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Marketing towards Gen Z

gen z taking selfie

Marketing to Generation Z, or Gen Z, presents a unique set of challenges and opportunities for businesses. Born between 1997 and 2012, Gen Z is the first generation to grow up in a world dominated by the internet, social media, and smartphones. Their distinctive characteristics and digital upbringing require a tailored approach to marketing. In this comprehensive guide, we will delve deeper into understanding Gen Z, their social media habits, and effective marketing strategies to capture their attention and loyalty.

holding phones

Understanding Gen Z: A Digital-First Generation

Understanding Gen Z—a digital-first generation—is crucial for crafting effective marketing strategies that resonate with their unique values, behaviors, and preferences. As digital natives, Gen Z has grown up immersed in the internet and technology, making them highly adept at navigating the online world. This proficiency shapes their consumer habits, preferences, and the ways in which they engage with brands and content online.

Digital Natives

For Gen Z, the internet and digital platforms are not just tools but integral parts of their daily lives. Their comfort and fluency with technology position them as a key audience for digital marketing initiatives.

Social Media Pioneers

Social media isn’t just a pastime for Gen Z; it’s a crucial component of their social lives and how they consume information and entertainment. With an average of four hours spent on social media daily, platforms like Instagram, TikTok, and Snapchat are vital channels for engaging with this generation.

Authenticity Matters

Gen Z values genuine interactions and is more likely to engage with brands that demonstrate authenticity and transparency in their communications. This generation is skeptical of traditional advertising and looks for brands that can align with their values authentically.

Reluctance to Traditional Independence

Marked by a reluctance to rush into traditional markers of independence, many in Gen Z prefer living with their parents longer to save money. This pragmatism extends to their spending habits, indicating a focus on value and practicality in their purchasing decisions.

Influence of Social Media

A significant 80% of Gen Z has been influenced to make purchases based on social media recommendations. While influencer marketing is effective with this cohort, there’s a strong preference for genuine recommendations over overt advertising.

To effectively market to Gen Z, brands need to leverage digital platforms creatively and authentically. Engaging content, transparent communication, and alignment with their values and concerns will resonate more with this generation. Additionally, recognizing their financial pragmatism and preference for authentic, value-driven interactions can help brands build lasting relationships with Gen Z consumers.

woman holding a card with word, gen z

Effective Marketing Strategies for Gen Z

Now that we have a deeper understanding of Gen Z’s characteristics, it’s time to explore strategies that can help businesses effectively market to this generation.

Authentic Influencer Collaboration

Gen Z has a keen awareness of influencer marketing tactics. To engage this generation successfully, brands should focus on authentic influencer partnerships. Rather than having products as the sole focus of scripted content, integrate them seamlessly into a larger, genuine narrative. Highlight real experiences and benefits to resonate with Gen Z’s preference for authenticity.

Brand Persona on Social Media

Gen Z has ushered in the trend of brands having their own distinct persona on social media. Many companies are now hiring creators or hosts to represent their brands on these platforms. To mitigate the risk of relying solely on one brand personality, businesses should consider developing multiple brand personas, each catering to different aspects of their target audience.

Emphasis on Engagement

Gen Z tends to be less brand loyal than previous generations. To capture their attention and loyalty, brands should prioritise engagement. Encourage active participation, feedback, and user-generated content. Providing employees with the freedom to create content that resonates with their friends and families can also help foster engagement.

Leverage Trends

Staying up to date with in-the-moment trends on social media is essential for connecting with Gen Z. Brands should be agile and ready to act swiftly to capitalise on trending topics. Simplicity and relevance are key when participating in trending conversations.

Authenticity and Values

Authenticity remains the cornerstone of successful marketing to Gen Z. Brands should align with values that resonate with this generation, such as sustainability, social responsibility, and inclusivity. Demonstrating a genuine commitment to these values in actions and messaging can establish a strong connection with Gen Z consumers.

woman holding a cake

Conclusion

Marketing to Gen Z requires a nuanced approach that embraces their digital-first lifestyle, values authenticity, and prioritises engagement. Brands that understand the unique characteristics of Gen Z and adapt their marketing strategies accordingly will be better positioned to capture the attention and loyalty of this influential generation. By staying authentic, embracing trends, and fostering engagement, businesses can thrive in an era where Gen Z wields considerable consumer power.

Marketing is our business, so we have these techniques embedded in our social media. You may realise we love to engage with you, whether it’s a poll or comments. You may also find we have posted about BlackPink and Taylor Swift when they are touring. This strategy was formed before we started our profiles because we know content about marketing techniques does not allow us to ride the waves of trends. This is why we are different from other marketing agencies.

