To secure their content more exposure, brand teams can either spend to buy reach (that’s easy), or they can design content about #topics that consumers actively look for, post it when they are receptive to it, and add the right hashtags to make it more findable. (that’s considerably harder)
Hashtag analyses done right reveal a lot about consumer preferences: about what we like, when we like it. But for a hashtag to work well today, it needs not just to capture what consumers like, but capture it before others do. Wait too long and your content fights a lot of clutter (and competition).
Here are a few dimensions to think about when planning your content and hashtag strategy:
#Weekend may be the most frequently used hashtag by spirits brands, but it’s #Wednesday, #WCW (WomenCrushWednesdays), #Humpday that engage the most, while #Thursday, #Friday, #TGIF, #FridayFeeling and #FridayNight are among the least engaging tags.
Wednesday has become the new Thursday (which long ago became the new Friday). A more general rule is that, on social, content is most engaging when it is part of a growing trend rather than the existing clutter.
Do you know which #hashtags (moments, places, expressions, topics) are on the way up and which are on the way down in your category?
Brand teams we talk to spend a lot of resources creating the best possible content, but give very little thought to such tactical considerations which can boost engagement by up to 15-20%.
The same exercise can be done to identify top performing locations. For example, in the beer category, when an account posts about #London, its content does 13% better, whereas use of #Singapore is associated with results 19% lower.
Some locations always under-/ or over-perform, but most of them are very cyclical. For example, fashion brands that use #Paris, #London and #NYC see little to no improvement in their organic exposure (too much clutter), whereas those that included #Monaco or #Roma saw a 10% spike last quarter.
Know which are up or down in your category to boost your return on content by 10-20%.
BY ASSOCIATION and/or OCCASION
Coffee brands featuring #cappuccino see post engagement grow about 10%, but when including #breakfast, engagement spikes by 25%. Likewise, if it will surprise no one that #BeerPorn was among the most engaging hashtags used by beer brands in 2015 (+15%), few beer brands seem to realise that #FoodPorn has even more potential for them (+25%).
Use this knowledge before your competitors do, but already be on the look-out for the next trends. (that’s hard)
Or contact us if you want us to do it for you (that’s easy).