Hashtags are useful little categorising tools for online media – particularly on social media websites. However, while creating campaign-specific hashtags has the potential to boost a marketing campaign into viral success, there is often an imbalance between the amount of effort that goes into creating them and the rewards reaped.
The hashtag first emerged on Twitter in 2007 when it was dreamed up by software designer Chris Messina, and is a useful tool designed to help categorize posts. Users would be able to click the hashtag link and see a list of other posts related to the one they started on.
Firstly, prior to even thinking about including a hashtag in an online marketing campaign marketers need to search their hashtag in all possible contexts. This task should be undertaken with a fine tooth comb in order to avoid any conflicting or harmful messages entering into the discussion generated online by the marketing campaign. Further, the hashtags should be considered with any confusing anagrams in mind. When Margaret Thatcher passed away in 2013 and #nowthatchersdead began to trend there was some online confusion as to whether Cher or Margaret Thatcher had passed away.
Steve Jones (Mumbrella) states that most of the time hashtags are created around what the brand wants to talk about rather than what the target audience is talking about and is interested in. Therefore there is no one there to engage with yet. Further, oftentimes when they are created with a campaign-specific focus they rarely impart any lasting brand value.
Jones states that “nearly every marketing campaign that goes out the door these days contains a hashtag”. This is a problem in itself. If every marketing campaign produces an independent hashtag then the hashtag marketplace will be flooded. Meaning that social media users are spoilt for choice and will go for their best fit rather than what the brand is putting out there.
Further, companies which engage with trending topics that are unrelated to their brand in an inauthentic way can seem like they are posting spam.
Tips to get better at using hashtags
Keep it simple. A short, to the point, hashtag is better than an overly complicated, long and difficult to read hashtag.
Consider joining an existing online conversation. But, ONLY if your brand has something meaningful to contribute.
Do not just jump on trending bandwagons for the sake of it. Again, if there is nothing meaningful to contribute then your brand’s post will seem empty and social media users will consider it spam.
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