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Blog Branding

3 Formula 1 concepts an aerodynamicist used to create “Lune Croissanterie” – the best croissant in world

croissants

In the world of gastronomy, few culinary delights evoke as much passion and admiration as a perfectly crafted croissant. Crispy, golden layers that shatter upon the first bite, revealing a buttery, flaky interior—this iconic pastry is more than a breakfast staple; it’s an art form. While many bakeries aspire to create exceptional croissants, there’s one establishment that stands head and shoulders above the rest: Lune Croissanterie. Renowned for crafting what many consider the best croissants in the world, Lune Croissanterie owes its success to a surprising source of inspiration—Formula 1. Yes, you read that correctly. The same principles that drive the speed and precision of Formula 1 racing have been applied to the art of croissant-making, resulting in a culinary masterpiece. In this article, we’ll explore three key approaches from Formula 1 that have helped Lune Croissanterie achieve croissant perfection.

croissants

1. Reverse Engineering: Uncovering the Secrets of Perfection

Kate Reid, the founder of Lune Croissanterie, has a unique background that played a pivotal role in the creation of her exceptional croissants. Prior to her foray into the world of baking, she worked in the high-octane, high-tech environment of Formula 1. In Formula 1, teams often engage in a practice known as reverse engineering. This involves studying the designs and innovations of rival teams, dissecting their successes, and then applying these insights to one’s own racing cars.

Kate Reid applied the principles of reverse engineering to croissant-making. She embarked on a mission to deconstruct and analyse croissants from other bakeries, aiming to uncover the secrets of their texture, flavour, and appearance. Much like an F1 engineer scrutinising a rival car’s aerodynamics, Kate meticulously studied every aspect of croissant craftsmanship. Her objective was to discern the perfect ratio between dough and butter—the Holy Grail of croissant creation.

In the world of business, reverse engineering is a constant and vital activity. By successfully replicating existing products or processes, a business can gain ownership of the intellectual property, eliminating competitive disadvantages. Beyond product development, this principle extends to marketing, where businesses often study their competitors’ strategies to create more advanced and effective marketing plans. Much like Formula 1 teams analysing rival designs, successful businesses use reverse engineering to understand their competitors’ strategies and adapt accordingly.

croissants

2. It’s All About the Details: Precision That Sets Lune Apart

One glance at a Lune croissant is enough to appreciate the level of detail that goes into its creation. From using butter sourced exclusively from a farm in Normandy to measuring the dough with millimetre precision, Lune Croissanterie leaves no room for error. The company’s unwavering commitment to precision is the linchpin of its success.

Attention to detail is often the differentiator between being successful and being extraordinarily successful. In the world of marketing, similar principles apply. While some may view delving into intricate details as a time-consuming exercise, these details can be the defining line between a good campaign and an exceptional one.

When marketing professionals make strategic decisions—whether it’s choosing between social media platforms, determining the most effective targeting parameters, or debating the merits of focusing on Melbourne over Sydney—they are essentially navigating a labyrinth of details. The choices made in these nuances can be the deciding factor between a campaign that merely sells and one that sizzles. Just as Lune’s meticulous approach ensures consistency in its croissants, marketers who sweat the details can achieve consistency and excellence in their campaigns.

croissants

3. Partnering for Success: Recognizing the Power of Collaboration

Kate Reid’s journey to croissant supremacy was not a solitary one. Rather than attempting to master every aspect of her business herself, she recognized the value of partnerships, especially with individuals possessing skills that complemented her own. While some small business owners may fall into the trap of trying to do it all, Kate’s approach was to seek out collaborators who could bring specialised expertise to the table.

In the realm of marketing, this approach aligns with the concept of strategic partnerships. The field of marketing encompasses a broad spectrum of disciplines, from social media management and SEO to website development and influencer marketing. Attempting to become a master of all trades is a Herculean task. Instead, savvy marketers understand the importance of leveraging partnerships with experts in specific domains. These specialists possess a wealth of knowledge and experience that can greatly benefit a marketing campaign.

The ultimate goal in both business and marketing is success. If forming strategic partnerships can help achieve that goal more effectively, it’s a strategy worth pursuing. By collaborating with individuals or organisations that excel in areas where your expertise may be limited, you can harness the power of collective knowledge and capabilities, ultimately driving success for your clients or your business.

Conclusion

The story of Lune Croissanterie’s journey to creating the world’s best croissants is a testament to the universal applicability of principles from unexpected sources, in this case, Formula 1. By embracing reverse engineering, obsessing over details, and recognizing the value of strategic partnerships, Kate Reid and her team at Lune Croissanterie have crafted an extraordinary success story—one that can inspire and inform endeavours in any field, including the ever-evolving world of marketing.

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Blog Branding Content Marketing

5 Marketing Lessons From Taylor Swift

singer on stage

In the dynamic and ever-evolving world of marketing, valuable insights can be found in the most unexpected places. One such source of marketing wisdom is the illustrious career of Taylor Swift. Beyond her chart-topping hits and global fame, Taylor Swift offers a treasure trove of marketing lessons that resonate with businesses of all sizes. Let’s delve deeper into these lessons, each one a gem that can transform marketing strategies.

singer on stage

1. Great Products Redefine Markets

RCA Records and the Country Music Paradox

Taylor Swift’s journey to superstardom began when RCA Records discovered her talent. However, the initial plan was to mould her into a singer of other people’s songs. Taylor’s refusal to conform to this vision proved to be a pivotal moment. RCA had underestimated the potential of country music, assuming it had a limited listenership. Taylor, on the other hand, believed in her talent and the genre’s appeal. Her insistence on creating great, authentic country music not only revitalised the genre but also expanded its reach, ultimately reshaping the music industry.

