Grab your coffee and strap in, because when it comes to hashtags, we have thoughts.
What even is a hashtag anyway?
Hashtags were created to help platforms like Twitter group related posts together and help users to engage in conversation around the topics the hashtags represented. So, if you’re talking about a show like Love Island, you might use #LoveIsland to take a peek at what everyone else is saying about it.
Hashtags work better in some places than others. While hashtags are an option on Facebook, if you use them, you’re not cool – you’re probably just copying a post straight across from Instagram. Threads, Instagram’s version of X, doesn’t even use hashtags. They’re passé these days, baby, it’s all about the algorithm. But most of us will be clinging onto hashtags for grim death like Jack on that door in Titanic, so here’s where they’re still in vogue.
On X, Instagram and TikTok, where people expect to browse content from a range of creators, hashtags help you filter out what you want to see. For B2B businesses, LinkedIn allows you to associate your page with specific hashtags, meaning you can jump in on the conversation easily. However, in-post hashtags have recently got a bit of a push back on LinkedIn, with the company stating that actually, you don’t need to hashtag terms that appear in your post already.
So at the end of the day, as algorithms improve and AI technology becomes more integrated into each social network, they’re starting to become a little bit less important. Right now, however, they still have their uses.
Using the right hashtag
Sticking to your guns? Good for you. If you’re hashtagging away, then here’s how best to do it.
If you’re planning on creating one for a campaign to help tie all your posts together and drive conversation, it’s got to be short and snappy – the quicker you can type it, the better. Also… maybe roadtest it first. While #susanalbumparty still brings a tear of joy to our eyes, it was trending for all the wrong reasons.
When you’re choosing a hashtag to use with your post to increase visibility, you need to make sure you’re using a hashtag that’s actually in use. A quick search on your channel of choice will tell you how many people are using it. On the other hand, picking a hashtag that’s got millions of posts associated with it might not be that helpful either – finding the sweet spot of a popular hashtag that isn’t overused means you’re more likely to get some interaction.
How many is too many?
Hashtags should also be used sparingly. If #every #other #word is a #hashtag, you’re #officially a #bore. Best practice on Instagram tells us around 6–8 work best, and on X, one or two will do. Plus, if your post doesn’t need a hashtag, just don’t use one.
Keeping an eye on the trends
Trending topics can be a great way of getting your content in front of new people. However, relevancy is the key here. Don’t go tagging #caturday on a Tuesday, or if you’re sharing a picture of your new puppy. But, if it’s a Saturday and you’ve got a purr-fect new catnip product, go wild.
Anyway, if you can’t keep up with all this organic stuff, we don’t blame you. Facebook is 20 years old now, we’re all feeling it. But we make it our thing to keep on top of all this, and we’re pretty damn good at putting together digital campaigns if we say so ourselves. Have a look at what we’ve done for some great companies, and then come and have a chat with us if you need a hand.