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A roadmap to a successful marketing approach
If you're tasked with managing a brand's online presence, you're likely already acquainted with hashtag campaigns. However, there's a possibility that you might not be well-versed in the precise planning and execution of these strategies. What does this type of social media campaign truly entail? Is it merely a fleeting trend on platforms like Instagram and Twitter, or is it an indispensable component of your brand's marketing journey?
As the realm of social media marketing is still evolving and relatively novel, it remains a source of confusion for many individuals. In this landscape, making an erroneous decision or allowing your digital presence to stagnate can entail financial, temporal, and reputational costs. This article is intended to dispel common misunderstandings surrounding hashtag campaigns and offer valuable insights to aspiring marketing strategists. We hope this guide serves as your trusted advisor as you navigate the challenges posed by the ever-changing world of hashtags.
What is a hashtag?
Most individuals are aware that a hashtag is a term or phrase that comes after the pound symbol (#) on social media platforms. Their primary function is to categorize social media posts, essentially creating thematic sections. These categories serve as platforms where users can initiate discussions, and search for, and track specific subjects. What you may not be aware of is that hashtags didn't originate in the realm of social media.
In fact, it was a Twitter user in 2007 who proposed using the "#" symbol to create social media groups. Prior to that, the hashtag, in its present form, was primarily utilized in computer programming. Hashtags have a versatile range of applications, from personal and social branding to professional endeavors. They are employed in diverse contexts, spanning from online marketing to social justice movements like feminism and the #BLM movement, and can be found in virtually everyone's social media feeds at present.
What is a hashtag campaign?
If you're pondering how to initiate a hashtag that will kickstart a campaign, the process is straightforward. The company devises innovative hashtags that fulfill the campaign's objectives. The premier choice will be incorporated into the description/caption of a social media post. For instance, the brand's aim might be to boost product sales. To achieve this goal, they must commence a hashtag trend that encourages numerous users to purchase, try out, and provide feedback on the product. Frequently, sharing a product-related image on social media represents the most effective call to action in hashtag marketing.
How do hashtag campaigns work?
If you're pondering how to initiate a hashtag that will kickstart a campaign, the process is straightforward. The company devises innovative hashtags that fulfill the campaign's objectives. The premier choice will be incorporated into the description/caption of a social media post. For instance, the brand's aim might be to boost product sales. To achieve this goal, they must commence a hashtag trend that encourages numerous users to purchase, try out, and provide feedback on the product. Frequently, sharing a product-related image on social media represents the most effective call to action in hashtag marketing.
When successful, a hashtag publication can generate a lucrative interaction between the brand and a multitude of potential future clients.
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Advantages of hashtag initiatives
Participants engage in social media initiatives with the anticipation of securing rewards. For example, individuals participating in Instagram contests have their sights set on complimentary products and services. Furthermore, individuals seeking influence strive to enhance the visibility of their social media profiles by participating in trending topics and prominent brand campaigns.
In the realm of hashtag marketing, the symbiotic connection between users and brands is reciprocal. Indeed, there exists a multitude of advantages that businesses accrue through the utilization of social media hashtags. Marketing teams frequently employ hashtags to:
Boost brand recognition
Small businesses aim to grow their social media presence by using customised hashtags that incorporate their brand name and catchphrase. Strategically crafted, concise, and appealing hashtags help these businesses gain visibility as more users share content featuring their unique branding hashtags.
Expand your brand's outreach and interaction
In the crowded online spaces of Twitter and Instagram, where algorithms offer limited help, harnessing hashtags is a powerful way to boost your post's visibility. A successful hashtag strategy can increase your follower count and most crucially, foster user engagement by encouraging participation in discussions.
Advertise products and events
Marketing is challenging amidst the daily hashtag campaigns. Boost sales with giveaways and contests like Instagram giveaways. Contests encourage user-generated content sharing. Promote events with a unique hashtag for visibility.
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Is it still relevant to use hashtags?
Social media platforms are still thriving, but the current communication landscape presents certain challenges. On one hand, achieving widespread visibility and support is comparatively easier than in previous decades. However, on the other hand, maintaining your business's success and reputation at the same level is a formidable task. Trends become obsolete rapidly, and the phenomenon of cancel culture compounds the challenges. A single instance of misconduct, ignorance, or politically incorrect language can tarnish your brand's image. Thoughtfully devised, adaptable, and personable social media campaigns can help establish a more relatable persona for your business.
Illustrative hashtags embodying a person-centered approach in contemporary campaigns include #MeToo and #SpotifyWrapped. Each proved highly effective in its own right. #MeToo garnered immense popularity as numerous artists came forward to address sexual harassment, aiming to hold powerful individuals accountable. The hashtag's influence transcended from artists to the public, culminating in a global feminist movement. Spotify, employing a notably astute strategy, launched a hashtag campaign that drove traffic to its app. By encouraging users to share their annual top artists and songs on social media, the campaign created a public demand for downloading and subscribing to the app to access their results and participate in the trend.
