Cashing in on social media trends - Trends, trends, trends finding, exploiting, reporting - Talkwalker
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Cashing in on
social media trends
Trends, trends, trends
finding, exploiting, reporting
Introduction
Social media is critical to every marketer. Gone are the days when
social media was a vehicle for product discovery and awareness.
Social media marketing plays a crucial role in driving intent and
conversion within your brand’s journey. If you can find what everyone is
talking about - the trends - you’re onto a winner.
You’ll already be aware of ongoing trends on social media. For instance:
• #ThrowbackThursday – It’s Thursday and you’re struggling
to find something interesting to post. No matter. Find an old
photo and add a hashtag.
• Reaction GIFs – If I see a reaction GIF of Ross from Friends
once more, I’ll… You’ll find these on Twitter, Facebook, Tumblr
and even in blog comments. Sometimes, an awesome
animated GIF gets your point across and grabs attention.
But, please, when is this trend going to end?
• #FridayFeeling - It’s nearly the weekend. YAHOO! Often
accompanied by a wacky GIF or cute photo
This eBook is going to show you how to find those trending topics that
will give you a competitive advantage. A topic you can jump on and get
involved. Even go viral.
I’m going to give you a tool for finding trends. I’ve lined up 12 experts
to talk about what’s trending in AI. A trending hashtag template to
help you organize your hashtags and the metrics to measure their
performance. Finally, a simulated report from the Talkwalker platform
that measures the share of voice of Tesla.
Why you should be cashing in on social media trends
As content marketing strategies go, using topics that are trending in your
niche can be hugely successful. If you know how to find them.
We spoke with a bevy of marketing experts who happily shared their
predictions for social media trends 2019. I recommend checking it out.
Interesting read.
If you know how to find social media trends, you can create relevant
content, and there’s a chance you’ll become part of the trend. Winning
popularity and brand awareness.
The hardest part is identifying the best social media trends…
TALKWALKER ©
TABLE OF CONTENTS
06 7 steps to finding trends with Quick Search
• What are social media trends?
• Why do you need to find social media trends?
• 7 steps to finding social media trends
1. Choose your keywords wisely
2. Long or short-term trends?
3. Head in the word clouds - identifying results
4. Filter out the noise
5. Sorting the peaks from the troughs
6. Pull words from the cloud to find more peaks
7. Hunting down your trend
12 Let’s put AI trends on the marketing table
• Why AI is awesome
• Artificial intelligence is here to stay!
• What can AI do for marketers?
• Marketing experts share their trends
• The future of media monitoring
• Targeting the right audience with the right message
• What AI means for the everyday consumer and
marketer
• Shape up to new technology to gain competitive
advantage
• Talkwalker’s AI feature blew my mind!
• AI is a buzzword for marketers, but do they
understand it?
• The tools don’t provide insights - humans do
• Image recognition gives purchasing power to
consumers
• Dreams come true with Talkwalker AI Engine
• How will you stand out in an AI-saturated world?
• AI needs purposeful development
TALKWALKER ©
• Token-incentivized humans validating AI-generated
metadata
TABLE OF CONTENTS
25 Trending hashtags - the best hacks for more engagement
• Why you have to use hashtags
• Who owns a hashtag?
• How to identify trending hashtags on Twitter
• How to find Instagram hashtags
• How to find the hashtags that trend all year
• How to find hidden hashtags your consumers use
• Hack those hashtags!
• Download trending hashtag template
35 Tesla simulated share of voice (SOV) report
• What is share of voice?
• Why should you report on SOV?
• How to report share of voice
• Download Tesla simulated SOV report
TALKWALKER ©
7 steps to finding trends
with Quick Search
Finding and exploiting trends on social media is crucial to your brand.
You’ll gain the competitive advantage in your industry and with your
competitors. You’ll learn about consumers and find inspiration to
create content that resonates.
It’s not hard to find trending topics. Let’s be honest, social media is erupting
with them. What can be a struggle, is digging through the noise and identifying
the trends that’ll work for your brand.
