The use of hashtags in Digital Marketing is something more than known to everyone, but do you know how to get the most out of them in your strategy? To do this, we offer you this guide so you can discover how to use hashtags in your Social Media strategy effectively and thus obtain better results.

Many questions probably arise when you want to use hashtags in your Social Media strategy, right?:

  • What hashtags to choose for my brand?
  • Where and how to use them?
  • How many should I place?
  • Where to find them?

The objective of the following post is to resolve all these doubts and some more, but before getting down to business, let’s review and define the role of Hashtags in Digital Marketing.

Hashtags in Social Media

First of all, it should be remembered that each social network has its specific characteristics, so it is important to differentiate them well. However, even though each social network has a specific way of displaying content related to the same hashtag and its algorithms work in different ways, there are a series of generic guidelines applicable to all platforms.

Regardless of whether you decide to use existing hashtags or choose to create your hashtag, take note of the following basic guidelines for using them.

Basic guidelines for using hashtags on social networks:

  • Use short and easy-to-remember hashtags, avoid them being too long.
  • Don’t overload your post with too many hashtags. The appropriate number of hashtags will depend on the social network you’re on, but in general, posts that contain 1-3 hashtags have much more impact than those that use many.
  • Make sure to use highly relevant hashtags  regarding the content of your post.
  • Make sure the hashtags you use are also relevant to your target audience.
  • Do not be original or creative and check that the hashtags you use are popular.
  • Try to make the hashtags you choose very, very  specific. The public that reaches you through them will be very similar to the content you share and the competition will be much less.
  • Capitalize the first letter of each word, or the most important, of the hashtag to make it more readable: #HashtagsenRedesSociales
  • Although no distinction is made between accented and non-accented hashtags, always opt for the spelling-correct version.
  • Use hashtags to “spy” on your competition and detect interesting content related to your topic.
  • Remember that hashtags can be extrapolated between some social networks and others.

IMPORTANT:  Although we recommend always choosing the correct spelling version of the hashtag, keep in mind that accents can cause errors in many tools.

That said, find out how to use these powerful tags on Twitter, Facebook, Instagram, LinkedIn, YouTube, and Pinterest. Take note!

Use of hashtags on Twitter

As we have seen, using hashtags on Twitter can increase your engagement considerably. Of course, as long as you do not saturate your publications with them.

  •  One or two hashtags per post are more than enough to achieve optimal results. If you also encourage participation in your tweet with a call to action that invites users to share, the impact could be even greater.
  • In addition to allowing other Twitter users to find your content when they search for the hashtags you use, you should not forget that you can also search for those same hashtags and detect interesting conversations in which to participate.
  •  If you want to get a “plus” in your reach, use popular hashtags or those that are trending at the time. Remember that in the same application you have a section dedicated exclusively to it, the Trends column, where you can discover the famous Trending Topics,  which are nothing more than the hashtags and/or terms that are being used the most at a given moment and in a certain place within Twitter.

How do Trending Topics work?

The  Trending topics are those keywords or hashtags (because they may or may not have a “#”) that are being used the most in a specific time interval within Twitter. In other words, they are the terms that are being talked about the most at any given time within the social network and that are becoming a trend.

These trends are determined based on an algorithm that is responsible for identifying the hottest topics of the moment in real-time, taking into account, the mainly:

  • the number of different users using the hashtag or term
  • the increase in the number of users who use it
  • the retweets that include it

However, these factors are just a few pillars that the algorithm takes into account when determining what is trending. It may also happen that there are several terms or hashtags related to the same topic and it is possible that the Twitter algorithm groups them under one.

REMEMBER: Trends on Twitter correspond to terms that become popular at a particular time versus topics that have been popular for a longer time. Therefore, you have to know how to take advantage of them and even, better yet,   predict them to “ride the wave”, join the conversation and prevent them from going out of style.

To take full advantage of these trends, prior planning is essential. There are indeed events that cannot be predicted, but we can anticipate special dates or events or popular events, globally or locally, that is normally talked about.

[Tweet “You can stay ahead of Trending Topics with good content planning #Twitter”]

  •  Create your publication calendar for Twitter and write down all those dates that have the possibility of becoming a trend and that you are interested in talking about. Of course, make sure that the topics you choose are relevant to both your target audience and your product or your sector.
  •  In addition, you can use external tools that can help you find those hashtags that are trending at any given time. Below I leave a couple of them that may be useful to you.

