{"id":1851,"date":"2024-06-14T15:24:01","date_gmt":"2024-06-14T14:24:01","guid":{"rendered":"https:\/\/exafutures.com\/?p=1851"},"modified":"2024-06-14T15:26:14","modified_gmt":"2024-06-14T14:26:14","slug":"hashtags-social-media-marketing-get-to-know-advantage","status":"publish","type":"post","link":"https:\/\/exafutures.com\/en\/hashtags-social-media-marketing-get-to-know-advantage","title":{"rendered":"Hashtags and #socialmediamarketing: get to know and use them to your advantage"},"content":{"rendered":"\n

Today we want to tackle a digital communication technique that continues to be valid over the years, and which might give you an easy (and free) boost in your social media strategy: the use of hashtags<\/strong>. In this article you\u2019ll read where the hashtag came from, how to best use them in your favorite social networks, along with some common mistakes to avoid.<\/p>\n\n\n\n

Article published on 10\/13\/2020 and updated on 06\/14\/2024 with new information on the use of hashtags, also following the rebranding of Twitter, renamed\u00a0X<\/a>\u00a0in 2023.<\/em><\/p>\n\n\n\n

<\/p>\n\n\n\n

Introduced in Oxford Dictionary in 2016, the word hashtag<\/strong> (made of the terms hash<\/em> and tag<\/em>) is, as we all know, a type of tag used by the most part of social networks, and its main function is serving as thematic aggregator<\/strong>. Thanks to the use of hashtags in posts, reels or stories, it is possible to index our content and ease users’ research.<\/p>\n\n\n\n

The birth of hashtags<\/h2>\n\n\n\n

Originally, as often happens with many social networks’ functions, hashtags were not integrated in Twitter<\/strong> (now X<\/a>, social channel released in 2006, acquired in 2022 by Elon Musk and renamed X in July 2023), which is the platform that gave birth to the tag.<\/p>\n\n\n\n

The first hashtag ever was proposed with a now mythical tweet by Chris Messina<\/strong> (developer and tech evangelist), on August 23rd<\/sup> 2007. Chris suggested using the symbol # to aggregate contents on Twitter. The idea was simple and handy and came to Messina’s mind as he put together his knowledge of IRC (Internet Related Chat, which used such symbol to index contents) with technology of the day. The IPhone had been released only one year before and most part of mobile devices still had plastic keyboards, with two keys barely tapped: * and, of course, #. And here came Messina’s brilliant idea.<\/p>\n\n\n\n

Convincing users, and obviously Twitter, to use such method was of course quite a challenge. As predicted, the platform did not take seriously into account Messina’s suggestion, until later that October, when Nate Ritter (and many more users after him) included the hashtag #sandiegofire<\/strong> in a number of tweets. The aim was to make people aware that such tweets focused on updates about fires which, at the time, were burning the woods around San Diego.<\/p>\n\n\n\n

In June 2009<\/strong>, another socially (and politically) relevant event legitimized the use of hashtags on an international level: the presidential election in Iran. The event boosted hashtags’ popularity in such a way that Twitter could no longer ignore it and decided to make hashtags clickable<\/strong>, turning them into a proper hypertext, making it possible to search through different topics.<\/p>\n\n\n\n

\"hashtag-social-media\"
Logo photo created by freepik \u2013 www.freepik.com<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

Twitter and trending topics<\/h2>\n\n\n\n

In 2010<\/strong>, as a consequence of its success, Twitter decided to implement search functions through hashtags with trending topics, i.e. an up-to-date list of the most frequently used hashtags on the platform.<\/strong><\/p>\n\n\n\n

Using the mobile app, the list of trending topics appears in the \u201cExplore\u201d tab, while on the desktop version, \u201ctrends are listed in many places, including the Home timeline, notifications, search results, and profile pages\u201d<\/em> (source: https:\/\/help.twitter.com\/en\/using-twitter\/twitter-trending-faqs<\/a>).<\/p>\n\n\n\n

Trending topics<\/em>, as the word itself suggests, index the most trending subjects of the moment. But these are not universal at all: in fact, user-experience is tailored for each and every user<\/strong>. As to determine the trending topics, X uses an algorithm that selects themes based on the user’s interests, followed accounts and, since 2012, even his or her specific location.<\/p>\n\n\n\n

It is interesting to notice that only the latter setting can be changed by the user: if we wish to see non-tailored trends, we can choose a certain location, and X will show trending topics of that specific geographical area.<\/p>\n\n\n\n

As far as social media marketing<\/strong> is concerned, this setting is particularly useful for those businesses that address to users base in specific geographies or aim to hit a greater number of interested users, by getting involved in local trends.<\/p>\n\n\n\n

Although X is hashtags’ homeland, it is also the land of conciseness: as the number of characters is restricted, so is the number of recommended hashtags<\/strong> per post, which amounts to only two \u2013 though it is possible to use a greater number (source: https:\/\/help.twitter.com\/en\/using-twitter\/how-to-use-hashtags<\/a>#). This way, posts are indexed at best, appearing just in the most fitting trends.<\/p>\n\n\n\n

