Tracking social media activity is one of the biggest struggles companies have faced since the early stages of social media marketing. One study showed 39% of businesses don’t measure their social media ROI due to a lack of analytics, resources or expertise. Hashtags make tracking campaigns much easier, and gives you more accurate results.

By using hashtag analytics, you’ll be able to run organized campaigns, get details on your target audience and optimize your social media posts for more exposure.

If you’ve been hesitant or confused about incorporating hashtags into your social media marketing strategy, we’re going to break down everything you need to know to get on board.

Social media marketing is all about engagement. The more Retweets, likes and comments your social media posts receive, the higher visibility for your brand. And guess what? Hashtags drive engagement.

Tweets with hashtags get twice as much engagement as those without them, and 55% more Retweets. On top of that, 75% of people on social media use hashtags.

Hashtags allow social media sites and users to categorize content and get a clearer picture of what your Tweets, Facebook posts or Pins are about. When you add hashtags into your social media posts, it also makes them more discoverable in searches.

For instance, if we search Twitter for the word “Fitness” (without the # symbol), we can see that a lot of the results contain #Fitness.

Using hashtags could help with SEO as well. In 2015, Google started to include Tweets in its search results. When you search Google for #fitness, the top results are Tweets. As hashtags continue to become a way for consumers to communicate, it’s not unlikely that more searchers will start adding hashtags to their queries. Get in the habit of using hashtags now and be ahead of the curve.

As we mentioned in the beginning, a lot of brands don’t track their social media marketing activities because they simply don’t know how to do it. By combining hashtags with the right tools, you’ll be able to better measure your campaigns and get more insight into your audience. Give these tools a try for hashtag analytics: