Are hashtags important? Archives

Hashtags are everywhere these days, but do we really know how to use them? What began in 2007 as a simple way for individuals to search for and categorize topics and trends has become a cultural phenomenon overnight and doesn’t appear to be going away. In fact, Instagram just recently tested out a new feature that allows users to follow hashtags in addition to following other users. And while it’s true that hashtags play a vital role in social media campaigns, there is a right and wrong way to use them. So if you’re the kind of person who #CantStopWontStop with hashtags, read on, we have some #ProTips to help you out.

#BestPractices

When choosing hashtags for your marketing campaigns, first consider your audience. Will your hashtag resonate? Is it easy to understand? Does it relate to your content? If the answer to any of these questions is no, don’t use it. The last thing you want to do is confuse someone, or worse, waste their time. People can get easily annoyed if they have to wade through irrelevant content when searching for something specific.

Here’s what you need to know:

When using more than one word in your hashtag, capitalize the first letter of each word to make it easier to read. #LikeThis
Be mindful of the amount of hashtags you use. While Instagram algorithms favor the use of more hashtags (11 or more, to be exact), Twitter posts fair better with only one or two.
Use trending hashtags that directly relate to your content.
Read your hashtag before posting. Occasionally, hashtags containing more than one word can come across in a way that was not intended. Case in point – following the death of former British Prime Minister, Margaret Thatcher, a website encouraged people, albeit irreverently, to tweet about Thatcher’s passing using the hashtag #nowthatchersdead. Not surprisingly, Twitter was flooded with tweets about the incorrect death of Cher.
Google your hashtag. If it’s being used elsewhere, you’ll want to make sure that it’s appropriate for your post. For example, the popular pastry company, Entenmann’s used the hashtag #NotGuilty in the summer of 2011, encouraging costumers to feel good about eating their treats. Unfortunately, that same hashtag was already trending, following the verdict in the Casey Anthony murder trial. You can only imagine the fallout!

#unique

In addition to using popular hashtags to help further your message and reach, many companies create branded hashtags. For starters, they allow you to quickly search what others are saying about your company (good and bad). They also invite people to take part in your movement. In 2013, Starbucks created the hashtag #ToBeAPartner and encouraged all of its employees and customers to use it to describe their experiences with the company. While some of the posts are undoubtedly negative, Starbucks is OK with it. They use these examples to remain transparent and address issues – and it works. At Team Fleisher, when we want to brag about the amazing clients we work with, we use the hashtag #ProudOfTheCompanyWeKeep.

There are a few things to keep in mind when creating your own hashtag:

Be creative and consider using humor, puns, or play on words. Your branded hashtag does not need to contain your specific company name but should be synonymous with your marketing strategy. Case in point – McDonald’s #imlovinit hashtag (McDonald’s created this hashtag before people started stressing the importance of capitalizing each word).
Include a call to action. Perhaps one of the best examples of this comes from the toilet paper company, Charmin. Their genius, viral, #TweetFromTheSeat campaign, encourages people to – yep you guessed it – tweet while using the restroom…and it’s wildly popular. And when Twitter wants to recruit new talent, they use the hashtag #JoinTheFlock. Get it?

So whether you’re trying to make your brand more accessible to new clients, invite your customers to join your efforts, recruit new talent or elevate your marketing campaigns, be sure to up your hashtag game. Trust us, you won’t be #SorryNotSorry.

To ‘gram or not to ‘gram? That’s the question many of our clients have been asking. The answer is not as simple as one would hope. With more than 700 million active users each month, Instagram has secured its place in the social media world and doesn’t seem to be going anywhere but up. But is it right for your business? Let’s find out.

Remind me about how Instagram works again. Certainly. Unlike Facebook, Twitter and LinkedIn, Instagram favors images over written content. The app offers an abundance of editing tools, like filters, to make even the most novice photographer look like they know what they’re doing. Like other social media channels, Instagram is a way to connect with others through following, liking and commenting on each other’s posts.

What kind of company should use Instagram? There’s really no right or wrong answer here. While Instagram is a great place for business-to-consumer companies, like Nike or Gap, who want to ultimately sell clothing and shoes, for example, it’s also great for service oriented companies. Businesses like Hootsuite and Paypal use Instagram as way to recruit talent, brag about their company culture, and collaborate and influence. Where the app currently has a leg up on its rivals is in its ability to attract a highly engaged audience. And like all social media channels, if you know how to tame the beast, you’ll reap the benefits.

Are #hashtags really that important? Yes and yes. Like Twitter, hashtags can make or break your Instagram campaign. In addition to being a useful way for users to search for certain products or ideas, it’s a way for companies to connect with their audience and generate participation. One of the best examples is Coca Cola’s recent #shareacoke campaign. This genius marketing idea encouraged users (more than 650,000 to date) to take photos of their personalized can and then post to Instagram with the hashtag #shareacoke. And who can forget the ALS Association’s famous Ice Bucket Challenge campaign? The idea, which garnered worldwide attention, prompted folks to donate to ALS, post a video of ice-cold water being dumped on their head, and then challenge friends and family members to do the same. So far, the hashtag #icebucketchallenge has been used nearly 800,000 times.

What’s the deal with Instagram stories? This past year, Instagram rolled out its own Snapchat-esque feature, Stories. The posts, which appear horizontally at the top of the screen, disappear after 24 hours. Like regular posts, users can choose to feature a video or a photo and customize it with filters, stickers or words. While some folks use Stories as a way to show ordinary highlights from their day, businesses are cashing in on this feature for it’s real-time marketing benefits. The Stories feature allows companies to involve their most loyal customers in flash sales, advertisements, events, and behind the scenes shoots, while simultaneously reaching new audiences.

But is it for my company? If your company or brand can leverage Instagram’s powerful visual platform, it could very well be an excellent promotional and communication tool for you. At the end of the day, the app is free, user-friendly and offers the ability for your company to showcase its personality and creativity. When combined with other marketing efforts, Instagram can drive sales, boost morale and promote your business in a new and exciting way: Give us a call, we’d love to take a look at your marketing strategy and assess whether or not Instagram is for you.

#Hashtag 101

Should you be ‘gramming?