Hashtags have become vital pieces to marketing campaigns and materials on social media. Originally born on Twitter, the hashtag has appeared across several social media platforms such as Facebook and Instagram. Now that they are utilized on several platforms, do they function in the exact same way across all platforms? The answer is no. Each platform is designed in different ways, meaning hashtags should be strategically used per each individual platform.
Most people’s Facebook posts and accounts are private, meaning that even if individuals use the hashtag, they aren’t searchable. Because of this, marketers do not use hashtags on Facebook to develop conversations as much on Twitter. It is used more for search-ability of their campaign, product or brand by users.
The original home of hashtags, hashtags are primarily used for developing conversations on Twitter. Anything tweeted with a certain hashtag will be displayed on one feed that people can access by searching the hashtag specifically. This platform uses hashtags to generate engagement and develop conversations among users.
Instagram now has capabilities like Twitter. Any posts from a public account with a certain hashtag will appear in a stream of the hashtag. However, one major difference for Instagram is that users tend to use hashtags as a search function as well, using adjectives, locations and services or products in hashtags to pinpoint what they desire.
With this information, marketers can begin to think of strategic ways to market their campaign and products using hashtags correctly across platforms.