Since its first use in 2007, the hashtag has spread from Twitter to almost all major social media networks, including Facebook, Instagram, Google+, YouTube, and even Pinterest to some extent. With hashtags pervasive everywhere, we wanted to take a look again at how your brand can use hashtags with success, on any social media platform.
#SearchabilityIt’s worth restating: hashtags improve your searchability. On social media networks, where there are reams and reams of information to sift through, users often search for certain hashtags that correspond to their demands and desires. By using a hashtag, you can tap into a popular conversation that is relevant to your brand and become a key contributor to that conversation’s shape and consequences. It’s a whole new way of thinking about categorization, and a great way to give your posts more exposure.
Searching through content libraries like Inspiration in Socialbakers Suite can give you even more insight into what hashtags and keywords are performing best. Take Inspiration for a spin – free, to find out what's trending on social media today.
#StartTheConversationBy creating a hashtag to associate with a product, campaign, or event, you give users (and yourself) a way to keep a conversation going with your brand. For example, Domino’s UK successfully started a Twitter campaign, where every time users Tweeted the hashtag #letsdolunch, the price of one type of Domino’s pizza would drop by one pence the next day. 85,000 users participated, and the price dropped by almost 50%, from £15.99 to £7.74.
#LOLHashtags can be added for comedic value––in this way, they can function much like the punchline of a joke. While you should be careful about being offensive or cheesy, some brands have had a lot of success. Charmin created a wildly successful campaign by coining the hashtag #TweetFromtheSeat to describe the use of social media when ‘engaged’ in the bathroom.
#Too #Many #Hashtags
We looked at branded posts on Facebook and Twitter over a three month period, and our findings support that consensus. According to Socialbakers data, more hashtags used on Facebook result in less engagement, while using just one hashtag seems to be better than not using any at all. On the other hand, interactions on Twitter rise when brands are in the sweet-spot of three to five hashtags.
The number of hashtags you use is irrelevant if your content quality is not up to par with your audience’s expectations. However, if you are using hashtags to complement Tweets, Posts, and Grams that are relevant to your audiences – you’ll be just fine.
Remember, to keep your posts on a spare hashtag diet. If you over do it, you might not get the most out of your stellar content.
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