Why You Should #Love Hashtags: A Breakdown by Platform
I assume we are all pretty familiar with hashtag usage, especially with the groundbreaking #MeToo movement which kicked off the sexual assault survivor justice movement. Or the ALS #IceBucketChallenge, which resulted in tons of user-generated content that directly benefited the ALS Association. Or maybe you’re familiar with hashtags like #ootd or #tbt.
Based on the success of those hashtags, one can assume that they should be used throughout your social media copy (as long as they make sense). What people may not know, is the actual reason as to why you should be using hashtags on all of your platforms. Let’s start with a social media profile breakdown.
Instagram: Capture Viewer’s Attention
Instagram is unique in terms of graphics and visual content. The platform is practically built to appeal to the eye or entertain people through the use of video or photo content. With that being said, what do hashtags have to do with any of this?
Hashtags on Instagram open up opportunities for brands to encourage user-generated content. For example, Nike LA used the #playinside hashtag to motivate people to post video content getting active in their homes, whether that be through running on a treadmill or kickboxing with a decorative pillow.
Influencers also use Instagram to document their lives and interests, whether that be through #dogblogging, #foodblogging, or being a #gardenerofinstagram. This is typically accompanied with appealing, visual content for their followers to engage with. If Instagram users search or follow any of these hashtags, they may find themselves scrolling through tons of content posted by Instagram influencers. This is how many of them increase their follower count.
Image: Food Blogger Pro
Facebook hashtags work similarly to Instagram hashtags. All you need to do is type it in the search bar, and boom! You are left with hundreds to thousands of Facebook posts that include the searched hashtag.
There is one key difference though. When you think of hashtag usage, Facebook does not come to mind first. Facebook themselves haven’t even updated their own hashtag guidelines since 2016. So, why should I use hashtags on Facebook?
The answer is not much different from the other social media platforms. It increases reach and engagement. However, Facebook does not cater to a specific demographic like LinkedIn or Twitter might. This means that you are reaching a variety of audiences by using your hashtags on Facebook. Several age groups are being exposed to these hashtags rather than a specific age range.
LinkedIn: Hashtag Follower Tracking
LinkedIn stands out among other social media platforms in terms of hashtags because you can easily view how many people are following certain hashtags. That means when someone follows a hashtag, they will receive content in their feed using that hashtag, no matter if it is from someone inside or outside of their network.
The only downside to LinkedIn hashtags is that the network is typically used for individuals looking to enter the workforce, or staying up-to-date with the people in their industry and network. When someone goes on LinkedIn, they probably are not logging on with the intent to search brand names. One way around this is to become a thought leader on work-related topics, such as social media management, digital marketing, or content creation.
This just means you need to be slightly more strategic while including hashtags on LinkedIn posts. Don’t overdo it, but if you see a popular hashtag that has to do with what you are posting about, use it! You never know who it may pique the interest of, especially since it can pop up on someone’s feed that isn’t a part of your network.
TikTok: More Than the #FYP
TikTok is similar to Instagram because of its focus on visual content only. TikTok uses video content the most, allowing people to “perform” certain trends on video, whether that be through a trending hashtag, filter, or audio track.
One unique aspect of TikTok is its “for you page” or #fyp. There is a common misconception that simply using the #fyp hashtag in your TikTok copy will increase your content’s chances of being on the For You Page. Unfortunately, this is not the case.
Typing in a hashtag of your interest will result in tons of video content that you want to see, meaning #fyp is too broad of a hashtag. However, if your hashtags do get a lot of traction, there is a higher chance that it will pop up on someone’s FYP that has a particular interest in that hashtag. It will show your video to people who care.
Twitter: Stay Trendy
Now let’s throw it back to the OG of all hashtags: Twitter. Not only was it the first social media platform to use hashtags, it still stands as the platform that ranks best for overall hashtag usage.
Twitter allows for hashtags to be labeled as “trending” based on its algorithm. You have the option of personalizing your trend page to cater towards only people you are following, and people in your geographic area. Twitter can also recognize your interests and gear your trending page to become filled with topics you care about.
If you are posting on Twitter, keep up with the pop culture trends and hashtags. Hashtags can go very far on Twitter, and you don’t want to miss out on those opportunities.
Use Wendy’s as an example. They not only post funny and witty content that attracts users, but they create witty hashtags that are shareable and easy to engage with. The brand is also aware of pop culture trends so they can jump on opportunities to use the trending hashtags before they become less popular to further their own brand awareness.
Image: Sprout Social
Image: Indigo Digital
Come Up With Your Hashtag Plan
Each platform has tons of information about their specific hashtag algorithms and guidelines (except Facebook). This will help with researching the best hashtag practices for each platform. Use that to your advantage as you are planning out what hashtags to use in your social media copy. Happy hashtagging!
About Clare
Clare Quirin is a senior with a double major in Advertising & Public Relations and Film & Video. She will be starting her fourth semester with GrandPR, where she has previously served as an Account Executive and Account Associate. This year she will be taking on the role of Chief Executive Officer. Clare has worked as a Marketing Associate for Senior Living Experts Chicagoland, Multimedia Journalist for Grand Rapids Public Schools, and Student Coordinator for Piper & Gold Public Relations. Clare hopes to work for an environmentally-friendly or outdoors-associated company after graduation, where she can hopefully find a position that integrates her film editing and PR skills.