Hashtags on Social Posts Can Help Brands Build Community
Brands interested in finding consumers who want to see their marketing can, get this, tell them it’s marketing. Hashtags on social posts bring consumers to the messaging, and they appreciate authenticity. In other words, they won’t be turned off by #marketing.
Adweek’s Ann-Marie Alcántara reports on Monday:
“In the age of direct-to-consumer startups and social commerce, the hashtag has turned into a marketing tactic brands use to create communities, awareness and dedicated channels to boost their bottom line and acquire new customers.”
Have Influencers Use Clear Hashtags to Disclose Sponsorships
The FTC says consumers won’t know what #sp or #partner means. Use #ad, #advertisement, #advertising and #marketing.
Also, similar to @TwitterBusiness and other thought leaders in the social media marketing space, the FTC says influencers shouldn’t overtag.
“When multiple tags, hashtags, or links are used, readers may just skip over them, especially when they appear at the end of a long post — meaning that a disclosure placed in such a string is not likely to be conspicuous.”
What Marketers Should Do With Hashtags in Order to Build Community
In September 2017, Allie Herzog wrote for @TwitterBusiness:
- Make It Easy to Remember — and Spell. “Don’t leave room for possible typos,” she writes, “which will make your tweet undiscoverable.”
- Be Realistic. Don’t expect people to start using your brand slogan or other one-sided hashtags if it’s not natural and if there’s no incentive for them to do so.
- Do Your Research. Check and see what hashtags people are already using when talking about your brand, and capitalize on those. Also, make sure to check if your desired hashtag is already being used. If so, ask yourself if it's still relevant to your brand.
- Give Consumers a Reason to Use Your Hashtag. She says: “Whether it’s an actual prize or just recognition in the form of a retweet, your audience will respond better when it’s a mutually beneficial relationship.”
- Partner With Influencers. “Influencers can help gain exposure and visibility for your hashtag,” Herzog says.
What do you think, marketers?
Please respond in the comments section below.
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