Uber’s Market Disruption

Uber, a disruptor in the transportation industry, faced a similar challenge. A professor at New York University had estimated Uber’s market opportunity using the global taxi and car service market as a reference. However, this estimation failed to consider the transformative nature of Uber’s product—it was ten times better than traditional taxis. Over the years, Uber not only exceeded taxi ridership in New York City but also created a market larger than that of taxis. The lesson here is clear: great products have the potential to redefine and expand markets, often in unexpected ways.

2. Community as a Cornerstone

Taylor Swift’s Social Media Engagement

Since her debut, Taylor Swift has been a trailblazer in using social media to interact with her fans worldwide. Her active presence on platforms like Instagram and Twitter includes liking, commenting, and sharing fan-generated content. She recognized that her fans were online, and that’s where she met and nurtured her community. This commitment to building a loyal online fanbase has been a cornerstone of her success.

Startups Harnessing the Power of Communities

In the startup world, many companies are embracing the concept of communities to enhance their marketing efforts. For instance, Figma recently revamped its Figma Community, allowing users to explore templates created by other community members. A closely-knitted community often translates into powerful word-of-mouth marketing, a strategy known for its high conversion rates.

exciting fans

3. The Art of Brand Building

Authenticity and Vulnerability

Taylor Swift’s brand is built on authenticity and vulnerability, setting her apart in the highly competitive music industry. Unlike some artists who distance themselves from their lyrics, Taylor embraces her personal experiences and values, infusing them into her music. This approach resonates with her audience and reinforces her distinct identity.

Brand Consistency Breeds Loyalty

In the corporate world, brands that maintain consistency in their messaging and values tend to foster higher levels of loyalty. Consumers who perceive brands as steadfast in maintaining their image expect the product characteristics to remain consistent. For example, Disney movies consistently deliver a magical ending, while wearing Nike shoes signifies an athlete’s commitment to performance.

4. The Power of Product Velocity

Taylor Swift’s Prolific Output

Taylor Swift’s recent musical output has been nothing short of prolific. Between 2019 and 2022, she released a staggering 125 songs across six albums. What’s even more remarkable is how she tied this musical output to product variations. For instance, her “Midnight” album offers four different vinyl versions that, when collected, form a clock.

Continuous Product Development

This approach resonates with the corporate world, where continuous product development and expansion are keys to sustained growth. Consider Square, a financial technology company. In 2009, it had just one product. By 2013, the product count had risen to a mere eight. However, by 2020, Square offered a total of 25 different products and services, demonstrating the power of continuous innovation and expansion.

heart sign

5. Rewarding Top Fans and Superfans

Taylor Swift’s Gratitude to Superfans

Taylor Swift has a well-deserved reputation for going above and beyond to reward her superfans. Initiatives like “Secret Sessions,” where fans can visit her home and listen to her new album, exemplify her appreciation. In return, these superfans have reciprocated by driving remarkable sales. In 2022, one out of every 25 vinyl records sold in North America was a Taylor Swift album.

Superfans in the Corporate Landscape

Superfans aren’t limited to the realm of entertainment; they exist in the corporate world as well. These are the customers who not only spend the most but also engage the most and exhibit unwavering loyalty. Consider Snapchat, a social media platform that introduced “Streaks” to reward users for maintaining ongoing engagement. Such initiatives acknowledge and reinforce the value of superfans.

Taylor Swift’s marketing legacy transcends the music industry. Her journey from a budding artist to a global icon offers invaluable insights for businesses of all sizes. As we navigate the ever-changing landscape of marketing, we can draw inspiration from these lessons to craft strategies that resonate with audiences and drive success. Whether we’re redefining markets, nurturing communities, building brands, innovating products, or rewarding our most dedicated supporters, Taylor Swift’s marketing wisdom serves as a guiding star in our pursuit of excellence.

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Blog Instagram Social Media

The Different Types of Instagram Hashtags

discussion

In the ever-evolving realm of social media, mastering the art of Instagram hashtags is akin to wielding a powerful tool in the hands of a savvy marketer. Hashtags serve as the connective tissue that binds users, content, and communities in the vast Instagram landscape. Understanding the different types of hashtags and their corresponding audiences is pivotal in crafting a successful Instagram hashtag strategy. In this comprehensive guide, we delve deep into the world of hashtags, exploring three key types: community hashtags, branded hashtags, and campaign hashtags, each offering distinct benefits for brands.

The Essence of Hashtags

Before delving into the intricacies of these hashtag categories, let’s start with the basics. A hashtag, represented by the ‘#’ symbol, is a metadata tag used on social media platforms to categorise content and facilitate its discoverability. When users click on or search for a specific hashtag, they are presented with a feed of posts and stories that include that hashtag. This functionality makes hashtags a potent tool for increasing the visibility of your content to a broader audience, far beyond your immediate followers.

chatting with friends

Community Hashtags: Forging Connections

Why Are Community Hashtags Important?

Community hashtags are digital threads that weave together like-minded users who share a common interest, passion, or theme. They serve as virtual gathering places where individuals with similar affinities congregate. Employing community hashtags is instrumental for brands seeking to establish connections, enhance content discoverability, amass followers, and cultivate a dedicated online community.

