There is no doubt that the hashtag has become a part of our everyday digital lives. From being used by those with personal social media accounts to business profiles, hashtags are a very effective way of categorising what you are tweeting or posting about.
In fact, hashtags are now used so often that they have become a part of our spoken language.
Perhaps the most imperative example of just how important the hashtag has become stems from this month’s Super Bowl XLIX. Regardless of whether or not you were rooting for the Patriots or the Seahawks, or indeed was impressed by Katy Perry’s halftime performance, it was hard not to notice just how often the small yet powerful ‘#’ symbol appeared throughout the event.
Marketing Land has stated that of the highly anticipated ads featured throughout the Super Bowl, 50 per cent featured hashtags. Even Breaking Bad’s Heisenberg appeared to return from the dead for a little social media action with #sorta.
This really indicates the importance and benefits that can come from using hashtags as part of a marketing campaign. They are the perfect way to allow consumers and thought leaders alike to converse with one another in the digital world.
David Wilding of Twitter UK has suggested that it is also important for marketers to be ‘hashtag thinking’. By really thinking about the hashtag your company would use, you are more likely to be more creative when coming up with ideas.
Reasons why marketers should begin hashtag thinking is because they can really simplify things and help the ways in which companies go through the planning process during marketing campaigns. With this in mind, he suggests that they should be used as early as possible during planning.
Mr Wilding further concedes that hashtags have a behavioural aspect to them in the sense that they are clear cut and “compel an action”. Regardless of whether or not they see direct activity from others, they are a strong way of offering a message to entice people to become involved.