Take a look at a very representative example of how Aula CM used #WorldRockDay in its Twitter strategy, where we took advantage of a very popular theme on the social network to encourage interactions, increase visibility and humanize at the same time.

Clear cache Today we celebrate #WorldRockDay with a lot of energy! 

 Share the Youtube link as a comment, to listen to it and turn the volume up 

pic.twitter.com/9YA5FiWFwP

In the following example, we take advantage of the #DíadelCommunityManager to provide valuable content to our audience in the form of downloadable content. This opportune action gave us a quite considerable volume of visits to the web:

Today to celebrate #CommunityManagerDay we bring you the 2018 Community Manager Calendar. It includes all the events and key dates of this year, so you don’t miss any. #CalendarioCM 

EXTRA: Tools for hashtags on Twitter

To make it easier for you both to search for and measure hashtags within the Twitter social network, I recommend two tools:

1. TweetBinder:  Powerful tool to monitor and analyze hashtags. It has a free version that you can browse without obligation to discover its potential.

2. Trendinalia:  Very useful tool to discover trends by date and location.

3. Twxplorer:  Tool with which you can detect which hashtag is used by both your competition and referents or influencers in the sector.

Thanks to tools such as TweetBinder and Meetricool, which we will see later, we have been able to measure the impact of two of our hashtags (#EncuentroAulaCM and #PROmarketingDAY). Here is a sample of it:

These are the stats from today’s #encuentroaulacm. Thank you very much @TweetBinderES – Fernando Rubio Ahumada 🚀 (@FerRubioA) June 6, 2017

 Use of hashtags on Instagram

Instagram is, without a doubt, the platform where these tags are almost essential if you want to see results in your posts and make a difference concerning your competitors:

Using hashtags on Instagram will allow you, mainly:

  • Reach your target audience more effectively.
  • Get a greater reach and increase your number of followers.
  • Appear in the featured publications section, with its corresponding benefits.
  • Improve your engagement.

But, taking into account the importance of hashtags on Instagram, this is where you should take maximum care of how you use them and not leave it to chance. To do this, take note of the following tips to use them effectively.

How to use hashtags on Instagram effectively:

  •  Unlike other social networks, on Instagram, we can, and it is advisable, use several hashtags. The usage limit is 30 hashtags per post. This does not mean that you have to use all 30 but it does mean that the ones you use, choose them wisely.
  •  Detect and use very popular hashtags, but always try to make them related to the theme of your publication and your brand. This will allow you to appear in the search results for a few seconds, or hopefully minutes, with the activity that entails. But beware, do not abuse them as this can put you on the target of unwanted bot activity.
  •  Detect and use very specific hashtags of your niche (4-5). This type of hashtag does not have as many searches compared to the previous ones, but on the contrary, you can reach a very specific and relevant audience for your content. Also, while with the most popular hashtags you could have a few “glory minutes” in the search section, with these specific hashtags you ensure a longer dwell time.
  •  Combine popular and specific hashtags of your niche with your hashtags, created by and for your brand, with which you can improve your branding and give visibility to a specific event, campaign, or action.
  •  Use the platform’s hashtag search engine and when you do, take note of the hashtags related to it to use them as well.
  •  Among the different hashtags you use, make sure you have hashtags related to:
  1. The content of the publication
  2. The sector to which the brand belongs
  3. The niche or target audience you are targeting
  4. The brand itself.
  •  Don’t forget about your competition! Find out which hashtags are used by brands similar to yours, how they do it, and if they are having an effect on them. It is a very good way to get inspired and determine which of them could work for you.
  •  Make a good list of hashtags   (in an Excel document, for example) that meet the above requirements and start using them in your strategy.

Mr.Wonderful‘s Instagram account is a good example of using hashtags. Here’s an example:

And while we’re at it, can we also take a couple of hours off next Monday? 😴😴 #it’s not too much to ask for  

BONUS: Instagram Hashtag Tools

To facilitate both the search and the measurement of hashtags within the Instagram social network, I recommend two tools:

1.  Metricool:  A very complete tool with which you can monitor, measure and analyze the impact of the hashtags used. (Also valid for Twitter)

2. RiteTag This tool allows you to analyze the popularity of a certain hashtag and even get hashtag suggestions for an image, text, or keyword. You can take a look at the tool in its 7-day trial version.

