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New Report Highlights That Instagram Hashtags Don’t Significantly Increase Post Engagement

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New Report Highlights That Instagram Hashtags Don't Significantly Increase Post Engagement

Do hashtags actually help to improve the reach of your posts on Instagram?

The pervading belief has been that they do, but recently, Instagram Chief Adam Mosseri poured cold water on the hashtag debate by noting that hashtags don’t really help views.

Instagram hashtags aren’t designed to maximize distribution, necessarily, with the real focus being on categorizing content to better connect users with what they’re looking for.

But still, that should also help to improve reach, right? Do hashtags really not influence post views?

To get some answers, the team at Socialinsider recently analyzed over 75 million Instagram posts published between March 2021 and March 2022, to see what the data says about the relationship between Instagram hashtags and post views.

The research shows that the number of hashtags an Instagram post has does not influence post distribution.

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As you can see in the graphic below, there are no significant differences in the average engagement rate by impressions values of the Instagram posts analyzed, despite the number of hashtags.

ig hashtags and impressions

The highest average engagement rate by impressions (3.41%) is generated by posts with 3-4 hashtags. This comes as no surprise – Instagram itself has previously noted that keeping between 3-5 hashtags is the best strategy to adopt when dealing with post distribution.

But, ultimately, the number of hashtags you use doesn’t influence reach, on average, at least not in any significant way.

The Socialinsider team wanted to dig further, so they added an additional parameter in ‘Follower Count’ to ensure that we’re looking at equal comparisons.

The data shows that there aren’t any major differences in the average impression rates of the Instagram posts analyzed when looking at the number of hashtags and followers in conjunction, though there are some nuances, depending on the profiles’ following base.

1650355323 80 New Report Highlights That Instagram Hashtags Dont Significantly Increase Post

In the case of big accounts (50K and 1M followers), the impression rates decrease as they use more Instagram hashtags. According to the data, the best practice for big accounts is to use 3-4 hashtags to maximize their chances of reaching the average engagement rate by impressions of (3.42%).

For small accounts, with 5K – 10K followers, more tags also equals declining engagement, but the variance is not as pronounced. That said, it’s still a good practice for small accounts to include fewer hashtags (focusing on 5-6 hashtags) to achieve the best engagement rates.

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The same trend applies to mid-sized accounts, with 10K – 50K followers, which should use more 5-6 hashtags to ensure higher impression rates.

Of course, all of this depends on your specific audience, the types of hashtags you use, and the goals you’re trying to achieve. Still, according to this data, and industry experts, Instagram hashtags don’t help with post distribution.

The real trick is to use the right hashtags for your target audience, in order to get your posts seen by the people searching for the right topics in the app. Do your research, determine the right tags for each of your posts (based on the topics of each, not the same hashtags for every update), and you should still see reach benefits from hashtag use.

More insights on Instagram hashtags can be found in the full report.

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

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Snapchat Explores New Messaging Retention Feature: A Game-Changer or Risky Move?

In a recent announcement, Snapchat revealed a groundbreaking update that challenges its traditional design ethos. The platform is experimenting with an option that allows users to defy the 24-hour auto-delete rule, a feature synonymous with Snapchat’s ephemeral messaging model.

The proposed change aims to introduce a “Never delete” option in messaging retention settings, aligning Snapchat more closely with conventional messaging apps. While this move may blur Snapchat’s distinctive selling point, Snap appears convinced of its necessity.

According to Snap, the decision stems from user feedback and a commitment to innovation based on user needs. The company aims to provide greater flexibility and control over conversations, catering to the preferences of its community.

Currently undergoing trials in select markets, the new feature empowers users to adjust retention settings on a conversation-by-conversation basis. Flexibility remains paramount, with participants able to modify settings within chats and receive in-chat notifications to ensure transparency.

Snapchat underscores that the default auto-delete feature will persist, reinforcing its design philosophy centered on ephemerality. However, with the app gaining traction as a primary messaging platform, the option offers users a means to preserve longer chat histories.

The update marks a pivotal moment for Snapchat, renowned for its disappearing message premise, especially popular among younger demographics. Retaining this focus has been pivotal to Snapchat’s identity, but the shift suggests a broader strategy aimed at diversifying its user base.

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This strategy may appeal particularly to older demographics, potentially extending Snapchat’s relevance as users age. By emulating features of conventional messaging platforms, Snapchat seeks to enhance its appeal and broaden its reach.

Yet, the introduction of message retention poses questions about Snapchat’s uniqueness. While addressing user demands, the risk of diluting Snapchat’s distinctiveness looms large.

As Snapchat ventures into uncharted territory, the outcome of this experiment remains uncertain. Will message retention propel Snapchat to new heights, or will it compromise the platform’s uniqueness?

Only time will tell.

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Catering to specific audience boosts your business, says accountant turned coach

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Catering to specific audience boosts your business, says accountant turned coach

While it is tempting to try to appeal to a broad audience, the founder of alcohol-free coaching service Just the Tonic, Sandra Parker, believes the best thing you can do for your business is focus on your niche. Here’s how she did just that.

When running a business, reaching out to as many clients as possible can be tempting. But it also risks making your marketing “too generic,” warns Sandra Parker, the founder of Just The Tonic Coaching.

“From the very start of my business, I knew exactly who I could help and who I couldn’t,” Parker told My Biggest Lessons.

Parker struggled with alcohol dependence as a young professional. Today, her business targets high-achieving individuals who face challenges similar to those she had early in her career.

“I understand their frustrations, I understand their fears, and I understand their coping mechanisms and the stories they’re telling themselves,” Parker said. “Because of that, I’m able to market very effectively, to speak in a language that they understand, and am able to reach them.” 

“I believe that it’s really important that you know exactly who your customer or your client is, and you target them, and you resist the temptation to make your marketing too generic to try and reach everyone,” she explained.

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“If you speak specifically to your target clients, you will reach them, and I believe that’s the way that you’re going to be more successful.

Watch the video for more of Sandra Parker’s biggest lessons.

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Instagram Tests Live-Stream Games to Enhance Engagement

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Instagram Tests Live-Stream Games to Enhance Engagement

Instagram’s testing out some new options to help spice up your live-streams in the app, with some live broadcasters now able to select a game that they can play with viewers in-stream.

As you can see in these example screens, posted by Ahmed Ghanem, some creators now have the option to play either “This or That”, a question and answer prompt that you can share with your viewers, or “Trivia”, to generate more engagement within your IG live-streams.

That could be a simple way to spark more conversation and interaction, which could then lead into further engagement opportunities from your live audience.

Meta’s been exploring more ways to make live-streaming a bigger consideration for IG creators, with a view to live-streams potentially catching on with more users.

That includes the gradual expansion of its “Stars” live-stream donation program, giving more creators in more regions a means to accept donations from live-stream viewers, while back in December, Instagram also added some new options to make it easier to go live using third-party tools via desktop PCs.

Live streaming has been a major shift in China, where shopping live-streams, in particular, have led to massive opportunities for streaming platforms. They haven’t caught on in the same way in Western regions, but as TikTok and YouTube look to push live-stream adoption, there is still a chance that they will become a much bigger element in future.

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Which is why IG is also trying to stay in touch, and add more ways for its creators to engage via streams. Live-stream games is another element within this, which could make this a better community-building, and potentially sales-driving option.

We’ve asked Instagram for more information on this test, and we’ll update this post if/when we hear back.

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