitive edge?

Finding the “Magic Number” of Social Media Hashtags

Ever since hashtags shifted how the digital world operates, finding the optimal amount of hashtags on social media platforms has become a science . The number of hashtags used per post can make a world of difference, and get serious bang for your buck.

Several reputable organizations have conducted countless studies in search of the “magic number” when it comes to hashtags. Every algorithm operates a little differently–which is why it’s important to understand that there is no universal rule. We’ve created a handy infographic identifying the optimal, or “magic number” of hashtags recommended for all major social media platforms:

Have you ever tested different numbers of hashtags on your social media accounts? Let us know what you think in the comments!