How to Master the use of Hashtags for Social Media Marketing

May 6, 2020 Social Media 0 Comments

Everyone talks about it, everyone uses it. Sometimes wrongly, or without knowing what it’s really for. So, let’s take stock of this topic.

You’ve probably heard of the hashtag. In the social media sphere, it’s impossible to miss it.

When did it appear? How to use it professionally? Which hashtags to use? We unravel for you the mysteries of this little symbol.

What is a hashtag for?

On social networks, it allows other users to see and access the content linked to this keyword. You just have to click on a hashtag present in a post on social networks to access other similar posts. You can also search with a hashtag in the search bar of Twitter, Instagram, etc. Thus, you will then find all the tweets, photos, or posts that have used this keyword.

The hashtag, therefore, makes it possible to categorize your content and to make it easier for internet users to discover it. For example, if we do a search on the hashtag #DigitalMarketing on Instagram, we see related posts appear. And also suggestions from other similar hashtags that are popular!

Choosing the right social network for a hashtag

It was on Twitter, where it was first launched, that the hashtag was remarkably successful. But Internet users did not hesitate to use it on other social networks to highlight a keyword or a particular expression. The role and benefits of the hashtag vary from platform to platform.

On Instagram

Here, the hashtag is used to indicate the theme, the event that corresponds to a photo. It is the ideal platform for brands since visibility is optimized, especially when the photo is attractive.

In Instagram Marketing, the hashtag is an effective marketing tool. You can categorize the content of the image with a text that refers to the user to other content related to this theme. The goal is to convince other people interested in the indicated word, to find you easily by searching for the same word on Instagram.

On Pinterest

Starting a search on Pinterest is very easy, as long as you are sure to enter the right keyword. The network also offers the pin function which allows you to find specific content. The hashtag plays a complementary role by directing the user towards a page where all the contents of the pins linked to this hashtag are gathered.

Several hashtags can be added to a pin when the content relates to different events. However, it is necessary to master the relevance of this use in order not to risk going wrong.

On Twitter

The use of hashtags on this network can give good results if we do not exceed two hashtags per text. If this number is exceeded, performance drops by a good fifth. Only use appropriate hashtags given the subject matter.

This approach allows in particular to make connections between tweets and conversations.

Each time a user clicks on a hashtag inserted in a text published on Twitter, he instantly accesses all the tweets that are related to this hashtag. In addition, this network is effective for publishing texts concerning an event or a charitable action.

Finally, you must include an existing hashtag in your tweet.

On Facebook

Facebook is both text and image content. Thus, using the hashtag is simpler. It can precede a word or a group of words without spaces, linked to a trend, buzz, brand, or event. Several hashtags can follow each other in the same post.

Its use is, therefore, not very useful since you can already publish in a group or a page concerned with your theme. And abusing it on Facebook leads your friends to think that you are probably using it for the first time.

Do’s and Don’ts of using hashtags

Now that you know what a hashtag is, let’s see how to use it wisely.

In the things to do:

  •       Use hashtags related to your brand, sector, targets, and the content you post. For example, if you work in the fashion industry or want to promote a show, put hashtags that relate to it: #FashionShow #OOTD #TheNameOfYourCompany.

  •       Take a look at the hashtags used by competitors. You will be able to identify those that work well. In general, do not hesitate to follow the example of large companies and their strategies. But do not copy a unique campaign-based hashtag.

  •       Apply the uppercase rule if your # has more than one term. Let me explain in an example: #GoCorona #TogetherWeStand is much more readable than #togetherwestand, isn’t it? So, when several words follow each other in the same hashtag, do not forget the capital letter on the first letter of each word.

  •       Use the Twitter and Instagram search function to find new # ideas that perform well.

And what not to do?

  •       Abuse hashtag: too many hashtags kill the hashtag, so don’t abuse it. Yes, using hashtags is an art! And we have shared the optimum number of hashtags on different social media below.

  •       Putting too many words in the hashtag: this is to be avoided! Yes, yes, yes, it is illegible, think of our little eyes. And in addition, on Twitter where the number of characters is limited, your hashtag may become a bit annoying. In this case, make it a shortened version. For instance – #ThrowBackThursday can be #tbt

How many hashtags to use?

Even if there is no established rule to follow, it is still preferable to respect certain codes concerning the number of hashtags to use. In general, it is not recommended to make a post composed entirely of hashtags.

#in #this #example #you #will #understand #how #to #not #use #hashtags #in #your #posts.

No need to spam your readers.

On Twitter

On the network that saw the birth of the famous hashtag, adding this small symbol to your post is essential. Do not exceed 3 hashtags, the recommended number being 2 hashtags.

Note that a tweet with hashtags causes 2 times more engagement than those who do not. The more experienced also recommend inserting their hashtags directly in the middle of the sentence rather than at the end of the tweet.

On Facebook

Be careful not to systematically use hashtags. In fact, it is not in the customs of Facebook and its regulars to do research by hashtag. Use a maximum of 4 hashtags per post. Use one trending or popular hashtag and try to make one unique to your brand.

On Instagram

On Instagram, we are fans of the hashtag. According to a study by Track Maven, posts containing 4-5 hashtags receive an average of 22 interactions compared to 14 for publications without a hashtag. Note that the maximum allowed is 30 hashtags per post. However, 11-12 is a good number for better engagement.

On LinkedIn

Posts with more than 5 hashtags may be marked as spam by LinkedIn. Hence, it is best to use the trending or extremely relevant hashtags on this platform.

On Youtube

Using hashtags on Youtube is the same as all other social media. In fact, if your channel is new, using the commonly used hashtags makes it easier for viewers to find your content. Keep the number of hashtags between 7-8. Using more than 15 hashtags may lead to Youtube penalizing your content or video.  

On Pinterest

You may have seen dozens of hashtags with every post. While there is no written rule, two good hashtags will suffice. Keep one specific to a category and other to your theme. You can also make a unique hashtag if you pin regularly.

To conclude

Knowing the most used hashtags on social networks is not enough to succeed in this area. We must also master their use depending on the context. Hashtags yield returns for brands that know how to choose the right keywords to optimize their visibility. Relevance and precision are criteria that should not be overlooked. When possible, analyze existing hashtags to better understand the trend.

Additionally, the judicious use of hashtags on social networks must be part of the strategy of any entity that wishes to make the most of social media marketing. Most of the world’s most reputable firms have posted at least one hashtag-based tweet and have seen the effectiveness of this approach.

In addition, this approach allows an organization to monitor the evolution of its reputation by knowing the exchanges of comments that concern it. The use of hashtags is, therefore, essential for the success of a marketing campaign.

About the Author

Bhakti Sharma

A social bee by nature, I love interacting with people and get first-hand inputs on their expectations from brands which helps me produce real-life content.