Are Hashtags Still Relevant On Social Media?
Is the hashtag era #over?
Social media is about keeping up with the times. Change can happen fast. Trends come and go at the speed of light. What worked yesterday might not work tomorrow. Instagram, TikTok, Pinterest and other platforms evolve faster than any medium in history.
We at Firebelly help CPG food & beverage brands drive customer engagement and sales through social media. Hence, we're always looking for ways to improve the reach and visibility of our clients’ social media posts - and our own.
One tactic that’s not up for debate: the use of hashtags. Are hashtags still relevant on social media? How many hashtags should I use on Facebook… If any? What about TikTok? With the ever-evolving social media landscape, it's worth exploring whether hashtags are still a relevant and effective strategy.
We dug deep. Here’s your answer.
The Importance of Hashtags
Hashtags serve as a way to categorize and index content on social media platforms. This is a nerdy way of saying they help users find relevant content - to discover posts related to specific topics, events, or campaigns. When used effectively, hashtags can help increase the visibility of your content, engage your target audience, and even aid in tracking the performance of your social media efforts.
At least, that’s in the past.
But are hashtags still needed to find audiences on social media?
The short answer: Yes.
A study by Socialinsider found that posts with at least one hashtag tend to have 12.6% more reach than those without. Additionally, a report by Sprout Social revealed that Instagram posts with at least one hashtag see 29% more engagement. These statistics highlight the potential benefits of incorporating hashtags into your social media strategy.
So don’t stop using those hashtags!
Hashtag Strategies by Platform - A Strategy Breakdown
On Facebook, the general recommendation is to use 1-2 relevant hashtags per post. Compared to other platforms, the less hashtags you use, the better. But don’t use zero.
Here’s the thing: Using too many hashtags can come across as spammy and may negatively impact your reach. Focus on using hashtags that are specific to your industry, niche, or campaign to help your content appear in relevant searches.
Think long and hard about which hashtags are relevant to your post. Don’t just assume that #beer will work if you’re selling seltzers to consumers that are looking for a healthier alternative to beer. Remember, you only have 1 or 2 hashtags to use. Any more and your reach, engagement and - ultimately - sales will plummet
YouTube
YouTube's search algorithm places a lot of emphasis on video titles, descriptions, and - yes - hashtags. They still have a place on the world’s number 1 long-form video platform. Experts suggest using 3-5 targeted hashtags per video to help viewers discover your content. Keep your hashtags concise and directly related to the video's topic.
To be clear, hashtags and tags are different on YouTube. When posting a video, the ‘tags’ section lets you identify targeted search terms that your video serves. Long-tail keywords like ‘Should I use hashtags on YouTube?” belong here.
However, feel free to include hashtags in the video’s description. Keep them short and relevant. We don’t want to see #ShouldIUseHashtagsOnYouTube here.
TikTok
TikTok is known for its robust hashtag culture. It’s kind of the king of the hashtag world in 2024. The platform's algorithm heavily favors content that utilizes relevant, trending hashtags - which is why users are more addicted to this platform than any other.
Which is why brands NEED to have a strong presence on TikTok. For CPG food & beverage brands looking to engage with customers (or in any niche, really) It's recommended to use 5-10 hashtags per TikTok post, with a mix of popular, niche, and branded hashtags.
Just as you’re supposed to post videos multiple times a day on TikTok, you’re supposed to use a large volume of hashtags. Go crazy. Have fun. Experiment with that #ForYou hashtag and see what catches.
On Instagram, the optimal number of hashtags to use is a topic of much debate. While some studies suggest using up to 30 hashtags per post, others caution that excessive hashtag use can appear spammy. A good rule of thumb is to use 5-10 highly relevant, searchable hashtags that align with your content and target audience.
Don’t overdo it… Seriously. Although Instagram is starting to mimic TikTok by re-jigging its algorithm to favor views and engagement instead of followers, Meta’s AI decides which content is served to Instagram users. And early reports suggest that it doesn’t like excessive amounts of hashtags.
That’s probably because Meta AI is still young. It’s only just been rolled-out, which means the less information you feed it, the more accurate results you’ll get.
So, use minimal amounts of hashtags on Instagram - for now. We predict this will change once Meta AI matures and is able to handle larger volumes of data.
The Evolving Relevance of Hashtags
While hashtags remain a valuable tool in the social media marketer's toolkit, their importance and effectiveness have evolved over time.
Some key considerations about hashtags:
Algorithm Changes
Social media platforms are constantly tweaking their algorithms, which can impact the visibility and performance of hashtags. For example, recent updates to Instagram's algorithm have placed less emphasis on hashtags and more on engagement, relationships, and content quality. Yes, this is a direct attempt to mimic the wild success of TikTok’s algorithm - which cares very little about an account’s follower count.
It’s all about quality, baby!
Hashtag Saturation
As more users and brands adopt hashtag strategies, certain hashtags have become oversaturated. This can make it increasingly challenging to stand out and be discovered among the competition. The most obvious example is trending hashtags on Instagram.
Trends rise and fall quickly. The trick is to latch onto it at the beginning. Riding that early wave is key, and using a relevant trending hashtag when people are still discovering the trend will increase your chance of success.
Content Quality
Ultimately, the quality and relevance of your content play a crucial role in its success, regardless of your hashtag strategy. Focusing on creating engaging, valuable content should be the primary driver of your social media efforts.
So instead of asking “How many hashtags should I use on TikTok?”, you should instead ask “how engaging and useful is my content for viewers?”
Hashtags Ain’t Going Nowhere
Are hashtags still relevant on social media?
The answer is a resounding yes, but their importance and usage should be considered within the context of each platform's best practices and your overall content strategy. For example, applying TikTok’s hashtag strategy to Instagram will leave your account in ruin.
By understanding the optimal number of hashtags to use on Facebook, YouTube, TikTok, and Instagram, as well as staying up-to-date on the evolving role of hashtags, content creators and marketers can continue to leverage this powerful tool to enhance the visibility and performance of their social media presence.
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You know a brand is doing social media right when people outside the target market engage with the content. Engagement on social media can give insight into how well the brand is doing with creating community and excitement around their product.