The New Hashtag Normal: Community mapping and demographic mining via AI
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This document discusses how hashtags are used for discovery, growth, and measurement on social media. It notes that while hashtags can still be used to track metrics and engage audiences, changes to platforms' privacy policies and increased AI usage mean marketers, influencers, and individuals need new hashtag strategies. The document provides tips on using different sized hashtags for discovery on Instagram and constructing authoritative accounts that appeal to AI systems.
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The New Hashtag Normal: Community mapping and demographic mining via AI
- 2. #HASHTAG PAYDIRT Hashtagging For Growth & Discovery
- 4. Staying on Top of Social Media is Hard! You Should Have: » Totally Organic Growth! » Authentic Engagement! » Work/Life/Family Balance! @CiaranBlu @Hashtracking
- 5. What’s Changing » APIs… Privacy and data policy changes » More “security” but less transparency » More user data collection on platforms » Hashtag discovery methods being promoted » Hashtag measurement downplayed, and in some cases blocked @CiaranBlu @Hashtracking
- 6. What These Changes Mean for Brands, Influencers and Individuals » Marketers and influencers need new ways to track » Hashtags still going strong, but being used differently » Clever hashtaggers get many more views @CiaranBlu @Hashtracking
- 7. How Humans Use Hashtags » Describe content » Curate a topic or conversation » Locate an item, post, image » Identify a brand, cause, group @CiaranBlu @Hashtracking
- 8. How AI Uses Hashtags » AI = Intricate pattern recognition (people, places, things) » Volume of data shared on social media has grown exponentially, beyond human sorting capability. » Data from hashtags is being prioritized because it yields powerful, predictive demographics @CiaranBlu @Hashtracking
- 9. How Hashtags Have Helped Us Marketing: » Demographic targeting » Transparency - metrics » Campaign management More: » Crisis management » Cause awareness/mobilization @CiaranBlu @Hashtracking
- 10. Basic Hashtag Metrics » Posts » Impressions » Reach » Engagement » Top Lists Goals: Prove ROI, improve strategy, ID influencers, gather intel about competitors @CiaranBlu @Hashtracking
- 11. New Hashtag Roles: Discovery & Growth Ops » Hashtags in feeds » Hashtags in Stories » Related Hashtags Goals: Content discovery, community growth, improved engagement @CiaranBlu @Hashtracking
- 12. #Tagged @CiaranBlu @Hashtracking The New Hashtag Normal: Community mapping and demographic mining via AI.
- 13. Specific Hashtags Get Discovered More @CiaranBlu @Hashtracking » Activity » Trend » Location » Identity/Brand » Cause » Conversation » Your Own!
- 14. Grow Your Own » Measurement still matters » Train AI to recognize you » Grow Your community » Curate your content/conversation @CiaranBlu @Hashtracking
- 15. S/M/L Hashtags for Instagram Discovery » Large Tags are a lottery /longshot. May yield big rewards: No more than 10% total » Medium Tags are more specific, stay fresh for 24-48 hrs. 60-70% total » Small Tags are specific, nche and personal.Can last weeks, months, even years. 20 -30% total @CiaranBlu @Hashtracking
- 16. How to Explore Hashtags on Instagram @CiaranBlu @Hashtracking
- 17. Hashtagging Deeper: Tagging for Authority » Hashtags are no longer about raw numbers/engagement. » Hashtags are being used to measure authority within a target topic, niche, location or demographic – even if you are not aware of these numbers…yet. » Think about hashtag “clusters”, and how your tags convey your topic/niche authority. @CiaranBlu @Hashtracking
- 18. What Authoritative Accounts Look Like to AI » Accounts that are active and interacting with like minded clusters of people, using similar hashtags » Consistent Captions - Similar post captions with related hashtags » Consistent Image Quality/Content – Similar images types that “match” hashtags and area of authority, as well as community and follower interests
- 19. Hashtags Do’s and Don’ts DO Be accurate and specific for each image – IG reads images. DON’T Be repetitive DO Check your tags for bans DON’T Use overly popular/inaccurate tags DO your research and find specific tags DON’T Overreach with your tags DO Look for engaged tags – see Handout for sources DON’T Be a Hashjacker DO Use Hashtags in your Insta stories, profile @CiaranBlu @Hashtracking
- 20. Ways To Use Hashtags Today Instagram – Discovery/Measurement/Authority Twitter - Discovery/Measurement/Authority Pinterest – Discovery/Authority (Measurement via platform partners only) Facebook – Discovery/Authority Blog Titles (feed to social media) - Discovery Contests - Measurement Campaign/Branding/Cause Marketing - Discovery/Measurement/Authority All Forms of Event Marketing Discovery/Measurement/Authority @CiaranBlu @Hashtracking
- 21. Why We Feel #Entitled @CiaranBlu @Hashtracking
Editor's Notes
- “Organic” and “Authentic” is (mostly) a myth Giveaways, pods, nets etc = purchased traffic (potato/potato) Purchased/fake traffic makes good economic sense Fake is everywhere AI is getting better at recognizing fake. What works today, may hurt you tomorrow. The systems has always been gamed - Neilson example We are training the AI for the future
