What’s really the whole idea behind the hashtag creation and what’s with brands and hashtags (#)?
The use of hashtag has become rampant these days that businesses have taken a leap to utilize the opportunity by creating awareness for their brands and services with the infamous pound sign “#”.
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Basically, hashtags (#) are used to ensure that the word being “hashtag-ed” is indexed by the social network and search engines thereby making the word searchable by other people surfing the net. In summary, hashtags (#) is essential to mark out keywords and link that # to other articles on that word.
One really important question is; how did brands discover the use of hashtags and its relevance to promote and grow their businesses?
This popular social media development has helped brands to create awareness about their brand, product and service. As a marketer or business owner who wants to attract more customers and grow revenue, you can’t ignore hashtags (#).
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Larry Kim says Hashtags are so powerful on twitter that if your tweets with a hashtag is deemed popular it stays at the top of the search results for that hashtag until a more popular content comes along.
In the real sense, it is a matter of necessity to know how to strategically implement this tagged topics. Hashtags can expand your content reach, augment your brand, target your market, get your content found, improve your Search engine optimization (SEO), and more.
In this post, i will be showing you some tips on how to promote your brand using hashtags (#).
How to create hashtags
To start with, it is important to know how to create hashtags first before thinking of promoting your brand, product or service. The hashtag has been used indiscriminately by people so you want to avoid that.
Hence, you need to know how to utilize the tool for your brand promotion. Mostly, the hashtags (#) is used on Twitter, Instagram, Facebook and other social media handles for promotions and campaigns.
In creating a hashtag, you must have at the back of your mind the idea behind the hashtag and also the keyword that will make it trend on social media because you want publicity.
In creating your hashtag, you need to do the following:
- Create a niche: By doing this, it means you want to create an identity for your brand, and then you develop your brand using the hashtags (#).
- Draft your hashtag ideas
- Research on your hashtags: Meaning, you have to be sure it is not linked with something you might not want your brand to be associated with.
- Choose a hashtag that best defines your campaign and brand.
- Finally, use your developed hashtag consistently across all social media platforms.
Here is a step by step method on creating your own unique hashtags (#) using twubs
Step 1: Click on register hashtag
Step 2: Register your favourite of all the topics
Step 3: Register your hashtag
Once the hashtag you want to use is already in use, you will be notified. Here is an example
Step 4: Select your niche
Step 5: Click on the Done button once your hashtag is verified
Step 6: Finally, provide relevant information and click Continue
Easy steps to create your own hashtag.
Note: After clicking on the continue button, it will suggest you create an account with twubs.
Brands like coca cola, Pampers, and Red Bull etc have been able to create buzz worthy hashtags that where trending for long. Coke launched a social media campaign with the hashtag #ShareaCoke.
This was a huge success, as a whole lot of people from around the world where buying the product just to have them see their names on the bottle.
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I personally kept going to stores to check and for every time I saw the name of a friends and relatives, I made sure I picked the bottle(s) of Coke.
At a point, the company had representatives with stands at strategic places where they had customers come and have their own name written on the cans and bottles of coke at the spot.
This gave people the opportunity to specifically have personalized coke bottles with their names engraved on it no matter how difficult your name may sound. Am sure you can imagine how much revenue accrued from the campaign.
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At the end of the campaign, it’s important to evaluate the impact of your chosen hashtag. It’s worth keeping in mind these conclusions when planning future actions, as they will help you do things even better next time.
Make your Hastag Unique and Precise
This is one important aspect of this topic. Creating a hashtag entails putting into consideration certain elements which include: distinguishing your brand through your unique approach to the subject matter and also your ability to make it short, brief and precise.
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A jam-packed hashtag isn’t appealing to the eyes and can’t retain a social media users attention. So, the more precise your hashtag, the more people will want to read and run with it.
Where there is a bit of a problem will be creating something unique and topical that fits into the character count required by the platform.
The point is, hitting the nail on the head without having to go round circles. It’s an attractive approach towards building an interesting hashtag without interfering with another topic or brand using a similar hashtag.
In 2015, Red Bull took it to a whole new level with the #PutACanOnIt campaign. The campaign was inspired by a photo the company found on Twitter wherein the photographer is seen holding a Red Bull can above a Mini Cooper vehicle to make it look as though it was a trademarked Red Bull car.
It went viral and people started creating their own images with Red Bull cans placed in unique positions.
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The campaign utilized this opportunity to engage in a subliminal marketing parade with a brief and unique hashtag.
Lengthy and clumsy hashtag are boring to read and reduce user participation.
Stir up emotions with your Hashtag
Human beings by default are moved by things that have emotional attributes attached to them. Basically, one thing to consider while creating a hashtag is “emotion”.
So that your campaign triggers some form of emotion within your audience and spur them to identify with your hashtag. This may eventually give you the juice to possibly convert them into actual paying customers . Its about acceptability and loyalty.
