WHY hashtags don’t work
WHY hashtags don’t work in this industry is pretty obvious…..you’d think. Hashtags became popular through Twitter who used them to organize subjects and post links to relevant posts without actually using a link. For Twitter’s purposes it’s a great idea. Unfortunately less than 1% of the population uses Twitter to find a bar or restaurant to visit so for our purposes, sorry Twitter but you’re dead to me. When everyone wanted the same convenience in Instagram and Facebook. They added the feature, even though it really didn’t translate as intended.
Think of hashtags as keywords you would type into Google
In a Google search, the word “restaurants near me” makes perfect sense and you should rank high for this word as a #1 priority! (Hit me up if you’d like to see where you rank now and how I can help you improve this ranking). BUT #restaurantsnearme is worthless. Yet “restaurant marketers” will do this. Or you’ll see things like #burgers #happy hour #bestbrunch. Ok great keywords but keep in mind you’re reaching a nationwide audience. Technically worldwide, who could potentially see your post with this hashtag.
Worldwide visibility?? I’m in!
Yes but likes do not equal business. If your post gets 10,000 impressions and 100 likes yet converts to ZERO people walking through the door, that’s not marketing. It’s broadcasting. I’m all for brand awareness if it’s aimed at the right people. If you have 1 location in Kansas city but thousands of people in California saw your post, you are broadcasting an image, nothing more.
Lets ask the experts
I’ve challenged the experts to show me an instance where a hashtag worked. And simply brought someone in the door of a bar or restaurant. I heard a ton of theories and a ton of “probably’s” but in the end it’s just not a good fit for our industry. If a hashtag unique to your business is established then maybe. Something like #bestofthebeach is cultivated over the course of years it COULD be successful. It depends on how many other industries are also using the same hashtag. And only if they are contributing to the pool of viewers. This is not the first I’ve discussed this, read more on why hashtags are worthless here.
Believe it or not there are TONS of articles telling you how to use these to market a restaurant. Yes they can be used but in my pinion they are a waste of time. Articles like this are insane to me and surprisingly current https://www.restoconnection.com/hashtags-for-restaurants-everything-you-need-to-know/
Read more about my loathing of hashtags for bars and restaurants here.