Hashtag Revolution: Are They Still Relevant in 2024?
Quick Summary: Hashtags continue to be a crucial element of social media strategy in 2024, provided they are used properly. Originating from Twitter in 2007, hashtags have evolved into powerful tools for engagement and visibility across platforms. The future of hashtags lies in enhanced personalization, smarter algorithms, and integrating e-commerce functionalities, making them pivotal for user-generated content and brand campaigns. Despite algorithmic challenges, hashtags remain potent when strategically applied, offering substantial engagement and campaign amplification.
“Should we be including niche hashtags on our social media posts? How many should we use? What are the benefits? What social platform should we be adding them on? Should I have a hashtag strategy? Is the algorithm screwing up everything?”
We get asked these questions from almost every client at our agency. And sometimes, the answer is quite confusing to explain, but we have an answer.
So, are hashtags still relevant in 2024?
The answer is YES, but only if you use them properly. Be cautious of how many you use, the ones you use, and maybe even create one for a campaign.
The History And Evolution Of Hashtags
The humble hashtag, once a simple pound sign, has evolved into a powerful tool shaping social media dialogue. Initially introduced on Twitter in 2007 by Chris Messina, hashtags were intended to categorize content and facilitate discussions. However, their functionality quickly expanded beyond twitter, growing rapidly across platforms like Instagram, Facebook, TikTok, and beyond.
A prime example of a successful marketing campaign utilizing a hashtag is Lay’s #DoUsAFlavor campaign. With over 12,000 posts on Instagram using the hashtag, people had the chance to submit their flavor recommendations and share their story behind the flavor for a chance to win $1 million.
A major benefit of the #DoUsAFlavor campaign was its extensive reach through influencers, allowing Lay’s to connect with millions of people using just one simple hashtag. This campaign highlights how contests can amplify the impact of hashtag initiatives, demonstrating the effectiveness of incentivizing audience engagement with a brand.
How Algorithms Have Changed Hashtag Effectiveness
Ahhh yes, the infamous social media algorithm. According to Sprout Social, algorithms are rules, signals and data that govern the platform’s operation. These algorithms determine how content is filtered, ranked, selected and recommended to users. In some ways, algorithms influence our choices and what we see on social media.
Algorithms have significantly altered the effectiveness of hashtags on social media platforms.
Originally, hashtags served as tools for categorizing content and making it discoverable to users searching for or following specific topics. However, as algorithms have evolved, their influence on how hashtags function and their overall effectiveness has changed in several key ways:
- User Specific Feeds – Hashtag effectiveness is influenced by personalized feeds. Algorithms curate content based on individual user behavior and interests. What does this mean? Even if a hashtag is used correctly, its reach can vary widely among different users. Posts are shown to users who are more likely to engage with that type of content, which can limit or enhance the reach of specific hashtags.
- Shadowbanning & Spam Detection – Social media platforms use algorithms to detect and reduce the visibility of spammy or inappropriate use of hashtags, also known as shadowbanning. If a user overuses certain hashtags or uses banned hashtags, their posts may be less visible or hidden entirely from search results and feeds, decreasing hashtag effectiveness.
- Niche Communities & Hashtag Discovery – Algorithms can identify niche communities within broader social networks. Effective hashtag strategies now often involve using more specific, community-focused hashtags that align with the interests of these groups. This targeted approach can lead to higher engagement rates compared to using only broad, popular hashtags.
Hashtags On Organic Posts: Does It Make A Difference?
Does it make a difference? Yes! According to BAM’s research, popular hashtags on organic posting to Instagram can increase your engagement by 30% month over month, as well as your engagement rate by over 60% month over month.
BAM conducted a test on Instagram comparing two months of data; one month with hashtags and one without. And without a doubt, the month WITH hashtags performed significantly better.
For a little bit more context, this client of ours is a mental health facility that focuses on holistic healing. As of August 2024, they have just over 100 followers. Take a look at the engagements and engagement rates below:
Strategies For Enhancing Hashtag Effectiveness Today
- Use Relevant and Specific Hashtags – Align hashtags with the content and the target audience’s interests.
- Think About The Platform – Instagram and Twitter are going to be the platforms where you want to focus on adding hashtags. Other platforms, including Facebook, are less likely to be beneficial due to privacy restrictions, reach limitations, and other factors.
- Influencer Marketing – Use influencers to increase awareness with your hashtag (best used for movements and campaigns).
- Monitor Trends – Stay updated with trending hashtags and use them appropriately.
- Analyze Performances – Regularly review hashtag performance metrics to refine strategies.
- Avoid Overuse – Do not spam hashtags! Use a balanced number of well-chosen hashtags. Preferable under 10. I promise nobody wants to see a paragraph of hashtags at the bottom of your caption.
- Engage with Niche Communities – Identify and use hashtags popular within relevant niche communities.
The Role Of Hashtags In Campaigns And Social Movements
Hashtags play a crucial role in campaigns and movements. Not only can they help organize posts, they also play a huge role in bringing awareness to brand campaigns and social movements.
Let’s take it back to 2014 when it was a trend to dump a bucket of ice water on our heads, also known as the #icebucketchallenge.
The #icebucketchallenge custom hashtag played a major role in bringing awareness to ASL and bringing in donations for the charity. Through this simple hashtag, over 17 million people worldwide participated to help raise $115 million for ASL. And that right there is a good example of how powerful a simple hashtag can be.
Future Predictions For Hashtag Usage
As social media continues to evolve, the future of hashtags will be shaped by technological advancements, changing user behaviors, and platform-specific innovations. Here are some key predictions for how hashtags might evolve:
- User Generated Content (UGC) Will Become A Hashtag Powerhouse – UGC will play a pivotal role in shaping future hashtag campaigns, as brands tackle the creativity and authenticity of their audiences to boost engagement and foster brand advocacy. Successful hashtag campaigns inspire users to share their own content, creating a sense of community and belonging through shared experiences and narratives. By leveraging UGC, brands can amplify their message, build trust, and create genuine connections with their audience.
- Brand Personalization – The future of hashtag campaigns will trend towards increased personalization, with brands aiming to engage with audiences on a more individualized basis. Instead of using broad, generic hashtags, brands will focus on tailoring their campaigns to specific audience segments, interests, and behaviors. By leveraging data analytics and audience insights, brands can develop highly targeted and relevant hashtag campaigns that resonate more deeply with their target audience.
- Smarter Algorithms – Algorithms will become more proficient at understanding the context and relevance of hashtags. This will involve more strategic hashtag use, focusing on quality and contextual relevance.
- Shoppable Hashtags – Hashtags will increasingly integrate with e-commerce functionalities, allowing users to discover and purchase products directly through relevant hashtag searches. This will merge social engagement with shopping experiences.
The Final Verdict
Hashtags remain a crucial element of social media strategy in 2024, provided they are used effectively and thoughtfully. Their evolution from simple categorization tools to powerful tools for engagement and visibility showcases their relevance. Despite the complexities introduced by algorithms, hashtags can still drive significant engagement and amplify campaigns, as evidenced by successful initiatives like Lay’s #DoUsAFlavor and the #icebucketchallenge.
How can you add hashtags to your posts?
A good start is to find 10 hashtags in the Instagram search bar that are relevant and begin adding no more than those 10 hashtags per post in the post caption. Remember, you do not need a paragraph of hashtags to increase your reach…You don’t want to get shadowbanned!
We work with clients daily to find success in their businesses through social media marketing and build their online presence. Give BAM a call today for any questions you may have regarding hashtags or social media!
