Using some popular Instagram hashtags can lead to a “shadowban”

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 12, 2019, 2:47 PM UTC

But choosing the right hashtags improves user engagement and can lead to better sales

Instagram uses hashtags to help users find content that they are interested in and more than 60% of users visit the app to find new products. Brands need to be sure that they use the right hashtags on their posts for better outreach and customer engagement. 

Instagram categorises some popular hashtags like #books, #women, #adulting as spam due to high usage of these hashtags. Excessive use of these hashtags could lead Instagram to mark the account as bot-run and lead to a “shadowban” on the account, hiding content from the wider Instagram audience without the account owner being informed by the platform.

Brands can use a mix of generic and niche hashtags which are specific to their products. Once the right hashtags have been decided, brands can test these hashtags with Instagram analytics to see which posts gets more engagement.

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