3. Hashtagify: Another very useful tool with which we can discover the main trends in the use of hashtags and hashtags related to them for our sector, our niche, etc. (Equally valid for Twitter).

Use of hashtags on Facebook

You’ve probably wondered if it’s necessary or helpful to use hashtags on Facebook, right?

The ultimate goal of using hashtags in your Facebook strategy is similar to that of Twitter and Instagram: Using them can help your posts get more reach and engagement.  However, due to the Edgerank algorithm, they work very differently, and for this reason, you should pay close attention to how you use them.

Although since they were introduced on the platform in 2015 there has not been much information about the use of hashtags in Zuckerberg’s social network, we can base ourselves on some basic guidelines and good practices that have proven to be effective. Therefore, before using the hashtag “crazy” on Facebook, have the following tips.

How to use hashtags on Facebook:

►  Unlike Twitter or Instagram, several studies have shown that using one or two hashtags (at most) generates much more engagement than using several of them. Less is more!

►  Facebook also uses hashtags to group or categorize conversations between people around the same topic so you can use them to start conversations.

►  Each hashtag used on Facebook has its unique URL which allows you to drive traffic to that URL from other sites to spark conversation.

►  Create and use your hashtags to promote specific actions and/or campaigns.

►  Use special dates or use newsjacking to share content related to current events or news and give visibility to your brand through them, yes, as long as they are of interest or have a certain consistency with your brand. 

►  Place the hashtag in the first 80 characters of your posts so that it has a better chance of being seen.

►  Use both the Facebook search engine and the search bar using the URL « www.facebook.com/hashtag/(hashtag whatever)»  to search for hashtags within the application and discover posts and conversations that might interest you. Remember that you will only find posts from public profiles or pages.

Take a look at this example of Aula CM in which we take advantage of the #Writers’ Day, a special date in Spain, to increase the visibility of the brand and humanize it: With it, not only does he manage to give greater visibility to said hashtag and to the brand itself, but he also includes a link to one of the contents of his blog in order to also increase traffic to it while adding value to his community. of Facebook followers.

BONUS: Facebook Hashtag Tools

To facilitate both the search and the measurement of hashtags on Facebook, you should use the platform’s powerful search engine as we have seen, but here is a tool that can help you:

1. Keyhole: It allows you to obtain data about the behavior of users in front of a certain hashtag in various social networks. It has a 7-day trial version and you can also use it for Twitter and Instagram.

 Use of hashtags on LinkedIn

Despite the fact that in the beginning, it seemed that hashtags had no place on LinkedIn, recently these famous labels began to gain prominence within the social network.

Given the enormous growth in the number of users that LinkedIn has experienced since approximately 2017, it has been necessary to find a way to organize, categorize and filter the content published within it. To achieve this, there is no better way to do it than by using hashtags and LinkedIn has wanted to apply it.

How to find and follow hashtags on LinkedIn

Since relatively recently, hashtags on LinkedIn have been clickable and trackable like on other social networks, and using them will also allow you to increase your reach and brand awareness within the social network. In addition, thanks to the new function that allows you to follow and monitor hashtags, you will be able to reach users related to your interests by disseminating your content and, of course, find other content that may be of interest to you.

Until recently, in order to fully enjoy the use of hashtags and their following, we had to  activate the profile in English and follow a series of steps:

  • Go to  “Home” of your profile
  • Edit the “Communities” section at the bottom left
  • Press  “Get started” in the new tab
  • Access the hashtag search engine!

(UPDATE) But, this is no longer necessary. We can now search for hashtags on LinkedIn in Spanish!

Simply use the platform’s search engine and enter the desired hashtags in it. Additionally, you will see a new “content” option that will show you posts that feature those hashtags or search terms.

Still, wondering whether to use hashtags on LinkedIn? Without a doubt, the answer is yes. Make a note of how to proceed.