Exploring Various Types of Community Hashtags

  • Product or Service Hashtags: These hashtags directly relate to your offerings, such as #florist for a flower shop or #dress for a clothing boutique.
  • Niche-specific Hashtags: To target a specific segment within your industry, use hashtags like #weddingphotographer or #travelphotographer to hone in on your niche.
  • Industry Instagram Communities: Engage with broader industry communities by utilizing hashtags like #bakersofinstagram or #foodiesofinstagram, fostering networking opportunities.
  • Event or Seasonal Hashtags: Capitalize on trending events or seasons with hashtags like #movember or #donutday to tap into relevant conversations.
  • Location-based Hashtags: Boost your local presence by incorporating location-based hashtags like #madeinmelbourne or #cafeinnewyork.
  • Daily Hashtags: Join the daily conversation on Instagram by embracing daily hashtags such as #mondayblues, keeping your content timely and relevant.
  • Content-relevant Phrases: Use phrases that resonate with your content, like #doglovers or #beyourself, to connect with individuals who share similar interests.
  • Acronyms and Emojis: Engage in the digital shorthand of hashtags like #potd (photo of the day) or #tbt (throwback Thursday), or add an emotional touch with emojis like #🌟 or #🌺.

Remember that variety is key. Employ a diverse array of community hashtags in your posts and stories to tap into different communities and expand your reach.

hashtag neon lights on wall

Branded Hashtags: Crafting Your Identity

Why Are Branded Hashtags Important?

Branded hashtags serve as the embodiment of your brand’s identity on Instagram. These unique and custom hashtags are crafted to connect themes, campaigns, and conversations between your brand and your audience. Branded hashtags can boost brand recognition, promote user-generated content (UGC), and amplify your brand’s presence.

Crafting Effective Branded Hashtags

  • Simple Brand Name: A straightforward branded hashtag can be your company name, tagline, or the name of a product or campaign.
  • Brand Identity: Alternatively, your branded hashtag can reflect your brand’s identity or values, even if it doesn’t contain your brand name. This approach allows you to convey a specific message or sentiment associated with your brand.
  • Engagement Encouragement: Encourage your Instagram followers to use your branded hashtag in their posts and stories. This user-generated content not only increases your brand’s visibility but also fosters a sense of community and engagement.
  • Promotion and Tracking: Promote your branded hashtag on your stories, in captions, and across your marketing materials. Additionally, tracking your branded hashtag enables you to monitor and engage with user-generated content effectively.
hashtag paper on hand

Campaign Hashtags: Focused and Impactful

Why Are Campaign Hashtags Important?

Campaign hashtags are designed for shorter-term initiatives, typically tied to specific marketing campaigns, events, product launches, or partnerships. These hashtags generate concentrated engagement over a brief period, making them perfect for building momentum and fostering a sense of urgency.

Harnessing the Power of Campaign Hashtags

  • Short and Sweet: Campaign hashtags should be concise and memorable, facilitating easy recall by your audience.
  • Campaign Alignment: Ensure that your campaign hashtag aligns seamlessly with the campaign’s theme, message, or goals.
  • User Engagement: Encourage user participation by urging them to incorporate the campaign hashtag in their posts, enabling them to become part of the campaign’s narrative.
  • Time-bound: As campaign hashtags are time-sensitive, set a clear start and end date to create a sense of urgency.

In the dynamic realm of Instagram marketing, a strategic approach to hashtags is pivotal. Community hashtags help you connect with like-minded audiences, branded hashtags foster brand identity and engagement, and campaign hashtags generate short-term buzz. By understanding the nuances of each hashtag type, you can create a holistic Instagram hashtag strategy that elevates your brand’s presence, fosters community, and drives engagement.

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Blog Instagram Social Media

How to Find the Best Instagram Hashtags for Your Account

hashtag

Instagram continues to reign supreme as a platform for sharing visual content, engaging with audiences, and building brand presence. One of the most potent tools at your disposal on this platform is the humble hashtag. However, the key to success with Instagram hashtags is not just throwing popular ones onto your posts haphazardly. To truly leverage the power of hashtags, you need a well-thought-out strategy. In this comprehensive guide, we’ll delve into the art and science of finding the best Instagram hashtags for your account, helping you maximise your reach and engagement.

hashtag graphic

The Pitfall of Popular Hashtags

It’s tempting to use those ubiquitous hashtags like #love, #happy, or #dog, which have been used millions of times. After all, they appear to have massive engagement potential. However, the reality is that using such generic hashtags may not yield the results you desire. While your post might appear in the feed of those hashtags, the competition is fierce, making it challenging to stand out. To truly make an impact, it’s essential to adopt a more strategic approach.

The Power of Niche Hashtags

Instead of swimming in the vast sea of popular Instagram hashtags, consider finding and using hashtags that are smaller, more niche, and possess an engaged audience relevant to your industry or business. The logic behind this strategy is simple: the more niche the topic, the more conversations users are having around it. Therefore, by honing in on a specific topic or theme, you increase the likelihood of connecting with an audience genuinely interested in your content. It’s remarkable just how niche hashtags can get, and that’s where the treasure trove of engagement lies.