Pay attention, then, while choosing your keywords, which must be focused and perfectly \u201con point\u201d to work at its best. A post containing at least one hashtag, in fact, can improve engagement up to 100%<\/strong> (source: https:\/\/blog.hootsuite.com\/twitter-statistics\/).<\/p>\n\n\n\n

As to the reason why a topic becomes a trend, in September 2020 Twitter announced that some trending topics would had come with a post which help to better understand the meaning and context. Representative posts<\/strong>, according to the social network, should therefore have made the process that leads a topic to become trendy more transparent, thus unhinging the inferences of consensus manipulation (or at least direction of opinion) often made against the social world. (source:  https:\/\/blog.twitter.com\/en_us\/topics\/product\/2020\/adding-more-context-to-trends.html<\/a>).<\/p>\n\n\n\n

As already mentioned, it is now possible to change the filters for trending content, choosing whether to see posts from ‘everyone’ or from ‘people you follow’, as well as whether to see trending posts from ‘around the world’ or only those ‘near you’. You can also change the city (or location) in which you search via settings. (source: https:\/\/help.x.com\/en\/using-x\/x-trending-faqs<\/a>).<\/p>\n\n\n

\n
\"hashtag-social-media-marketing\"
Photo by OhTilly<\/a> on Unsplash<\/a><\/em><\/figcaption><\/figure>\n<\/div>\n\n\n

Instagram: kingdom of hashtag<\/h2>\n\n\n\n

But it is thanks to Instagram, that implemented them in 2011<\/strong>, that hashtags gained even more popularity. On the ‘vanity social network’, in fact, the aim of hashtags is not only to index content, spread it and make it easy to search, but also to show off one’s creativity to increase the number of followers.<\/p>\n\n\n\n

Since when, in 2017, the tab “hashtag” appeared in the “Explore” section, Instagram has encouraged users to use and\/or follow hashtags linked to topics of interest. This way, each user’s feed, along with contents and stories posted by followed accounts, will also show contents indexed in followed hashtags.<\/p>\n\n\n\n

Benefits, in terms of social media marketing, are once again clear: using the hashtags more coherently with our product or brand, we will be able to show it to an audience potentially much larger<\/strong> than the number of our followers, making them notice us.<\/p>\n\n\n\n

Another tip worth considering is to create branded hashtags and write them in our bio, so that they’ll always be in foreground for any new visitor, encouraging them to follow the hashtag and keep being posted on the brand.<\/p>\n\n\n\n

As far as the number of hashtags is concerned, Instagram is far more generous than X: we can use up to 30 hashtags per post<\/strong>. Again, exceeding this brings no clear value. Despite the high number of available tags, Instagram algorithm tends to demote posts that contain the so called “wall of hashtags”, as it automatically associates them with spam or, at least, with inaccurate as well as ambiguous content.<\/p>\n\n\n\n

This means that a higher number of hashtags does not equal a greater engagement<\/strong>: the magic number is between 8 and 14 (source: https:\/\/adespresso.com\/blog\/instagram-statistics\/<\/a>), always to be selected carefully. Even a single hashtag, when well chosen, can increase a post’s engagement up to 12,6% (source: https:\/\/adespresso.com\/blog\/instagram-statistics\/<\/a>).<\/p>\n\n\n\n

Hashtags can even be added to stories<\/strong> in two different ways: with the related sticker (that you’ll find by clicking on the smiley face’s symbol), or writing them as text, clicking on the “Aa” symbol. In the first case, we’ll be able to add only one single tag, while in the second case, we can add a larger number of hashtags: once they appear underlined, it means the hyperlink is activated.<\/p>\n\n\n\n

Last but not least, do not forget forbidden hashtags: after an inappropriate use of hundreds of thousands of hashtags (such as #like, #skype, #woman but also #shower or #eggplant), Instagram deactivated some tags which, not only cannot be clicked on, but also, if used, could lead you to shadow ban, i.e. a “digital exile” in which Instagram confines contents associated with such tags.<\/p>\n\n\n\n

LinkedIn: engagement and networking<\/h2>\n\n\n\n

Implemented since 2018<\/strong>, even here hashtags are quite a compelling tool for content indexing. They can be used in both posts and LinkedIn articles and, as it happens for Instagram, they can be searched for in the “Explore” bar, and followed in order to keep being updated on the most relevant posts on a topic.<\/p>\n\n\n\n

Rules are still the same: be careful in choosing them, do not exceed in number and be coherent with the content<\/strong>. You can write them both inside the caption or at the end of it: just be careful not to use too many, as LinkedIn algorithm could otherwise read your content as spam and restrict its spread.<\/p>\n\n\n\n

Besides, LinkedIn endorses two types of goals<\/strong> in showing a topic: content value and engagment capabilty. Choosing the right hashtag to index our topic facilitates connections and increases the chances to expand our network.<\/p>\n\n\n\n

Obviously, in this case, hashtags should relate to professional matters<\/strong>: select hashtags which are strongly connected with your core business, with your brand and your area of expertise, as well as with your network’s or potential clients’ interests.<\/p>\n\n\n\n

