If you use backticks, the tag must not contain another backtick. On anything but a struct tag, you could get by by concatenating literals, but that's not allowed for struct tags: https://golang.org/ref/spec#Tag You could use double quotes instead of backticks, but that leads to a dark corner of escaping hell and an utterly unreadable mess.
Thankfully, the language strongly nudges you to very, very simplistic and light uses of struct tags.