If you’re tired of guessing which hashtags to use—or just sick of copying and pasting the same sets over and over—this guide is for you. Buffer’s hashtag manager promises to make hashtagging smarter and less tedious, but does it actually help your posts get noticed? Let’s cut through the fluff and get into how to set things up, what actually makes a difference, and what you can skip.
1. Why Bother With Hashtags (and Buffer’s Manager)?
If you’re posting on Instagram, LinkedIn, or X (Twitter), hashtags still matter. They’re not magic, but they do help put your content in front of people who aren’t already following you—if you use them right. The catch: using the same 30 hashtags on every post looks spammy and doesn’t work. That’s where a hashtag manager steps in.
Buffer is one of the few social tools with a built-in hashtag manager. Instead of keeping your hashtags in a messy note or spreadsheet, Buffer lets you save, organize, and insert hashtag groups as you schedule posts. It won’t automatically make your posts go viral, but it can save you time and help you stay organized.
2. Setting Up Buffer’s Hashtag Manager
Step 1: Find the Hashtag Manager
- Log in to your Buffer account.
- Go to the post composer (where you write a new post).
- Look for the little hashtag icon or “Hashtag Groups” option near the text box. (If you don’t see it, make sure your Buffer plan includes this feature—free plans may be limited.)
Step 2: Create Your First Hashtag Group
- Click “Create Hashtag Group.”
- Name it something you’ll recognize (e.g., “Travel Post Core” or “Monday Motivation”).
- Add your hashtags—up to 30 for Instagram, but honestly, fewer is usually better (more on that later).
- Save the group.
Pro tip: Don’t just dump every possible hashtag in there. Think about your audience and the topic of the posts you’ll use this group for.
Step 3: Organize Your Groups
- Make separate groups for different themes, campaigns, or post types.
- Keep it simple: no one needs 25 hashtag groups. Start with 3–5 core sets.
- Edit or delete groups as you learn what works.
3. How to Use Hashtag Groups in Your Posts
Step 4: Insert Hashtags (Without the Copy-Paste Headache)
- When composing a post in Buffer, click the hashtag icon or “Hashtag Groups.”
- Tap the group you want—Buffer inserts the hashtags for you.
- You can add or delete hashtags before scheduling the post. Tailor them to fit the specific image or message.
Why this matters: Using groups saves time, but you still need to tweak. Don’t get lazy and slap the same set on every post.
4. Choosing Hashtags That Actually Help
Here’s where most people mess up: using either too many generic hashtags (#love #instagood #happy) or cramming in irrelevant ones just to hit a number.
What Works:
- Specificity: Use niche hashtags relevant to your content and audience.
- Mix it up: Combine popular, moderately popular, and niche hashtags. Big ones get traffic, but niche ones get engagement.
- Follow trends: If something relevant is trending, use it—but only if it makes sense for your post.
What Doesn’t:
- Spammy repetition: Using the exact same set every single time can get you shadowbanned on platforms like Instagram.
- Overkill: Using all 30 hashtags is overkill. Studies suggest 5–10 solid, relevant tags outperform a wall of hashtags.
- Irrelevance: Just because a hashtag is popular doesn’t mean it’s right for your post. Don’t tag #puppies on your SaaS launch.
What to Ignore:
- “Secret” or “banned” hashtag lists: These change constantly, and most are clickbait.
- Buying hashtag sets: Unless you’re in a super-niche industry, just do a little research yourself.
5. Testing and Iterating: Find What Works for You
Step 5: Track Your Hashtag Performance
Buffer itself doesn’t break down which hashtags performed best in each post, but you can spot trends if you pay attention. Here’s how:
- Check platform analytics: Instagram, LinkedIn, and X all show you post insights. Look for metrics like reach, impressions, and engagement.
- Change one variable at a time: Swap out one or two hashtags from your group and see what happens.
- Note patterns: If a certain group consistently gets more reach, stick with it. If one tanks, try something new.
Quick note: There are other tools (like Later or Sprout Social) that offer more granular hashtag analytics, but Buffer’s simplicity is part of its charm. Don’t overcomplicate it.
6. Pro Tips for Smarter Hashtag Use
- Keep your groups updated: Refresh your groups every month or so. Hashtags get stale, and trends shift.
- Don’t chase every trend: Trending hashtags can get you spammy traffic that doesn’t convert.
- Double-check banned hashtags: Platforms like Instagram sometimes ban innocent-looking hashtags. Google “banned Instagram hashtags” every few months if you’re worried.
- Use hashtags in comments or captions? For Instagram, it doesn’t really matter anymore—engagement is the same. Just be consistent.
7. Common Pitfalls (and How to Avoid Them)
- Too many hashtags: Looks desperate. Quality over quantity.
- Irrelevant hashtags: At best, they do nothing. At worst, they annoy people and the algorithm.
- Never updating your groups: What worked last year probably isn’t working now.
- Blindly following “best practices”: Test for yourself. Your audience is unique.
8. When Buffer’s Hashtag Manager Isn’t Enough
Let’s be honest: Buffer’s hashtag manager is great for saving and inserting hashtags, but that’s about it. It doesn’t analyze hashtags for you, suggest new ones, or warn you about banned tags. If you want hardcore analytics or AI-powered suggestions, you’ll need another tool. But for 90% of users, Buffer keeps things easy and organized.
9. Keep It Simple, Keep Improving
Hashtags aren’t rocket science. They’re just another way to help people find your stuff. Use Buffer’s hashtag manager to stay organized and save time, but don’t get hung up on squeezing every last drop of reach out of them. Start with a few groups, tweak as you go, and pay attention to what actually moves the needle.
Don’t let “hashtag strategy” become another thing to stress about. Keep it simple. Iterate. Focus on making good content—hashtags are just the cherry on top.