Hashtags (What Are They Good For?): Absolutely Something

By Bob Deakin #BobDeakin

Part I: Why Hashtags Aren’t Hyperlinks to Nowhere.

Hashtags (What Are They Good For?): Absolutely Something. Once you learn what they are, you want to know how to use them. I used to think a hashtag was a hyperlink to nowhere, which it is if not utilized. But, like proper SEO practices, you must provide consistent content and be a little lucky to utilize hashtags effectively.

By definition, a hashtag is a keyword or phrase with a pound sign (#) in front. Hashtags are not case-sensitive though it may make them easier to comprehend. For example, #PostMalone and #postmalone will get you to the same place.

Hashtags bring similar conversations together to help people find content that matters to them. Use them to enable kindred spirits to see what you offer. It’s like separating grocery aisles to save you from searching the entire store for marshmallows. 

Do Hashtags Work?

It depends on what you mean by work. I recently posted a blog about British musician Gilbert O’Sullivan (#gilbertosullivan). I added #vinyladdict, #musicreview, and #britishpopmusic tags to the post. Visiting these pages on Facebook and X, it was easy to see that my post didn’t make it to the “top posts” or become visible at all. 

A couple of days later, I saw my post at #vinyladdict via Facebook, and now five days later I see my post on #gilbertosullivan. Proving the effectiveness of hashtags is a challenge, and I will enlist a third-party service to do so as I continue my research. For the sake of Part I of my blog, I’ll stick with the basics.

Following hashtags is a dubious pastime. Depending on the day, the page administrator, updates and volume, it’s easy for your post to get lost in the shuffle. Remember that to appear in a search, the post must be public. On Facebook, hashtags are typically used by influencers and known brands as opposed to individuals. Also, trending topics on Facebook are often not hashtags.

Five companies that provide hashtag analytics:

• Brand24

• Keyhole

• RiteTag

• Talkwalker

• TrackMyHashtag for X (Twitter)

Hashtag Hijacking

Never fear, if there’s a show, cyber attackers come to see it. They offer various types of thievery, including hashtag faking, spoofing, and others, but my personal favorite is ‘hashtag hijacking.’ It seems more personal. 

Software security company Red Points describes hashtag hijacking as a “digital attack that occurs when a hashtag is co-opted and used for a purpose that is different from its original, intended purpose.” 

I could elaborate, but you get the picture. There are so many variable landing zones for hashtags that one letter is all it takes to send you on your merry way to a nefarious destination. In addition, few people read hashtags carefully, so a similar word or phrase is easy to hide.

Hashtag Stuffing

Do I have to explain it? You have a friend who stuffs ten hashtags onto the end of every post. It reeks of pandering or attention starvation. NASCAR racing suits come to mind. Who has the time to follow the progress of each of them? Hashtag stuffing adds wordiness and removes authenticity from your post.

“The general rule of thumb is less is more,” advises Sprout Social in Hashtags: What they are and how to use them effectively. “Avoid stuffing your posts full of hashtags. Not only could this deter people from reading your message, it could also lead the social platform to categorize your posts as spam.”

The appropriate number of hashtags depends on the platform. Digital marketing company Hootsuite suggests the following:

• Twitter: 1–2

• Instagram: 3–5

• Facebook: 2–3 

• YouTube: 3–5

• LinkedIn: 1–5

• Pinterest: 2–5

• TikTok: 3–5

Hashtags (What Are They Good For?): Absolutely Something

In closing, as I said in the first paragraph, hashtags are useless unless you have something people want to see. Overusing them is tacky, like when your friend posts about their vacation and includes 47 photos. 

Users on the other end of those hashtags will exit your post as fast as their eyeballs can move if they aren’t interested. Consistent, thoughtful content breeds attention. Use your hashtag powers to exhibit quality, not to fake it.

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