How and where to use hashtags on LinkedIn

Unlike other social networks where we limit ourselves to including hashtags in publications, on LinkedIn we specifically have 3 places where you must place your hashtags so that they are truly effective:

►  Use hashtags in your profile, especially in your resume and career path descriptions. When doing so, follow the basic guidelines that we discussed initially and try to make these specific and relevant to what you want to be associated with or what keywords you want to be found for.

Ask yourself a question: what do you want to be associated with? And based on your answer, choose the keywords that you are going to use for your brand.

►  Include hashtags in your status updates but without abusing them. Remember that in this social network the use of hashtags is relatively recent and the user is not used to them, so they can become saturated if they see too many. I advise you to use up to 4 hashtags per post, no more. Take a look at this example. 

► Include hashtags in your articles Press. This type of publication, which reminds us so much of blog entries, is much more valuable than a “normal” publication in the eyes of our contacts and is finally indexable.

However, getting these articles to reach your target audience is a bit more complicated. For this reason, at this point, you must use hashtags related to the topic of your article and include them both in the body of the article and in the publication that you write when you are going to share it. In this way, you will help other users interested in these topics to reach your content.

► Practice social listening, listen to what your community is talking about, monitor hashtags that interest you, and detect new ones with the help of the powerful and “new” search engine that you have just discovered.

[Tweet “Did you know you can NOW search by hashtags on #LinkedIn? Find out how!”]

Use of hashtags on YouTube

As happened with LinkedIn, YouTube recently began to give greater prominence to the use of hashtags within its platform, and with good reason. In fact, with the constant changes in Google’s algorithm, it was normal to expect YouTube to do the same and update itself over the years.

Being the second largest search engine in the world, YouTube has a brutal database that does not stop growing, which makes it necessary to find a way to optimize content searches within the platform as well as increase its visibility.

However, you should keep in mind that the way hashtags work on YouTube is different from how they are used on other social networks.

How to use hashtags in YouTube videos

Unlike how they are used in the main social networks that we have seen, on YouTube you must take into account two places where you will have to place the hashtags to ensure that your videos acquire greater visibility and the number of visits within the social network.

►  First of all, it is important to highlight that you have a limit of 3 hashtags per video, so it is very important that you distribute them correctly.

►  The first place where you should include your hashtags is the title of your video.

►  Another place to keep in mind when placing your tags is in the description of your video. 

IMPORTANT: If you put hashtags in the title of the video you will have to put the rest at the end of the description. If you don’t put hashtags in the title, you can put them at the beginning of it. 

By doing so, you will see how those   3 hashtags that you have used will appear just above the title of the video, thus acquiring considerable visibility and importance. Now, as with any of the other social networks analyzed, these hashtags are “clickable” and will take you to the page with the relevant results for those hashtags.

 Use of hashtags on Pinterest

Yes, hashtags have also arrived on Pinterest, so if you were hesitant to use them on this social network, you should do so.

Why should you use hashtags in the social network of ideas? Well, used as a marketing tool, Pinterest can be one of the most powerful sources of referral traffic for a website. For this reason, being present on this social network is something that every business should at least consider.

Now, if we want to achieve real results, it is not enough to “be there”. Thanks to the recent landing of hashtags on Pinterest, we can search for them, monitor them, and, of course, use them to reach our target audience more faithfully, increase the visibility of our pins and, therefore, increase the chances of receiving more visits. to our website. Take note of these tips to use hashtags in your Pinterest strategy and improve your results on this social network:

How to use hashtags on Pinterest correctly:

►  Before using a hashtag, search for it with th 

e help of the platform’s search engine to check that the results for that keyword are relevant

►  Do not abuse the use of hashtags. Although the description allows you a maximum of 500 characters, too many tags can border on spam. Be brief and, above all, direct and specific when selecting your hashtags, and try not to exceed 8 or 10.

►  Once chosen wisely, include these hashtags only in the description of your pins. It’s important to note that hashtags only work here so don’t waste time posting them anywhere else.

► It is interesting to combine hashtags related to specific moments and/or dates with hashtags specific to your sector or your brand in particular. (For example #EmailMarketing with #Christmas, is very typical of newsletter campaigns for these special dates).

►  Adding hashtags to Pinterest is not retroactive so you don’t need to edit your old pins. Apply your hashtag strategy to your new pins.

►  Invest time in searching for keywords within the search engine itself to detect hashtags that may be interesting for your strategy.