Since the first hashtag hit Twitter in 2007, the “#” symbol has come a long way. In fact, hashtags are the backbone behind some of the world’s most successful social media campaigns.
From #BlackLivesMatter to #MeToo, hashtags help rally people around one distinct topic. They introduce users to new content based on what they’re already interested in. That’s why hashtag strategies are such an effective digital marketing tool.
After all, tweets with one hashtag or more are 55% more likely to be retweeted. And adding just one hashtag to an Instagram post can boost engagement by over 12%.
But how do you know what hashtags will perform best for your brand? And how do you incorporate those hashtags into your social media marketing? To answer these Q’s (and more), we’re breaking down our top tips and resources for building a smart, share-worthy hashtag strategy.
What are the benefits of a hashtag strategy?
Let’s begin with the best part: benefits. Hashtags are so useful in so many ways, whether they’re identifying a trend or introducing users to a new product. Here are all the awesome things your brand can do with a hashtag strategy:
- Improve brand advocacy and content engagement.
- Create opportunities for people to easily discover your brand.
- Boost brand recognition.
- Keep track of trending topics and capitalize on them with relevant content.
- Do market research to learn how people feel about a brand or cause.
- Discover new types of digital content.
- Research competitors and other brands in your space.
- Localize your content and make your brand visible to distinct areas.
- Reach a curated audience based on interests, demographics, and locations.
How to categorize hashtags
The internet has about 1 gazillion hashtags (yes, we said gazillion), which means there are just as many ways to categorize them for your hashtag strategy. The best practice is to categorize hashtags based on your product and marketing objective.
One way to do this is by categorizing hashtags based on high and low density. Here’s how it works.
High-density hashtags
If your marketing objective is to boost visibility, then this is the category for you. High-density hashtags are generic hashtags within your industry or related to your product. These types of hashtags are typically more popular, with 500,000 posts or more.
People tend to follow high-density hashtags for inspo and exploration. That’s why they’re more effective for getting eyes on your content and attracting new followers. For example, #clayart and #wallart are high-density hashtags that could help users discover your ceramic home decor brand.
Here are a few more examples of high-density hashtags:
High-Density Hashtags Formula
High-Density Hashtags = Popular Topics + High Visibility (500k+ Posts) – Low Chance of Being Discovered By People Interested In Your Product – Low Intent
Low-density hashtags
If your marketing objective is to reach people who are interested in your product (or products like yours), low-density hashtags are your best bet. These types of hashtags are more targeted and point to a specific niche or product. In general, low-density hashtags will have less than 500,000 posts.
For example, the hashtag #veganmeat speaks directly to a plant-based consumer who is searching for new vegetarian meat substitutes to try.
Low-Density Hashtags Formula
Low-Density Hashtags = Specific Topics – Low Visibility (500k Posts or Less) + Higher Chance to Be Discovered By Someone Interested In Your Product + High Intent
Other hashtag categories
While low-density hashtags are useful, don’t be afraid to narrow in even more. These are some of the most effective hashtag categories under the low-density umbrella:
- Branded or Campaign Hashtags: Point to a particular marketing campaign with the goal of increasing awareness and engagement around a product, service, or movement. (Example: Calvin Klein’s #MyCalvins campaign)
- Product Hashtags: Hashtags that are specific to your product only. (Example: #handmadejewellery or #clayjewellery)
- Competitor Hashtags: The most relevant hashtags used by your competitors. The objective here is to attract the same consumers they are targeting.
- Niche Hashtags: Hashtags that are specific to a niche in your industry. (Example: #glutenfreebakery or #balloongarland)
- Location-based hashtags: Calling out the city or country where your target audience lives. These hashtags can also be combined with niche hashtags. (Example: #torontorealestate or #vancouverlashextensions)
- Evergreen Hashtags: Hashtags that will reflect your brand or your target customer for a long period of time. These can be used over and over, regardless of trends or marketing campaigns. (Example: The Me Too Movement’s #MeToo hashtag)
How to use hashtag categories
The key to a successful hashtag strategy is to be intentional, flexible, and consistent with your categories.
