We’ve been there: you post this amazing photo on Instagram featuring a gorgeous sliced apple, and after 4 hours you only have a handful of likes and 0 comments. Instead of asking yourself why you haven’t received any engagement on your masterpiece photo, ask yourself, “Have I used relevant hashtags to their optimal potential?”

Probably not.

Hashtags require a thorough approach, and it’s likely that you may have missed opportunities to incorporate hashtags into your overall social media marketing strategy. Originally created to index searchable terms and groups on Twitter, the hashtag has since evolved to play a role across various social media networks to join people together. But what many brands miss is that the true success of hashtags is measured not necessarily in quantity, but the quality and appropriate placement that will allow for organic reach to audiences interested in your products.

Take a look at these #ProTips for using hashtags more thoughtfully in your digital marketing:

• When running contests and/or promotions on Twitter, Instagram or even Facebook, create a hashtag that’s unique to the contest so that you can engage with entrants. For example: #AppleADayGiveaway
• Once you’ve created a unique hashtag for a promotion, stick to it. Integrate #AppleADayGiveaway on every tweet or post about the ongoing contest. This will serve as a monumental asset when tracking the contest’s progress.  
• Do some research to discover what hashtags consumers are using when they’re talking about or including your products in their posts. For example, if you’re trying to reach #apple lovers on Instagram, there’s likely another set of hashtags that this close-knit community is utilizing to connect with each other. Find out what those hashtags are and include them in your posts, too.
• In addition to researching what hashtags to use, make sure you consider what hashtags aren’t being used. For example, if you create a unique hashtag for a specific contest or promotion, you want to make sure someone else isn’t already using it. But this also works in reverse: if you are using a hashtag to reach a new audience, you want to make sure the hashtag you use is being used by others, so that you can reach them.
• Don’t use too many hashtags! It’s considered “spam” to hashtag every other word in your tweets. Instagram is a little different and more accepting of multiple hashtags, but don’t go overboard! We recommend using 3-4 hashtags on your initial post, and if the post isn’t receiving multiple likes and/or comments after a few hours, comment on the post and add a few more to increase reach.
• Use hashtags that are relevant to the content that you are posting. For fresh produce brands, this may include #mealprep, #eatclean or #greensmoothie. Avoid the temptation to use hashtags that are not relevant to your content, meaning that just because #MileyCyrus is trending, it doesn’t mean you should use the hashtag in your post.

Whether you are a #hashtagfanatic or a hashtag hater, there’s no denying the power hashtags can have for brands looking to connect with audiences online. With a little creativity and an insightful approach to social media, you can set your business up for #hashtag success. What are you waiting for? Get out there and hashtag your heart out!