Myths and tips about using #hashtags

31 August 2022 | Technology

The history of the hashtag (#) proves that social networks (and the digital world) are shaped by the people who use them.

This tool was born 15 years ago and, since then, it has revolutionized digital communication and social organization on the internet, first taking over Twitter and then the entire internet. Here you will find the story behind it and some practical tips to use them strategically in your social media marketing.

The birth of the hashtag

In August 2007, user Chris Messina wrote a famous tweet in which he proposed that using the number/pound sign as a tag to unify topics, and his example on how to use it became the first hashtag: #barcamp. It wasn’t well received by Twitter’s creators at first, but users thought it was a perfect idea to group conversations around topics. In October of the same year, the hashtag #SanDiegoFires emerged due to the fires in California and that way it was established as a new way of interaction. Two years later, Twitter added the hyperlinks. From there, Google, Instagram, Facebook and the rest of the internet joined in the hashtag revolution.

The hashtags that marked the history of the internet

• #Obama flooded the net in 2008, when Barack Obama won the US elections.

• #RipMichaelJackson, the death of the king of pop was an event also in the internet.

• #PrayForJapan was used to report on the earthquake that shook Japan in 2011.

• #YaMeCansé, in 2014, due to the disappearance of 43 students from Ayotzinapa in Mexico; it emerged because of the insensitive response of the then prosecutor.

• #PrayforChile, also in 2014, to report on the earthquake that occurred in Chile.

• #MeToo, in 2017, started a revolution to expose and denounce acts of sexual harassment or abuse worldwide.

Hashtags have become an essential element of digital language, but they have transcended to other channels, such as television and even the printed press, which use them to highlight their design. In addition to optimizing and segmenting digital communication, hashtags allow internet users to discuss, learn and find out other opinions about a specific topic. They also facilitate worldwide organization for social causes.

For those who are dedicated to marketing, hashtags are essential in advertising on social networks and positioning. Although its use seems simple, such as putting words related to the company and the product, it requires a well-planned strategy to achieve the results of segmentation and scope. One of the most frequent mistakes is to use 30 hashtags in a chaotic way, that is, tags that do not belong to your business niche.

Fake statements around the use of hashtags:

• Hashtags are not relevant anymore.

• You have to use only three to five hashtags; if you use more, the algorithm blocks you.

• Using hashtags ensures scope and engagement by itself.

• You must use any trending hashtag to gain engagement.

• If you put the hashtags in the comments, you have a greater scope.

• It's better to just use hashtags instead of a long copy.

• If you use the 30 hashtags allowed by Instagram, the network penalizes you.

7 tips for using hashtags successfully

1. Consider that hashtags are part of a strategy and not the strategy itself, so good social media marketing must comply with the correct use of hashtags.

2. Do not copy and paste the same hashtags in all your publications, adapt them to each content. Each publication must have the corresponding tags, oriented to the topic. Using the same tags always limits your chances of optimizing their use and achieving the desired scope.

3. Use SEO on Instagram. Last year, the network announced the new keyword search tool. In other words, now more than ever it is vital to use SEO tools to gain reach and reach potential customers. It is recommended to use the keywords both in the copy and in the hashtags to appear above in searches.

4. Don’t focus on quantity but on quality. There is not a magic number of hashtags that ensures greater scope. Prioritize that they are related to your product, problem solution and the location of your business. Forget the quantity and focus on the quality of each label.

5. Use the right hashtags for your niche. If you use only the hashtags related to your business and your publication, the chances of reaching your buyer persona increase. On the other hand, if you use hashtags out of place, just to gain visibility, your content will get lost, without reaching your potential customers.

6. Keep specific: if you have a Japanese food business in Mexico City, avoid generic hashtags such as #food or #sushi and use #japanesefood, #japanesefoodcdmx, #sushicdmx, or #ramencdmx.

7. Trial and error. Finding the best hashtags for your niche is not a one-day task, you’ll need to test, search and measure. Don't give up on the first post where you don't see great engagement through hashtags. There are performance measuring tools for social networks, such as Metricool or Hootsuite, which allow you to know how well your hashtags performed, in order to select and discard.

8. Don't forget the location. It’s very important to locate your business geographically through hashtags. This way you will reach potential customers who could actually buy from you and not people from the other side of the world who, no matter how interested they may be, will not be able to purchase your product.