In the midst of Instagram Updates And TikTok Algorithm Changes, We Want To Know, Do Hashtags Really Work?
In a time of platform updates, hashtags seem to be the only thing that remains a constant, but do they really work?
Hopefully, you know what hashtags are by now. They’ve been used by most of the mainstream social media channels to help categorise content, make it easier to find posts and can be used to raise brand awareness too. They’re used on Instagram, Twitter, TikTok and Twitter most frequently and are prefixed with the # symbol. So, do hashtags really work when it comes to your social media content? Let’s explore how successful they are on the two main platforms that use them: Instagram and TikTok.
Hashtags on Instagram
Instagram is the OG of hashtags. It introduced them over a decade ago as a way to help users find content on the site. Brands also use hashtags as a way to categorise competitions, influencer content and content about their brand. The jury’s out on exactly how many hashtags you should use in posts so take the time to experiment and see what works for you.
Using hashtags can help to increase the reach of your posts significantly and can help with engagement too. This relies on using the right hashtags for your content. The wrong hashtags can actually have a negative effect.
This changes slightly if you’re a huge celebrity with millions of followers – people are going to see those posts whether they use hashtags or not. If you’re not quite there, yet and you use hashtags on your Instagram captions, there are some things to be aware of that will stop your hashtags from having an impact:
Using Banned Hashtags
Using banned hashtags means that your content won’t be shown to anyone so you could have utilised none and had the same result. There are around 60,000+ banned hashtags, so take the time to learn which to avoid. Some bans are temporary and some are permanent so keep an eye on what’s trending and what’s banned.
Poor Visuals
Instagram is still an image and video-first channel. Poor content won’t be saved by a caption filled with hashtags. You need to put more effort into the content you create than the hashtags you use in there.
Using the Same Hashtags Over and Over
If you’re someone who copies and pastes the same hashtags into your captions then it’s time to stop. First of all, this means that you’re not reaching anyone new, secondly, it means that your hashtags are probably not related to your content. Using very generic hashtags can mean that some banned ones sneak in there too.
Hashtags on TikTok
Hashtags are unlimited on TikTok, within the 100-character caption limit, and can really help your content to reach further. It’s a newer audience than Instagram so many of the categories are fresher than some of the other channels, increasing the opportunity.
Some brands also pay to create hashtag challenges on TikTok, where they encourage creators and TikTok users to create content using their specific hashtags. This raises brand awareness and can come with incentives for creators too.
When it comes to hashtags on TikTok, think about who you’re trying to reach with your content. Whose FYP or Discover page do you want to pop up on? Mixing popular and niche hashtags in your post is a great way to get picked up by a wider audience. The more popular hashtags can get a little overcrowded.
Follow hashtag trends, branded hashtags and hashtag challenges on TikTok too. Take note of what popular creators are doing, trending hashtags and which are being used with trending sounds. Going viral is easier on TiKTok than on some of the older social platforms so being strategic and keeping on top of trends is key.
You want to use at least 3 hashtags per post, but if you run out of space you can add them as a comment too if you need to. Again, TikTok is a video-first platform so make sure that your content itself is strong.
So hashtags do work, depending on your objective, and if used correctly! Looking to extend your reach on socials? Get in touch with our team today, to strategize your growth!