To Hashtag (or Not)? Still Worth the Effort?

Hashtags have come a long way since their humble beginnings.

From an obscure Twitter feature to a symbol of modern digital culture, they've become part of our daily online interactions. But as algorithms evolve and social media platforms shift their focus, one question remains: Are hashtags still as relevant as they used to be?

So, I did what any curious brand consultant would do in 2024—I asked ChatGPT. ?? ??

Here is a breakdown of the top five questions I threw at the AI about hashtags, along with my #IRL 2 cents.

1. Are hashtags still relevant to algorithms and traffic-building?

Hashtags are still useful, but their impact on boosting visibility isn’t what it once was. Today, algorithms consider more than just keywords—they evaluate overall engagement and content quality. While hashtags can help with discoverability, they aren’t a silver bullet for audience growth.

My IRL 2 Cents: I just can’t help using hashtags, and my thinking is they’ll become popular again like vinyl – nostalgic and trendy ?? Minimally when I see them in use, I pay attention to what comes after the hash, or to really date myself, the pound sign. So, I say, use them, but don’t put all your eggs in the #hashtagbasket. ???? Make sure your content is pulling its weight, too. ??

2. Why are hashtags still widely used, even if they aren't as powerful?

Hashtags continue to serve as a way to categorize content, join conversations, and tap into trending topics. Even if they don’t directly drive traffic, they help connect your brand to a larger narrative, making your posts part of a broader conversation.

My IRL 2 Cents: Me, I’m that social media person who won’t let them die. ??♂?I figure it's like bringing an umbrella ?? on a cloudy day—might not rain, but you’d rather have it than not. ??? #BetterSafeThanWet.

3. Does it make sense to use a branded hashtag?

Branded hashtags can create strong communities around your brand when used effectively. It's like having your own secret handshake ??... if it’s actually memorable.

My IRL 2 Cents: If you're gonna go branded, go big ??. Own it. Create something that people want to engage with (no one wants to #LoveThisCompany2023 ??). Example? #SOCcess. Yes, I made that up during a former engagement to combine Security Operations Center + Career Success. It could have taken off… if only it had been fully supported.

(See bonus tip below ??.)

4. Which platforms benefit the most from hashtag usage?

Instagram remains the leading platform for hashtag use, followed by Twitter (or "X"). On platforms like LinkedIn and Facebook, hashtags play a smaller role, though they can still add value when used thoughtfully. TikTok’s hashtag game is evolving, where trends drive much of the conversation.

My IRL 2 Cents: The golden rule ??: Use them where they count, but don’t clutter your copy with 30 hashtags hoping to game the system ??. That’s like showing up to a cocktail party with a megaphone ??. Awkward.

5. What are examples of clever AND successful hashtags?

Iconic hashtags like #ThrowbackThursday and #TacoTuesday continue to perform well because they tap into widespread, relatable themes. Branded hashtags like #ShareACoke or niche hashtags like #RemoteWork have also had success. The key to any hashtag’s success is relevance and timing.

My IRL 2 Cents: Clever or outlandish, hashtags should fit your brand personality. The more authentic, the better. And no, #BuyMyStuffNow is not authentic ??♀?. For my personal brand, I’ve been using what I consider a classic throwback to the ‘guess what day it is’ ad with #WednesdayWisdom.

Bonus Tip: Ready to Launch a Branded Hashtag? Here’s Your Must-Do List:        

• Promote It: Make your hashtag visible everywhere—on social media posts, email signatures, and even physical collateral.
• Be Consistent: Use it regularly across all platforms.
• Engage: Interact with users who use your hashtag. Respond, share, and encourage further engagement.
• Drive Participation: Consider running contests, challenges, or campaigns that motivate others to use your branded hashtag.

Remember, your branded hashtag should be more than just a catchphrase; it’s an invitation to join a movement, conversation, or lifestyle ??. If you’re not ready to commit, it might end up as #HashtagRegret ??.