Table of contents
• What are social media trends?
• Why do you need to find social media trends?
• 7 steps to finding social media trends
1. Choose your keywords wisely
2. Long or short-term trends?
3. Head in the word clouds - identifying results
4. Filter out the noise
5. Sorting the peaks from the troughs
6. Pull words from the cloud to find more peaks
7. Hunting down your trend
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7 STEPS TO FINDING TRENDS WITH QUICK SEARCH
What are social media trends?
Practices or behaviors rampant among consumers. Social media trends are so
much more than what people are buying. You’ll also find product feedback and
sentiment about brands.
Why do you need to find social media trends?
There are conversations about your industry taking place on social media. Get
in there. Engage. Add to the chat.
You came to the party late. Everyone’s gone home. Shame!
Joining a conversation has to be done in real-time, and the only way you’re
going to do that is if you’re monitoring… constantly.
Once you’re in, you’ll find a heap of valuable information. Reasons you should
find trending content, including:
• Product development ideas
• Customer support issues to solve
• What your competitors are up to
• What consumers are looking for
• Inspiration for content
• Relevant content to share with your followers
• Keeping up to date on trending topics in your industry
If you’re reacting in real-time, you’ll be recognized as a thought leader.
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7 STEPS TO FINDING TRENDS WITH QUICK SEARCH
How to find social media trends with Quick Search
Your 7 steps to finding the best social media trends for your brand.
1. Choose your keywords wisely
Choose a key element to search for, whether that’s your industry - fashion,
finance, automotive - a product category - app, cake - or a popular hashtag
that you use - #OOTD, #NowPlaying- and enter it into your search bar.
Quick Search - choose your search term - industry, product, hashtag.
2. Long or short-term trends?
You can look at a broader overview of the industry from the last 13 months,
or narrow down to what’s impacting this week by switching to 7 days (or even
24 hours). You can also specify countries or languages to find the trends more
relevant to your audience.
Choose your time period.
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7 STEPS TO FINDING TRENDS WITH QUICK SEARCH
3. Head in the word clouds - identifying results
Dig into the word clouds to see what keeps appearing in your topic
conversations. Don’t forget to look at 2-word and 3-word phrases, plus
mentioned brands and events. The results will also give you an overview of the
top engaging stories at that time.
Dig deeper into your word cloud to find popular topics.
4. Filter out the noise
At this point, there may be some noise disturbing your results, such as
frequently used hashtags or topics that are being constantly mentioned. Cut
these out with the engagement Boolean. By only focusing on the mentions with
higher engagement, you cut down the chatter, and focus on the mentions that
consumers are interested in.
Use the “engagement:>150” filter to clear the noise.
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7 STEPS TO FINDING TRENDS WITH QUICK SEARCH
5. Sorting the peaks from the troughs
Now, look at your mentions over time graph. Is there a peak of conversation? If
so, dig deeper into the conversations, and see what caused it. Usually, a spike in
mentions means there is a specific story that people are engaging with.
Check out the peaks and investigate the cause.
6. Pull words from the cloud to find more peaks
Add some of the other keywords you’ve found from your word clouds into your
search, and then compare them on your mentions over time graph. Look for a
point where all 3 graphs are spiking to find when those topics are all engaging
at the same time.
Compare word cloud keywords with mentions.
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10 TALKWALKER ©7 STEPS TO FINDING TRENDS WITH QUICK SEARCH
7. Hunting down your trends
In this example, it would have been easy to focus on the budget during this
time period. But it was actually the announcement of the commision of a new
50p coin to mark Brexit that gained the most engagement. That would be the
trend you wanted to jump on relating to finance that week, with over 295,000
engagements in just one week.
Jump on the trend that has most engagement and relates to your search.
Conclusion
Want your content to go viral? Looking to increase traffic to your website?
Searching for product inspiration? Trends - hot topics, buzz - are one of the
best ways to make this happen. You just need to find them, and find them fast.
