Hashtag

Overview

A hashtag is a keyword or phrase preceded by the hash symbol (#), used within a message to identify a specific topic of interest or theme. Introduced to social media by Twitter in 2007, hashtags have since become an integral part of digital communication on multiple platforms such as Instagram, LinkedIn, and Facebook.

They serve as a powerful tool for digital marketing agencies to amplify the reach of their campaigns, foster user engagement, and track campaign performance. A well-placed hashtag can help expose brand content to a wider audience, beyond just the brand's followers.

Origins of Hashtags

Hashtags were first proposed by Chris Messina, a social technology expert, in 2007. Initially used on Twitter, the platform saw a surge in hashtag use in 2009, and incorporated them as a feature, which was quickly adopted by other social platforms.

Usage Types

Brand and Campaign Specific Hashtags

These are unique to a specific brand or a campaign. They help increase brand recognition and consolidate the conversation around a specific marketing initiative.

Trending Hashtags

Used to participate in larger discussions happening in real-time on social platforms. Brands use these to increase their reach and visibility.

Content Hashtags

Used to improve the SEO of posts. They aren't necessarily trending or popular, but are relevant to the content posted.

Community Hashtags

These are used to engage with a specific community. They help brands connect with like-minded users and create a loyal follower base.

Call-to-Action Hashtags

Act as a command or direction for the consumer to perform a particular action. For example, #buynow, #shoplocal.

Event Hashtags

Used for specific events, conferences, or webinars. They help track conversations and engagement related to the event.

Location Hashtags

Used to target a specific geographic audience.

Best Practices

Be Relevant and Specific

Ensure that the hashtags used are relevant to the content and specific to the brand's audience.

Don't Overuse

Too many hashtags in a post can look like spam and decrease engagement.

Research Before Using

Before using a hashtag, it's crucial to understand its existing context and usage.

Monitor Hashtag Performance

Brands should regularly monitor the performance of their hashtags to understand their effectiveness and adjust strategies accordingly.

Examples

Example1: Coca Cola successfully used the campaign-specific hashtag #ShareACoke to engage their audience.

Example2: Apple used the event hashtag #AppleEvent for their product launches.