Here’s a surefire way to remind yourself
how fast time flies: hashtags are celebrating their 13th anniversary
this year. It’s clear that with every passing year, our ability to cultivate hashtags
into an effective and powerful online communication tool has increased, but
with that, there’s more and more noise to have to break through.
Whether you are new to hashtags or have
been using them for a while, read on to find the latest in hashtag
usage in 2020 and become an expert 'social climber' in no time.
Step 1 – Set the Anchor
The #hashtag originated on Twitter in 2007 and since then, hashtags have
tumbled like an avalanche through the internet. These days, you’ll find that the hashtag
has transcended beyond the digital world and has a growing place in the real
world. They seem to be everywhere you look but do you really know what they are
and how best to use them?
Merriam-Webster’s definition of a hashtag is, “a
word or phrase preceded by the symbol # that classifies or categorizes the
accompanying text.”
Think of hashtags as basically “keywords”
or “indexes” that create search opportunities for your target audience and
allow them to connect with you, your products, content, and causes.
In turn, if
done well, hashtags can provide a great way for your audience to do some of the
marketing legwork for you.
Lululemon’s #TheSweatLife is a great example of
how a brand can inspire consumers to build its network. According to Medium,
the hashtag has been used over one million times on Instagram, providing consumers
with a platform to share their triumphs on the mat and in the gym. When you
have that kind of buy-in, it makes your marketing team’s job much easier!

The Winnipeg Blue Bombers football organization has struck
gold (#sorrynotsorry for the pun) with its branded hashtag: #FortheW. They have
taken this simple, yet effective, hashtag to the next level and surpassed their
CFL opponents. It’s used on all their social media platforms in tweets and
posts, it’s plastered on billboards in every Winnipeg community, and now people
(and their property) can be walking advertisements with all kinds of #FortheW merchandise.

Step 2 – Know the Mountain
People use different social media platforms
for different reasons; therefore, you need to know what platforms your intended
audience engages in and how they engage with each of them. This will help you
determine everything from how long a hashtag should be to how many hashtags is
too many.
Take a 30 minutes out of your day to check-in on what are Dick and Jane typing in a Google search or on Instagram that will lead
them to you. Figure out what specific words and phrases people are using in
reference to your industry, products, and brand. Then, get specific in your geographic
and product description, and what your business is all about.
For instance, #Coffee will produce millions of results while #craftcoffee narrows the field to thousands. Getting specific will weed people out and put you one step closer to reaching your niche market. Take a look at Winnipeg’s own Verde Juice Bar and how they
leverage hashtags on their Insta!

Keep in mind that not only is it important
to understand your audience, but it’s equally important to understand how the
different social media platforms support hashtags. Can users click on the
hashtag itself? Can they perform a search with them? Is there a limit to the
hashtags that can be used on one of the platforms you’re using?
Step 3 – Check the Elevation
For those who are currently using hashtags,
this is an extremely important step. Consult your data and analytics! You may
find that you are using the wrong platform(s) for your audience or that some
hashtags were only effective during certain times of the year. Learn how well your
hashtags have performed in the past so that you can maximize what they can do
for you now and in the future.
For example, crop science company, BayerCanada, used specific hashtags throughout the 2019 growing season on Twitter. You’ll
find #Spray19, #Plant19 and even #Harvest19 posted as the seasons change.

Step 4 – Consider Upgrading Gear
Do you know what this year’s hashtag trends are?
What was one of last year’s hottest and most tweeted #hashtags may no longer crack
the “Top 100” list.
So, stay relevant and adapt your hashtags to
keep up with (or get ahead of) the changes in social media, your industry, and
your audience’s tastes. Hashtags do not have to be guesswork.
And it’s a pretty simple process:
Go
through your favourite influencer’s social media posts and take note of the
hashtags they’re using frequently.
To streamline the process even further, you
can use a tool like Hashtagify.me.
This tool allows you to search for different keywords throughout Twitter and
Instagram and see the top influencers for that keyword.
Step 5 – Plan Your Route Wisely
Whether you are considering using existing
hashtags or perhaps creating your own, there are a few additional things to
keep in mind:
CONCLUSION
Hashtags are not the “latest trend” that
will fizzle out anytime soon. Their role in marketing tactics has only grown
over the last dozen years and they remain a useful tool for any marketer or business owner. So set forth on your next #hashtag adventure knowing you’re prepared to reach the summit!