Jumping on a trend late, means you’re just another marketer trying to catch up.
Remember the 7 steps:
1. Choose your keywords wisely
2. Long or short-term trends?
3. Head in the word clouds - identifying results
4. Filter out the noise
5. Sorting the peaks from the troughs
6. Pull words from the cloud to find more peaks
7. Hunting down your trend
Be a leader, not a follower.
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11 TALKWALKER ©Let’s put AI trends on
the marketing table
We’ve been inundated with scary stories about artificial intelligence.
The conversations about AI have stirred up controversy, fueled intense
debates, and spooked. Scaremongering, fake news, blatant untruths
have created a reluctance to even consider an artificial intelligence
future.
Robots are going to steal your jobs! Humans have had their day! AI bots
will threaten humanity!
Scream the headlines.
I’ve gathered 12 marketing experts to quell your fears. What exciting AI trends they
see on the horizon, and how these will enable marketers to scale new heights.
Table of contents
• Why is AI awesome?
• Artificial intelligence is here to stay!
• What can AI do for marketers?
• Marketing experts share their AI trends
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Why AI is awesome
I have glimpsed the future impact of AI on marketing, and it’s awesome.
AI-powered martech has brought an increased level of trust to data. Improved
the way it’s delivered, and provided more accurate insights and predictive
analytics for high-level decision making by marketing professionals.
So, let’s not be suspicious of artificial intelligence. Let’s not fight it. Let’s not be
scared of change, of progress. Because, like it or not, it’s happening. It’s been
happening for years.
Artificial intelligence won’t steal our jobs. It can only do what we tell it to do,
what we teach it. Therefore, if it’s bad…
We remain in charge. We get to choose, use, and abuse AI to our own end. To
make our lives easier.
Artificial intelligence is here to stay!
When trains first took to the tracks in the early 19th Century, people swore the
human body travelling at such speed - 48 kph - would melt.
You’re not gonna melt.
It’s futile trying to fight change, progress. AI is already here:
• Traffic cameras use AI to read license plates
• Self-driving cars use deep learning to judge the surrounding space
• Digital assistants like Alexa and Siri, use AI to help you perform tasks
• Vacuum bots use AI to scan rooms for objects so they can clean
without bumping into things
Artificial intelligence is in our smartphones, in our laptops. Amazon knows what
we buy. Netflix knows what we watch. Spotify knows our favorite tunes. Social
media uses AI to improve your experience, for ad targeting, to detect and delete
offensive comments.
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What can AI do for marketers?
Here’s my challenge.
Jump on board the AI engine. To amplify your communication. To automate
your processes. To fine-tune your data. To save time and reduce costs. To…
• Track and analyze trending topics
• Analyze the digital landscape and find precise insights and
real-time updates
• Deliver precise personalized content to consumers
• Monitor and react to crises in real-time
• Identify metrics with greater data coverage and data accuracy
• Localize your content globally
Marketing experts share their AI trends
Fake news? Science breakthroughs? Let’s read what our experts think…
• The future of media monitoring
• Targeting the right audience with the right message
• What AI means for the everyday consumer and marketer
• Shape up to new technology to gain competitive advantage
• Talkwalker’s AI feature blew my mind!
• AI is a buzzword for marketers, but do they understand it?
• The tools don’t provide insights - humans do
• Image recognition gives purchasing power to consumers
• Dreams come true with Talkwalker AI Engine
• How will you stand out in an AI-saturated world?
• AI needs purposeful development
• Token-incentivized humans validating AI-generated metadata
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14 TALKWALKER ©LET’S PUT AI TRENDS ON THE MARKETING TABLE
The future of media monitoring
“At Trust Insights, we see three major trends in AI.
• First, preparation for AI. Companies planning for the future must clean
up their data foundations. Companies now recognize the importance
of having a clean data house, but are struggling to get their houses
in order. The most progressive companies have had good data
governance all along; for everyone else, we strongly recommend people
look into the ISO 38500-2015 governance standard - Instant Insights:
MarTech Governance Framework.