The most recent example is the #BetterForBaby campaign from Pampers, which highlights the different warm smiles, thoughtful gestures and silly faces that babies get not only from their own parents but from construction workers, business people and passers-by going about their day.
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The campaign is focused on the various charity partnerships and efforts of the company toward protecting premature babies, donating to the less privileged families, and reducing the environmental impact of its diapers.
With the help of social media, Pampers has been able to call on the attention of social media users to add their own pledges for helping babies using the #BetterForBaby.
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This campaign carries a lot of emotions which will prompt people to add their pledges for helping babies and at the long run, enable Pampers achieve their goals for the creation of the hashtag.
Write about something trending
When creating a hashtag around a trending issue, you need to be careful. Any trending topic that doesn’t represent your brand or relates to what your brand stands for shouldn’t be used. its a no! no!
When you notice a trend of hashtags that relates to your business, brand or service, it’s advisable that you engage in using the tag.
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Using the tag when updating content gives you the opportunity of having your message seen by a wide range of audience; and let’s say gives your brand some minutes or seconds of fame. Not bad right.
Presently, Twitter and Google+ are the only social platforms that show you trending topics right on their sites.
Twitters’s trends are transferable to Facebook and Instagram, while Google+ has more niche trends which are more specific in respect to topics trending in certain fields.
In the United States of America, National Fried Chicken Day is celebrated every year on the 6th July. KFC leveraged on this opportunity with the #NationalFriedChickenDay by getting their product in front of a wide range of audience. They used this trending topic to create a hashtag for boosting their business.
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To every general rule, there are always exceptions. You can use as many trending hastags as possible but be careful as to how you approach certain issues that are controversial in nature.
One thing about hashtags is that it doesn’t stick around forever but it can help generate conversations involving your brand while the buzz is still on.
One advice: be quick in using trending tags to get more exposure for your content and brand and also, use niche trending hashtags to connect and develop relationships with your targeted market.
Create a hashtag for events
This might sound very irrelevant but honestly, it’s as useful as the others in creating a persona for your brand. The brain behind creating an event hashtag is to draw customer’s attention to your services and also link you with other companies that render such similar services like yours.
This is an avenue to showcase all that your brand stands for, what you offer and benefits your customers will gain from using your brand. An event could range from local community fair, to global celebrations, live product launch or a live webinar you’re hosting online.
Event-based hashtags can be cool to include in a content update. If your business is taking part in an event, tell your social connections about it -spread the word by including the event hashtag in your post.
Creating a hashtag that is specifically for an event your business is having encourages users to leave comments or share their experience. The coke #TasteTheFeeling with Nigerian twist #TasteTheFeelingNg was launched here in Nigeria with performance from Tuface Ididia and Yemi Alade.
This created a whole of buzz in Lagos where the show took place, leaving people to look forward to the next event that will be hosted by Coke in Nigeria.
Image courtesy: addweek
Having people tweeting pictures or statuses about your event, tagged with your hashtag, will give you instant free promotion for your target audience.
Add a little bit of humor in a skillful manner
A bit of humor doesn’t hurt. I have actually realized that people are easily attracted to funny posts. Those kinds of posts spread like wildfire because they are catchy and users will be excited to be part of it. This is a great way to show the personality and fun side to your brand.
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An example is Jimmy Fallon the host of The Tonight Show. He knows how to blend fun and interaction with his audience by creating hilarious hashtags and these tags gets tons of response from viewers, some of his tags that I really find interesting and funny are: #MomTexts, #MisheardLyrics, and #IUsedToThink. Tags with constructive humour always have the audience interact with you and your brand.
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This might not work for every form of business venture but some subtle humour wouldn’t be bad for those “formal” businesses.
While some businesses are slightly more informal on social media than they are in person, you still want to make sure that your catchy, clever hashtag still fits the rest of your brand.
A large, expensive and more official firm will likely not benefit from the type of hashtag Jimmy Fallon could get away with. This comes down to knowing your audience, and knowing what tone your business holds across social media.
You can still come up with catchy hashtags to fit your brand no matter what type of business you represent.
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You should always proofread even if you are double checking a hashtag that has no potential for grammatical errors. It’s better to be double sure than mean something entirely different from what you intended to say.
This is going to be a big flop and will definitely dent the image of your brand. Be double sure, triple sure and quadruple sure of your hashtag.
The hallmark for every hashtags (#) is to create a trend on that particular word which will be a constant reminder to customers on the availability of your brand and also link people to similar topics or hashtag’s when searched for by other users.
Since its invention in 2007 by Chris Messina a former Google employee, we can say the trend has made a name in the social media circle. I think hashtags help create an environment where relevant audiences can find each other and discuss the same thing.
Knowing how to create and use hashtags (#) on sites like Twitter and Instagram can put you directly in front of your target audience, even if they had never heard of you before. And with the right hashtag, you will get them talking about your brand.
Now that you know how to create and use hashtags (#), i would love to hear of your experience or story with its use.
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