Hashtag+
Project Type
Academic Project
Team
5 people
Duration
1 Months
Project Brief
Instagram is the new battle field for small businesses. With a post and some hashtags, small businesses can attract more attentions and potentially more customers.
However, small businesses are relatively lack of staff, and more likely to not have a marketing team, it could be hard to generate posts with quality hashtags on Instagram. For this MVP feature, the goal is to:
Provide small businesses with high quality hashtag suggestions.
Problems & Pain Points
Hashtags are powerful for businesses:
But small businesses are NOT making good use of it:
Most of my followers are return customers, but I don't know how I can get more new people's attention.
When I want to post something, I run out of hashtag ideas quickly, so I either just stop thinking and let it go, or put any random tags that pop out.
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Because:
It is hard to come up with enough hashtags to cover large audience.
The existing hashtag suggestion is not effective.
More hashtag suggestion is only available through third parties.
Research
User interview insights:
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Participants want to avoid bad hashtags, such as overused, or inappropriate ones.
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Users want to know more information of the suggested hashtags: such as click through rate (CTR).
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Users would like to get diverse types of suggestions.
Competitive analysis insights:
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Hashtag suggestions on mobile end is more convenient.
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Suggestions can be generated not only from caption, but also based on topics.
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Instagram users' behavioral data can be very useful.
Ideation
We decided to create a built-in hashtag suggestion feature within Instagram to provide more hashtag help, and came up with three design ideas.
The goal was to suggest hashtags that are:
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Engaging and attracting large audience group
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Diverse and relevant to the post
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Not associated with sensitive information
Design 1
Design 2
Design 3
Design Solution
The final design provide hashtag suggestions that are effective and conveniently.
While keeping the current suggestion method, which includes recently used hashtags, number of usage, and popular hashtags based on captions, we added in some more information to provide business users with more insights associated with hashtags:
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Engagement rate
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Related hashtags - based on previous hashtags
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Meaning of particular hashtags - note of redflag
User Flow