• Second, attribution analysis is one of the most interesting applications
of AI, and it’s achievable with relatively mature AI technology today.
What used to cost millions of dollars and required massive hardware
can now be done on a laptop, and so proving the value of marketing
channels, tactics, and strategies is more achievable than ever.
• Third and finally, natural language processing has matured to a useful
toolbox for marketers. So much of what we do every day revolves
around unstructured data - social media conversations, content
marketing, audio and video - all data that’s unstructured and difficult to
quantify in its native form. Thanks to decades of academic research
and modern computing power, marketers at companies of all sizes can
reap the insights buried in their unstructured data today.
There’s much more to come in the field of AI as it relates to marketing, but
these are trends and technologies available today to marketers at organizations
of any size.”
Chris, you’ve given Talkwalker’s new AI Engine a spin. What did you think?
“Talkwalker’s new machine learning capabilities are great for the media
monitoring industry and more important, give Talkwalker first-mover advantage
in artificial intelligence for the media space. The training dataset they’re building
has a distinct advantage - motivated, highly-qualified users doing annotation
of media and sentiment. This is in contrast to more general projects where you
don’t have the core customer providing the training data, leading to less useful
results. That data is the future of media monitoring.”
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Targeting the right audience with the right message
“AI and marketing is still in its infancy. In the near future we will continue to see
increased sophistication in conversational bots, and the emergence of machine
learning across customer relationship platforms. Putting it simply, AI will help
businesses to get the ‘right messages to the right audience at the right time’
to influence consumer decisions. ‘Predictive lead scoring’, currently more at an
enterprise level, will also emerge as a need across all industries at all levels of
business - feeding back into ‘who ends up buying’ from which channels, hence
influencing future resource allocation. Early days, but exciting times for savvy
marketers.”
What AI means for the everyday consumer and marketer
“AI, like social media, will show our true selves in how we use it. AI will continue
to advance and be used more and more in our everyday lives. It is crucial for
there to be an active response to educate the population on how AI works as
well as provide transparency of the repercussions. Transparency is the key to
adoption separate from those in the tech community. Generally we tend to see
the higher and lower levels iterations of AI whether it looks like minority reports
or chat bots, but we need to bridge that gap and think about what AI means for
the everyday consumer and marketer.”
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Shape up to new technology to gain competitive advantage
“The narrative around the impact of AI on professional jobs is typically polarised
between denial and techno-panic.
Today 12% of PR skills can already be undertaken or significantly enhanced by
artificial intelligence. This figure is likely to rise to 38% over the next five years.
These findings are from a new report called Humans still needed: An analysis
of skills and tools in public relations, published by the CIPR’s #AIinPR panel. It
examines the impact of technology and specifically AI on public relations practice.
But regardless of the tasks and skills that can be automated or benefit from AI,
human intervention, editing, sensitivity, emotional intelligence, applying good
judgement and ethics will always be needed.
Technology creates opportunities for new products and services. Organisations
that are quick to adapt to new technology gain competitive advantage.”
Talkwalker’s AI feature blew my mind!
“Social listening is a big part of what we do at Pielinen Communications. My team
and I use a variety of tools to monitor what people are saying about our clients’
brands. It allows us to measure and evaluate our clients’ overall Social Media
Strategy and helps measure tactics for short-term campaigns. I recently had a
chance to test out Talkwalker’s monitoring service and was very impressed. Their
AI feature blew my mind! The systems gives us many valuable insights such as
which social networks our audience is most actively using, the general sentiment
about our clients’ brands and products all in one place. The AI feature makes it
easy to analyze quantitative metrics (e.g. Volume of Conversation) and qualitative
metrics (e.g. Sentiment of Conversation), this in-depth analysis provides valuable
insights to determine our clients’ social performance.”
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AI is a buzzword for marketers, but do they understand it?
