Hashtags have revolutionised how content is categorised and discovered online, making them a cornerstone of social media marketing. Since their introduction on Twitter in 2007, hashtags have become a universal tool for organising content, fostering discussions and amplifying visibility across platforms like Instagram, TikTok, LinkedIn and Facebook. Read on below for advice on how to choose relevant hashtags for your online marketing.
A hashtag is a word or phrase preceded by the “#” symbol. When added to posts, hashtags create clickable links that group related content together. This makes it easier for users to find topics, trends or brands they’re interested in. For businesses, hashtags can dramatically improve engagement by increasing the discoverability of posts and connecting them with a target audience.
Effective hashtags can elevate your online marketing efforts, driving brand awareness and interaction while positioning your company in trending discussions. But the key to success lies in selecting the right hashtags—those that resonate with your audience and align with your content.
Tips to pick relevant hashtags
The right hashtags can make your posts more discoverable and help your content reach its intended audience. Here’s how to choose hashtags that work:
1. Research Your Audience
- Why it’s important: Understanding your target audience is crucial for choosing hashtags that will resonate with them.
- How to do it: Research common terms and phrases your audience uses and identify their interests. Tools like Google Trends or Instagram Insights can help reveal popular hashtags among your demographic.
2. Study Competitors
- Why it’s important: Observing your competitors can give you ideas for hashtags that have proven successful in your industry.
- How to do it: Analyse the hashtags that top-performing competitors use in their posts. Note which ones generate high engagement and consider using them in your own strategy.
3. Use Hashtag Generators
- Why it’s important: Hashtag generator tools can save you time by suggesting relevant and trending tags.
- How to do it: Tools like Hashtagify, All Hashtag or RiteTag analyse your content and keywords to generate tailored hashtag suggestions. Use these as a starting point to build your list.
4. Keep Hashtags Short and Clear
- Why it’s important: Long or complex hashtags can confuse users or make your post appear cluttered.
- How to do it: Stick to concise, memorable hashtags like #TravelTips or #FitnessGoals. Avoid overly specific or niche phrases unless targeting a very defined audience.
5. Combine Niche and Trending Hashtags
- Why it’s important: A balance of niche and trending hashtags ensures your posts reach both general and highly targeted audiences. If you’re in any doubt about how to find and create these tags, you could always approach a business development company for advice.
- How to do it: For example, a yoga studio might combine a popular tag like #WellnessJourney with a niche tag like #HathaYogaPractices.
6. Research Trending Hashtags
- Why it’s important: Joining trending conversations can increase your visibility and engagement.
- How to do it: Platforms like Twitter and Instagram display trending hashtags in real time. Choose trends relevant to your content to join the conversation authentically.
7. Avoid Overusing Hashtags
- Why it’s important: Overloading your post with hashtags can look spammy and reduce its effectiveness. If you’re in any doubt, you could also consider partnering with a social media marketing company for help and advice.
- How to do it: Use a manageable number of hashtags – between 3 and 11 is often ideal, depending on the platform. Focus on quality over quantity.
8. Localise Your Hashtags
- Why it’s important: Adding location-specific hashtags helps target users in a particular area.
- How to do it: For instance, a bakery in Manchester could use #ManchesterEats or #BakeryManchester to reach a local audience.
9. Experiment and Track Performance
- Why it’s important: Not all hashtags will perform equally well. Monitoring their effectiveness helps refine your strategy.
- How to do it: Use analytics tools like Instagram Insights or third-party software to track which hashtags drive the most engagement. Adjust your approach based on the results.
10. Create Branded Hashtags
- Why it’s important: A unique branded hashtag can promote your business and encourage user-generated content (UGC).
- How to do it: Develop a simple, memorable hashtag that reflects your brand, like Coca-Cola’s #ShareACoke or Nike’s #JustDoIt. Encourage your audience to use it when engaging with your content.
11. Tailor Hashtags to Each Platform
- Why it’s important: Different platforms have unique hashtag practices and character limits.
- How to do it: For example, Twitter limits characters per post, so use fewer, high-impact hashtags. Instagram allows up to 30 hashtags, so you can include a mix of broad and niche tags. Learn more about the differences between social platforms.
12. Use Seasonal or Event-Based Tags
- Why it’s important: Timely hashtags can make your posts relevant to current events or holidays.
- How to do it: A fashion brand might use #WinterWardrobe or #BlackFridayDeals to align with seasonal trends.
Final thoughts
Hashtags are a simple but powerful tool for enhancing your online marketing strategy. They can bridge the gap between your brand and your audience, making your posts discoverable, engaging, and relevant. However, not all hashtags are created equal- the success of your strategy hinges on selecting the right ones.
Choosing relevant hashtags can mean the difference between content that goes viral and posts that remain unnoticed. By researching your audience, balancing niche and trending tags and continually refining your strategy, you can maximise the effectiveness of your hashtags.
Remember too that, for those looking to elevate their hashtag game, partnering with a professional marketing agency can provide valuable expertise and insights. With the right hashtags, your content can gain the visibility it deserves, helping your brand thrive in the ever-competitive online space.
