Local businesses jump on the hashtag trend to reward customers.

Excelsior businesses are using the hashtag #exploreexcelsior to not only promote their stores and restaurants, but to involve community members in the local shop scene.

To participate, Instagram users post pictures of different places in Excelsior with the hashtag. Once a month, the businesses who run the campaign choose a favorite photo, and the photographer wins a prize from one of the participating locations.

Ace General Store started the campaign this spring, and the number of businesses participating is increasing. Currently, the list includes The Golden Rule, Gray Home + Lifestyle, Lagos Tacos, Coalition and several others. The organizers hope to continue the hashtag hoopla as more shops and restaurants join the fun.

To enter the weekly contest, post a photo of an Excelsior spot on Instagram and use the hashtag #exploreexcelsior.