# – The hashtag. Or, for those of you who can remember the pre social media days (most are now socially brainwashed), you’ll recognise it as the pound sign. But how important is it and how can you use hashtags effectively, to market your brand online?
The use of the hashtag originated with Twitter but has sincebeen adopted by other social media platforms such as Facebook, Instagram and LinkedIn. The principle idea is that news topicsare grouped by the hash symbol, making both real time and dated content more accessible to users looking for information on aparticular topic.
How are Hashtags Helpful to your Business?
Hashtagging can lead to increased awareness in the online arena of your brand and your digital marketing campaigns. They enable you to tap into real-time engagement and capture responses on trending topics. This is a fine way to promote your content and further your reach across the web.
There are two considerations for businesses when using hashtags:
Trending Topics
This involves using a popular hashtag to your advantage to help get your brand or your brand’s offering noticed. A good example of this would be a footwear brand such as Hunter using the hashtag #glastonbury2017 to promote sales on wellington boots.
Own Hashtags
If you want to be original, decide on a hashtag that is consistent with the look feel of your brand. Search to make sure it hasn’t been used in a while or doesn’t have ties with another important topic.
Consider adding your hashtag to your website, packaging or other advertising or marketing material so that customers can reference you. An example of this is mobile phone company3’s #DancePonyDance hashtag for their Three.co.uk television advert.
Who Uses Hashtags
Anyone can use hashtags and the vast majority of social media users utilise them. From politicians hashtagging the #generalelection and musicians hashtagging the #onelovemanchester concert, to drinks brands hashtagging #firstdayofsummer, the aim is to tap into user search activity by delivering related content.
Hashtag Rules
The first rule of hashtagging is, don’t underestimate the power of the hashtag! Granted, the hashtag is commonly abused as an infuriating way of communicating a point both verbally and in text (where hashtagging doesn’t apply). But in the world of digital, they are an incredibly valuable tool, when used correctly.
Don’t abuse the hashtag. If the business or content you want to promote has nothing to do with a hashtagged subject, don’t cash in for the sakes of it. Homebase famously hastagged #RIPPrince after the death of the pop legend, with content unrelated to his death. The result was a backlash of angry fans.
Hashtags are not case-sensitive, but adding capital letters does make them easier to read. For example#HOWTOHASHTAG stands out better than #howtohashtag.
Finally, make sure you don’t use spaces in your hashtag, unless you are using multiple hashtags.
Incorrect: #DIGITALMARKETINGADVICE#SOCIALMEDIAMARKETING#HOWTOHASHTAG
Correct: #DIGITALMARKETINGADVICE #SOCIALMEDIAMARKETING #HOWTOHASHTAG
Incorrect: # HOWTOHASHTAG, #HOW TO HASHTAG
Correct: #HOWTOHASHTAG
For more tips on how to use hashtags effectively, why not get in touch with Whitefish Marketing – a Kent based award-winning digital agency. Call now on 01303 720 288.
