Social media isn’t just about posting—it’s about connecting. The right words, the right symbols, and even the right punctuation can affect how far your content goes. Two of the most overlooked yet powerful tools in your social media toolkit? Hashtags (#) and Ampersands (&). They might seem small, but they play a big role in how your message spreads across platforms like Facebook, Instagram, and Twitter (X).
At Traverse City Web Design, we help Northern Michigan businesses grow online—and smart social strategy is part of that. So let’s break down how to use these symbols the right way, on the right platforms, at the right time.
What Are Hashtags and Ampersands?
Before we go platform by platform, let’s make sure we’re on the same page.
-
Hashtags (
#Hashtag) are words or phrases preceded by a pound sign. They categorize content and make your posts discoverable by users following or searching for that hashtag. -
Ampersands (
&) aren’t used for discovery, but they do matter for branding, tone, and readability. Think of them as a stylistic choice—but one that still impacts your messaging.
📘 Facebook: The Quiet Power of Strategic Simplicity
Hashtags on Facebook
Facebook doesn’t run on hashtags like Instagram or Twitter, but that doesn’t mean they’re useless. In fact, Facebook search does index hashtags, and they can help categorize content, especially in public posts or Facebook Groups.
When to use hashtags:
- For events or campaigns (e.g.
#CentralLakeFestival) - To match cross-platform content
- To increase visibility in public search results
Tips:
- Use 1–2 relevant hashtags, max. Too many feels unnatural on Facebook.
- Local businesses: include location hashtags like
#TraverseCityor#NorthernMichigan.
Ampersands on Facebook
Ampersands work well in page names, business titles, and slogans. They also help keep things casual, like in “Roses & Raspberries” or “Design & Development.”
Tips:
- Use them to keep copy short and punchy.
- They’re great in ads and headlines where space is limited.
🐦 Twitter/X: Hashtags Rule the Feed
Hashtags on Twitter (X)
Twitter was the birthplace of the hashtag, and they still carry weight—especially in trending topics and breaking news.
When to use hashtags:
- To join conversations (
#PureMichigan,#SmallBusinessSaturday) - To promote campaigns (
#StayNorthern) - To reach new users who follow or search those topics
Tips:
- Stick to 1–3 hashtags per tweet for best results.
- Monitor trending hashtags and jump in if it fits your brand.
- Combine branded + general tags, like
#TCMI+#WebDesign.
Ampersands on Twitter
With Twitter’s 280-character limit, ampersands are a solid space-saver.
Tips:
- Use ampersands to streamline your text (e.g. “Design & Strategy” instead of “Design and Strategy”).
- Great in bios, headers, or when listing services (e.g. “SEO & Web Design”).
📸 Instagram: Hashtags Are Your Best Friend
Hashtags on Instagram
Instagram is hashtag-heavy, and for good reason—they’re the main way users discover new content. Whether it’s on the Explore page or via a followed hashtag, using the right tags can make your post explode in reach.
When to use hashtags:
- On every post—especially image posts, Reels, and Stories.
- To connect to niche communities (
#TraverseCityPhotographers,#MichiganMakers) - For branded campaigns or user-generated content
Tips:
- Use up to 30 hashtags, but the sweet spot is usually 10–15 well-chosen ones.
-
Mix large, medium, and small tags:
- Broad:
#WebDesign - Local:
#TraverseCityWebDesign - Niche:
#UpNorthCreatives
- Broad:
- Keep hashtags in the first comment if you want a cleaner caption.
Ampersands on Instagram
Ampersands are more aesthetic than functional here. They’re perfect for:
- T-shirt slogans and merch captions (like our “Hyper North” tees)
- Brand taglines: “Creative & Curious,” “Design & Strategy”
- Separating ideas in a visually pleasing way
Tips:
- They pair well with bold typography in graphics or story slides.
- Think of them as part of your brand voice—chill, clever, or classy.
Should You Use Hashtags and Ampersands Differently on Each Platform?
Absolutely. Social media isn’t one-size-fits-all, and what works on Instagram can feel out of place on Facebook.
