Hashtags are a powerful way to engage your audience and tap into relevant conversations. However, it can be difficult to determine the type of hashtag to use and how many hashtags are too many. In this week’s #SproutChat we discussed best practices for hashtag usage, particularly when engaging and growing a new audience.
Hashtags Have Different Purposes
Best practices on one social platform don’t apply to all platforms. Your hashtag strategy should reflect this and vary across platforms.
@SproutSocial #SproutChat W/ T and IG, they act as a form of filtering and as a search tool. W/FB, it is better to use them as a form of branding http://pic.twitter.com/3c88RPbrlr
— Mary Karcher (@KarcherMaryM) May 17, 2017
@SproutSocial A1: Twitter & Instagram – helpful. FB – eh. If you have a branded #, could be worth using everywhere (strategically, of course). #sproutchat
— Shannon O'Connor (@shanoconnor_) May 17, 2017
@SproutSocial A1: such a big difference. IG using 10+ & Twitter only max 2. Also both differ on popular #s to use too. Like #tbt or #ThursdayThoughts
— Kelsey Glynn (@KelsHiggins) May 17, 2017
@SproutSocial A1: We use both trending hashtags and branded hashtags on Twitter and Instagram and just branded hashtags on Facebook #SproutChat
— Taylor J. Hall (@taylorjhall) May 17, 2017
@SproutSocial A1: Hashtags act as filters on Twitter and Instagram. Not many brands have tapped into their use on Facebook so far. #SproutChat
— Sortis Marketing (@SortisMarketing) May 17, 2017
@SproutSocial A1: Instagram has specialized hashtags (if that makes sense, like #mytinyatlas) to use to engage w/fans. Not the same elsewhere. #sproutchat
— MyCorporation (@MyCorporation) May 17, 2017
There Are Two Major Types of Hashtags
Brand and community hashtags can help you achieve your goal of growing your audience. But each serves a distinct purpose. Branded hashtags are always specific to a brand and typically contain a business name. Whereas community hashtags are broader and are created and used to allow your content to be easily discoverable. As brands try to strengthen their social communities, both hashtag types can often start to be used more interchangeably.
A2: Branded hashtag will tie-in with product/brand/event where as your community tags cover feelings/places/discussions #sproutchat
— Jeff Higgins (@ItsJeffHiggins) May 17, 2017
A2: It depends. Some agencies prefer to use their hashtag as a key to their products, while others stimulate a community #SproutChat
— Venture Icon Media (@VentureIcon) May 17, 2017
A2 A branded hashtag is created by a company hoping to attract followers. Community hashtags spring from the grassroots. #SproutChat
— Jim Katzaman (@JKatzaman) May 17, 2017
@SproutSocial A2 some people use hashtags outside of campaigns to #makeapoint #SproutChat
— David Pepper (@thedavepepper) May 17, 2017
A2) You could of course build a community within your brand, using say a hashtag like #SproutChat 🙂 https://t.co/3ifkwzR2Fi
— Jim Carter (@MSLJim) May 17, 2017
A2: The key to marketing branded hashtags is to get community buy-in #Sproutchat @SproutSocial
— Max Bailey (@maxthemarketer) May 17, 2017
@SproutSocial A2: Branded hashtags are tied directly to a brand & community hashtags aren't #SproutChat
— Taylor J. Hall (@taylorjhall) May 17, 2017
Grow Your Community & Broaden Your Reach
Hashtags are searchable and allow your brand to reach a wider audience. That’s one of the reasons why unique hashtags are the cornerstones of Twitter chats and Instagram communities. In addition to unique hashtags, create a genuine community by sticking with industry-adjacent hashtags and phrases.
A3 Twitter chats are good examples of growing communities through hashtags. You can measure growth through analytics, engagement #SproutChat
— Jim Katzaman (@JKatzaman) May 17, 2017
A3: Absolutely! Create a hashtag and share it with your audience. Invite them to use it as well. This is especially great on IG. #SproutChat
— Express Writers (@ExpWriters) May 17, 2017
A3: Absolutely! Communities grow from outreach and organic searches/followings. Analytics can be seen using @BuzzSumo & @RivalIQ #SproutChat
— Venture Icon Media (@VentureIcon) May 17, 2017
@SproutSocial A3 part 2. And growth = more followers while *sustaining* engagement because no, bots don't count as "community." #SproutChat
— Meg Hogan (@meghogan0) May 17, 2017
@SproutSocial A3 part 2: An easy way to measure growth (or at least success) is to track your hashtag & trends around it. #sproutchat
— Shannon O'Connor (@shanoconnor_) May 17, 2017
Use Relevant Hashtags & Limit the Amount Used
Try to be strategic about your hashtag usage. Remember that you can get more out of less. Think of hashtags that your audience might be searching for and meet them where they’re at. Another way to find relevant hashtags is to research and benchmark against what your competitors are using.
I would claim that less than 11 hashtags on #instagram would work better though, may be 5 to 7 ! #sproutchat https://t.co/0WCvYFWIPR
— Fady Ramzy (@CyberZizo) May 17, 2017
@SproutSocial A4 one awesome # can be enough Use more to reach multiple demographics #SproutChat
— David Pepper (@thedavepepper) May 17, 2017
A4: I'm not big into hashtagging in large quantities. 2-3 is where I draw the line #Sproutchat @SproutSocial
— Max Bailey (@maxthemarketer) May 17, 2017
A4 Branded account: I say 5(ish) to not look tacky/desperate. Personal: depending on content, max it out in ONE comment (20) #SproutChat
— Jennifer L Kirk ✈️🍴 (@The_Jenius) May 17, 2017
@SproutSocial A4: I think 3, or 4 tops, is good enough. A hashtag must reflect a topic or issue relevant to our client base. #SproutChat
— Javier Sanabria (@SanabriaJav) May 17, 2017
A4: Less is more applies here too. @instagram only allows up to 30 hashtags, but if you can, go under 10, relevant ones. #sproutchat
— Val Vesa (@adspedia) May 17, 2017
We’ll be back next week Wednesday, May 24 at 2PM CDT to chat about social media savagery with Sprout Social’s very own Social Media Manager, Darryl Villacorta. In the meantime, network with bright folks within the industry in our #SproutChat Facebook group.
This post #SproutChat Recap: Engaging & Growing an Audience With Hashtags originally appeared on Sprout Social.
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