Hashtags have become a vital tool for increasing social media post views and increasing reach. They have become a way for users to search topics and follow conversations. In essence, they function similar to keywords on a website.
Hashtags can be used to connect with your target audience, generate conversation around a topic, and build your brand on social media platforms.
Despite the widespread popularity of hashtags, many businesses do not know how to use hashtags properly. The first and most basic element is having your own branded hashtag.
When you create a hashtag to represent your brand, you give people a new way to get in touch with your business on social media. When you generate a hashtag, you want to create one that boosts and accurately represents your brand. You also want it to be something people will use when they’re referencing your company somehow.
The hashtag should be brief, memorable and include the brand name somehow. If it’s unique, it will stand out. One thing to consider is that your customers may be using a branded hashtag for you that you don’t even know about. Do some research and see what, if anything, is already being used.
Your basic branded hashtag should be used on an ongoing basis. It applies to any post.
You should always proofread your hashtag. It may not have grammatical errors, but remember that users choose where one word ends and another begins, sometimes changing the meaning of your hashtag For example, there was a big rumor started when #nowthatchersdead was read as Now That Cher’s Dead, instead of its intended meaning Now Thatcher’s Dead when Prime Minister Margaret Thatcher died. To check your hashtag, look at the entire hashtag in lower case letters, and see if you notice hidden words or phrases people could find. Also check for double meanings, such as Burger King’s #WTFF that was intended to stand for What The French Fry. Unfortunately for them, that hashtag already had another meaning. If you can’t figure that one out, check urban dictionary. 🙂
Another thing to consider is if users could use your hashtag in a negative way. Unfortunately this does happen. It happened to burger giant, McDonald’s. Their intent in creating the community hashtag, #McDStories, was for people to share touching and uplifting stories about their Happy Meals. Instead individuals used it to tell stories of their negative experiences at McDonald’s.
Other ways to use hashtags include:
• Promotions
• Events
• Contests
• Product Launches
• Career Opportunities
• Cross-Channel Discussions
• Targeting
All of these examples require some sort of conversation. And, ultimately they should entice engagement.
Used as part of a marketing campaign or a contest, hashtags have a start and end date. You can use these hashtags to track contest entries and measure conversation around a specific campaign, event or product launch. While these hashtags may have the brand name in them, it’s more important that the campaign slogan, event name or product name is communicated.
Another nice feature of hashtags is you can use them across all social media channels. This will help your cross-channel promotions.
One more important thing to remember … while some companies are somewhat less formal on social media than they are in person, you still want to make certain that your smart and memorable hashtag connects with the rest of your brand.
For instance, a large corporate law firm likely wouldn’t be able to use the type of hashtag Saturday Night Live would. This is not to say that serious brands can’t use humor. It just has to be done thoughtfully and carefully. It really comes down to knowing your audience, how they will respond, and ultimately knowing your company’s personality. You can come up with catchy hashtags to tie in with your brand’s personality no matter what type of business you are. And remember, the ads run during the Super Bowl that get the highest ratings by consumers usually involve humor. We all love laughing!
Optimal Number of Hashtags to Increase Engagement
Twitter – 2
Instagram – 10-15
LinkedIn – 2
Facebook – 0-1
Pinterest – 0
Want more help in branding and social media? Hire Birch Marketing to get all the help you need. In the meantime, download our Hashtag Creation Worksheet and get started right now!