A method, computer program product, and system includes a processor(s) obtaining a hashtag and analyzing the hashtag to identify components comprising the hashtag. The processor(s) generate sub-hashtags, where each of the sub-hashtags includes at least one component. The processor(s) obtain, over an Internet connection, via a user interface of a social media platform displayed on a first computing resource, an entry by a user comprising text and the hashtag. The processor(s) obtains from a second computing resource, a request from a second user to access the entry that includes parameters of the second user on the platform. The processor(s) determine that a sub-hashtag is most relevant to the second user. The processor(s) configure instructions to display a customized entry, where the customized entry includes the text and the relevant sub-hashtag for the second user. The processor(s) instruct the second computing resource to display the customized entry in its user interface.