Marketing

Why social media hashtags might not work

Many users think only about the number of hashtags under the next post, but not about their quality and quality of content. Large profiles on any social network don’t really need hashtags because their content always matches the intended target group. But what hashtags can save less visible content on the internet? We understand today’s material.

About modern hashtags

For those who may have missed that moment, what a hashtag is, we explain. It is the tool that ultimately catalog and sort publications. Activated by using the “#” sign at the beginning of the keyword (no space).

Hashtags exist in almost all the most popular social networks – Instagram, VKontakte, Twitter, Youtube, Facebook, LinkedIn, TikTok. By the way, in all social networks, the principle of hashtags is about the same, but the TikTok platform that has changed the Internet world makes it possible to use them in a new direction. This social network is still loyal to new users, so they just need to sign their publication with a hashtag, which is assigned to one of the popular challenges or effects, which will help attract additional traffic.

A few facts:

  • The latest research by Mention has shown that the more hashtags social media users put under their posts, the less they manage to attract traffic.
  • According to the portal Social Sprout, about 70% of the hashtags used are branded. That is, initially they belonged to a specific brand or industry, and now they are used by anyone.
  • Many marketing studies have found that hashtags are most commonly used on Twitter and Instagram. On other platforms, they still haven’t received this recognition.
  • Twitter has a separate footnote with the most clickable and viral tags. Posts with 1-2 successful hashtags can increase the number of retweets by 55%.

Errors in using hashtags

When you publish a post, and then write, for example, #business, then this post goes through the point of sorting on the platform, and you can find it by writing this word in the search bar. But the problem is that many people believe that hashtags are a kind of panacea, a miracle cure, thanks to which you can attract good traffic. This is the wrong approach.

The essence of the problem is very simple – the wider the reach of the hashtag you use, the stronger the competition… For example, if you use #loveyou, you reach over 50 million people. Accordingly, you will not gain anything – nothing will happen. This hashtag is completely useless and meaningless to you.

Hashtags with large reach are not the only problem. Many people look at their content with an objective eye and consider it not the best, but they also think that now they will sign it. 30 hashtags and it will become instantly popular. They can include tags with a large reach, and a narrower focus, and used by a profile with a large number of subscribers, but this is again the wrong approach.

The fact is that at some point, Instagram can designate you as a serious spammer, which will negatively affect your profile in terms of impressions in the feed and attracting traffic.

Of course, you can use 30 hashtags, because for some reason such frames have been designated. Let’s imagine you photographed a cat, published this picture and inserted 30 tags: cat, cat, kittens, animals, funny kittens, pets, and so on. The problem repeats itself. All these hashtags have a wide range, so you won’t attract traffic and get banned.

There is one more – the third mistake of users. This is about quality of content… Believe me, if your content leaves much to be desired, then no hashtags will help you, even if they are displayed as correctly as possible. A person will simply go to your page through a tag, look at the terrible material and exit, forgetting you forever. Content is the foundation on which your traffic is built.

You need to study as much as possible the social network to which you are promoting your content. Find out what number of hashtags will be the most acceptable, and how to make them as adapted as possible for the site. For example, a recent study by the Track Maven service showed that the ideal number of hashtags for Twitter is on average 2-3, and for Instagram it is better to use up to 9. But the correct number, again, will not give you the desired result if you do not work on their quality and quality. content. We will talk about this further.

Hashtag strategy: the basics in a nutshell

It can be concluded that the correct hashtag must match the content, and vice versa. Think about which hashtags accurately describe your content – so that they are as deep as possible. It is this kind of hashtag work that is called the hashtag strategy.

Choosing the type of hashtags involved in developing a strategy They are as follows:

  • popular – with large coverage;
  • narrow focus – with small coverage;
  • branded – created by companies (names, slogans, etc.);
  • categorical – a subcategory of popular, more specific (slightly smaller coverage);
  • event-related – timed to an event, dates (also refer to individuals).

The list can go on and on, but the frequently used ones are displayed here.

It is important for the strategy which site you are located on. Each social network is different and fulfills a different role. For example, Twitter is more suitable for covering an event and expressing an opinion, while Instagram works well from a visual point of view.

Don’t forget about the role of content. The rule of high-quality content applies not only to large profiles that have a huge number of subscribers, this rule also works for mere mortals. If your content is not convincing – the picture is boring or the text is not interesting – then it may fail. In this case, even the best hashtag strategy won’t do you any good.

How to act correctly

Let’s take a look at using the correct hashtag using an example. Let’s say you are selling coffee beans on Instagram – you sell elite expensive beans grown in different parts of our planet. In this case, you can start from the name of the raw material, the place of its cultivation, composition, variety, and so on (#BlueMount #BlueMountJamaica #CoffeeBlueMountin #BlueMountinGrain). All such hashtags will work for a certain category of people, who are thousands of times smaller than the number of users using the hashtag “# coffee. Now it will be difficult for you to get lost in the search, and the potential client can stay with you if he likes the content. If the person stays with you, then your hashtag was correct.

Let’s look at another example with just a more popular activity on social media – selling clothes. The hashtag “clothes” will not help you much in this activity, since when you hammer this word into an Instagram search, you will get more than 30 million posts. Among such a number, it will hardly be possible to find something necessary. Therefore it is necessary to go deeper here. For example, use the city where you sell clothes. By the hashtag “buy clothes in Krasnoyarsk” or “buy clothes in Krasnoyarsk” you can find about a thousand publications. Much smaller and easier – agree?

The word “clothing” can also be divided into more detailed wardrobe details: skirts, trousers, tracksuits, swimwear, accessories, sneakers, and more. Also assign the gender to the garment, such as men’s T-shirts or women’s shoes. You can specify that your clothing is unisex. Don’t lose sight of the children. # kids’ sportswear can also cut the range.

Also, keep in mind that certain wardrobe details may be tailored to specific situations. For example, wedding dresses, school uniforms, maternity dresses. Specify for a specific type of clothing: floor-length dress, running shoes, plain T-shirt, ripped jeans.

And of course, your brand name is a great hashtag option too. Use the name of the city, type of clothing and other options suggested above. Experiment, combine different variations and watch the result. Sooner or later, you will find your perfect hashtag.

Conclusion

In conclusion, I would like to give some more short tips on the proper use of hashtags:

  1. Follow trends and popular topics. If your content matches one of the latest hype, then feel free to put the appropriate tag (works mainly on Twitter).
  2. Use short and capacious hashtags that are easier to remember. They are more effective.
  3. Use hashtags in your posts, stories, and even your bio. This will be an added benefit.
  4. Each hashtag should have a specific purpose, don’t just put them like that.

About the author

Donnell Reed

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