Hashtags: Joining the Conversation

The pound sign (#), or hashtag, has become a permanent part of social media culture. With most social platforms incorporating them, hashtags are here to stay and have become another tool to incorporate into brand marketing. Understanding how to use hashtags can give your marketing plan the upper hand. 

This post breaks down the fundamental purpose of a hashtag and the do’s and don'ts that come with using them in your marketing strategy.

What Hashtags Do For Your #Brand

Hashtags are the password that gains admittance to the main world of online conversation. Being a part of that conversation means your brand is being seen and heard by potential customers. Without hashtags, your posts are wandering around outside the party. The proper use of a hashtag:

1. Increases engagement with your followers - being a part of the conversation leads to greater engagement and, as a result, more shares, likes, and comments. Hashtags also allow social media platforms to categorize your content, making sure it gets to the intended audience.

2. Brand-building - branded hashtags promote your business and start conversations with your potential customers.

3. Show involvement - hashtags are a way to follow social issues, show your support, and mobilize your brand behind an important cause.

4. Add context - social media posts are generally short and hashtags help to contextualize your point.

5. Help followers find you - on some platforms, it is possible to follow a hashtag. Using popular hashtags adds to your reach.

Finding Solid Hashtags

New hashtags are created every day, but most have already been used. Since no one owns a hashtag, this isn’t necessarily bad news. However, you need to take the time and do some research before using any hashtag you want:

• Make sure the hashtag lines up with your brand/company/product

• Avoid hashtags with negative connotations

• Watch out for a hashtag that is being used to promote another company/brand...this will just confuse your audience

• Are others actually using and engaging with this hashtag?

The use of popular hashtags increases your engagement for a very simple reason. You are entering a conversation that is already in full swing, rather than starting from scratch. Your message reaches larger groups of people and trending hashtags are a great way to increase your brand visibility. 

Some simple ways to find the trends:

• Hashtag analytics & monitoring sites

• Monitor competitors and social influencers

• Hashtags.org, Trendmap, Hashtagify.me (search hashtags for important details), and RiteTag (generates trending hashtags that match your content)

• Search for related hashtags if you are stuck

#TipsforSuccess: Creating And Using Hashtags

Now that you have some ideas, it is time to learn how to use hashtags and create your own. The best hashtags are completely useless if misused. 

1.Keep it simple and relevant.  Your hashtags need to be something that people will naturally search for and easily remember. They should be short, precise, and easy to spell. The key is to identify what your audience is already talking about that is relevant to your brand and content. Focus on your target audience, not those who simply trade likes and follows. Precise hashtags like “#NBAfinals” will always bring a greater audience than a general attempt “#finals”.

2. Does it add value? Hashtags are meant to connect others to your content, raise awareness for your brand, and help the algorithms categorize your post. Random hashtags that are popular but don’t add to your post will either backfire or make your content look like spam.

3. Multiple platforms are a must. Use the same hashtags multiple times on different channels. Repetition spreads the word. People need that cue to remember who you are and why you are a part of the conversation.

4. Avoid overuse. Though hashtags are a powerful tool, using too many at a time or the same ones forever will not help your brand. Instead, you may come across as spamming followers. Usually using one or two hashtags at a time is a good rule, and leaving them off some posts can be beneficial since users are wary of brands that are trying too hard to promote themselves. Though you can use more hashtags on some platforms, avoid overuse as a rule. Hashtags are here to stay. They are one of the most powerful tools you have in your branding bag of marketing tricks. When used correctly, hashtags increase brand awareness and audience engagement. Utilize the trends, keep your hashtags simple and relevant, and remember that joining the conversation is the most important move for any brand.