The Marketing Move No One is Talking About (But Everyone Should Be Doing)
When it comes to social media marketing, brands are always looking for the next big thing to give them an edge over the competition. Whether it's new features, viral trends, or fresh content formats, there’s always something that promises to supercharge engagement. But there's one marketing move that’s quietly been making waves—without enough people talking about it—and it’s right in front of your eyes: using hashtags on Instagram Stories.
Yes, you read that right. Hashtags on Stories.
While many marketers are busy focusing on hashtags in posts, few are harnessing the full potential of hashtags in their Stories. And frankly, that’s a missed opportunity. If you’re not using hashtags in your Stories, you’re likely overlooking a powerful tool that can dramatically increase your reach, discoverability, and engagement.
Let’s break down why this tactic works and why it’s the marketing move you should be all over right now.
Why Hashtags on Stories Matter
Boost Your Reach and VisibilityInstagram’s algorithm is all about showing the right content to the right people, and hashtags play a crucial role in that process. When you use hashtags on your Stories, your content can be featured on the corresponding hashtag page, making it visible to users who are actively searching or following that hashtag. Even if those users don’t follow you, your Story can appear on their Explore page or in the hashtag’s feed. This gives you access to an entirely new audience—something posts alone can’t always do.
Increase Story EngagementHashtags aren’t just about visibility—they can also drive direct engagement. People who are searching for specific hashtags are more likely to interact with content that resonates with them. If your Story appears under a hashtag they’re following or searching for, they’re more inclined to swipe up, reply to your story, or engage with your content. This type of organic interaction builds deeper relationships with potential customers or followers.
Discoverability for Niche AudiencesHashtags let you target specific, niche communities. Unlike broad hashtags that reach a massive audience, niche hashtags attract highly engaged, interested users. For example, instead of using #food (which is oversaturated), you might use #plantbasedrecipes or #bostonfoodies to reach people specifically interested in your unique offering. This can help you reach a hyper-targeted audience, increasing the chances that viewers will become engaged followers or customers.
Story Hashtags Are InteractiveThe beauty of using hashtags in Stories is that they make your content interactive. Viewers can tap on hashtags to explore more content related to that tag. If your Story is one of the first to appear when someone clicks on a trending hashtag, it’s an automatic way for your content to be discovered by a wider group of interested people.
Trend-Driven VisibilityHashtags can also tie your Stories to real-time trends, creating an opportunity to join in on popular conversations. Trending hashtags give you a direct line to current events, viral moments, and social buzz. By using trending hashtags in your Stories, you can position your brand within the conversation, showing your audience that you’re up-to-date and relevant.
How to Use Hashtags on Stories
Now that we’ve established why hashtags in Stories are a game-changer, let’s talk about how to use them effectively.
Pick the Right Hashtags: The first step is to choose relevant hashtags that reflect your content. There’s no one-size-fits-all formula here—hashtags should be closely related to your brand, audience, and the story you're telling. Use a mix of broad and niche hashtags. Broad hashtags (like #fitness) can reach a wider audience, while niche hashtags (like #yogainstructorlife) can help you connect with highly engaged users who are more likely to interact with your content.
Use Hashtag Stickers and Text: Instagram gives you two ways to add hashtags to your Stories: the Hashtag Sticker and plain text. The sticker is the more obvious choice, but adding hashtags as text allows you to customize the look and feel of your Story, keeping the design clean and aligned with your brand’s aesthetic. You can also hide hashtags (by resizing them or placing them behind stickers or emojis) if you don’t want them to dominate your Story but still want to benefit from the increased reach.
Limit Your Hashtags: Instagram allows you to use up to 10 hashtags on Stories, but don’t feel like you need to use all of them. Using too many hashtags can clutter your Story and make it look spammy. Stick to around 3-5 relevant hashtags for optimal reach. Remember, quality over quantity always wins.
Add Location Hashtags: Along with your industry-specific hashtags, include location-based hashtags if relevant to your business. Location tags (e.g., #NYCFoodies, #LAEvents) are a fantastic way to target local audiences and attract customers from specific geographic areas. Instagram’s algorithm favors localized content, so adding a location hashtag can increase your chances of appearing in local feeds.
Monitor Hashtag Performance: Use Instagram Insights to track the performance of your Stories with hashtags. This will help you understand which hashtags are driving the most engagement, so you can refine your strategy over time. If certain hashtags aren’t delivering results, swap them out for more relevant or trending ones.
The Bottom Line...
Hashtags on Instagram Stories may not be the buzziest marketing move, but they’re one of the most underutilized strategies that can elevate your social media presence. By boosting your discoverability, targeting niche audiences, and driving engagement, hashtags can give your Stories a huge advantage in a crowded digital space. So, if you’re looking for a marketing tactic that has the potential to elevate your content and help you stand out—without the noise—start using hashtags in your Stories. Trust us, your reach will thank you for it.
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