Hashtags can help businesses
market their brands on social media in innovative ways. These words
or phrases preceded with a # sign are basically labels for types of
content. Hashtags are relevant in social media marketing,
as content with hashtags tend to receive twice the engagement of
those without.
There are three key
strategies for using hashtags in marketing: brand and campaign,
trending, and niche. Brand and campaign hashtags point more directly
to the business itself. Brand hashtags are often a company’s name
or tagline. Kit-Kat’s #HaveABreak is a familiar example of a brand
hashtag, with “Have a Break” being Kit-Kat’s patented slogan.
Within minutes, pictures of Instagram users enjoying Kit-Kat’s
products flooded the web.
Campaign hashtags are
patterned after a campaign’s name or objective. Home Depot’s
#HDGameDay campaign relating to promotional college football events,
with a photo contest on bucket drumming, is a good example. Use that
on Instagram and millions of users would be sharing photos of
themselves enjoying college football.
Trending and niche hashtags
are more indirectly associated with a brand, but serves the same
function. Trending hashtags are very popular topics, and companies
that use a trending topic related to their products or services get
to jump in for a share of the action. Niche hashtags, meanwhile, work
by engaging people whose interests align with the topic itself. For
example, musicians can use hashtags like #MusicMonday to entice
like-minded users.
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