Hashtags work like clickable topic labels that group your post with similar content, and you choose the right hashtags by picking a small set that matches your exact topic, the people you want to reach, and where you do business.
How hashtags work
When you add a hashtag (like hashtags related to “emergency plumber” or “Orlando dentist”), most platforms treat it as metadata, meaning your post can show up on that hashtag’s results page and in searches for that topic. Hashtags can also help the platform understand what your post is about, but they are only one signal among many, like watch time, saves, shares, comments, and the actual words in your caption and on-screen text.
In 2025, the trend is “fewer, more relevant.” Instagram now caps posts and Reels at 5 hashtags, and Threads limits you to one topic tag, so stuffing a block of tags is not a thing anymore. Facebook has also been cracking down on spammy behavior, and excessive or irrelevant hashtags can make a post look low-quality. On X, hashtags are not allowed in promoted posts, even though they can still be used in normal posts.
How we choose the right hashtags for a local business
We start with what the post is really about, not what you sell in general. A post about “what to expect at your first orthodontic consult” needs different hashtags than a post about “same-day crowns,” even if both are for the same dental office.
- Write the caption first. Put the plain-English topic in the caption, then use hashtags as extra labels, not as a replacement for clear wording.
- Pick 1 core topic tag. This is the most specific, non-generic tag that matches the post (service, problem, or audience question).
- Add 1 local tag. For Orlando-area businesses, that might be Orlando, Winter Park, Lake Nona, Dr. Phillips, or the county you serve, but only if it fits the post and your service area.
- Add 1 to 2 niche tags. Use tags that describe the exact service, outcome, or category, not broad ones like “#business” or “#marketing.” Niche tags usually bring fewer views but better-fit viewers.
- Avoid “filler” tags. Skip tags you add out of habit (like generic “viral” tags) or tags that do not match the content. They can pull the wrong audience and hurt performance.
- Spot-check the hashtag results. If the top posts are unrelated, spammy, or totally different from your brand, pick another tag.
If you want a consistent process for this, our social media marketing services include hashtag selection as part of the posting workflow, along with captions and content themes that fit how people actually browse social platforms now.
| Hashtag type | What it’s for | When it’s a good fit | Example for Orlando-area brands |
|---|---|---|---|
| Local | Connects your post to a place | Local services, events, community updates | Orlando, Winter Park, Lake Nona |
| Service-specific | Clarifies what you do | Educational posts, before-and-after, FAQs, process videos | Emergency plumber, termite treatment, Invisalign consult |
| Problem or intent | Matches what people look for | Problem-solution content and “what to expect” posts | Tooth pain, AC blowing warm air, car accident attorney |
| Branded | Organizes your own content | Campaigns, recurring series, community posts | Your business name tag |
One last thing: if a post is paid or includes a partnership, use clear disclosures like #ad when needed. If you’re building your full posting plan and want to see how hashtags fit into the bigger picture, this FAQ on how social media marketing works gives a simple breakdown that most owners can act on.
