For years, hashtags have been considered a must-have in social media marketing. They were the go-to tool for increasing discoverability and categorising content. However, the landscape has changed, and blindly using hashtags or loading posts with links may actually be working against your engagement efforts. If you’re marketing a new property development in a competitive space, it’s time to rethink your approach.
The Decline of Hashtag Effectiveness
Recent studies show that hashtags aren’t delivering the engagement boost they once did. While they were originally designed to help users discover relevant content, algorithm changes have made their impact less predictable. Platforms like Instagram and LinkedIn are shifting focus toward content quality and audience behaviour rather than simple keyword tagging.
A few reasons why hashtags might not be helping property marketing efforts:
Algorithmic Prioritisation – Social media algorithms favour content that naturally gains engagement through comments, shares, and saves rather than posts cluttered with hashtags.
Spam & Overuse – Many real estate hashtags are now overcrowded with generic or irrelevant posts, making it harder for quality content to stand out.
Shadowbanning Risks – Excessive or irrelevant hashtags can trigger platform filters, reducing the reach of posts without warning.
Links: Engagement Killer or Strategic Tool?
Including direct links in social media posts seems like a logical way to drive traffic, but it often leads to reduced reach and engagement. Here’s why:
Platforms Want Users to Stay – Social networks are designed to keep users engaged within their ecosystem. When you include external links, platforms deprioritise your post to discourage users from leaving.
Disrupting Engagement Flow – If a post is designed to create conversation, adding a link can distract users and reduce the likelihood of likes and comments.
Affecting Organic Reach – Some platforms, like LinkedIn and Facebook, have been found to reduce reach for posts that include links, pushing them lower in the feed.
The Smarter Approach: What to Do Instead
Rather than relying on outdated hashtag and link strategies, focus on creating content that naturally encourages interaction. Here’s how:
Use Keywords in Your Captions
Instead of stuffing a post with hashtags, naturally integrate relevant real estate marketing keywords into the caption. This improves discoverability while keeping the content clean and professional.
Encourage Meaningful Engagement
Craft posts that invite discussion, such as posing questions about home design trends, sharing behind-the-scenes construction updates, or asking for opinions on project features.
Utilise Stories and Comments for Links
If linking to an external source is essential (such as a landing page for an off-the-plan project), consider using Stories with swipe-up features (if available) or directing users to the first comment where the link can be placed without affecting post performance.
Optimise for Algorithm Preferences
Social media platforms reward content that keeps users engaged longer. High-quality visuals, carousel posts showcasing different aspects of a development, and well-structured captions increase the chances of being prioritised in feeds.
While hashtags and links aren’t inherently bad, using them without strategy can dilute your social media effectiveness. Instead, focus on creating content that sparks real engagement. By understanding how social media algorithms operate today, you can position your property marketing for stronger organic reach and deeper audience connections—without relying on outdated tactics.
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