“I am noticing that “artificial intelligence” has become a buzzword for marketers,
but as many as should or could understand it really do not. This must change
because CMOs are the cultural voice and noisemakers of a brand. There is an
absolute need for experts and a strong call for the CMO and CTO teams to work
together as partners so that technology brands that create and sell artificial
intelligence or have it as their core functionality (for the software and services that
they produce) win.
It is important that we not only have operations teams that understand the
product, but also cross functional and marketing teams that understand how it
is made, how to analyze internal and external data properly and use it to deliver
results. The real challenge is how this also impacts the artificial intelligence we use
and presence of algorithmic bias.
I use Apple’s Siri and I also use Amazon’s Alexa services. Alexa does not richly
catalog things that represent a diverse and growing minority and definitely
therefore does not acknowledge it’s global customer base in the same way that
Apple’s AI does. The data is not programmed into the AI on the Amazon side to
the same volume because the programmers do not have a cultural reference or
association with subject matter being called up by a diversity qualified end user; so
there is algorithmic bias.
We need to be careful to mitigate and limit the instances of biased AI because it
leads to discriminatory practices in servicing, buying and selling.”
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The tools don’t provide insights - humans do
“From a market research point-of-view, the implications of AI are huge and offer
many opportunities. It is going to help with the speed to segment and code large
data sets, including social data, at a greater speed and a diminishing cost.
AI will get better at identifying emotions, personality and behaviours but
companies will still need humans to understand the WHY. We still need human
insight to make sense of the data and interpret what it means for business. The
tools don’t provide insights - humans do.”
Image recognition gives purchasing power to consumers
“The past few years I have been very interested in the possibilities of image
recognition. Image recognition is already in the hands of many brands that
often leverage it to spot their logos and products throughout the internet but
there’s a new use that really has caught my attention. Snapchat just announced
a partnership with Amazon to offer “visual search” shopping directly from the
Snapchat app.
This technology allows users to take a picture of say their friend’s shoes and if
recognized and available on Amazon they will be brought to that product page,
instantly in position to purchase something. As consumers, how amazing would
it be to see something you like, take a picture, and be able to buy/research it at a
moment’s notice? It’s like Shazam for shopping (oh yea, Shazam was just acquired
by Apple for around 400 million dollars this week...).”
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Dreams come true with Talkwalker AI Engine
“AI is not just a trend that is happening in social media, digital and marketing
sectors. It’s going to transform how we interact not just with technology in the
industry, but in the classroom as well.
AI is one of the rising areas of focus being covered in classes, and even integrated
into class exercises and activities. Teaching students about the role AI plays in
helping professionals with certain tasks (e.g. collection of data, creation of bots
for certain purposes, data mining for research, etc.) should be part of the evolving
curriculum in social media and digital technologies.
In addition, we will see some significant changes for how we conduct our
business, personal and professional activities.
We also have to acknowledge that the use and integration of AI may be different
across disciplines and professions. What is key to recognize is the fact that AI is
going to be an integrated part of the marketing communication mix. While AI can’t
replace human communication and insight, it can still provide significant value to
our personal and professional activities.”
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How will you stand out in an AI-saturated world?
“If you’re not yet preparing your business for scaled customer engagement on
an intimate and highly-accurate level, now’s definitely the time.
There’s always been so much data at our fingertips, but it’s only now that we’re
beginning to understand how to utilize it effectively for seamless customer
experiences.
AI is the primary reason — it’s all about insights (and you can bet your data it
will drive this impressive market growth):
Insights-driven businesses will steal $1.2 trillian annually by 2020.
“61% of companies with an innovation strategy are using AI to identify
opportunities in data that they would have otherwise missed, according to
Narrative Science. A figure of only 22% for companies without this strategy.”
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We’re only just scratching the surface of this relatively new technology, with trends
like these showing no signs of slowing.
