TikTok’s New Hashtag Limit: What It Means for Brands

TikTok has always been a space where culture moves fast, and the latest shift, the platform’s move to cap posts at just five hashtags, signals something much bigger than a formatting tweak. It points to a broader evolution in how content is categorised, discovered and surfaced. 

Where once discoverability relied heavily on high-volume hashtagging, TikTok is now nudging creators and brands towards organic searchability. The emphasis has shifted from hashtag stuffing to embedding searchable terms directly into caption copy, creating a new kind of content taxonomy that aligns more closely with how users search and engage. 

Take Sheerluxe as an example. Their recent content around Notting Hill Carnival demonstrates this change in action. Rather than simply relying on hashtags, their captions now weave in key search terms such as “Notting Hill Carnival Guide”, “Notting Hill Carnival Tips” and “Notting Hill Carnival”—ensuring the content resonates with how audiences are actively seeking information. 

For brands, the implications are clear: discoverability now lies in narrative fluency. Your captions, key moments and content descriptors must work harder—not just to engage, but to be findable. This is about consistency across your wider digital ecosystem: the same brand handwriting needs to be evident in TikTok captions, Instagram reels, website copy and even long-form search content. 

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With such a big change, its important to review your current strategy so you remain discoverable. Here are some of things you can do: 

• Reassess your caption strategy: Are your posts built for search as well as storytelling? 

• Audit your brand vocabulary: Identify the keywords and phrases that reflect your audience’s intent. 

• Think holistically: Ensure that the same narrative cues run across social, search and web, building a coherent and discoverable brand presence. 

TikTok’s hashtag change is more than a platform tweak—it’s a signal of where content is heading. Brands that adapt now will be better positioned to surface in the moments that matter. 

Ready to refine your social strategy for a search-led world? Book a consultation with our digital team to ensure your brand stays ahead.