Should you be using hashtags on your social media posts?

By Jordan Egelston

Are hashtags on social media worth the effort and does it matter which platform you are using them on?  

Hashtags are a powerful tool that can amplify a media company’s online presence but understanding how hashtags work and strategically incorporating them into your social media strategy can make a substantial difference in reaching your target audience and increasing engagement.

In this blog post, we will dive into hashtags, exploring where and how media companies can use them effectively, along with some valuable tips to maximize their impact.

What is a hashtag?

A hashtag, denoted by the pound sign (#), is a keyword or phrase embedded within a post or comment to emphasize and simplify its search-ability.

In essence, incorporating hashtags in your post makes it easier for users to discover and engage with specific topics. 

Where to use hashtags

• Instagram: You should include a mix of popular and niche hashtags in your captions/comments to increase discoverability. Instagram allows for up to 30 hashtags per post. Using 5-10 hashtags tends to yield the best results on Instagram. Make sure to experiment a little and see what gives you the best results. 

• X (Twitter): Tweets with relevant hashtags are more likely to be seen by a broader audience according to the platform. However, keeping it concise (1-2 hashtags per tweet) is generally more effective on X. Stats indicate that tweets with hashtags receive twice the level of engagement than those without.

• Facebook: While Facebook supports hashtags, their usage is more subtle compared to Instagram. It’s recommended to use 1-2 relevant hashtags per post to avoid overwhelming your audience. You can find relevant hashtags to use by simply typing a keyword into the search bar on the platform.

• LinkedIn: LinkedIn has embraced hashtags as a means of categorizing professional content. Incorporate 1-3 industry-relevant hashtags to increase the visibility of your posts within your professional network. These can be added using the ‘Add’ button under “Hashtags.”

• TikTok: On TikTok, you have the flexibility to use up to 4,000 characters in your captions, giving you room to experiment with hashtags to gauge their effectiveness. To optimize your reach, consider diversifying your hashtag selection, incorporating both popular and niche options. Keep in mind that TikTok’s hashtag landscape evolves rapidly, so it’s crucial to stay vigilant by regularly checking the “Discover” page to stay updated on the latest trending hashtags.

Tips for effective hashtag use:

Research and strategize: Before using a bunch of random hashtags, research popular ones related to your media company.  Tools like Hashtagify, RiteTag, or Hootsuite can help you identify trending and relevant tags. Develop a mix of popular and business-specific hashtags to expand your reach. You can also look into what hashtags other professionals in your network use. 

For example using Hootsuite we put in a description of this post asking it to give us hashtags to use on LinkedIn and in seconds we got ten options including:

•  #LinkedInHashtags 
• #MarketingPower 
• #ContentStrategy 
• #LinkedInStrategy
• #MediaCompanySuccess

Be specific and relevant

Choose hashtags that directly relate to the content of your post. Avoid generic or overly popular hashtags that might drown your content in a sea of similar posts. Specificity increases the likelihood of reaching your target audience.

• Monitor performance: Regularly track the performance of your hashtag strategy. Analyze engagement metrics, reach, and impressions to understand which hashtags are most effective. Adjust your approach based on the data to optimize future posts.

Capitalize on trends: Keep an eye on trending hashtags and capitalize on them when relevant to your content. Joining popular conversations can boost visibility, especially on platforms like TikTok and Instagram.

.David Arkin Consulting specializes in social media strategies. Contact us today at david@davidarkinconsulting.com today.