The hashtag revolution began most significantly from the social networking platform “Twitter”, which then expanded into multiple mediums such as “Instagram” and just recently, “Facebook” has caught onto this trend.
Just as a formality, Hashtags serve primarily to group messages by topics, granting an ease of access to a diverse pool of conservations associated with it for people interested with that specific frame of discussions, pretty neat huh?
Its former purposes was to organize messages within “Twitter”, but today, companies are starting to recognize its benefits and leveraging it towards their promotional mechanisms. The tool allows firms to target specific groups based on their interests or topics, engaging consumer discussions. This benefits both the consumers – in which consumers not only could easily access the pool of information, but also simultaneously connect them with a community who shares the same interests, and for the brand itself – it not only helps in raising awareness, but also learning more about their targeted customers and budding a relationship with them, plus it’s free!
The strategic use of hashtags which could be observed amongst active brand at the moment, could be categorized into four dimensions:
1) Hashtags for certain events
Events such as #Coachella has built their promotional strategy mainly around the mechanisms of social media, primarily getting users to hashtag the event on Instagram.
2) Hashtags for a campaign
“Cover Girl” could be arecent example of how they used the hashtag system to get customers and experts hyped about their products. Their recent tag #EasyBreezySummer on Facebook, reached a wider range of audience due to numbers of events such as the Premios Juventud award tagging the campaign into their event, exposing its audience towards Cover Girl’s campaign.
3) Hashtags to refer a brand
4) Hashtags to unrelated subjects
Many brands have been smart in coupling its promotional hashtags with timely tags that are of trending topics. Strabucks for example incorporated the hashtag #heatwave together with its status updates on drinks, in relevance to how its thirst quenching drinks could be an aid to the heatwave within the states. Although its tags might be unrelated to the brand itself, it is a good way for the brand to engage in a broader conversation and remaining relevant.
Could hashtags thus, also serve simultaneously not only as an organizing tool of topics for users, but also an organizing of target markets for firms itself?
Found any interesting hashtags? Feel free to share the buzz!
C’est La Vie! Xx