The Science Behind the Use of Hashtags

Science Behind the Use of Hashtags

Be Found at the Right Place at the Right Time!

Are you always in a dilemma about understanding the science behind how hashtags work and how much use is too much? Here is the insight!

There is no denying the fact that it is always important to map what you do. Same goes for running digital marketing campaigns; hashtags play an important role!

Hashtags are a trending way to add metadata to the content being published on different social media sites. It makes content easy to be found by using hashtags. Starting with the symbol # followed by the required words, a hashtag gets indexed on social media site automatically and becomes easily searchable for different users. Social media platforms are flooded with hashtags and this is what hashtags basically are –

A word or a phrase with a # (Hash) preceding it makes it a hashtag. It is not as simple as it seems! Also, known as metadata tags, hashtags help reflect your brand identity, help in maximizing content reach, help in SEO and mapping the social media interactions.

Social media platforms like Twitter, Facebook, Instagram have evolved a lot and presented business entities with different opportunities to grow their business by getting involved with these trends.

One can easily click on a hashtag and read the most recent conversations and posts tagged with it. The more the hashtag is used, better will be your chances of outshining the competition and reflect on the search page. The success of your post can be mapped by a few parameters including but not limited to the reach of your content, the number of related hashtags used, the likes, RT’s and other conversations you create; and the number of followers.

This implies that a justified use of hashtags can make your post end up on the feed of users who don’t even follow you. That’s the magic of Hashtags. Also, if you consistently share great content with the same hashtags, users can easily follow those particular hashtags! Just like people tend to follow #KitKat along with #HAVEABREAK hashtag.

Unlike relevant hashtags that can do wonders for you, irrelevant hashtags can toss out the brand image in a jiffy! Unnecessarily flooding a post with hashtags including relevant and irrelevant hashtags is a bad idea. Users can easily choose to not see a particular hashtag and block it. This closes your door to reach the target.  

Twitter was the first social media platform which adopted the concept of hashtags. Searches on Twitter became easy with Hashtags. The first successful use of hashtag was in the year 2007 during San Diego fire. Nate Ritter made use of a #sandiegofire hashtag on Twitter to report and inform about the fire. After this many of the companies, business entities and others have tried to make use of hashtags and gain several benefits.

When right hashtags are used with your social media post then people looking for those keywords can easily access your posts on platforms like Facebook, Twitter, and Instagram, all at one place.

So how do you find the right set of hashtags?

Influencers are another thing on social media platforms. These are the people who have an influence on users either as a role model or as a reviewer. Keeping an eye on what hashtags are being used by them can help you benefit and pull in more interest for your posts.  

By making use of right sets of keywords Tourism Jasper which is a marketing organization has increased its website traffic by 185%. They learned that tourists are more interested to hear stories from the other travelers. Near about 12,000 travelers made use of hashtag #MyJasper with their Instagram post which contributed to the growth of website traffic.

Hashtags should be used in the right number as with over-hashtagging people lose their interest in the post. On Instagram, it is allowed to make use of 30 hashtags with a post but it is not necessary to put these many hashtags. Several studies results show that better engagement rate is received when there are 4-10 hashtags used with a post. Make use of at least 4-5 hashtags with your post and make sure you are using the most relevant ones.

On Twitter, tweets having hashtags are likely to get two times more engagement rate than the ones which are without the hashtag. It is strongly advised to not make use of more than two hashtags on Twitter as it will drop the engagement rate. According to your need, you can use a number of hashtags with your tweet. The research on the usage of hashtags by Twitter suggests that using hashtags can offer several advantages. Business entities and individuals as well can find a 100% increase in the engagement rate of their tweets by making use of hashtags.

Another popular platform where hashtags are used is Instagram. The photo-sharing platform allows people to interact in a unique way. Studies show that highest interaction happens with the Instagram posts having more than 11 hashtags. Though 30 hashtags are permitted on Instagram it is advisable to use 8-12 hashtags most specifically belonging to your niche. Also, make sure you are using active hashtags, check the hashtag feed and learn if the hashtags you are using are being used by others actively or not.

Facebook is another platform that supports the use of hashtags. Did you know that the overdoing of hashtags on Facebook drops the interaction rate? Some studies believe that posts without hashtag work better than the ones with the hashtag on Facebook. One can use a different number of hashtags with the Facebook post as per the requirement.

Along with these, other platforms like Google+ also make use of hashtags. On these platforms, one can use a generic hashtag or unique hashtag depending There are many more successful unique hashtags used by different companies like #EsuranceSave30 by Esurance, #CaughtOnDropCam by Nest’s, #MyCalvins by Calvin Klein etc and got fruitful results based upon the goals which had to be accomplished.

Generic hashtags are the ones which are used in general with a particular niche. For example, if the brand is talking about fashion, general keywords like #fashiontrends, #coolfashion #fashionista #fashionablequotient; make generic hashtags. A Hashtag which is unique to your business is known as a unique hashtag. It may consist of your business name, tagline, event name etc. With product launches, promotion, company events, contests unique hashtags can be used. #ShakeACoke was a unique hashtag used with one of the popular campaigns conducted by Coca-Cola.  Others might be related to campaigns designed for festivals like Rakhi – #sharebondlove or Diwali campaigns like #myfestivediwali and more.

Such branded hashtags help in creating a better image in the mind of people. Generic hashtags have their own importance and are popularly used on different social media platforms. These are the hashtags which people looking for keywords belonging to your niche look for. Using generic hashtags with your posts is just to make your posts available to users when they search for it. Both of these hashtags can be used for meeting different goals. One can make use of a combination of both as well.

You need to research well first then decide the hashtags which can be used with your posts. Brands and the digital marketing agencies together need to understand that hashtags are not just keywords that need to be put in without introspecting, hashtags are an algorithm to map certain things.

In a crux, you need to research first and then decide the hashtags which can be used with your posts or campaigns. Brands and the digital marketing agencies together need to understand that hashtags are not just keywords that need to be put in without introspecting, hashtags are an algorithm to map campaign participation and campaign reach. Right digital platform and the right choice of hashtags can turn a campaign into a huge success.

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