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Should You Use Hashtags on LinkedIn? [Poll]

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Should You Use Hashtags on LinkedIn? [Poll]


Do you use hashtags on your LinkedIn posts? Should you?

Over the last week, we polled our audience on LinkedIn to get their perspective on whether they’ve added hashtags into their LinkedIn approach, and the overwhelming majority now have, according to the over 3,000 people that took part.

But still, 15% have not – so the question is should you bother using hashtags on your LinkedIn posts, and are hashtags actually helping to improve your content performance?

As a quick refresh, LinkedIn actually supported hashtags back in 2013, before deactivating them for several years due to lack of usage, the re-instating support again in 2016. Given the platform’s own shifts on such, it makes sense that questions remain as to whether people should or shouldn’t use them, but over the last couple of years, in particular, LinkedIn’s worked to put more emphasis on hashtags as a connective tool, in helping to show users more relevant content, and helping brands link-into niche interests.

For example, users can now manage their followed hashtags as a means to control their news feed, while company pages can also attach themselves to certain tags via the ‘Community Hashtags’ feature, which then enables you to post as your brand in related discussions.

LinkedIn Community Hashtags

We actually spoke with LinkedIn about hashtag use on the platform last year, and they recommended these key practices:

  • Use them correctly – Be sure to include the # sign before any keyword or phrase. Avoid any spaces, punctuation, special symbols or emojis
  • Don’t overdo it – We recommend using no more than three hashtags per post, and leveraging both broad and niche hashtags for increased exposure
  • Do your research – Before including a hashtag, type it into the LinkedIn search bar to make sure it has strong usage in order to connect you to the most relevant audiences.
  • Go niche – Try going as specific as possible for increased exposure (#TED2021 vs. #marketing)

So we have some insight here into optimal hashtag use on LinkedIn, direct from LinkedIn itself, as well as some helpful tips on how to find the right tags for your posts.

But do they actually help?

It’s hard to say. In our experience, posting to the SMT page, we haven’t seen a significant boost in traffic from LinkedIn as a result of using hashtags. We add two hashtags to every post, and in comparing our referral traffic numbers, the results are relatively steady over the past two years, if not lower last year than previous, while we’ve been adding tags.

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Of course, it also depends on your focus – we’re generally focused on referral traffic, and we measure that over in-app performance, so it’s possible that while we may not be driving a heap more clicks, we could be generating more discussion on LinkedIn as a result of linking into certain tags. Certainly, our LinkedIn follower count has increased over time, and that can have its own benefits. But results will vary, and the only way to know for sure what the best hashtag approach is for your audience is to take baseline performance measurements, then test for 3-6 months, or more, to see if any changes you make impact those numbers.

If you’re looking for further LinkedIn hashtag insight, you can test out the tags that LinkedIn recommends below each of your posts in the composer, while you can also search for hashtags in the app to glean more insight into how many followers each has and other, related tags.

LinkedIn also recommends following LinkedIn Editor Dan Roth’s Creator Weekly newsletter, in which he regularly shares trending topics on the platform, which could highlight new hashtag opportunities.

The consensus, based on our poll, would suggest that you should be using hashtags, but our recommendation is to conduct a more conclusive test of your own to measure their effectiveness. And maybe, as the new year is shifting into gear, now is the right time to try them out and see what results you get.



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Meta Expands Automated Ad Optimization Options via ‘Meta Advantage’ Program

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Meta Expands Automated Ad Optimization Options via ‘Meta Advantage’ Program

As it works to mitigate the impacts of Apple’s ATT privacy prompts, which have reduced its capacity for personalization and data-based ad targeting, Meta’s looking to enhance its automated ad tools, and make them more available to more businesses, via a new expansion of its ‘Meta Advantage’ automation program.

Originally launched back in March, Meta Advantage groups together its various ad automation and AI-based tools, in order to make it easier for advertisers to understand which elements do what, while also highlighting the various automation tools it has on offer.

And now, Meta’s expanding its Advantage options – first off, Meta’s adding ‘Advantage+ Shopping’ campaigns, which will provide assistance in ad creation, and will be able to automate up to 150 creative combinations at once. 

As per Meta:

Rolling out to ecommerce and retail advertisers on August 15, the Advantage+ shopping campaigns tool gives advertisers new ways to optimize campaigns. Advantage+ shopping campaigns uses AI to automate the campaign creation process and is powered by new machine learning models.”

Those models, according to Meta, have been generating good results:

In a study of 15 A/B tests, we discovered that Advantage+ shopping campaigns drove 12% lower cost per purchase conversion compared to advertisers’ Business as Usual (BAU) ads.

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The update will provide more options for eCommerce brands, while Meta’s also looking to enable businesses with a FB or IG Shop to use it as a destination for Advantage+ shopping campaigns.

We’ll then use the power of AI to direct people to the Shop or the seller’s website based on what has the highest likelihood to result in a transaction.”

Meta Advantage

So the process (which is still in testing) will be able to guide users to where they’re more likely to convert, based on their past behavior. Elements like this have been particularly impacted by Apple’s update, because Meta can’t track where people are tapping through to – though recent research has shown that Meta is still able to track link click activity when you use the in-app browser in its apps.

That could make this a more effective option, which could be worth considering in your campaigns.

Meta’s also looking to give SMBs more access to the same tools, with smaller brands now able to access Advantage+ creative and Advantage audience to create ads via their Facebook Page.

“Advantage+ creative automatically adjusts ad creative for each person who views your ad. This helps show them the version they’re most likely to respond to, delivering better ad performance, while Advantage audience creates a personalized audience based on your Page details and automatically adjusts over time to help you reach more relevant people with your ad.”

Both of these new options are now available when you create ads from your Facebook Page.

Meta’s also updated its creative optimization options via Ads Manager, in order to better enable advertisers to create multiple versions of an ad, that are optimized for what viewers are more likely to respond to, while it’s also testing a new process that will automatically add music from Meta’s sound catalog to image-based ads, ‘creating a more immersive experience for placements in Reels ads’.

These are some interesting updates, and it may well be worth exploring Meta’s evolving Advantage product suite, in order to gauge how they might help to enhance your campaigns in its apps.

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Using automation has become an increasingly viable option for brands, as online ad systems continue to evolve and ‘learn’ from user behaviors. And again, with less data to go on, due to the new iOS prompts, automation could well be the best way to maximize campaign performance.

You can learn more about Meta Advantage here.

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