Hashtags in digital marketing and social media: definition and use

by our Digital Agency and Social Media Agency Optimize 360

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Since the advent of social networking, the hashtag ( # ) has become an essential tool for companies looking to increase their visibility and engagement on these platforms.

But what is a hashtag and how can you use it effectively in your digital marketing and social media strategy?

In this article, we're going to explore the definition of the hashtag, its various uses and the best practices for making the most of it.

What is a hashtag?

A hashtag is a word or phrase preceded by a pound sign (#) and used on social networks to categorise content or add an extra dimension to a message. In particular, it allows internet users to quickly find content related to a particular subject, but also allows brands and companies to make their online presence better known to a wider audience. audience targeted.

The origin of the hashtag

Although the hashtag is now ubiquitous on most social networks, it originated on Twitter in 2007. Its creator, Chris Messina, wanted to make it easier to find and share information on the platform by grouping tweets under a single theme using the pound sign (#).

Hashtags on different social networks

Today, hashtags are widely adopted by a number of social networks, including :

• • Instagram hashtags are very popular for categorising photos and videos and increasing their visibility.
  • Facebook hashtags: although less common on this social network, hashtags can be used to make it easier to search for thematic content.
  • LinkedIn hashtags: on the professional network, hashtags are used to follow conversations on topical subjects or related to a particular industry.
  • TikTok hashtags are often used as part of challenges or viral trends.

How do you use hashtags in digital marketing and social media?

The use of hashtags can be highly beneficial for brands and businesses looking to improve their performance and engagement on social networks. Here are a few tips on how to make the most of hashtags in your strategy:

1. Choose relevant hashtags

It's essential to select hashtags that are relevant to the content being shared, but also to your brand image and the expectations of your audience. Think about :

• • Use simple, clear terms that are easy to remember.
  • Favour hashtags that are already popular to maximise your visibility (as long as they are related to your field).
  • Create your own hashtags to promote a specific product, service or campaign.

2. Avoid over-hashtagging

Although using several hashtags can increase your chances of being found and therefore of acquiring new followersHowever, it's important not to overuse them, or you risk appearing spammy and unattractive. On Twitter, for example, the ideal would be to limit yourself to two hashtags per tweet, while on Instagram, up to 10 hashtags can be tolerated.

3. Evaluate the performance of your hashtags

To find out whether your use of hashtags is bearing fruit, don't hesitate to regularly monitor the performance of your publications and engagements on social networks:

• • Analyse which categories of hashtags generate the most interaction with your content.
  • Measure their impact on your online visibility and the number of your followers.

Mistakes to avoid when using hashtags in digital marketing and social media

Here are some pitfalls to avoid when using hashtags in your digital and social marketing:

1. Use hashtags that are too general

While popular hashtags can provide a certain level of visibility, you should still avoid those that are too broad and competitive (such as #love, #happy or #photooftheday), at the risk of seeing your content quickly drowned in the mass.

2. Neglecting spelling and punctuation

Hashtags should be carefully written, with no spelling mistakes or spaces between words, to ensure they are effective and preserve your brand image. Note also that accents and other special characters are not generally included in hashtags.

3. Spam popular hashtags

It is not advisable to use high-traffic hashtags that have nothing to do with the content shared or the context of your publication, simply to benefit from their audience. This practice can harm your e-reputation and lead to sanctions by the platforms concerned.

In conclusion, hashtags are a powerful tool for strengthening the presence of brands and companies on social networks, provided that you master the best practices and integrate them intelligently into your digital marketing and social media strategy.