Should you use Hashtags on every social network? Find out.
Last week, we talked about the basics of hashtags and how to craft the perfect one for your cannabis brand. This week, we want to highlight how to use hashtags across several platforms. As we’ve mentioned in previous blogs, not all platforms are created and used in the same manner. For that reason, there are different best practices for each social media site to gain the attention of audiences. Here are our recommendations on how to get the most out of hashtags across the various social media platforms.
As a refresher, your hashtag should have these three elements:
Each platform has their personality and voice. As your cannabis brand expands and begins to engage on each platform, you should always follow the best practices specific to that channel.
Marketers Tip: Interactions are impressions or ways your audiences engages with your post on social media. Interactions on social media come in forms of Likes, Retweets, Shares, Favorites, and others depending on the platform.
This blog breaks down hashtag use across platforms and whether or not it can benefit your cannabis brand.
Stop using hashtags on Facebook. Facebook wasn’t and still isn’t designed for the use of hashtags. Social Media Today says, “While Twitter is, in the majority, an open network, where everything you tweet is added to the wider, global conversation, Facebook’s more private, more aimed at hosting discussions among your immediate connections and networks.”
Since the social network doesn’t have the personality to include hashtags, it isn’t surprising that in the 2016 study from Buzzsumo, they found that Facebook posts without hashtags received more interaction than Facebook posts with hashtags. Just stop using hashtags on Facebook.
Hashtags began on Twitter, and the platform is designed to handle their connectivity, so we recommend using hashtags here. In fact, Buffer gathered that Tweets with one or more hashtag are 55 percent more likely to be retweeted. Since Twitter can directly take you an area where you can see all of the Tweets with that same hashtag, your brand is more likely to be found in a larger community when you incorporate a hashtag in your message.
Twitter uses hashtags mainly to categorize a conversation. For example, if you use the hashtag #WomenGrow the tweet is linked to all the Women Grow conversations taking place on Twitter. If you use the hashtags #WomenGrow and #topicals, you will be connected to both conversations.
However, just because using more hashtags links you into more conversations, doesn’t mean that practice is recommended. In fact, Twitter recommends using no more than two hashtags per tweet. The general rule for marketers is 1-3, as any more than that leads to less engagement.
Unlike Facebook and Twitter, if you are hashtag happy, Instagram is for you! Instagram’s hashtags are designed to build communities and to showcase creativity. Hashtags are HUGE on Instagram and the more you use, the more interactions you are proven to have. The graph below illustrates that interactions on Instagram are the highest when brands/individuals use 11 or more.
So go crazy on Instagram!
A way to increase interactions and participate in various communities is by using your hashtags underneath your Instagram caption. For example, Refined Bud uses dashes to separate the caption from the relevant hashtags. This way, your audience first can see your awesome caption but doesn’t have to view dozens of hashtags you want to use to engage several communities.
Pinterest is a platform to share ideas, recipes, and links in the form of boards. If you’ve ever made an inspiration or a vision board, then Pinterest is the online version of that. You find something you like online; you can Pin it to your board. You can have as many boards as you like and you can use the same hashtag(s) your marketing team has already developed.
Marketers Tip: If you are interested in using Pinterest for your cannabis brand, check out their best practices PDF to get started.
The hashtags on Pinterest only work inside the pin’s description. Using them in board names, comments, and your brand’s bio won’t do anything. Also, unlike the rest of the platforms, Pinterest search doesn’t support hashtags.
For example, if you use the #Sativa you’ll get pins with the word Sativa in the description, not just ones that use #Sativa. Also, since hashtags aren’t searchable on Pinterest, using too many of them could lower your pin’s ranking. Pinterest recommends using a rich description rather than overusing hashtags to create the right search words for your pin so your brand can effectively captivate its audience.
If you want to use the same hashtag across platforms, we recommend using only your unique hashtag(s) that were developed for your overall marketing campaign in the Pin description on Pinterest. That way, your unique hashtag can be found easily in the search, and it won’t direct your audience away to another brand’s pins.
Are you ready to #hashtag with your cannabis brand? We are here to get you started! We’ve created a fantastic list of the best hashtags to use for your cannabis brand. You can download it here!
As always, Refined Bud recommends getting comfortable on a social media channel before you roll out superior products or new campaigns. While we’ve compiled the overall best way to use hashtags across platforms, your audience may be different. Practice and testing really can make or break your social media marketing, especially when it comes to hashtags.
So, what are your favorite platforms to use hashtags? Is there a platform your brand refuses to use? Let us know. We’re always interested in hearing what you see in your cannabis market.