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- Brand hashtags: filled example (CSV) · blank (CSV)
- Sets by platform: filled example (CSV) · blank (CSV)
- House rules: filled example (CSV) · blank (CSV)
- Campaign hashtag log: filled example (CSV) · blank (CSV)
In Google Sheets: File, Import, Upload, then pick the CSV.
What's inside
- A brand hashtags sheet: each hashtag, its type, what it's for, where it's used, the checks done before adopting it and its status
- Hashtag sets for each platform and post type, counted against each platform's own guidance
- House rules: how hashtags are written, checked and retired
- A campaign hashtag log with dates, what customers posted with it and when to retire it
- A filled example for Hilltop Climbing Centre, a fictional climbing wall (every figure is made up), and a blank CSV of each sheet
How to use it
- List the hashtags you already use and decide which belong to you: a brand hashtag, community hashtags and campaign hashtags.
- Before adopting a new one, search it on each platform to see what's already there, and check Instagram tags with a banned hashtag checker.
- Write brand hashtags in capitals at the start of each word, such as #HilltopSends. It's easier to read for everyone, including screen reader users.
- Build sets for each platform within its guidance: Instagram allows up to five tags on a post, and X recommends no more than two.
- Give campaign hashtags a start and end date, and retire them when the campaign finishes.
- Share the guide with everyone who posts, and check it each quarter as platform guidance changes.
Preview: Brand hashtags
A filled example for a made-up small business.
| Hashtag | Type | What it's for | Where we use it | Checked before adopting | Status |
|---|---|---|---|---|---|
| #HilltopClimbing | Brand | Our name, on posts about the centre | Instagram, TikTok, LinkedIn | Searched on each platform: only our posts; not on the banned list | Active |
| #HilltopSends | Community | Customers share climbs they've finished | Instagram, TikTok; on the wall by reception | Searched: unused before us; not on the banned list | Active |
| #HilltopKids | Community | Kids' club photos (parents post, with their own consent) | Searched: another business used it in 2023; low risk | Active | |
| #HilltopWinterComp | Campaign | Our bouldering competition | Instagram, TikTok, X | Searched: unused | Active 4 Jan to 6 Feb 2027 |
| #HilltopSummerSessions | Campaign | Last summer's evening sessions | n/a | Retired: Sep 2026 |
Preview: Sets by platform
A filled example for a made-up small business.
| Platform | Post type | Set | Count | Platform guidance (checked 15 Oct 2026) |
|---|---|---|---|---|
| Route setting and new climbs | #HilltopClimbing #HilltopSends #bouldering #indoorclimbing #climbinggym | 5 | Instagram Help: up to 5 tags on a post | |
| Kids' club | #HilltopKids #kidsclimbing #climbingforkids | 3 | Up to 5 | |
| Competition | #HilltopWinterComp #bouldering #climbingcompetition | 3 | Up to 5 | |
| X | News and route updates | #bouldering | 1 | X Help: no more than 2 recommended |
| X | Competition | #HilltopWinterComp #bouldering | 2 | No more than 2 recommended |
| TikTok | Climbing videos | #HilltopSends #bouldering #climbing | 3 | Our own choice: a few specific tags |
| Team events for companies | #HilltopClimbing #teambuilding | 2 | Our own choice | |
| All posts | None, or #HilltopClimbing | 0 to 1 | Our own choice |
Preview: House rules
A filled example for a made-up small business.
| Rule | Why |
|---|---|
| Capitalise each word in our own hashtags (#HilltopSends) | Easier to read, and screen readers say the words properly |
| Use only letters and numbers in hashtags | Instagram says spaces and special characters such as $ or % won't work |
| Check every new Instagram hashtag with a banned hashtag checker | A restricted tag can stop a post being shown or published |
| Search a new hashtag on each platform before adopting it | Someone else may already use it for something we don't want to be next to |
| Use sets from this guide; don't add trending tags that aren't about the post | Off-topic tags look like spam |
| Retire campaign hashtags on the end date | Old campaign tags confuse new followers |
| Review the guide every quarter | Platform guidance changes |
Preview: Campaign hashtag log
A filled example for a made-up small business.
| Campaign | Hashtag | Live from | Live to | Customer posts using it | Retire on | Notes |
|---|---|---|---|---|---|---|
| Winter bouldering competition | #HilltopWinterComp | Mon 4 Jan 2027 | Sat 6 Feb 2027 | To count after the event | Mon 8 Feb 2027 | Printed on entry wristbands |
| Summer evening sessions | #HilltopSummerSessions | Jun 2026 | Aug 2026 | 38 (example) | Retired Sep 2026 | Worked best when we reshared the posts |
| Note | Figures are made up for this example |
Tips
- Hilltop Climbing Centre, its hashtags and every figure in the example are made up. Every hashtag in the example was checked against our Instagram banned hashtag list.
- Instagram's help centre says you can use up to five tags on a post, that numbers are allowed in hashtags, and that spaces and special characters such as $ or % won't work (checked on 15 October 2026).
- X's help centre recommends no more than two hashtags per post as best practice (checked on 15 October 2026).
- Other platforms change their hashtag advice too. Note the date you checked each platform in the sets sheet, and look again each quarter.
- A community hashtag only works if people see it. Put it on the wall, the receipt or the wristband, not only in your bio.
- Zolyp, which makes this template, adds hashtags to the posts it writes and checks every Instagram post's hashtags against the same restricted list as our free banned hashtag checker before publishing.
Common questions
What is a brand hashtag guide?
A short document listing the hashtags your business owns, the ready-made sets used on each platform, and the rules for writing, checking and retiring hashtags, so every post is consistent.
How many hashtags can I use on Instagram?
Instagram's help centre, checked on 15 October 2026, says you can use up to five tags on a post. Older guides that mention 30 are out of date.
How do I create a brand hashtag?
Pick something short, unique to you and easy to spell, such as your name plus one word. Search it on each platform to make sure it isn't already in use, check it against a banned hashtag list, then put it where customers will see it.
Are the figures in the example real?
No. The climbing centre and every figure are made up to show how a filled guide reads.
Related
- Hashtag research template
- Hashtag generator
- Instagram banned hashtag checker
- What is a hashtag?
- What are banned hashtags?
- X hashtags
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