Understanding Your Audience

To embark on your hashtag journey, you must first have a deep understanding of your target audience. Your hashtags should be not just relevant but contain keywords and phrases that your audience is actively searching for. This valuable insight can be gleaned from thorough market research and social media intelligence to understand what your target audience is discussing online. Knowing their pain points, interests, and preferences will be your North Star when selecting hashtags.

Learning from Competitors

A fantastic way to gain valuable hashtag inspiration is by examining what successful brands in your network are doing. Take a closer look at brands with similar content, products, or a target audience akin to yours. Scrutinise their content strategy, focusing on their top-performing posts. Highlight the hashtags they employ and consider their applicability to your brand for future posts. Your competitors can serve as a treasure trove of insights, helping you refine your hashtag strategy.

searching hashtag on instagram app

Emulating Industry Leaders

Instagram influencers and industry leaders who share your target audience can be a goldmine for identifying effective hashtags. Every industry has its respective key influencers – those who have already garnered a substantial following of your ideal customers. Find out who these influencers are in your niche and use their posts as a source of inspiration. They are already well-established with your target audience, so why not learn from the best? Analyse their content and note the hashtags they use consistently.

Exploring Related Hashtags

Expanding your hashtag repertoire involves exploring related hashtags. This approach not only broadens your reach but also deepens your connection with a community of like-minded users. To do this, simply type your primary hashtag into Instagram’s search bar and then select “tags” from the dropdown menu. This action will unveil a list of top hashtags closely related to your chosen one, providing additional avenues to reach, monitor, and engage with your target audience. You can also browse through posts containing a hashtag you’re already having success with, as this can lead you to related hashtags that are resonating with your audience.

The Art of Balancing Act

While it’s tempting to go all-in on niche hashtags or rely exclusively on what competitors and influencers are using, the key to hashtag success is balance. Aim for a mix of hashtags that cater to different aspects of your content, industry, and audience. Here are some tips to strike that delicate balance:

  • Size Matters: Use a combination of hashtag sizes. Include a few popular ones (but not overly saturated) to broaden your reach and some smaller, niche ones for targeted engagement.
  • Stay Relevant: Ensure that the hashtags you choose are always relevant to your content. Using unrelated or random hashtags can confuse your audience and damage your brand’s credibility.
  • Rotate and Experiment: Don’t use the exact same set of hashtags for every post. Rotate them and experiment with new ones regularly to keep your content fresh and attract a diverse audience.
  • Track Performance: Keep an eye on how different hashtags perform. Over time, you’ll identify which ones drive the most engagement and adjust your strategy accordingly.
  • Create Your Unique Hashtags: Consider inventing your brand-specific or campaign-specific hashtags. This not only helps in branding but can also foster a sense of community among your followers.
  • Mind the Limit: Instagram allows up to 30 hashtags per post, but using all 30 isn’t mandatory. Find the right number that works for your content – it could be 10, 15, or any other number.
four friends laughing together

Tools and Resources

To make your hashtag research and implementation more efficient, consider using some of the many available tools and resources:

  • Instagram’s Search Bar: As mentioned earlier, Instagram’s search bar is a valuable resource for discovering related hashtags.
  • Hashtag Generator Tools: Several online tools can help generate relevant hashtags based on a keyword or topic. Examples include Hashtagify and All Hashtag.
  • Analytics Platforms: Social media analytics platforms like Sprout Social and Hootsuite can provide insights into hashtag performance and audience engagement.
  • Competitor Analysis Tools: Tools like SEMrush and Buzzsumo can help you analyse your competitors’ content and identify the hashtags they use.
  • Industry-Specific Hashtag Lists: Some industries have curated lists of popular and niche hashtags that are commonly used. These can be a great starting point for your research.
  • Create a Personalized Hashtag Library: Maintain a library of hashtags that have worked well for your content in the past. This can save time when posting new content.

Summary

Mastering the art of finding the best Instagram hashtags for your account is a blend of strategy, research, and creativity. By understanding your audience, learning from competitors and influencers, exploring related hashtags, and striking a balance in your hashtag usage, you can elevate your Instagram game and connect with the right audience. Remember that hashtag trends evolve, so stay agile and adapt your strategy accordingly. With the right hashtags, your Instagram account can become a powerful tool for brand promotion and community engagement.

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Blog Instagram Social Media

Best Practices for Instagram Hashtags (Updated 2023)

Woman walk in front of neon wall

In the fast-paced world of social media, Instagram hashtags remain a potent tool for customer discovery and content visibility. However, it’s crucial to use them strategically to avoid appearing spammy and damaging your brand’s image. In this comprehensive guide, we’ll explore the best practices for using Instagram hashtags effectively in 2023.

hashtag graphics

When to Use Instagram Hashtags

The first question that often arises is when to use Instagram hashtags. The answer, in short, is as often as possible. Whether you’re sharing a post or an Instagram story, incorporating hashtags into your content can significantly expand your reach and increase your chances of being discovered.

However, it’s essential to exercise discretion. There are occasions when using hashtags may not be appropriate, such as when sharing sensitive or emotionally charged content. In such cases, it’s advisable to carefully consider the tone and subject matter of your post and evaluate your goals before deciding whether to use hashtags.