Here too branded hashtags are more than welcome to define your activities, but do not be afraid to choose even wider tags to index contents at best.<\/p>\n\n\n\n

And if you’d like to know more about LinkedIn’s success, check out our blog post with some interesting data related to the professional social network<\/a>.<\/p>\n\n\n\n

\"hashtag-social\"
Logo photo created by freepik \u2013 www.freepik.com<\/a><\/em><\/figcaption><\/figure>\n\n\n\n

Facebook: hashtags and disagreements<\/h2>\n\n\n\n

Implemented on the platform since 2013, Facebook hashtags never really got successful<\/strong>.<\/p>\n\n\n\n

A first reason for this is the nature of the social network itself: Facebook was born as a private, personal space, to which only our friends have access.<\/p>\n\n\n\n

There are many levels of privacy<\/strong> to be set on accounts, that can also lead to a completely unaccessible profile for users that show no connections with us. As a consequence, content posted by non public accounts have less or even no chances to spread (and cannot therefore be indexed) among people outside our entourage.<\/p>\n\n\n\n

A 2016 research by Buzzsumo, which took into account about 1 billion posts created by over 30 million pages, show that the average organic reach, i.e. the number of people who see non-paid content (source: https:\/\/neilpatel.com\/blog\/13-secrets-thatll-boost-your-facebook-organic-reach\/#:~:text=Organic%20reach%20is%20the%20number,a%20result%20of%20paid%20promotions<\/a>) was not increased by the use of hashtags (source: https:\/\/www.socialmediatoday.com\/news\/facebook-promotes-the-use-of-hashtags-on-posts-but-will-it-improve-post-r\/583094\/<\/a>).<\/p>\n\n\n\n

Despite the different opinions about Facebook hashtags’ effectiveness, the game still seems open: especially for public pages, the social network is pushing users to exploit hashtags<\/strong>, even adding a specific tab in the “Explore” bar. The reason of this could also be that it is always more common to link Facebook and Instagram accounts, the latter being, as we noted, the kingdom of tags.<\/p>\n\n\n\n

As to the real effects that such a use can bring, especially in increasing organic reach, there is no accurate data to be found. Nonetheless, what we know is that Facebook is clearly encouraging the use of hashtags<\/strong> with a specific notification popping up while creating our posts (source: https:\/\/www.marismith.com\/hashtags-on-facebook-increase-organic-reach\/?doing_wp_cron=1602254928.6964728832244873046875<\/a>).<\/p>\n\n\n\n

\"hashtag
Logo photo created by rawpixel.com \u2013 www.freepik.com<\/em><\/a><\/figcaption><\/figure>\n\n\n\n

How to build a hashtag<\/h2>\n\n\n\n

Now that we have a general picture of the use of hashtags in social media, here’s how to build one.<\/p>\n\n\n\n

After the symbol # we can add any alphanumeric character, including underscore<\/em><\/strong> (_), while punctuation and special characters, as well as the space, are not allowed.<\/p>\n\n\n\n

Hashtag creation is extremely intuitive, as we already know, and any word or string of characters could turn into a proper, functiong tag. But still be aware of two aspects:<\/p>\n\n\n\n

    \n
  1. the above mentioned shadow ban<\/em> and the forbidden related hashtags;<\/li>\n\n\n\n
  2. the choice of already in-use hashtags.<\/li>\n<\/ol>\n\n\n\n

    In relation to this second point, a famous (and hilarious) exemple for little attention in choosing the proper hashtag is what happened to Pope Francis in October 2019. After canonizing five new saints, the Pope (or his social media team) tweeted the news using the hashtag #Saints, without noticing though that it had already been largely (and officially!) used by an american football team: the New Orleans Saints. Luckily, the consequence this time was just the creation of a bunch of jokes on the matter, but imagine how such little attention could lead to a great damage to the public image of a brand.<\/p>\n\n\n\n

    In order to confirm the accuracy of a hashtag<\/strong> (both as to banning and coherence) there are many useful tools that help us establish whether a tag is consistent with our content. Additionally, an extensive study of our competitors’ hashtags proves to be of great help when it comes to creating a new organic strategy on social networks.<\/p>\n\n\n\n

    Along with analysing posts and related hashtags on different platforms, there are many available tools<\/strong> (paid or free) that allow you to do such analysis and maximize the results of your posting. As two examples, consider Not Just Analytics<\/a> as an intuitive tool for Instagram, or Keyword Tool<\/a>, as a tool where you can browse many platforms, from YouTube to Bing, and on which you can select different languages. Furthermore, it gives out advice and practical tips to create and exploit hashtags at their best.<\/p>\n\n\n\n

    Although it is a free and well known function of every social network, hashtags still prove to be a powerful tool for indexing content<\/strong> (comparable to SEO for search engines) that allows every business to to get maximum results at minimum cost.<\/p>\n\n\n\n

    Now, you just have to choose the most suitable hashtags, or create your own branded tag, and start planning a #successful social media strategy.<\/p>\n","protected":false},"excerpt":{"rendered":"

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