Hashtags are not as simple as they seem, and can make an instrumental difference within your digital marketing efforts. It has been difficult for experts to boil this down to an exact science, since social media has shifted the marketing world within the last couple of decades. Hashtags are essentially social media links that group related content together. For example, if you logged into Instagram and searched “carnival”, then clicked hashtags on the top bar, you would find a bunch of pictures and videos of assorted carnivals. They can be from different states, countries, adn accounts, but they all have that one category in common. Users can follow hashtags to stay up to date with specific content, or simply find their niche interest on the “for you page” or the “explore page”.
Interestingly enough, certain influencers have gained millions of followers although they ignored the use of hashtags. Of course, these individuals had different marketing strategies, but proved hashtags are not necessary to becoming successful. Meanwhile, some individuals and businesses have overused hashtags to the point where they became shadowbanned. Shadowbanned means that an account has been made hidden to the public by the social media app’s algorithm. Most social media apps reject that shadowbanning even exists, but it has become an important discussion for digital advertisers.
This article will explore the different tips and tricks for hashtag use. Too little hashtags can restrict one’s success, while too much can completely halt visibility. Taking on the role of a social media manager is a balancing act, which is why it is important to understand how hashtags play a role in account growth.
5, 5, 5 Rule: The typical rule of thumb that social media managers follow outlines the use of 15 total hashtags. Five popular tags (over one million hashtags), 5 intermediate tags (hundreds of thousands), and 5 niche tags (tens of thousands or thousands). This rule varies based on the popularity of the brand, but one should generally choose ten to fifteen hashtags that vary based on popularity. This is a helpful strategy to follow, but managers are no longer advised to add so many hashtags within a caption. It can unfortunately cause an account to become shadowbanned. Instead, choose five to ten hashtags that vary in popularity.
Choosing the Right Hashtags: Brands should choose hashtags based on relevancy and niche interests. These tags should outline the topic of the post, company purpose, and the brand’s expertise. Remember, you are trying to find users that would be interested in your company if they stumbled across your post. Then, the for you page will accurately find users with these niche interests.
Staying Relevant: In order to stay relevant to your target customers, understand the trends. Always continue using certain hashtags that most accurately find the brand’s audience, but pay attention to new and popular tags as well. For instance, “foodie” is a trending hashtag that is most popular among younger audiences with access to social media. Not all restaurant owners or managers would know this information, which is why it is important to regularly research trending and important keywords.
The rise of social media has caused for hashtag popularity to greatly increase, and has become a significant way for businesses and individuals to grow their business. It allows for people to grow a community, and find their niche in the vast world of the internet.
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