The Quantity Conundrum: How Many Hashtags to Use

One of the most common questions is, “How many hashtags should I use?” Unfortunately, there is no one-size-fits-all answer. Different experts have varying opinions on the matter. Some, like social media strategist Alex Tooby, advocate for using the maximum number of hashtags allowed (30) to maximise your chances of discovery. Others recommend a more conservative approach, suggesting that 5-10 hashtags suffice.

Ultimately, the decision depends on your content and your audience. If you can identify 30 highly relevant hashtags for each post, it may be worthwhile to use them. However, the quality of your hashtags is paramount. Using a plethora of irrelevant or generic hashtags can harm your brand’s image and engagement. Thus, strike a balance between quantity and relevance.

woman smiling at her phone

Crafting the Perfect Hashtag Selection

Choosing the right hashtags is a critical step in your Instagram strategy. To make your hashtags work for you, focus on intentionality. Ensure that the hashtags you select are actively searched for and followed by your target audience.

To avoid coming across as spammy, it’s essential to diversify your hashtag selection for each post. Avoid using overused and gimmicky hashtags such as #likeforlike or tags that have been employed over a million times. While these might yield a few extra likes, they won’t contribute to building an engaged, targeted following.

Instead, hunt for ultra-niche community hashtags that are highly relevant to the content you post. These hashtags not only increase your discoverability among like-minded users but also foster a sense of community around your content. Moreover, don’t forget to utilise a branded hashtag when appropriate. Using your branded hashtag consistently is the first step in encouraging others to share it, thereby amplifying your brand’s reach.

Visibility Matters: Where to Place Your Hashtags

Instagram offers two primary locations for placing hashtags: within the post caption or in the comments. Each has its advantages and considerations.

Adding Hashtags to the Post Caption

Including hashtags in your post caption has the benefit of immediately engaging with users interested in those hashtags as soon as you hit the “publish” button. This can result in quicker initial engagement with your content.

Placing Hashtags in Comments

Alternatively, you can add hashtags in the comments section of your post. This keeps your caption looking clean and uncluttered, contributing to a visually appealing aesthetic. However, it’s important to note that this approach may delay engagement with users interested in those hashtags, as they won’t see your post until after you’ve added the comment.

To maintain a tidy caption while using hashtags, you can employ line breaks to separate the main part of your caption from the hashtags. This design choice allows you to strike a balance between aesthetics and discoverability, catering to both visual appeal and engagement.

three friends looking at a phone while having tea

Embracing Hashtag Trends

In addition to these best practices, it’s essential to stay current with hashtag trends in 2023. Social media trends evolve rapidly, and Instagram is no exception. To keep your hashtag strategy effective, consider the following:

  • Stay Updated: Regularly research and update your list of hashtags to ensure they are still relevant and trending within your niche.
  • Follow Industry Influencers: Influencers and industry leaders often introduce new and trending hashtags. Keep an eye on their content and incorporate relevant trends into your strategy.
  • Monitor Engagement: Continuously analyse the performance of your hashtags. Identify which ones generate the most engagement and adjust your approach accordingly.
  • Use Analytics Tools: Leverage social media analytics tools to gain insights into hashtag performance, audience demographics, and content engagement.
  • Create Campaign-Specific Hashtags: For specific marketing campaigns or promotions, consider creating unique and memorable campaign hashtags. These can help build buzz and encourage user-generated content.

Summary

Instagram hashtags remain a valuable asset for expanding your reach and engaging with your target audience in 2023. By following these best practices, including using hashtags consistently, choosing the right quantity and quality, and strategically placing them in captions or comments, you can harness the full potential of Instagram’s hashtag ecosystem. Keep an eye on evolving trends and adapt your strategy accordingly to stay ahead in the dynamic world of social media marketing.

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Blog Instagram Social Media

8 Ways to Optimise Your Instagram Hashtags (updated 2023)

holding hashtag block

Instagram hashtags remain a powerful tool for expanding your reach, connecting with your target audience, and fostering engagement. A well-crafted Instagram hashtag strategy doesn’t just cast a wide net; it casts the right net, capturing the attention of the ideal users for your business. In this comprehensive guide, we will delve deep into eight tips to optimise your Instagram hashtags, enabling you to reach your target market effectively and elevate your engagement to new heights.

instagram app icon

1. Check Your Instagram Hashtag Analytics

Before diving into the world of hashtags, it’s essential to assess the performance of the hashtags you’ve used in the past. This analysis provides valuable insights into which hashtags have resonated with your audience and driven engagement. By examining your Instagram hashtag analytics, you can determine what hashtags to reuse in the future. Pay attention to the following metrics:

  • Impressions: Measure how many times your post was viewed due to a specific hashtag.
  • Reach: Assess the unique accounts that viewed your post through a hashtag.
  • Engagement: Analyse the likes, comments, and overall interaction generated by each hashtag.

By leveraging these insights, you can fine-tune your hashtag strategy and ensure that you’re targeting the right audience.

