In a world where algorithms rule social media, the once-mighty hashtag is starting to fade. But has it really become irrelevant, or is it simply changing? Let’s dive into whether hashtags still hold value in today’s rapidly evolving digital landscape.
The Point of a Hashtag
On social media, hashtags function as labels that organize content, enabling users to find specific interests more easily.However, in 2024, hashtag usage is shifting toward a more strategic and targeted approach. This evolution is largely due to the emphasis on algorithms, especially on platforms like Instagram. What does that mean? This highlights the importance of understanding how to effectively integrate hashtags into Instagram’s algorithms, rather than relying on random hashtags that seem suitable. But, doesn’t SEO influence the operation of these algorithms as well?
The Difference Between Hashtags and SEO Keywords
Hashtags | SEO Keywords | |
---|---|---|
Specificity | Act as labels or categories for the content | Words and phrases within captions, comment, and alt text that describe the content |
Discovery methods | Work through dedicated search and browsing | Works by Instagram algorithm, leads to content recommendations |
Limitations | Have usage limits and penalties for misuse | Have more flexibility, but rely on natural integration |
(Noe Khalfa, Worth The Journey 2024)
Don’t Overusing Hashtags
Currently, overusing hashtag can affect to content reach on Instagram, based on:
- When Instagram’s algorithms detect excessive or unrelated hashtags, they classify those posts as spam, leading to diminished visibility in users’ feeds, search results, and the Explore section. Irrelevant hashtags that are being used also affect content’s ‘relevance score’ making it less likely to reach the target audience. In serious cases, repeated use of irrelevant hashtags can lead to shadowbanning, where the content is only viewable by the creator and their current followers.
- When users encounter irrelevant content after clicking on a hashtag, they often feel misled and disengaged, which can lead to a decline in likes, comments, shares, and potential unfollows. Additionally, overusing irrelevant hashtags can harm a brand’s image, suggesting a lack of authenticity or effort.
Ways to optimize hashtags use on Instagram
- Use relevant and appropriate hashtags.
- It’s recommended to use only 3-5 hashtags for posts and up to 20 hashtags for reels format.
- It’s better to use “a-little-too-specific” but general hashtags, for example, use #brandingstrategy instead of #branding only. Consider using location-based, community focused or branded hashtags.
- Don’t put it too much in the comment section, better keep them in the caption.
- Be mindful to the context behind the hashtags if you want to use trending hashtags
- Connect hashtags to the caption for a cohesive message.
- The post count on your hashtag should be between 10k-200k posts for a good balance of reach and competition.
Optimizing hashtags on Instagram posts can help the algorithm to learn about the content’s category and lead them to targeted audiences. Do trial and error about what hashtags work for certain content or account to maximizing hashtag’s purposes.
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References:
https://worththejourney.com/blog/are-hashtags-still-relevant
https://www.linkedin.com/pulse/do-instagram-hashtags-matter-2024-unraveling-impact-digital-uq8vc/
https://www.searchlogistics.com/learn/statistics/hashtags-statistics/