Virtual assistants, IoT, core marketing automation, data analysis and prediction are
popular applications today — in the near future, expect:
• Significantly improved capability to create written marketing content that
isn’t rigid (there are already a number of eye-opening solutions available)
• Ability to leave the choice of social media imagery etc., to a machine, as
context is progressively better understood
• Almost hands-off management of paid search / bidding campaigns
• A much larger portion of SEO management automated, including outreach
(for example, even sales emails can now be intelligently deployed without
ongoing manual input)
“83% of email marketers are failing to plan for AI.”
• Wider adoption of all the above across smaller businesses, as more SaaS
vendors are able to offer AI solutions at affordable rates and SMEs realize
the potential
• A need for more robust data privacy regulations and recruitment —
creating new executive roles (while simultaneously costing businesses
more resource)
• The buzz and mentions of AI gradually calm, as it becomes baked into
nearly all marketing processes
“Adobe discovered that 47% of digitally mature organizations (those with advanced
digital practices), have a defined AI strategy.”
So, how will you stand out in an AI-saturated world?
It’s exactly the same answer as before:
The right mix of human + machine will prevail (and budget definitely helps a lot).”
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AI needs purposeful development
“There are two key things that need to be communicated clearly before we talk
about AI. Firstly, we need to acknowledge that like all technology, AI isn’t just a
product; it’s part of a bigger technology system. One that is connected to other
systems in society like power, education and social life. As a result, without mindful
and purposeful development in place (ethics and more ethics), AI can cause havoc
in society as we have already seen in multiple failures to date.
The second key thing is to ensure that people understand that AI isn’t just an
off-the-shelf product solution but is used as a hold-all term to refer to a number of
different technological components. To talk about AI is to inadvertently talk about
machine learning, data, algorithms, computer vision technology, natural language
processing, and robotics.
Within social psychology, a relationship is defined as an interaction where a
change in behaviour, cognitive and emotional state of a person produces a change
in the other person. If we expand this definition to include relationships with
objects, we can truly start to appreciate the impact machine learning is set to have
on people’s relationship with technology. Our tech is changing its behaviour based
on how we use it!
In the truest sense of the word, we now have a relationship with technology. As a
result, we need to start researching and appreciating more human qualities that
are required in order to sustain a long-term relationship; qualities like serendipity,
acceptance, trust, empathy, voluntariness and cooperative problem-solving. In
addition, in order for machines to learn, they have to be allowed to fail. In a world
where loyalty is supposedly dead, the best we can ask for is forgiving customers.
I think the human phenomenon of forgiveness is being ignored at our own peril!
While utility and usability will continue to be important, they will join a longer list of
more human qualities that will be required in order to connect with the customer of
the future.”
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Token-incentivized humans validating AI-generated metadata
“I think that a trend in AI is the increasing number of token-incentivized humans
who will validate AI-generated metadata, which is the backbone of video content.
Metadata is textual descriptions that can be used for searching, classifying and
organizing, but when scaling is required, machine-generated metadata is not
always accurate. Because there is a large number of video content on the internet,
human validation can be extremely expensive. So, the solution will be an increasing
number of blockchain-based protocols that will combine AI with crowdsourcing to
create and validate text and metadata.”
Thanks guys, you’re awesome!
Business leaders think that AI will be crucial for their success. 72% believe it will be
the business advantage of the future.
At Talkwalker, not only are we offering AI-powered marketing technology - image
recognition, sentiment analysis, AI Engine - we’re using it every day. We’ve invested
and we’re reaping the benefits. Are you?
You’ve read the AI trends predicted by our marketing experts. What do you think?
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24 TALKWALKER ©Trending hashtags - the best
hacks for more engagement
#definition - a hashtag in front of a word or phrase allows social
channels to categorize social media posts. This means that users can
search and find all the posts that include a particular hashtag. If enough
people search, it will start trending.
Once a hashtag starts trending, brands can jump in. With users following trending
hashtags, brands can increase their audience on social, potentially converting
them into customers. You just need to find the trending hashtags that’ll fit with
your brand. This guide will explain how to find them and how to use them. There’s
also a great template with the tools you’ll need, details on how to choose the best
hashtags, and the metrics to use to measure the effectiveness of your hashtags.
