While the overall goal of hashtags is to sort the content of posts that people share on the internet, the fact is that each channel has its own characteristic.
Twitter serves to classify the content into categories.
Using hashtags on Twitter generates more interaction. This is demonstrated in a study published by Buddy Media which stated that including hashtags in a tweet doubles the amount of interaction from the audience.
It has been confirmed that tweets with one or more hashtags are 50% more likely to be retweet compared to those that do not use the # symbol. At the same time, the study found that using an excessive amount of hashtags can decrease interactions by 17% of a tweet. So I would recommend you to choose and include, at most, three hashtags per tweet.
In Instagram, hashtags are useful for creating communities. Using more than three hashtags per publication has a very positive effect on Instagram. In this sense, there seems to be no saturation point: it has been found that posts with more than 10 hashtags are the ones that cause more interaction with the public. So if you're on Instagram, do not skimp on the hashtags!
Here, the hashtags can be included in both the general text that writes to accompany the image, as in the comments. But there is a small difference: the hashtags you put in the comments of your own photos will put the image in the search results for this hashtag. However, if you add hashtags in other users' photo comments, they will not have this effect.
In Google +, they are used to sort the content. They are generated automatically and manually (optional).
Google+ uses hashtags to order content published by users almost automatically: G + hashtags’ are automatically created, even though the user has the possibility to include their own tags. But the most interesting in this Social Network is that you can include hashtags in your comments.
I personally believe hashtags on Facebook can help your post be more searchable, even though hashtags are not the same on Facebook right now. I do think there is still a good way to use them. As a marketer, cross social platform branding is so important. Since users might follow your brand on several social networks, I think it's good to use your "branding style hashtags" on each to keep them familiar.
You probably don’t want to go crazy with hashtags on Facebook, like you do on Instagram and Twitter, but it doesn't hurt to be ready for the day Facebook makes their feature more similar to the other channels.
Four Tools to Help you Choose the Right Hashtags
To enable you to harness the power of hashtags, there are a number of tools designed to help users choose the best hashtags. In this way, according to criteria such as reach, search volume and number of clicks, these applications suggest more efficient hashtags to use in each particular case:
This tool provides metrics on the popularity of each hashtag and also provides very useful additional data. For example, the Relationship Graph shows which terms are linked to your hashtag and how much are used by the community.
Besides being one of the best extensions for Social Media, this app has a didactic and informative method to know if the hashtags you want to include are popular, regular or totally inadvisable. So far, it only works on Twitter.
Using this application, you can know which hashtags are the most popular in different geographic regions. For this reason, it is ideal to guide people who want to spread their local businesses.
A complete and practical search engine where you can find the performance of a hashtag in different social networks, such as Twitter, Facebook or Instagram. The tool also allows you to send the data via email or via Social Media, and to add an embed search code on any web page.
Now that you know how to use hashtags on each of the Social Networks, you're ready to start promoting your content more efficiently.
Cassia Cruz is a Senior Marketing Coordinator at Feros Care specialised in social media marketing, events management and developing & implementing marketing plans. She is a passionate marketing professional with more than 6 years of experience across a variety of industries including non-for-profit, professional services, education, Agencies and entertainment
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