Hashtags Do’s and Don’ts

Do be specific when using hashtags The more specific you can get with your hashtag, the more targeted your audience will be—and a targeted audience generally means better engagement. (ie. #newmoms vs. #parents) “If you have to create a second comment just to add more hashtags, you are doing something wrong. If it adds further explanation to a picture, a made-up hashtag is totally fine But if it’s completely random and clearly not a common hashtag (#LateLunchAfterSephoraTrip), then you are an idiot.”

Don’t go too long or too clever, but depending on the post ….

Or the subject matter

Do cater hashtags to the social network you’re using While hashtags on all social networks have the same fundamental purpose of content tagging and discovery, the use of hashtags still varies by network.

Hashtags on Instagram are often more focused on description of the content. This is at odds with Twitter, where hashtags tend to be more focused a topic of conversation, or a group of people (a chat for example) that you would like to engage. They are especially important now on Instagram because it now allows you to follow hashtags like regular accounts (You can follow a hashtag the same way you follow a friend: Search for a topic you like or click on a hashtag in an Instagram post. A new page will open with the option to follow the hashtag. You'll see both top posts and recent stories from the hashtag in your feed, and you can unfollow anytime, the same way you would any user.)

From a travel blogger’s Instagram insights

Before using hashtags, do research on the proper way to use them for that particular network. Most networks will have guides for hashtag selection and use (here’s Twitter’s, and for Instagram).

Do look for hashtags already there You don’t have to swear off popular hashtags. Also take the time to discover the most popular and most relevant hashtags on a specific subject for each network. This extra time you invest will pay off in engagement down the road. And check what hashtags are working: Tracking hashtags

The ethical dilemma of hashtags for news organizations #BaltimoreUprising versus #BaltimoreRiots AJ+ sent a team to report from the ground in Baltimore using mobile phones. At first, there wasn’t a distinctive hashtag for the protests beyond #FreddieGray. We simply used that and #Baltimore. But as unrest erupted the day of Freddie Gray’s funeral, #BaltimoreUprising began to trend. So we used it for our tweets and Facebook posts to join the conversation. As the unrest continued, the tone online changed: #BaltimoreRiots swung upward. We used both hashtags when there was space. When there wasn’t, #BaltimoreRiots. As with any other hashtag of an editorial nature, we were careful to place it at the end of tweets, or to use it in context when reporting online conversation. But that distinction was lost on some. Using #BaltimoreProtests, for example, would have been more “journalistically sound.” But that wasn’t trending or generated by users.

Do put hashtags in your caption It was a narrow victory, one study found an 18 percent better performance rate than if hashtags were in comments.

Don’t have more hashtags than words In fact, don’t even come close. Everything from 4-9. But not 30. Keep the reader focused on what’s important: your compelling caption. But many Instagram users have also caught onto the fact that more hashtags can mean more reach and likes. Even if you gain followers, it’s often the wrong kind of follower—spammers or people only interested in being followed back. It generally dilutes your message and comes off as desperate. 

Um, ok ….

What about these?

But Instagrammers aren’t as susceptible to hashtag fatigue as Facebook and Twitter users are. Even with posts containing 11 or more hashtags, engagement was still well-above what it was on posts without hashtags.

Don’t use irrelevant hashtags You will only increase engagement if you give the audience what they’re looking for, i.e., quality content that speaks to their interests.

Don’t hashtag everything Hashtags serve to make your content discoverable to a wide audience. The truth is, not everything you produce is going to fit into that category. If your tweet, post, or comment isn’t adding any substance to the wider conversation, you might want to consider leaving the hashtag off. (Like if you share a news story)

When can you ignore all this advice?

What about emojis? The use of symbols and emojis to draw attention to your call-to-action is an effective way to stand out in the feed … if it’s not overdone and doesn’t interfere with your message.

Do’s and don’ts Do Don’t: Use them sparingly and stay on brand Potential for misunderstanding. Don’t put your company’s reputation at risk by posting an emoji that doesn’t mean what you think it means. Might make post come off as too relaxed or flippant. Recognize appropriate time and place.