2. Aim for the Top Posts in Hashtags

Earning a spot in the top posts for a hashtag is akin to hitting a home run in the world of Instagram. It can significantly boost your visibility and expose your content to a broader audience. To secure a place among the top posts, two key factors come into play:

a. Engagement QuantityThe quantity of engagement your post receives plays a pivotal role. The more likes and comments your post accumulates, the higher the chances of it reaching the top posts section. Instagram’s algorithm interprets this rapid engagement as a sign of high-quality, engaging content.

b. Engagement SpeedSpeed is of the essence when aiming for the top posts. Top posts are typically determined within the first 24 hours of posting. Hence, generating a substantial amount of likes and comments shortly after posting sends a strong signal to Instagram that your content is both engaging and relevant.

To achieve this, consider engaging with your audience, responding to comments promptly, and encouraging interactions to drive your content to the top.

using phone during coffee session

3. Include Your Branded Hashtag in Your Instagram Profile

Instagram now allows you to add clickable hashtags to your profile bio. This feature presents a golden opportunity to create an Instagram bio that not only tells your story but also directs visitors to your website or promotional campaigns. Integrating your branded hashtag in your bio makes it more functional and versatile. You can utilise hashtags to:

  • Promote your Instagram community.
  • Highlight your branded content.
  • Announce ongoing Instagram campaigns and contests.

By making your branded hashtag easily accessible through your bio, you encourage users to explore and engage with your branded content, fostering a sense of community around your brand.

4. Post Your Hashtags in the First Comment

Posting your hashtags in the first comment of your Instagram post is a clever strategy that allows your caption to take centre stage while preserving the discoverability of your content. This approach keeps your caption clean and uncluttered while still capitalising on the engagement opportunities hashtags offer.

After posting your content, swiftly add a comment containing your chosen hashtags. This way, you maintain a visually appealing aesthetic without sacrificing the benefits of hashtag-driven discoverability.

instagram post

5. Add Hashtags to Your Instagram Stories

Instagram Stories have become a dynamic and popular format for engaging with your audience. Adding hashtags to your stories is a fantastic way to enhance the discoverability of your content. Each Instagram story allows you to include up to 10 hashtags, including one clickable hashtag sticker. Here’s how to make the most of this feature:

  • Use relevant and trending hashtags related to your content.
  • Incorporate a clickable hashtag sticker that complements your story.
  • Experiment with different hashtag combinations to see which ones drive the most engagement.

By integrating hashtags into your Instagram Stories, you give your content an additional chance to be discovered by a broader and more diverse audience.

6. Entice Your Followers to Follow Your Brand Hashtag

For brands and businesses, encouraging followers to follow your branded hashtag opens up a remarkable opportunity. When users follow your branded hashtag, your content can appear twice in their feed—once as they follow your profile and once again through the hashtag. This dual presence doubles your chances of engagement and brand exposure.

To entice your followers to follow your brand hashtag:

  • Showcase the value of your hashtag by consistently sharing engaging and relevant content under it.
  • Run campaigns and contests that revolve around user-generated content using your branded hashtag.
  • Promote your hashtag across your social media channels and marketing materials to raise awareness.

By making your brand hashtag an integral part of your community, you create a more immersive and engaging brand experience for your audience.

7. Run Hashtag-Based Campaigns and Promotions

User-generated content (UGC) contests and campaigns are all the rage for a reason—they’re entertaining, boost engagement, and expand your reach to new audiences. Leveraging branded hashtags in these campaigns can be highly effective. Here’s how to do it:

  • Encourage your audience to tag relevant content with your branded hashtag.
  • Consider creating campaign-specific hashtags to categorise and collect UGC.
  • Use UGC to create a sense of community and showcase your brand’s authenticity.

These campaigns not only drive engagement but also generate valuable user-generated content that you can repurpose for your marketing efforts, further extending the life and impact of your campaigns.

8. Avoid Using Banned Hashtags on Instagram

Last but not least, it’s crucial to steer clear of banned hashtags on Instagram. Banned hashtags are those flagged and “disabled” by Instagram for violating community guidelines. Using these hashtags can lead to your content being hidden from search results, severely limiting your brand exposure.

To ensure you’re not using banned hashtags, stay informed and periodically review your hashtag list. Instagram updates its list of banned hashtags regularly, so vigilance is essential to safeguard your brand’s reputation and visibility.

Instagram hashtags remain a potent tool for growing followers and engagement in 2023. To optimise your hashtag strategy, focus on data-driven decisions, aim for top posts, utilise branded hashtags, strategically place hashtags in your posts, and harness the power of Instagram Stories. Additionally, encourage followers to engage with your brand hashtag, run hashtag-based campaigns, and always steer clear of banned hashtags. By implementing these tips, you can navigate the ever-changing landscape of Instagram hashtags effectively and drive meaningful growth for your brand and engagement with your audience.

Categories
Blog Social Media Social Media Advertising

What Agencies Won’t Tell You About Social Media Advertising?

Group Discussion

You can do so much more than showing your post to more audiences and get more exposure.

checking on data

Introduction to Social Media Advertising

Social media advertising, also referred as social media marketing (SMM), are one of the most straightforward marketing tools for small businesses and start-ups to get hold of.

While social media ads are often being compared to search engine ads, we see them differently.

