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



12 thoughts on “#Hashtag101

  1. Definitely an interesting read! Being a non-twitter fan, I was not caught up with the hashtags trend! Wow, I didnt know that hashtags were such a powerful tool in connecting with others as well as to find relating or similar topics 🙂

  2. Nowadays people uses hastags almost everywhere. Tumblr, Twitter, Facebook, Instagram are just a few. I’m actually interested on why YouTube hasn’t caught on in the hastag craze yet or just tags in general.

    • That’s an interesting insight patricia! im not particularly sure about hashtags, but youtube does have “tags” in general :p they might hop on to it sooner or later!

  3. I use Twitter and most of the social media platform. But I am not hugely involve in Twitter, just now and then. It seems Instagram peeps tend to sometimes misuse it such example will be a picture on the beach and they could hashtag so many people and sometimes it lead to unwanted crowd that comments things that could turn out explicit or even hurtful to the user. Well just hope it wouldn’t be abuse but using it as an opportunity to reach out to brands that people that might desire to have. A great digital marketing concept, which could change how people think of the usual Word to Mouth effect. We could probably call it the hashtag effect!

    • That’s an interesting caption towards the idea michael! i love it! we could make our own theory “the hashtag effect” hahah!
      But yes users have so often place unrelated tags especially in instagram such as “iphonesia” or “picoftheday” to get awareness. Would be helpful for brands if their target market do search into these categories.

  4. A great first post, Grace! Do you believe Facebook was too late to join the #hashtagparty? While brands like Starbucks have been quick to jump on real world trending events like the #heatwave, what happens when brands hijack inappropriately? Do we think less of these brands as a result? Perhaps a topic for a followup post…

    #lovehashtags #hashtageffect #brandsbehavingbadly #hashtag101

    • Yes I do believe that Facebook was a little bit late with the hashtag momentum, but certainly not out of date. The good thing about brands using facebook as a platform instead of twitter or instagram is that, facebook provides a broader mechanism on what to display on it’s page, hence it would definitely be visually more appealing and engaging to consumers interested. The posts wouldn’t be limited to merely words nor pictures.

      Every post a brand makes definitely has it’s own consequences. However, I believe that today it is more important to remain relevant to consumer topics, because these are what consumers actually search for when they’re searching thru topics for hashtags.

      Do you think that hashtags are a good use for obtaining attention kyp? Is there a negative way of using hashtags?

      Lemme know 😀 Cheers!

  5. Hey ! I am an Instagram’s geeks ! hashtag will always be my favourite in order to share my post with someone who might be interested with ! It’s glad to know that eventually Facebook joined this trend. Definitely an interesting post ! Keep it up ! Will see you on Friday

    • definitely!! i use the same hashtag mechanism on instagram to get y pictures out there =p not really sure how facebook would utilize it though!
      thanks kelvin!! =D See you on friday!

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