Hashtags allow Instagram users to connect and join in other stories on the social media platform. Certain hashtags have withstood the test of time, such as "throwback Thursday."
As a business owner, it is a good idea to develop a hashtag which allows your followers to get in the mix and to share their own photos, as opposed to simply adding your own images to the site. For example, a hashtag asking customers to share a selfie with a new clothing line they purchased (which was just released) is a great way to develop on your story.
When a follower posts their own image with the hashtag (#), it is not only going to allow other visitors to your account to view the images, it will also allow you to connect with your customer.
When the customer knows there is a person behind the computer, it is more likely to make them feel closer to the business and to your brand. The closer they feel to your company, the more likely it is they will make future purchases, and the more likely it is they are going to share the product line or services that your company offers with their friends and family.
The hashtag is even a great way for other people on Instagram to learn about your business. If one of your followers is using one of your hashtags, if a friend of theirs (or someone who follows their account) sees the hashtag, they are likely going to follow your business account.
So, not only do the trends such as hashtags allow you to connect with your customers on a human level and allow you to engage by commenting on their photos, it also allows you to build on the number of followers you are going to gain because of a cool hashtag. The more attention you can garner, and the more free marketing you can gain from your followers (without exposing them), the more people are going to see your brand name, the more they are going to learn about your products and the easier it is going to be for you to grow your business online.
All of this is going to come as free publicity for you, and is a great way for you to engage with your followers through the photo sharing platform online, and for you to gain more attention for the new merchandise, or a sale that you want to share online.