Users and creators have been able to search for YouTube videos using hashtags since 2018; you may have seen hashtags featured above video titles or in video description boxes. This feature wasn’t always optimal in regards to grouping content until now. Previously, when a user would search or click a hashtag, the results wouldn’t be exclusive to the specific tag but would also feature video suggestions deemed as ‘related content’ to the hashtag used.
The feature has now been revised so that when you click on or search a hashtag, you will first see the best performing videos in regards to views or popularity of the channel, although any video using a certain hashtag will be accessible as you scroll through the tag. Each hashtag page will also show you how many channels have published videos using that hashtag, as well as the total amount of videos using the hashtag.
In regards to marketing, particularly for brands who connect with influencers and YouTube content producers, monitoring the hashtags with the most discoverability and usage could act as a tool when planning future strategies.
Hashtags can also be used as a way to link videos together in a series. An example of a way to utilise this avenue of the feature would be for a brand to have a hashtag that all of their content creators use, therefore increasing their discoverability through linking between creators. This is also an obliging tool for creators who want to grow their platforms.
Brands may utilise the updated hashtag feature to create links between hashtag campaigns that they are running on other social platforms such as Instagram, Twitter, and TikTok. Using relevant hashtags that remain consistent on multiple platforms will not only help a brands content to reach their target audience but also gives a brand more discoverability.