Power of #Hashtags: Digital Marketing Strategy

Power of #Hashtags: A digital marketing strategy

    It is amazing how symbols can change its intended purpose. In my youth, the hashtag symbol was called the pound sign. When completing actions over the phone, the pound sign was pressed to confirm your action.  Like many things in the world, the # pound sign on the phone functions as the # hash tag in the world of social media. According to Wikepedia, a hashtag is a metadata tag that is prefaced by the hash symbol#. 
    In today’s world, multiple #hashtags highlight an image posted and statement tweeted linking similar content and thoughts across the internet. Simply by clicking the link, hundreds of related content will appear under that hashtag, in a perfect world.  However, anyone can use hashtags and assign it to whatever content they want. For example, lets says that a hashtag #azulnails is trending on on social media. This hashtag may be highlighting a specific blue on nails.  Someone may send this trending and add that hashtag to their posts, to get traffic to their social media account. When it comes to marketing, it is important craft and select hashtags that will capture your brand, but also build a consumer experience


Utilizing Hashtags Effectively

1. Differentiating Keywords and Hashtags
   
   1. Keywords are used in search optimization (google, yahoo, etc)
      
   2. Hashtags are the words assigned by the content creator related to posts or images utilized in social media (facebook, IG, twitter, tiktok, etc.)        
      
2. Brand Hashtags
   
   1. Hashtags that directly correlate to your brand. what unique hashtags can you develop that are specific to your brand
      
   2. Be intentional and make sure that hashtags are consistent with the branding message. (Abbreviated version of brand message)
      

TIP: Research what hashtags your target audience is searching for and using in their own content.

1. Product Hashtags
   
   1. Hashtags are used to promote new products or feature products.
      
   2. TIP: An opportunity to drive awareness (can translate to sales) of a product, a demonstration or application video with hashtags of the product.
      
2. Promotional/Giveaway Hashtags
   
   1. Opportunity to build your consumer/audience base by providing a product for free.
      
   2. Typical formula to enter the giveaway
      
      1. Share the post
         
         1. Include hashtag
            
      2. Follow the page
         
      3. Tag two friends
         
3. Narrative Hashtags
   
   1. These hashtags allowtransparency to who is behind the brand.
      
   2. These hashtags might be you or your colleagues sharing personal stories, day in the life, and more
      
   3. Opportunity to show what happens behind the brand
      

    As you begin to strategize using hashtags in social media and in digital marketing, it is imperative to measure the success of those hashtags. There are numerous tools available online that can assist in measuring performance metrics.  Social media platforms like Youtube,in their Youtube Studio, have those metrics built into the platform. Other resources are available to assist with measuring hashtag metrics.  Companies like Pixlee provide metric monitoring services as it relates to hashtags. Keep in mind, depending on the depth of the monitoring and analytics the service provides, there may be a cost.  However, there are free platforms that provide analytics and metrics.  On their website, Pixlee shares free hashtags platform and services to help with understanding those metrics.

    Hashtags can be extremely beneficial to the brand. It is an opportunity to get to know your consumers, learn about their needs, what they like about your brand and what they may not like about your brand (Please keep in mind you can’t please everyone), opportunities to build brand loyalty by leveraging your interactions via hashtags. #YouGotThis

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