You can use popular hashtags when a trending topic has a connection with your niche. It doesn’t even have to be a direct connection, as long as your brand’s contribution adds something new to the discussion. You can use popular hashtags when any big holiday comes. It’s a seamless way to connect your brand to a topic everybody notices. Business campaigns, like prizes, discounts, interactive games, get a perfect platform to shine. You can use popular hashtags so that your brand can join a broader conversation. For example, #throwbackthursday & #flashbackfriday will present your brand in and outside of your niche while encouraging new connections.