On Twitter, hashtags have always played a crucial role in content organization and discoverability. They allow users to categorize their tweets and connect with audiences interested in specific subjects.

Recently, Twitter released a new study suggested that using hashtags could negatively impact click-through rates. However, in my experience, well-chosen hashtags can significantly boost engagement and traffic.

Take, for instance, my most popular tweet this month, which utilized the #ConvRoadTrip hashtag. It garnered over 28,000 impressions with only five retweets!

Despite none of the retweets coming from highly influential accounts, the tweet outperformed my average impressions fivefold. The key factor? The hashtag was associated with Unbounce’s Conversion Road Trip event, which reached over 152,000 Twitter users!

Furthermore, the tweet’s image kept it at the top of the hashtag’s search results for several hours, further amplifying its reach.

Having worked on building your Twitter following and a certain level of influence can certainly be advantageous. For example, a recent tweet I posted about a #Mobilegeddon blog post…

…gained traction early on and was recognized as popular by Twitter’s algorithm. This resulted in the tweet remaining at the top of the search results and appearing in the Top Tweets for that hashtag until other, more popular content surpassed it. In situations where there’s less competition for engagement, tweets from more influential accounts tend to rise to the top.

Being featured prominently in the search results for #mobilegeddon, a hashtag that reached over 106,000 users and generated over 127,000 impressions, significantly expanded my reach and produced the following result:

Tapping into trending topics can significantly boost your tweet’s visibility. While your industry or niche may not always have numerous trending hashtags, remember that growing your following and overall influence is always beneficial.

For instance, during the Game of Thrones season finale, I posted this tweet:

It generated an astounding 100,000+ impressions and 778 retweets! While I don’t anticipate Game of Thrones fans becoming customers, that’s not the primary objective. Focusing solely on social networks as lead generators and constantly trying to sell will lead to missed opportunities. Instead, prioritize building an engaged and loyal audience that finds your content valuable and is inclined to share it within their networks.

Here’s another example: I tweeted about #fifagate using its trending hashtag, which reached over 350,000 Twitter users.

My tweet eventually reached the author of an article containing the best #fifagate tweets and was even included in their piece, which I found quite amusing. Media mentions like this are invaluable for enhancing your online presence, making trending hashtags a powerful tool for public relations.

Naturally, Twitter hashtags directly related to your industry or business hold the most value. If you’re unsure which hashtags to employ or need inspiration, utilize tools like Hashtagify.me to identify areas where you can maximize your impact.

In a nutshell: Leveraging trending Twitter hashtags is a well-known strategy among social media marketers. However, the sheer power of a trending hashtag in boosting a tweet’s visibility and overall social media presence is often underestimated.

Related: 157 Authentic Fall Hashtags to Harvest More Customers