Hashtags are keywords or phrases preceded by the pound (#) symbol, used on social media platforms to categorize and improve discoverability. Hashtags help users find content related to specific topics, events, or trends. Originally popularized on Twitter (now ‘X’), they are now widely used across various platforms including Instagram, Facebook, and others.
Effective use of hashtags can benefit your results:
Increased Visibility: Hashtags act as labels that categorize content, making it easier for users to find posts related to specific topics or interests. Think of them as a form of search on social media platforms.
Expanded Reach: By categorizing content, hashtags can help posts reach a wider audience beyond followers.
Enhanced Engagement: Hashtags can boost engagement metrics like likes, comments, and shares by making content more discoverable.
Targeted Audience Engagement: Hashtags help businesses connect with their specific target audience. By using niche hashtags related to their industry or location, businesses can attract users who are genuinely interested in their products or services. For instance, a fitness studio in Keene could use #KeeneFitness or #FitnessKeene to reach people in the area who are actively searching for fitness-related content.
Building a Local Community Based on Interests: Local hashtags help businesses establish a strong presence in their community and participate in local conversations. They can use hashtags related to local events, sports teams, or community initiatives to show their involvement and connect with other local businesses and residents.
Tracking Engagements and Trends: Businesses can use hashtags to track engagement on their posts and monitor popular trends within their local area. This information can be used to refine their social media strategy and create more relevant content that resonates with their target market.
Competitor Analysis: Hashtags can also be used to see what other local businesses are doing on social media. By monitoring competitor hashtags, businesses can gain insights into their marketing strategies and identify opportunities to differentiate themselves.
This article is part of the Sentinel Solutions local marketing newsletter. You can sign up here to get local marketing thought pieces sent to your inbox each week.
But how effective are hashtags?
Hashtags are an effective tool for increasing reach and engagement on social media, but their effectiveness varies depending on how and where they are used. When used strategically, hashtags can help users discover content, connect with target audiences, and spark conversations around relevant topics.
Instagram is the most effective platform for hashtags. Posts on Instagram with at least one hashtag average 12.6% more engagement than those without. The optimal number of hashtags on the Instagram platform is 3-5 hashtags. Engagement drops after 6+ due to spam filters.
Despite pioneering hashtags, performance on the Twitter (X) platform is generally declining. It’s best to limit your hashtags on Twitter to 1 or 2 as using more than 2 can decrease engagement. Using hashtags carefully on Twitter can increase retweet likelihood by +20%.
On LinkedIn, hashtags can be very effective for content discovery and topic categorization. Posts with 1-3 hashtags often see better visibility in search and in-feed discovery. For hashtags on LinkedIn, it’s considered best-practice to use industry-specific hashtags like #localnews or #marketingtips for best results.
TikTok is a hashtag-driven platform. On TikTok trending and challenge-based hashtags often drive viral reach.
On the Facebook platform, hashtags have minimal impact on reach or engagement as the Facebook algorithm doesn’t prioritize hashtags strongly. If used, keep it to one or two relevant hashtags.
To garner the most effectiveness from hashtags, here are some best-practice tactics:
- Use relevant, targeted hashtags over general ones.
- Combine branded, niche, and community hashtags.
- In analytics, track which hashtags actually drive traffic or engagement via UTM links or platform insights.
- Avoid hashtag stuffing, especially on Twitter or Facebook.
- High-jacking irrelevant trending tags is seen as spammy on all platforms.
- Avoid using hashtags without a clear audience or discoverability goal.
- Be aware of platform-specific guidelines. Each platform has its own best-practices for hashtag usage, be sure to research and adapt your strategy accordingly.
Hashtags are essential for local businesses on social media because they increase visibility, reach, and engagement, ultimately helping them connect with their target audience and build a stronger local presence. By using relevant hashtags, businesses can make their content more discoverable, participate in relevant conversations, and attract customers actively searching for local businesses.
To learn more about how to best leverage the opportunity associated with hashtags, and how they can help your local business expand its reach and engagement, we encourage you to give us a call at 603-352-5896 or email Advertising@SentinelDigitalSolutions.com.
We are experts in multimedia marketing and can help you build a compelling campaign that engages your audience and drives sales.
We’re here to help you succeed.
Additional Resources:
