How do you use hashtags?

A friend recently told me she found her new hairstylist on Instagram while searching the hashtag #OmahaHairStylist. The latest hashtags I had searched for weren’t for beauty, but were more geared towards music and concert-going.

The hashtag was introduced more than a decade ago to make topics more searchable and allow users to engage with others with similar interests. Today, people are still using hashtags to search and connect with different people and brands.

I support the social media programs for a few clients which includes creating copy and graphics, scheduling posts and interacting with those engaged with the content. Occasionally (and by far less strategic) I’ll do the same for my personal social media accounts.

A few months ago, I had shared a photo of my lunch from a local restaurant.  I had forgotten all about it until I got a notification that it had recently been reposted by the restaurant.  Of course, it was cool to see my photo shared with thousands of people, but what was even more interesting was that I got to experience a brand interacting with me from the consumer standpoint (granted it was a few months later, but cool nonetheless).

This interaction might not have happened without hashtags, which are all about creating new connections: consumer-to-consumer, brand-to-consumer, consumer-to-brand or brand to brand – truly a four-way street.

While some communicators argue that using hashtags won’t increase your engagement, it does increase the opportunity for more  people to see your post and those are intentionally searching to find posts like yours. And if you are putting out good content, those people are more likely to engage.