Each tracked term type follows its own matching rules:
- Hashtags are matched against the hashtags of a post — case-insensitive and independent of the # symbol.
- Mentions are matched against the @mentioned accounts in the content — also case-insensitive and independent of the @ symbol.
- Text terms are searched in the caption and title. With Exact match enabled (the default for new terms), only whole words and phrases match:
nightdoes not match#aknightofthesevenkingdoms. Turn exact match off to also match inside longer words (substring matching). - URLs match when an external link in the post contains the tracked value.
Two more rules are worth knowing: terms flagged as brand terms send posts that match only brand terms to the Needs review queue instead of directly into the campaign (this also applies to already-imported content). And per creator you can set the content matching: phrase (default — only content matching your tracked terms), all (every post since the creator joined the campaign), or none (only manually added content).
To track all content of a creator regardless of hashtags or mentions, change the creator's content matching: open the campaign, go to the Creator Overview, click the three-dot menu of the creator and choose Edit Creator. Switch on Change Content Matching, select all (the options are phrase, the default, all and none) and save. For several creators at once, select them in the list, click Edit in the bulk toolbar and use the same Change Content Matching option in the "Edit Selected Creators" dialog.
Good to know: all pulls every content piece published since the creator joined the campaign, content you added manually is never overwritten, and changes can take up to 24 hours to show on the dashboard.
Placement does not matter: hashtags and @mentions are detected on Instagram, TikTok and YouTube regardless of where they appear in the post, whether in the title or caption or further down in the text or video description. Their position has no effect on tracking.