For the Love of #Hashtags, Quit Overusing #Hashtags
What was once a comedic part of our vernacular has now become an untamed territory led by users who don’t know why they’re doing it - but they can’t stop. It’s like everything bagel seasoning. A little sprinkle is great - so more must be better. And since it’s so great on my avocado toast - I might as well add it to all my food. And that’s how it seems hashtags are being treated across social media platforms lately. What was once a dash here and there have become a blatant power wash into spaces and channels where they might be doing more harm than good. We’re breaking down the use of hashtags on the big four channels (Facebook, Instagram, X and LinkedIn) and our recommendations for the foreseeable future.
X (f.k.a. Twitter)
We’re going to start with our least favorite platform (personally and professionally) because this is technically the only channel we expect to see hashtags. In fact, if you dislike the mere mention of hashtags, you have one man to blame. (No, not Elon Musk). The first use of a hashtag (previously called the “pound” symbol) was introduced on Twitter in August of 2007 by Chris Messina. At the time, the use of the hashtag was to make it easier to speak to specific groups (If you use the platform Slack, think of how each of your channels are identified by a hashtag. This is the same idea).
Eventually, the Twitter-verse developed new and interesting ways to use the hashtag including connecting topics by a hashtag and providing context within a character-limited tweet. After all, if you’re keen to write run-on sentences (like myself), then you can cut to the point more quickly by adding a relevant hashtag. Or perhaps certain words and phrases don’t fit naturally into your content, a hashtag can create a more natural connection. For example, I don’t mention “social media marketing” or that I am a “woman-owned business” in every Instagram post I push out, but I feel both are relevant to the core of what we do so it’s helpful to include the hashtags regardless. The same can be said of many other companies for a variety of reasons.
Speaking of…
Instagram is another space where hashtags have gained traction. LIke on X, you can search relevant topics by using hashtags such as “farmhouse home decor” or “tattoo ideas.” The more popular your hashtag, the more your search history will bring up. And, unfortunately, many brands have tried to capitalize on this tactic by flooding their posts with semi-relevant to totally not-relevant hashtags in order to gain new followers or likes. And while Instagram is more forgiving than other platforms (like Facebook and LinkedIn) to multiple hashtags, strategists still suggest that users include between 3-5 hashtags and definitely nowhere near the 30 that are allowed on each post.
Yes, there is too much of a good thing. Especially on a platform that is known for its ultra-filtered posts already, many followers are skeptical - and turned off - when a post also includes a flood of hashtags. We recommend our clients stick to a few very specific hashtags that speak to their community as was the case with an reproductive endo surgeon here in Charlotte who was looking to increase her followers on the platform. Our hashtag strategy for her was not spray and pray and the results spoke for themselves.
Facebook’s footprint in the digital marketplace is so large that it essentially can rank for its own SEO. What does this mean? When you search for a specific brand or company, chances are (if their social media strategy is on point), their website and Facebook page will pull up on the first page. Hashtags need not apply for this very reason.
As we’ve mentioned, hashtags are used as “search terms” on sites like Instagram and X, but the same doesn’t hold true on Facebook. People can search for the direct phrases they are looking for, such as “estate planning attorney” without the need to clarify each word or phrase with a hashtag. In fact, our team SEO Specialist, Erica, did a quick review of hashtags on the channel and found that they had little to no impact on the reach of posts that used hashtags versus those that didn’t. This tells us that people weren’t searching for those hashtag phrases because they didn’t need to.
While this professional platform insists on still recommending hashtags, it’s not a strategy we highly recommend. For starters, it can be difficult to organically include a hashtag in a professional post without it taking you out of your reading cadence. Especially when you are trying to communicate industry leadership or thought provoking conversation, the last thing anyone wants to read is a blatant marketing tactic in the middle of your topic: “What are your thoughts on the #layoffs across our industry this week?”
Hashtags also have different “behind the scenes” uses on this platform that are some of your better bets than relying solely on hashtag promotion in each of your posts. Connecting your business to larger conversations such as #forensicaccounting or #accountingethics is a good way to niche your business profile and possibly connect with others who are searching for your specific topics. Furthermore, using hashtags within comments or LinkedIn articles to build upon a larger community discussion is a smart way to reach new audiences and we are seeing a surge of hashtag in this area. Regardless, keep it to 3-5 hashtags at most, and - still - use it sparingly.
Final Thoughts
Like with any “fad” hashtags had a lot more popularity back in the early 2000’s when they became a new way to communicate. Now, nearly 20 years later, we’re finding new ways to use hashtags, but also smarter ways. The time when hashtags controlled whether your post or content was seen by many or few are over. Instead, virality depends on often very unplanned authentic content - sometimes with no hashtag in sight. If you want your content to reach new viewers, we recommend several other strategies before leaning on this hashtag crutch such as quotes from your employees, candid photos and helpful tips that teach your audience something. Then, if you have the space on your post for a hashtag - choose a few that strike to the heart of your audience - and click post.