Eliminate #hashtags before they end your brand

Social Bakers explains when this tool does more harm than good to your brand. Social Bakers explains when this tool does more harm than good to your brand.

They facilitate research, allow brands to start a conversation with consumers and involve them in a campaign, but more #hashtags doesn’t always mean better results on social networks for brands.

Social Bakers analysed the use of #hashtags by brands (http://www.socialbakers.com/blog/2126-the-ultimate-guide-to-hashtags) and concluded that sometimes more Spartan use could lead to better results in terms of engagement with users / followers of a brand.

At the beginning of the year, the social media consultant analysed Instagram and found that brands that use #hashtags get an average engagement of 5.31%, while posts without hashtags obtained an average of just 2.95%. But there is a limit at which hashtags start to bounce. “Although the best campaigns use hashtags, engagement rates drop by more than 50% if there are more than 10 hashtags per post,” warns Social Bakers.

“If you use too many irrelevant hashtags, you spread your campaign too much and fans lose interest,” continues Social Bakers. And if that was the rule for Instagram it also seems to be for Facebook, where #hashtags are a feature equally used by brands.

And if that was the rule for Instagram it also seems to be for Facebook, where #hashtags are a feature equally used by brands. A post with 1 to 2 hashtags generates an average of 593 interactions; if it is 3-5 it produces an average of 416 interactions, with the number of interactions decreasing as the number of hashtags increases. With 6-10 hashtags there is an average of 307 interactions, while more than 10 reduces interactions to 188.

That’s why Social Bakers recommends: “Keep your tweets, posts, instagrams and vines on a hashtag-restricted diet, and you’ll be fine. Include too many, and you can see your users moving away from your content, regardless of its quality”, says the consultant.