Table of contents
• Why you have to use hashtags
• Who owns a hashtag?
• How to identify trending hashtags on Twitter
• How to find Instagram hashtags
• How to find the hashtags that trend all year
• The new way to find trending hashtags that your consumers use
• Hack those hashtags!
• Download trending hashtag template
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Why you have to use hashtags
On Instagram, Twitter, Facebook, YouTube and LinkedIn, hashtags are a
must. They spread your message to a wider audience, align your brand with a
theme, encourage user-generated content, and best of all, boost engagement.
Awesome! Tweets with hashtags gain double the engagement as those
without.
For your brand to benefit from this engagement boost, you can’t pull hashtags
out of a hat. They have to be relevant, popular within your industry, engaging
your audience, and absolutely not controversial. I’m gonna show you how to
find them.
Who owns a hashtag?
Nobody owns a hashtag. Well, not really.
When it comes to brand engagement, there are two types of hashtags you can
Brand specific
These are hashtags that are used by brands to increase awareness and
gain traction. They could be for a brand - #Nike, #Amazon, #McDonalds - or
campaign - #JustDoIt, #PrimeDay. You could try hijacking these hashtags for
your own business benefit, but not as a long-term strategy.
And let’s be honest, it’s a bit sneaky.
Generic
These are hashtags that you can use to gain traction. They’re not brand
focused, but generic terms that people use regularly as part of their posting
behavior.
They’re simple and wide-reaching, covering specific hobbies - #travel, #fitness -
industries - #beauty, #fashion - or emotions - #love, #happy.
They make frequent appearances - #photography was used 2.19 times per
second last year across all social media networks.
Pretty snappy.
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This post from National Geographic was the most engaging post with #photography in the last
13 months. But it doesn’t mean they own that hashtag.
These hashtags have huge reach. But they’re way too broad. To make your
content more engaging, you need to find trending hashtags that relate to your
industry.
How to identify trending hashtags on Twitter
Twitter offers tailored trends for each user, with stories based on your location,
social connections, and interests.
The Trends for you feature on Twitter lists
conversations, depending on which location you
chose and who you’re following.
Dig in and find the hashtags that are engaging
your audience.
But remember, these real-time trends are only
those related to your location, interests, and who
you follow. You won’t find consistently popular
hashtags. For that, you need to search further.
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27 TALKWALKER ©LET’S PUT AI TRENDS ON THE MARKETING TABLE
How to find Instagram hashtags
Instagram posts require more detective work to find trending hashtags.
Start by searching for your industry in the Instagram search bar, to find the
most popular hashtag for your industry.
Instagram will display the current most popular posts for that hashtag.
You can quickly find the top trending posts for any hashtag on Instagram.
Look at each of these posts in depth to find the hashtags these Instagrammers
use to gain engagement, then try them yourself.
This tactic only finds you the hashtags that are trending now. Not the ones that
engage throughout the year.
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How to find the hashtags that trend all year
There are a lot of hashtag tracking tools on the market, but the absolute best...
Quick Search.
It’s a powerful social media search engine for fast brand and communication
insights, including finding trending hashtags.
Search for your specific industry, and Quick Search will find the most popular
hashtags for that topic. Whether they’re from the last 24 hours - for hashtag-
jacking - or over 13 months - to get a long-term overview of the most effective
hashtags.
Quick Search finds the most popular hashtags for your topic.
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In the automotive industry, hashtags like #supercars, #carsofinstagram, and
#carlifestyle were the most popular in the last 13 months.
You can click on any of the hashtags and you’ll find more related ones.
Click on hashtags to find related hashtags.
Clicking on #carswithoutlimits revealed #exoticcars and #itswhitenoise.
The trick with hashtag hacking is finding hashtags with a balance of reach and
engagement. Using hashtags with huge engagement may seem like a good
idea, but hitting a more relevant audience will drive up your engagement.
