As users of social media,
we’ve all seen them. On most keyboards, it’s the symbol that results when you
hit “Shift” and the Number 3: #. Some might still call it a “pound sign” or a “hash
mark.” But those of us, even Boomers like me, who have made the bold leap into social
media call them “hashtags.”
Hashtags made their debut
in social media—on Twitter—in about 2007. In 2014, the Oxford English
Dictionary adopted this definition of hashtag: “On social media websites and
applications: a word or phrase preceded by a hash sign and used to identify
messages relating to a specific topic. Also: a hash sign used in this way.” (See,
hashtag, n.
meanings, etymology and more | Oxford English Dictionary (oed.com))
In “plain English”:
A hashtag is a keyword or phrase preceded by the hash symbol
(#), written within a post or comment to highlight it and facilitate a search
for it. Essentially, by including hash marks in your post; it can be indexed by
the social network so that it can be discoverable to everyone, even if they’re
not your followers or fans.
(Source: What
are Hashtags and How to Use Them on Social Media (wix.com))
That’s the “What.” Now the “Why” and “How.”
According to the Digital Marketing Institute:
Hashtags are important on social media as they enable your
content to be found by the right people. Using relevant hashtags helps give
context to your content and drives traffic so that you can boost views, likes,
and shares. The key is finding the right hashtags that match your content and
appeal to users.
(Source: How
to Use Hashtags Effectively on Social Media | Digital Marketing Institute.)
There are various types
of hashtags. Wix.com identifies three: (1) content hashtags, (2) trending hashtags,
and (3) brand-specific hashtags. I believe that LinkedIn provides a better,
more detailed, discussion, identifying five types of hashtags: (1) location
hashtags, (2) branded hashtags, (3) industry hashtags, (4) community hashtags,
and (5) descriptive hashtags. (See, (30)
HASHTAG CATEGORIES TO INCREASE REACH | LinkedIn.)
Here is a summary of
each:
Location
hashtags are powerful tools for reaching a local
or regional audience. Whether you're promoting a local event, a business, or
simply sharing experiences from a particular place, incorporating
location-specific hashtags can significantly increase visibility. For instance,
using hashtags like #NewYorkCity or #London allows your content to be
discovered by users searching for content related to those locations. Remember
to be specific with your location hashtags to target the right audience
effectively.
Branded
hashtags are unique to your brand and serve as a
way to foster community engagement and brand loyalty. Creating a branded
hashtag that reflects your brand's identity or a specific campaign can help
unify your content and encourage user-generated content. For example, #JustDoIt
by Nike or #ShareACoke by Coca-Cola are excellent examples of branded hashtags
that have gained widespread recognition and participation. When implementing
branded hashtags, ensure they are memorable, relevant, and easy to spell.
Industry
hashtags are tailored to a specific niche or
industry, allowing you to connect with like-minded individuals and target
audiences interested in your field. These hashtags help position your content
within a broader conversation and establish your authority in your industry.
Whether you're in technology, fashion, food, or any other sector, identifying
and using relevant industry hashtags can help amplify your reach and attract
relevant followers and engagement.
Community
hashtags bring people with shared interests or
affiliations together, fostering a sense of belonging and facilitating
conversations within a community. These hashtags can range from hobbies and
interests to social causes and movements. Engaging with community hashtags not
only expands your reach but also allows you to connect with individuals who
share similar passions or values. By participating in community discussions and
using relevant hashtags, you can increase your visibility and build meaningful
relationships with your audience.
Descriptive
hashtags provide context or describe the content
of your posts, making them more discoverable to users searching for specific
topics or themes. These hashtags complement other types of hashtags and help
categorize your content based on its subject matter. Whether it's
#TravelPhotography, #HealthyRecipes, or #MondayMotivation, descriptive hashtags
allow you to target users interested in particular topics or activities. When
crafting descriptive hashtags, aim for clarity and relevance to maximize their
effectiveness.
For additional assistance
on developing hashtags, see: Infographic:
The 5 Steps of Keyword Research | Digital Marketing Institute.
So, there you have it. A very
basic primer on the What, Why, and How of hashtags—Hashtags 101. Next time you
blog, or post on social media, think about adding a one or more hashtags. Some
practice tips on using hashtags: (1) keep your hashtags short, (2) don’t
overuse hashtags, and (3) think strategically about your target audience.
Now, go forth and experiment! With a little
practice, knock-on-wood, your social media reach and presence should grow.