A hashtag is a keyword or phrase preceded by the hashtag (#). They began on Twitter in 2007, but have expanded to other social media platforms since then. Hashtags are an excellent way to organise your social media content and make it easier for users to find relevant posts.
There are several distinct types of hashtags that you should likely use and track as part of an effective hashtag marketing strategy:
1. Branded Hashtags: Branded hashtags incorporate your brand’s or product’s name in order to boost brand awareness and recall. Tracking these hashtags enables you to determine how effectively your social media marketing is expanding your brand’s reach.
2. Hashtags for Content: Hashtags for content are an excellent way to increase your engagement and reach. These hashtags are relevant to the topic of your social media posts.
3. Using Event Hashtags: If you’re organising or attending an event and want to spread the word, consider using event hashtags. When you conduct hashtag analytics, you’ll be able to discover new hashtags to support your event marketing efforts, as well as learn about the topics that attendees and potential attendees are discussing.
4. Trending Hashtags: Trending hashtags are those that are currently popular. While not all of them will be relevant to your brand, it’s critical to leverage the ones that are in order to get your brand in front of the right people and participate in the conversation.
Now that you understand what hashtags are and the types of hashtags to track, let’s discuss how to actually begin tracking hashtag performance.
1. Select a Hashtag or Create Your Own
The first step in hashtag analytics is to select a hashtag from a list of trending hashtags or to create your own unique hashtag. We recommend creating distinct hashtags for each campaign and brand.
The best hashtags to track for general information are those that are trending. Spend time developing a unique and relevant hashtag that will provide you with critical marketing insights.
Your hashtag should be specific, not generic. The more specific your hashtag, the less likely it will be used by other brands or individuals. Once you’ve compiled a list of possible hashtags, conduct a quick search across social media platforms to ensure your hashtag isn’t already in use.
A few uses here and there are acceptable, but if the hashtag has already been used by thousands of people, you should choose another.
2. Utilize That Hashtag in Your Content
Once you’ve chosen a hashtag for your brand or campaign, it’s time to start creating content for it. Utilize existing content that corresponds to your hashtag! Repurposing content is a cost-effective method of saving time and money.
Additionally, it allows you to get your awesome content in front of a larger audience who will be interested in it. You should be able to edit your content (including video content) quickly and easily to include your shiny, new hashtag.
3. Make Use of a Hashtag Analyzer
It’s now time to activate your hashtag analytics tool! In the following section, we’ll discuss five of our favourite hashtag analytics tools. These tools can assist you in analysing the performance of your hashtags and hashtagged content in order to make data-driven decisions about your social media marketing.
However, before we discuss the tools, let’s discuss the hashtag metrics you’ll want to track.
The hashtag analytics and research tools listed below will assist you in tracking a variety of different metrics. Fortunately, you do not need to track everything to determine the effectiveness of your campaigns. The following are the metrics we recommend monitoring.
Adjust your metrics as necessary to meet the objectives of your social media marketing campaign.
If the objective of your campaign is to increase brand awareness, you’ll want to track reach. This metric indicates how many people viewed your content. This metric indicates whether your hashtag selections resulted in your content reaching a larger or smaller audience.
Another social media metric to consider when analysing hashtags is engagement. Engagement indicates how relevant and relatable your content is to your audience.
When your content strikes a chord with your audience, they are more likely to share, like, and comment. If you’re not getting a lot of engagement, it’s likely that you need to improve your targeting.
A straightforward way to gauge engagement is to look at the average number of likes your social media content receives.
3. Popularity of Hashtags
One of the most rewarding experiences a social media marketer can have is when one of their hashtags becomes trending. The popularity of your hashtags can reveal a lot about the engagement and reach potential of your posts.
The more popular your hashtags are, the more likely your content is having an effect on your target audience.
4. Demographic information
Demographics are another critical metric to track when analysing the performance of hashtags. By tracking demographic information, you can ensure that your posts reach your intended audience.
If they are not, you may wish to experiment with a different hashtag.
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