- Instagram Algorithm Changes (constant testing) Phenomenal growth of AI intelligence - tracking links shared on messenger, things sold on marketplace, link clicks etc . No more third party data brokers No more access for third party measurement which means…. Facebook and Instagram have become walled gardens. Influencers and brands to learn new skills for growing audiences, designing campaigns, measuring success. No more Hashtag API for measurement on Instagram*
- Instagram API is being streamlined to include only select information about owned and partner accounts - no platform wide measurement of hashtags, terms, links, or competitor benchmarking More and More Pay for Play - data is there, but not for free Data Mining is intense, every action is monitored, logged and cross referenced. Creating a global body of data that could be used for very different purposes than it is now (China/Black Mirror example)
- Hashtags are self applied by the user. They are the only cross platform free public utility that can be used to: Describe content in a post or photo Curate a topic, conversation, collection of like posts Locate an item, post, image in the world Identify & Generate Content around a brand, cause, group Measure & Reveal Data about reach, impressions, demographics Hashtags are applied by the user - they are a form of self identification
- AI from your childhood - Guessing Game 1988 (based on 1970 game) uses neural network, very hard to cheat Nonstop experimentation Data grows and grows Now learning new languages and cultural differences Hard to game a neural network, but the results, how that data is used, and what info is extracted and manipulated. Neural nets categorize people very efficiently. These can be for marketing purposes or for more nefarious campaigns. Thinks fake news and propaganda. Use data to create an echo chambers, exercise confimation bias Or use data to Silence dissent Data Dictatorships/Segmented and Controlled Conversations (danger danger) Now more than ever, need for Transparency, and cross platform metrics - take it back to HASHTAGS
- Hashtags have become an important essential tool for marketing management, contests, community growth etc. But beyond this they serve a greater, more important purpose. Platforms offer help in a crisis and have great ability to do good People do not need the platforms permission to use and analyze hashtags use when there is transparency. Hashtags, and those who track them, are not limited to a single platform As long as we can track hashtags, the ability to crosscheck and crossreference what we are seeing vs what we are being shown - we maintain some agency as consumers of social media. What does that mean for ME?! I just want to know what hashtags to use…. NOT SO SIMPLE We’ve come to take many of these freedoms for granted.
- Measuring hashtags is a job for the beancounters, less appealing to the creatives. It’s why I built my product. It’s boring. Unless you really dig in and do some examining, it’s not so glamorous. But it is CRITICALLY important. Platforms would have us pivot to using hashtags solely for discovery. And while discovery seems like more fun, it’s important to know that discovery is just Measurement, served up with a side of AI.
- AI is the key to using hashtags for discovery. AI tells us what hashtags are coincidental, related. It makes recs based on audience and tribe, topic and location. The pivot to Discovery sounds sweet to influencers, if it works. But we have to understand that this comes at a cost to us and our community - we are more platform dependent and cannot control how our community that we are fighting to grow is marketed to (by our competitors/the highest bidder). Our goals MUST include moving that community to a space we can own.
- Every message we send or recieve from chat enabled bots on Messenger (Zulily example), every purchase we make on marketplace, every link and image we like or click, every app enabled game we play… We have to understand that this luxury of discovery comes at a cost to us and our community. We are more and more platform dependent for our engagement needs and cannot control how our community that we are fighting to grow is marketed to (by our competitors/the highest bidder). We are giving up more information about ourselves, our people, and there are no long term guarantees about how that information will be put to use. Our goals MUST include moving that community to a space we can own.
- Person, place, thing, or…
- Use your own hashtag for the following reasons Use your own hashtag for the following reasons Independently measure across multi platforms Potential for greater exposure via algorithm changes (Ilana story?) Grow community (and take them off the platform to your own space) Curate your content within a platform Independently measure across multi platforms Potential for greater exposure via algorithm changes (Ilana story?) Grow community (and take them off the platform to your own space) Curate your content within a platform
- Tag abuse, Algorithm dings for overuse and banned tags, “shadowban” , see handout for tips tricks, tools and how to hide hashtags in your stories
- Chart here?
- Hashtags feel like a right. Public place to assemble Nobody owns them Can be used for free Independent/open way to measure - not platform specific or owned IMPORTANT not to give this up! Continue to use them, for your own good, and the good of the world. That said, hashtags ARE being monetized and measured and used as a marketing tool by FB & Instagram and it is something every marketer and influencer has to deal with..
- This is important…