Hashtags

Hashtags are an integral part of many social media networks as a lot of platforms are hashtag-based, first and foremost of course Twitter and Instagram, though users on both platforms use hashtags for different purposes: On Twitter, one or two hashtags are used to discuss current topics, so clicking on a hashtag allows you to see different opinions. On Instagram, users generally use more hashtags; the hashtags indicate general themes (e.g., #wanderlust for people sharing pictures from traveling), but are often disconnected from debates in the media.

Consequently, it is recommended, even necessary, to use hashtags. But: It is important to use the right hashtags – and to keep the differences of the platforms in mind.

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When to introduce your own Hashtag?

As part of your own counter speech or narrative campaign, you might come up with a specific hashtag to increase your reach and to brand your campaign. However, please set realistic expectations as introducing a hashtag that becomes viral is not so much based on science, but on luck and public debate. Still, there are some recommendations:

When introducing a new hashtag as part of a campaign, make sure that beforehand you already share the news with partners, relevant activists and NGOs, speakers, influencers, etc., asking them to participate in the activity by using the hashtag.

Your hashtag should relate to current debates in media and politics, for instance: As a consequence of the global #metoo debate, journalist Ferda Ataman introduced the hashtag #metwo to increase visibility for discrimination and racism that Germans with a so-called migrant background still experience on a daily basis.

Lastly, it is easier for new hashtags to go viral in smaller markets: In Germany and Italy, the Twitter market is smaller, thus, it does not take too many users adopting your hashtag to make it go viral. In bigger Twitter markets, such as the UK, Spain and Japan, it is trickier.

On Instagram, you can usually add more hashtags, so it is a great opportunity to introduce a branded hashtag that utilizes your NGO name, slogan or refers to your campaign.

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When to piggyback on other Hashtags?

On Twitter, it is generally useful to adopt hashtags that are already trending: Make them work for you and your goals and values.

The downside of piggybacking on already popular hashtags for your own campaign means that your messages might get lost in the thread. Nonetheless, it might be worth it, especially if you want to be a part of the conversation.

Especially when you focus on a counter speech campaign, you could consider hijacking negative hashtags – a strategy mostly used by haters to negate the efforts of NGOs and activists. However, an analysis by Twitter showed that the hijacking also works the other way around, especially in countries with less Twitter users (such as Germany and Italy), thus allowing you to put a positive spin on a negative hashtag. But keep in mind: By hijacking a negative hashtag, you are continuing to spread discriminatory language

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How to identify trending hashtags?

You can identify trending hashtags on Twitter quite easily as they are usually displayed on the right side of your Twitter feed. If not, use the #explore button on the left column to see current trending hashtags in your country. Most likely, some of the activists and NGOs and media you follow on Twitter might already use trending hashtags as well.

On Instagram, check what are the most relevant hashtags for you and follow them; also follow accounts that are working in a similar sphere, so you can also see which hashtags others are using. Use precise hashtags and do not use hashtags that have nothing to do with you and the content you share. Do not use more than 20 hashtags – and even 20 is a lot, 5 maximum 10 hashtags would be much stronger.