We often use social media ads before Google Ads for new businesses or those without a substantial online presence. Social media ads are more similar to traditional marketing which repeatedly broadcast your brand and products to the public. These messages will create brand awareness amongst those who have seen the ads.

As the brand becomes more well known, Google Ads is the harvester that we use. Search engine ads can collect those audiences who are actively searching for a relevant result.

If we are putting social media ads onto the customer-based brand equity model, social media ads are the bottom two levels – brand identity and brand meaning – that build a brand before customers are willing to interact with a brand.

Misconceptions to Social Media Advertising (or Digital Marketing in general)

The ultimate goal of all marketing and advertising campaigns is to increase sales. However, the time required to reach a significant difference in conversion is not as instant as it seems.

We often regard this issue to the “instant” nature of our lives currently. Because our computers, the Internet and our lives generally are more convenient than before, most of us are used to the culture of instant gratification that extends to the expectation in influences of digital marketing.

Yet, the building and maintenance of a brand is never an overnight wonder. It requires long-term dedication before a significant change can be seen. And this seemingly old school understanding of perseverance is a characteristic that is much needed in digital marketing.

The effects of social media advertising require time to be seen and more effort to maintain. One example that marketing schools and myself love to use is Coca-Cola. The iconic brand stood firm over the decades because of its branding, not because of innovative products. Coca-Cola was not conservative on any marketing, spending up to 60% of its revenue on marketing to maintain its brand awareness.,

discussing in group

So, what didn’t other agencies tell you?

Over our time in the industry, we have clients that previously worked with other digital marketing companies. And we have very mixed feedback from them in understanding social media advertisements.

Benefits that they can bring

To describe some of those, we would love to use an Aussie word: “dodgy”.

Because of the general lack of understanding in digital marketing, some agencies take advantage of such to promote their business. One of such is making false claims.

Some agencies will say that they can double your sales with social media adverts. While this sounds appealing, it is not a reasonable claim in most cases.

The general lack of digital marketing facts forces most digital marketers to continually test and trial for an optimised marketing campaign. And these come down to the variables in a scientific experiment:

  • Independent variables
  • Dependent variables
  • Controlled variables

The independent variables in social media advertisements are our copywriting, images and videos. And the dependent variables are the ad’s responses, including impressions, likes, comments and other engagements.

On the other hand, sales are mostly referred to as “conversions” in social media advertisements. However, conversions are often not direct from social media advertisements that are not dependent on the ad.

Making claims on something that is not directly related to a campaign is not a fraud, but definitely, an action that requires more research and understanding of social media advertising and their abilities.

More often than not, these claims are used as bait for customers. Concluding the experiences of our clients, we have not seen many successful cases in reaching their claims.

Use of advertisement budget

It is undeniable that advertising needs money. But, most of the time, is your money being used in the right place?

Yes, the fees you are paying to the agencies shall include their working hours and the expertise and experience. But it does not mean that you have to spend huge sums.

Social media advertisements are so beloved by marketers, mostly because of its ability to dial down to a particular demographic group. Such allows some of the most effective uses of marketing budgets that the world has ever seen.

For example, selling baby formula for different ages is more accurate with social media ads. These platforms can help marketers match individual advertisements to new parents, parents with older kids, or even couples expecting a newborn.

The marketers’ expertise and experience can help pinpoint the best audience for your social media ads that maximise your advertising budget’s effectiveness.

Some agencies without the knowledge will spend a huge budget to maximise reach and impression of the ads. With a highly extended reach, more exposure can lead to more conversion. But it also means your advertising budget is not generating the performance that you should be expecting.

Remarketing

Remarketing is a relatively new concept to advertising benefitted by the trail of data we left.

A common case that you will experience remarketing is when you visit a website recently, you will soon begin to notice advertisements from that particular brand.

Remarketing is an excellent marketing method as those who see a retargeted ad are 43% more likely to become a conversion (or sales for easier understanding).

Yet, retargeting is neither simple to set up nor easy to execute. And most agencies will not mention remarketing in most times.

Valuable statistics for your business

Your social media advertisements’ traffic and impression can often provide insightful statistics for your business in both online and offline performance.

Some of those statistics include:

  • Age
  • Gender
  • Location
  • Interest
  • Affinity to other markets
  • In-market
  • Operating System

While the source of these statistics is limited to your online audience, the numbers still served as significant references to your brand’s performance and offered insights to new business opportunities.

With the use of insights tools in social media and website tags, like Google Tag and Facebook Pixel, these statistics should be readily available to social media agencies. However, it is totally up to their willingness to share with their clients and enjoy a better success for both parties.

women stamping notes on whiteboard

How to choose your next social media advertising agency?

Honesty and trustworthiness should be the most sought after characteristics when you look for your next social media agency.

These characteristics are a great foundation of the relationship with the agency and the credibility of the agency.

While significant growth should not be expected within a year, you should be able to see some changes in three months. If no positive change was seen, or even showing negative issues, it is best to find another agency.

Most of the time, agencies should not be hesitant in sharing statistics to you as those are data specifically from your business. And administrator access to your social media page should also be welcomed by the agency.

Even if you do not know how to read such statistics or use a business social media account, you shall still access those aspects.

Still, looking for a social media marketing agency? The Comma Creative is here to help.