What role do hashtags play in social media marketing?

Hashtags serve primarily to increase the discoverability of posts and categorize content within social media platforms. When users search for or click on a hashtag, they are led to a collection of posts that contain that same hashtag, which can significantly broaden the audience who sees a post. This function is crucial for engaging with users who may not already follow an account but are interested in specific topics or trends.

While hashtags can contribute to branding by creating a recognizable identity or theme, their main utility lies in enhancing visibility and engagement. They enable users to find content relevant to their interests, thus expanding the reach of marketing efforts. Other options, such as reducing advertising costs or limiting audience reach, do not align with the primary function and effectiveness of hashtags in social media marketing.