We’ve all done it. We can’t help ourselves. It’s so easy to toss a hashtag or two into casual conversations. We’ve even made fun of the frequent misuses of them. It’s easier to dismiss, rather than admit that there may be something there. But, whatever your take has been in the past, it’s time to reconsider the potential power of that oft misunderstood “hashtag” symbol.
Originally created for conversations within Twitter, the hashtag has now found its way into every other form of social media as well. Some folks are pretty good at “slinging hashtags,” while others may need to go back to the drawing board.
Before you do anything, research how hashtags are used on various social networks, and decide which platform(s) is best for your campaign. They don’t all treat hashtags the same, so please don’t assume you can use them the same way in different arenas.
Say you’re rolling out a largely image-based campaign on Instagram, for example. You’ll want to choose an appropriate series of hashtags, but don’t use them all at once. A long string of random hashtags as the only copy in a post is just not cool. And it certainly doesn’t constitute a thoughtful message. Hashtags are not meant to replace commentary or explanation. They’re meant to “call out” topic-specific elements of an image or conversation so they can be connected.
Take time to find out how the use of hashtags affects engagement in each platform, too. This will help determine the most effective frequency of usage in your campaign.
Image source: Constant Contact
Consider the purpose of your message before choosing a hashtags. Is it intended to be around forever, or just through the current season? Will it represent your entire brand, or just one line? Is it intended to show consumers something new and different about your brand, or is it meant to strengthen your core messaging?
Be specific. Choosing general terms like #springwardrobes may just get your message lost in the sea of other springtime campaigns. Create a hashtag that’s instantly relatable and becomes more memorable as your message is repeated. The purpose of a good hashtag is to keep your message top of mind.
Choose words that provide positive association to something meaningful. As warmer weather approaches, we already know more people are going to be looking for “spring wardrobes”. If we have a specific line of delicate knits, however, perfectly suited for those crisp, early spring temps, then it might be more effective to choose a term like #springsweaters. Hashtags should immediately convey the image and purpose of your message, and they should translate that message across all platforms.
Do your homework. Just like naming a product, research what your intended hashtag might mean in other circles and genres before using it in a social media campaign. More importantly, you need to know if – and how – it’s currently being used. It’s a fairly easy process if you put in a little time and use the right tools.
Consider whether you’ll use all lower case, or incorporate some capital letters in your hashtag campaign. And remember, if you do decide to use some caps, you can’t be sure everyone else will. There have been some rather unfortunate scenarios surrounding hashtag misinterpretations, and there will likely be more. You owe it to your brand to fully research how things translate in other parts of the country and around the world.
Don’t assume your followers are just going to “get it,” either. Show them how your hashtag is used, and show them when and where they can use it, too. Encourage them to follow the conversation you’re building, and show them how to enjoy the ride. You can’t expect people to jump on your bandwagon if they don’t know where it’s going.
Whatever you do, keep it short and sweet. Don’t hashtag phrases that are too long.
#stringtoomanywordstogetheranditshardtoreadsopeoplewontevenbother
#itmightevensuggestthatyoursocialmediaeffortsaremoreamateurthanprofessional
#lessismore
The results are the best part! Once you choose a word or term to promote, find good tools to help you track and monitor the conversations they inspire.
Interacting with your social communities will bring a wealth of information and opportunities to develop future promotions.
So… Are you thinking a little differently about that ‘lil old hashtag now? We’d love to hear some of the campaign ideas you’re considering!
Remember, we’re always here to help you #shine!
