Hashtags are one of the most misunderstood tools in social media marketing. Used well, they can dramatically increase the reach of your posts. Used badly, they make your content look spammy and can damage your brand. Here's how to use hashtags on social media effectively.
What Are Hashtags?
A hashtag is a word or phrase preceded by a hash symbol (#) that groups conversations around a specific topic. When you use a hashtag, your post becomes discoverable to anyone searching for or following that hashtag, not just your existing followers.
Hashtags work differently on different platforms. Understanding these differences is key to using them effectively.
How to Use Hashtags on Twitter
On Twitter, hashtags are best used sparingly. One or two relevant hashtags per tweet is the sweet spot. Tweets with one or two hashtags typically get more engagement than tweets with three or more. Keep hashtags short and memorable. Long, complex hashtags are hard to read and unlikely to be searched for.
How to Use Hashtags on Instagram
Instagram is where hashtags have the most impact. You can use up to 30 hashtags per post, but that doesn't mean you should. Research suggests that 9 to 11 hashtags is the optimal range for engagement. Use a mix of popular hashtags (to reach a broad audience) and niche hashtags (to reach a targeted audience). The more specific your hashtags, the more likely you are to reach people who are genuinely interested in your content.
How to Use Hashtags on LinkedIn
LinkedIn hashtags are more professional in tone. Use 3 to 5 relevant hashtags per post. Focus on industry-specific terms and topics relevant to your professional audience. LinkedIn also allows you to follow hashtags, so using ones that your target audience follows increases your chances of being seen.
How to Use Hashtags on Facebook
Facebook hashtags have less impact than on other platforms. Research suggests that posts without hashtags may actually perform better than those with hashtags. If you do use them, keep it to one or two relevant hashtags. Facebook is more about reaching your existing audience than discovering new content through hashtags.
How to Use Hashtags on Pinterest
On Pinterest, hashtags help categorise your pins and make them discoverable. Use 2 to 4 descriptive hashtags that relate to the content of your pin. Pinterest hashtags should be descriptive rather than conversational.
Researching Hashtags
Before using a hashtag, research it. Look at how many posts already use it, what kind of content is associated with it, and whether it's relevant to your brand. Tools like Hashtagify, RiteTag, and the native search on each platform can help you find the right hashtags.
Create a list of hashtags relevant to your brand and industry. Update this list regularly as trends change. Don't use the same set of hashtags for every post. Tailor your hashtags to the specific content of each post.
Common Hashtag Mistakes to Avoid
Don't use hashtags that are too broad. #love or #photooftheday might have millions of posts, but your content will get buried in seconds. Don't use irrelevant hashtags just because they're trending. This can damage your credibility and get you flagged as spam. Don't use hashtags that are too long or hard to read. #ThisIsAVeryLongHashtagThatNoOneWillEverSearchFor is not going to help you.
Don't forget to check what a hashtag means before you use it. Some hashtags have been hijacked for purposes very different from what you might expect. A quick search can save you from an embarrassing mistake.
Creating Your Own Branded Hashtag
A branded hashtag can be a powerful tool for building community and encouraging user-generated content. Keep it short, memorable, and unique. Promote it consistently across all your marketing channels. Use it in your bio, on your website, and in your campaigns. Encourage your followers to use it when they share content related to your brand.
The key to a successful branded hashtag is consistency and patience. It takes time for a hashtag to gain traction. Keep using it, keep encouraging others to use it, and over time it can become a valuable asset for your brand.
Hashtags are a tool, not a strategy. Use them thoughtfully as part of a broader social media strategy, and they'll help you reach the right people. Use them carelessly, and they'll do more harm than good.