Sustainability-focused virtual influencers offer a unique opportunity to engage with audiences on social media while promoting sustainable consumption and behaviours. Hashtagging categorizes content and aids social media users in discovering relevant and interesting posts. Using a case study methodology, this paper explores the role of hashtags in connecting a prominent sustainability-focused virtual influencer to her active audience on Instagram. The case was investigated using wordcloud visualizations of the hashtags used by both the virtual influencer and her active audience. Key hashtags were identified and subsequently examined further using trend data from the Talkwalker platform. The individuals were found to consist predominantly of users under the age of 35, working in highly creative professions. Given that young consumers are using social media platforms and sustainability influencers for environmental information, this suggests that sustainability-focused virtual influencers hold considerable potential for promoting sustainable consumption, lifestyles, and endorsing green products and services. This study’s findings contribute to a better understanding of how sustainability-focused virtual influencers might encourage sustainable practices.