Hashtags are a commonly used tool to raise awareness of a topic, a brand or a cause. A hashtag can basically be anything from simple and basic words to phrases that have a deeper meaning. They are mostly used on Twitter or Instagram as these platforms are supportive of hashtags and their algorithms track them well. It’s less important on Facebook or LinkedIn where a single hashtag can be enough.
If you want your marketing strategy to work with your hashtags, you should avoid these mistakes:
1. No planning for the hashtag campaign
This is one of the most common mistakes in hashtag campaigns. You can’t just start a campaign without a properly laid out plan. Or you can, but be ready for a huge backfire in the long run. Any social media campaign should start with a solid plan which explores all of the following questions:
- Discovering the target audience
- Discovering the most relevant platform for the social media campaign
- Discovering the purpose of the client in this campaign
- Discovering the meaning of the hashtag and it’s purpose in this campaign
- Thinking about the profitability
“Without a proper research, you could come up with a campaign that offends or hurts people. This is a very specific type of a campaign so you need to be aware of all of its aspects and understand the purpose of each element properly,” says Lily Forester, SEO executive at Australia2Write.
2. Not thinking through your hashtags
Your hashtag needs to be something relevant to your brand and meaningful for your audience as well for it to work as intended. Instead of coming up with something that makes no sense, you should make an effort to connect with your brand personality and voice as well as your audience’s voice.
If you don’t consider your hashtag once again, you might come up with something that will cause ridicule. Think about the famous #Susanboylesalbumparty – Susan Boyle’s album promotion hashtag. This went horribly wrong and it was seriously misinterpreted. It was a mess. They had to change it to include the capital letters for every word.
They might have done their research well but they forgot to look at it once again in the same way the audience would see it. If they did, they would have avoided the mess. Always make a unique, single hashtag instead of several. Never make it too long. Keep in mind that it turns into one word and can be hard to read and there is not a lot of space for it either. Never use hashtags in more than one language and convey a message related to your brand.
3. Poor choice of influencers
Without influencers, any hashtag campaign can be a serious pain. So, introduce some influencers to your brand and hashtag to increase engagement and awareness of your audience. Celebrities are not necessary here. Pick someone appropriate for your industry and the context of the hashtag. The influencer should have knowledge in your specific area and this can help you improve your reach.
Only work with relevant influencers from your industry if you don’t want backlash from the influencer.
4. Spending money on promotions when you don’t know anything about it
“While spending money to get a boost is fine, you should first learn something about it and have some expertise. Certain means of doing this will get the job done but with no profitable results,” says Rose Gregory, online marketing manager at BritStudent.
5. Having poor content
If anyone sees your posts, they should get some value from it. This can boost engagement with your content and the hashtags. Don’t just copy the content.
Encourage your audience to post about their questions and concerns as well as share content related to the hashtag.
Using hashtags on social media can help you gain the attention you need. However, doing it wisely can seriously boost your success. Avoid these common mistakes in hashtag campaigns and make sure that you find good solutions for all of them.
Joel Snyder is content marketing manager and writer at PhD Kingdom and Next Coursework. He enjoys helping people to learn more about marketing as well as creating articles about things that excite him. One of his main goals is to help people find a way to achieve success through social media marketing.