The power of the hashtag

This week I had an unexpected call from a Sunday Times writer asking me about a recent sleepcation I had taken.  He is writing a piece for the paper and found me via Instagram, having searched #sleepcation.  A break where sleep is prioritised over everything else, they are apparently becoming very popular.  I didn’t know this, but what I did intuitively know at the time what that I desperately needed some time away from routine, from technology to focus on rest.

What really interested me is how Hugo found me.  I am a marketer, not a sleep expert or hospitality business. What I have learnt using social media, is that people are interested in people (and dogs, people love dogs). So even if your profile is for business and you are providing a product or service. there is value in keeping your social feed authentic, warm and inviting with a little personal content every now and again.  

 The power of the hashtag for finding content and connecting with people.

Originating on Twitter and now ubiquitous across all social channels, hashtags are a useful marketing tool and a powerful way of connecting with your target audience.

 The little # symbol followed by a string of words, is a way of labelling a post, a filing system of sorts.  If you search a hashtag, all user posts with that associated hashtag will appear.  Brilliant when searching for specific content and for finding other users with similar interests.

How to use #hashtags strategically

• Start by thinking what your audience might be searching for

• Put that term into a hashtag generator

• Make sure they are relevant to your content/sector and your post

• Make sure that your hashtags are relevant to those that your audience follow

• Make sure that they are specific – Instagram is a search engine

• Use a mixture of broad & niche hashtags – mix it up

• Use location hashtags so that potential audience know where you are located

• Do use up to 30, but only if they are relevant and specific

• Do not stuff your hashtags with less relevant ones just to get to 30

• Fewer, more specific, more targeted hashtags are preferable

• Post hashtags in the caption, rather than the first comment

 If you need any strategic social media advice, get in touch. And if you are in the market for a Sleep Vacation, keep your eyes peeled for recommendations in The Sunday Times.