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Hashtags and keywords are the mechanism through which new audiences discover your content. Used strategically, they connect your posts with people actively interested in the topics you cover. Used poorly — or not at all — they limit your reach to the audience you already have.
Hashtag and keyword research identifies the specific terms and tags most likely to extend your reach to relevant, engaged new audiences on each platform. Regularly reviewed and updated to reflect what's current, so your content continues to find new people rather than circulating within the same group.
Hashtag and keyword research for social media is the process of identifying the specific hashtags and keywords that will maximise the discoverability of a business’s content on social platforms. It examines search behaviour and content trends on each platform, analyses the performance of competitor hashtag usage, and produces a strategic set of tags and terms for use across different content types and topics.
You need this when your social presence needs to represent a credible, trusted brand to a professional audience, when decision-makers in your target market are active on LinkedIn and you want to be visible to them, or when your business development strategy benefits from thought leadership and professional visibility. LinkedIn management is a distinct discipline that rewards consistency, authority and professional insight.
This service includes LinkedIn page management, content strategy and creation tailored to a professional audience, employee advocacy support, LinkedIn advertising management where applicable, and regular performance reporting. Delivered as a fully managed LinkedIn presence service with a content calendar and reporting on reach, engagement and lead generation.
Most marketing companies focus on channels and tactics.
We focus on reaction.
Before selecting platforms, formats, or media spend, we define how your audience thinks, feels, and decides. We use behavioural psychology to understand what will capture attention, build trust, and motivate action — then choose the channels that best support that outcome.
Every channel we use has a clear purpose, a defined role, and a measurable objective. Nothing is done “because it’s popular” or “because it’s expected”.
The result is marketing that feels natural to engage with, works across multiple channels, and is designed to deliver meaningful, long-term results.
Want to see how this approach works in practice?
The process of identifying the specific hashtags and searchable keywords that your target audience uses on social platforms — to improve content discoverability, extend reach beyond existing followers and attract relevant new audience members.
Hashtags categorise content, making it discoverable to users who follow or search for those terms. A post with relevant hashtags is surfaced to people beyond your existing followers when the algorithm assesses the content as relevant to those search terms.
Instagram: five to fifteen relevant hashtags. LinkedIn: two to five, integrated naturally. TikTok: three to five, mixing broad and niche. Twitter/X: one to two maximum. Facebook: limited value; one to three if used. More is not always better — relevance matters more than quantity.
Broad hashtags (‘#marketing’) have millions of posts and are highly competitive. Niche hashtags (‘#B2BcontentMarketing’) have smaller, more targeted communities. Branded hashtags (‘#[BrandName]’) build a content collection unique to your brand. An effective hashtag strategy mixes all three.
By searching for relevant terms on each platform and reviewing the post volume and content quality under each hashtag, checking which hashtags high-performing accounts in your sector use, using tools like Later or Flick for Instagram hashtag analysis and monitoring which hashtags drive discovery in your analytics.
Social keyword research identifies terms that users type into platform search bars (particularly Instagram, TikTok and YouTube search). It differs from SEO keyword research in that social content discovery is also influenced by engagement signals, not just keyword matching.
Yes. TikTok’s algorithm uses both video captions and hashtags to categorise and distribute content. Keywords spoken in the video (detected by the platform’s audio transcription) also contribute to content categorisation and distribution.
A review of the hashtags currently used in published content, comparing them against reach and engagement data to identify which are delivering audience growth and which are underperforming. A quarterly hashtag audit keeps the strategy current as platform dynamics change.
Yes, if there is a realistic prospect of it being used by customers or partners to tag relevant content. A branded hashtag creates a searchable content gallery under your brand. It should be simple, unique and promoted consistently in content and on other marketing materials.
Partially. Tools like Later (Instagram), Flick and Metricool provide hashtag suggestions based on current performance data. The strategic assessment of relevance, brand fit and competitive saturation still requires human judgment.