Use a calculated blend of high and low-density hashtags. Adjust your hashtags constantly, taking into account trending topics and competitor hashtags. And switch up your hashtags regularly to attract new eyes and expand your reach.
Over time, you’ll notice an increase in impressions, followers, reach, likes, and – most of all – engaged, loyal customers.
How to build your hashtag strategy
Now that you’re a wiz at hashtag categories, let’s break down exactly how to fine-tune those categories and turn them into a winning hashtag strategy.
Step 1: Research
All good things start with market research. That’s why researching hashtags in your niche is the first step to developing an effective Instagram marketing strategy.
Begin by brainstorming and writing a list of keywords related to your brand, your products and your customers.
Continue by following trendy hashtags and analyzing the top posts. Check what hashtags these posts are using, make note of them, and follow the ones that feel most relevant to your brand.
Then, it’s time to spy on your competition. Use this free online tool to audit competitors and popular accounts and find out what hashtags they’re using.
Lastly, use Display Purposes or Ingramer to search similar hashtags to the ones you have already found in your research.
Step 2: Create a list
Next, organize the hashtags from your research into lists. Choose 3 to 5 hashtag categories that you feel are relevant to your brand and marketing objective.
Then, list 10 to 15 hashtags under each category. Aim for a mix of high and low density hashtags in each category. Depending on your objective, you could play with a split of 60% high-density, 40% low-density hashtags.
Step 3: Test and learn
Spoiler alert: there’s no secret sauce to hashtag execution. Just like the rest of social media, popular hashtags change daily. That’s why testing different hashtags and learning which ones perform best for your content is key.
Try out each of your hashtag categories for 3 months. Record the results based on reach, engagement, and popularity. From there, you can decide whether to keep using those hashtags or not.
Step 4: Optimize your content strategy
Upgrade your Instagram marketing strategy using everything you’ve learned so far. Incorporate effective hashtags in a more meaningful way. Instead of simply trying to sell your product, try using hashtags to share your story, educate your followers, or provide inspiration around your product.
For example, your content strategy might include “How to take care of your #terracottaearrings” or “Are you a #terracottajewellery person or a #polymerclayjewellery person?”. Pay attention to what your target audience is talking about and appeal to their interests.
Plus, you probably spotted some cool content ideas while researching (especially in each hashtag’s top posts). Take note of them so you can diversify your digital marketing content and stay on trend within your niche. And always make sure you’re posting content frequently.
Step 5: Promote your hashtags
Spread your branded hashtags far and wide. Use them in Instagram Stories and the captions of Instagram feed posts. Promote your hashtags on your Instagram profile bio. Ask influencers to use your hashtags in their posts. And if users start using your hashtags, surprise and delight them with a special reward!
Step 6: Be patient
The hardest step, but a necessary one. Hashtags are an effective way to optimize your social media marketing, especially on Instagram. But at the end of the day, you can’t rely on hashtags to boost sales.
With a concrete strategy, consistent execution, and time, sales will come. Hashtags are simply one of the many tools you can use to make the magic happen.
Extra recommendations for your hashtag strategy
On top of creating categories and following these 6 steps, here are our other recommendations for building a great hashtag strategy:
- Adapt your hashtag strategy to each marketing channel.
- Incorporate different hashtags depending on the type of content.
- Keep your branded and campaign hashtags consistent across all channels.
- Forget about using the “right” number of hashtags and focus on making them relevant. When in doubt, a minimum of 4 and a maximum of 15 hashtags per post is best practice.
Get help with your hashtag strategy
Need a hashtag guru on your side? Our digital marketing professionals can help you build a foolproof digital marketing strategy (hashtags included, of course). Explore our Online Advertising Services to learn how we can give your brand the marketing boost it deserves.
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