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Khoros Staff

Six Steps to Intelligence Mastery: Step 2 - Sourcing Hashtags for Instagram

Overview: In this series, our Product Coaching experts share the most commonly used features of our Intelligence product with real examples you can use in your day-to-day. 

Instagram continues to grow as a fundamental channel in an organization's social marketing outreach. An Instagram strategy should include using and sourcing hashtags. An Instagram post with at least one hashtag averages 13% more engagement than one without.*

*source: adweek

In the context of Intelligence, sourcing hashtags gives us a wide range of search options, but Instagram limits the amount of hashtags an organization can search.

Why?

The Instagram Hashtag API, which was introduced December 11, 2018, limits the number of hashtags an Instagram Business Account can search in third party tools like ours to 30 a week. These hashtags can be sourced for each business account. The more relevant and rich hashtags you add the more relevant will be the search results you obtain. Example - you might want to add hashtags of your company and tagline, your competitors and the hashtag relevant to your industry. Brands must be aware of and monitor all apps accessing the Instagram API on their behalf in order to maximize what can be available to them through the platform.

Tracking and Managing Hashtags in Instagram Intelligence

Intelligence users will manage their 30 hashtags a week limit per account from the Hashtag management tab inside Intelligence.

hashtag1.png

Pro Tip: When tracking a new hashtag we encourage users to include a description. Since hashtags are shared across all users of an Instagram account this lets other users know why the hashtag is being tracked.

After authenticating in Instagram Intelligence, a user will be able to see a dropdown of any Instagram business accounts available to them and the corresponding 30 hashtags for each account. What shows up here depends on what pages a user has the right permissions on. 

You will notice tabs for Active, External, and Expiring.

  • Active - This includes hashtags a user wants to consistently monitor. These "Active" hashtags will auto-renew each week. This will be the best way for users to track evergreen hashtags that are important to their business.
  • External - This includes hashtags that were originally searched by a third-party app but are associated with a users Instagram account. Users can view results for these hashtag searches but do not control when these hashtag searches are deleted.
  • Expiring - This includes hashtags that a user has chosen to delete. Hashtags searched count against the 30 hashtag limit for 7 days. When a user deletes a hashtag it will move to this expiring tab where it will remain until it has been 7 days since it was originally searched. This helps alert other users which hashtags are slated to be phased out.

Pro Tip: Though you only can track 30 hashtags per Instagram business account, you can replace hashtags that are underperforming; just delete the current hashtag and add a new one. Closely managing and updating hashtags is a best practice.

AdamP_1-1589569469175.png

Creating a Search

To create a search that pulls from your tracked hashtags, your tracked authors and Khoros's database of Instagram business accounts, navigate to the search page in Instagram Intelligence. Here you can choose to search already sourced hashtags and authors from our Search Builder tool.

hashtag3.png

 

Or you can create a more complex search that looks for a combination of terms, mentions or hashtags.

hashtag4.png

The results we return will be pulled from your tracked hashtags, your tracked authors, and Khoros's database of Instagram business accounts.

Pro Tip: When setting up tracking it is pretty common for users to choose very specific hashtags that relate to campaigns and brand messaging specific to them.  Remember you can also track broader hashtags related to your vertical to increase your overall search results as well as competitor hashtags for comparison data.

What we have learned:

  • Organizations can track up to 30 hashtags per Instagram business account. These hashtags along with authors and @mentions create the total search pool for Instagram.
  • Monitoring and managing hashtags closely provides better searches and is a best practice.
  • A mix of specific and broad hashtags create better overall Instagram searches in Intelligence to inform your social strategy.

Additional Resources:

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