Hashtags are an integral part of any Twitter marketing effort. They can help in getting a campaign to become more popular, which is why you need the right one for the purpose. Read and learn how to create a hashtag and use it effectively for your campaign.
Hashtags play a variety of roles in a Twitter marketing campaign. Some of these roles include:
These roles emphasize just how important it is to have the right hashtag for your campaign. As such, you really need to think well when choosing them.
— DiGiorno (@DiGiorno) July 1, 2014
The first thing to think about when brainstorming your hashtag is the length. The general rule here is the shorter it is, the better. You don’t want the hashtag to occupy most of your tweet. Shorter hashtags are also easier to remember. The San Diego Comic Con uses just four letters for its main hashtag:
— San Diego Comic-Con (@Comic_Con) August 18, 2017
Your hashtag should also be easy to read and understand. If it is a phrase, make the words distinct from each other by capitalizing the first letter of each one of them. Avoid using non-standard characters like spaces and accents. They not only make your hashtags harder to memorize but can also interfere with program functions that use such characters.
Beyond the syntax, consider how your hashtag is going to be used. This helps you come up with ones that can be easily added to your tweets.
Your hashtag should have the proper context within the marketing campaign. Ask yourself what your Twitter followers are likely going to think about when they see it. Official campaign slogans are good examples here. They already have the relevant context that your audience gets when they see the tag.
— Nike (@Nike) August 20, 2016
If your hashtag is not the official campaign slogan, find a way to link it to it. This could be done by picking its most recognizable part and incorporating it into the hashtag.
Another way to go about this is to make your hashtag into a call to action. The call should be relevant to the overall action that you want your audience to make, including making a purchase. The hashtag should still make sense on its own for the benefit of those who might be seeing it for the first time. Bring this call to a wider audience using Devumi’s Retweets Service to spread the hashtag.
Gearing your hashtag more towards your audience’s use also helps them adopt it faster. To do that, you need to take the brand name out of the hashtag. This makes it more accessible without losing its impact. Don’t worry about the hashtag losing its association to your brand. By constantly using it, you would still be able to maintain and strengthen it.
One common mistake that brands make when including hashtags in their tweets is that they use too many of them. Keep in mind that each hashtag represents a single idea. Adding too many of them would end up diluting the message of each tweet. Extra hashtags also take up more space in the tweet. Stick to just one or two to keep your tweet focused.
You also don’t just place the hashtag anywhere you want in the tweet. Instead, it should feel like the hashtag is an organic part of it. If your hashtag is a phrase, use it as you normally would. This helps your audience better understand what the tag is supposed to mean.
— Domino's Pizza UK (@Dominos_UK) March 19, 2012
Another thing to remember is that you don’t need to put the hashtag in every tweet that you send out. Consider the function of the tweet first. If it is not meant to add new information to the conversation, do not use your hashtag. Such tweets include ones where you simply send out news and updates or repeat information that was sent out previously. This helps focus the conversations to only those that provide your audience with more information about the campaign.
You want that hashtag to be seen by as many people as possible. For that to happen, you need to incorporate it into your other marketing materials. Images and videos are particularly useful for this since you can visibly show the tag to your audience. Use this as a way to include the hashtag in your tweets without necessarily adding it to the tweet’s text. This leaves you more room for additional information.
Use the same hashtag on your other social media accounts. Note that hashtags work a bit differently on different platforms. They are used on Instagram more to describe the content of the post. This is different to Twitter, where hashtags are used to pertain to the topics of conversations. Take these differences into account and adapt your hashtags accordingly.
Bringing your hashtag to your offline marketing also helps in increasing its visibility. You can incorporate the tag into your offline material too. Coca-Cola’s #ShareACoke campaign works this way with the hashtag visible on its products.
— Stephanie Ables (@StephAbles) August 20, 2017
Bring your audience back to your online campaign by encouraging them to use it in their tweets.
One of the quickest ways to get your audience to use your hashtag is by giving them an incentive to do so. Contests and giveaway events work well here. The idea is to incorporate the use of your hashtag into the mechanics of the contest. Make this more engaging for your participants by finding creative ways of doing it.
— Emory Campus Life (@CampusLifeEmory) August 21, 2017
Encourage your participants to use the hashtag in sharing their experience after the contest. This is also a good way to get feedback. Take the initiative by using the hashtag when announcing he winners.
One reason why your audience could be hesitant to use your hashtag is that they don’t know exactly what to use it for. Help them by sharing plenty of examples on how to do it. Your chosen examples should be clear and interesting for your followers to better understand them.
— Spectrum News CNY (@SPECNewsCNY) July 16, 2017
You can also tell them precisely what you are looking for. Asking your followers for retweets actually works in getting them to do so. This can help your hashtags spread without asking for too much from your followers.
To have a better chance of convincing followers to use your hashtag, get influencers to be part of the campaign. Look for the ones that your audience responds to. The influencer should also be relevant to your particular campaign if they are to convince more people to come onboard.
Once you get your influencers aboard, provide them with some support so they can understand how your hashtag is supposed to be used. You could use tweets that they can send out or media that they can include in their own tweets along with the hashtags. This helps them better teach your audience how to use the hashtags.
Aside from its marketing use, your hashtag can also be utilized as a communication hotline for your followers. Encourage them to use the hashtag to send in questions, comments, and complaints during the campaign. Be sure to respond to their tweets immediately to show your followers that the channel does indeed work.
What are your thoughts of Thaddeus Young’s play since being acquired by the Nets? Send your comments using the hashtag #AmexNets
— Brooklyn Nets (@BrooklynNets) March 2, 2015
However, you need to watch out for the hashtags getting hijacked by other users and for different purposes. Note that this might even be audiences using the hashtag to troll you for a mistake you have made. Have a contingency plan ready for dealing with such cases. This includes having an alternate hashtag that you can use to get around the hijacked tag so you can resume the campaign. Don’t forget to address the issues created by the taking over of the original tag, though.
Hashtags play a variety of roles in a Twitter marketing campaign. To create a hashtag that fulfills these roles, you need to:
By following these reminders, you can come up with a trendy hashtag and make the associated campaign more visible, possibly even viral!