This is where Quick Search hits the street running. You can compare the
impact of hashtags alongside your brand name to see which is most impactful.
In this case, I compared the results for Chevrolet and several of the hashtags
found above.
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30 TALKWALKER ©LET’S PUT AI TRENDS ON THE MARKETING TABLE
Quick Search - #carporn has the best reach, but #carswithoutlimits wins more engagement
It’s clear that #carporn has the best reach. But #carswithoutlimits wins more
engagement per mention when linked to Chevrolet.
This gives you a 13-month overview of your most impactful hashtags, but you
can change your search duration to 7 days to find your most recent engaging
hashtags. The methods I’ve used above can also be replicated in Talkwalker’s
Free Social Search, to gain a quick 7-day insight.
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How to find hidden hashtags your consumers use
What about my hidden hashtag hack?
So far, you’ve seen what hashtags consumers use when discussing a product.
But what about when they’re not talking about it? Just sharing pictures of it?
Using Quick Search, with proprietary image recognition technology, you can
find images of brands without written mentions of those brand. Simply put,
hidden mentions.
Let’s look at Alpro…
With no mention of Alpro in the text, this post was only discovered through image recognition.
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When you look at the related hashtags for the brand mentions, and the
hashtags related to the detected images of Alpro, you get different results.
For written mentions of Alpro, #alpro, #vegan, and #healthyfood are most popular.
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But for hashtags related to images of Alpro, you now have #weightloss, #fitness, #februdairy
appearing in your results.
This method finds the hidden hashtags consumers use when sharing your
brand.
Pretty cool, no?
Hack those hashtags
Hashtags are an essential part of engaging your audience. And now, you know
exactly which ones to use to gain that traction.
Sign up for a free demo of Quick Search, if you want to start tracking the best
hashtags for your brand. Or to help you organize the hashtags you use day to
day - with stats on the most engaging - download my free trending hashtag
tracker below.
GET YOUR TRENDING HASHTAG TRACKER TEMPLATE!
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34 TALKWALKER ©Tesla simulated share of
voice (SOV) report
You’re in competition with your competitors. That’s why it’s vital that
you monitor your brand’s SOV on social channels. That’s how much
of consumers’ online conversation your brand owns, compared to
your competitors. Establishing your SOV will help you measure brand
awareness, brand equity, and audience engagement.
This guide not only explains the what, why, and how, it also gives you a simulated
report demonstrating the share of voice that Tesla earns. Okay, let’s go...
Table of contents
• What is share of voice (SOV)?
• Why should you report on SOV?
• How to report SOV
• Download Tesla simulated SOV report
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35 TALKWALKER ©TESLA SIMULATED SHARE OF VOICE (SOV) REPORT
What is share of voice?
Share of voice is a way of measuring your brand’s presence and to identify how
visible it was online, during a specific time period. Usually represented as a
percentage of total exposures.
Why should you report on SOV?
If you understand your SOV, you’ll be better able to use resources more
effectively. For instance, you’re social media presence is bringing more
followers, engagement is on the increase, consumers are converting - but,
you’re not ranking in search engines. It’s time to focus on SEO, find some
influencers.
How to report share of voice
Measuring share of voice is done in a variety of ways, depending on the
channels you’re using and the data you can find about your competitors. You’ll
be looking to measure the total digital exposure your brand earns over the total
digital exposure in your industry and with your competitors.
Download Tesla simulated SOV report
This simulated SOV report looks at Tesla and how it could drive more
engagement by monitoring its share of voice.
• With regular analysis, you get a thorough understanding of the impact
your brand is making on the industry.
• Gathering insights shows you where you can improve your social
strategy to boost mentions and engagements.
INSPIRE YOUR SOV REPORTING
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36 TALKWALKER ©Impact starts here.
Talkwalker EMEA Talkwalker US
+352 20 33 35 3 43 +1 646 712 9441
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