Whether or not you’re a Twitter advocate, you’ve most likely heard of the hashtag. This “pound sign” symbol tags the word or phrase following the character and then groups the phrase with all other similarly tagged hashtags. Hashtags have garnered copious success since their Twitter debut in 2009 and are now used regularly on blogs and other social networking sites such as Facebook, Instagram and Google+.
Notwithstanding its popularity, the symbol has faced criticism and skepticism, particularly for its close association with millennials. Like many other Twitter users, I initially dismissed the hashtag as a meaningless social media trend. After all, the symbol often precedes simplistic phrases such as #winning or #awkward – words that do not appear to be making a significant contribution to society anytime soon.
However, in the past few years, this simple symbol has certainly left an impact. By uniting millions of social media users, the hashtag has generated vast awareness for social campaigns, miscellaneous trending topics and brands.
The hashtag’s ability to garner brand awareness surpasses nearly every form of advertising. In just minutes, a powerful hashtag campaign can not only reach thousands, but also engage them in conversation. With assistance from the hashtag, consumers play an active role in creating a brand’s image – an essential aspect of interactive marketing.
To prove the hashtag’s brand awareness capabilities, I have chosen a diverse sampling of some of the most successful company hashtag campaigns.
What do you think of using the hashtag to advertise? Do you have any other favorite social media campaigns? Share with us below!
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