By Jill Berndtson

It’s no secret that social media use is at an all-time high. Of course, companies are becoming increasingly active on social media as well, and why wouldn’t they? It’s extremely efficient! So, how do we, as an industry, effectively use social media to target consumers? Which channel do we go to? Instagram? Facebook? Twitter? How do we use the different channels to reach the biggest portion of our target market?

Social media is especially useful when targeting millennials. In fact, nearly 71% of consumers who have had a positive interaction with a brand via social media are likely to recommend that brand to others. So, how does a company break down the realm of social media to best expand its brand influence?

One answer to this pressing question: hashtags.

While a hashtag may seem like an oversimplified way to advertise, it has been proven to be quite successful. Advertising campaigns such as #likeagirl and CocaCola’s #shareacoke have had monumental success. Likewise, fast food companies such as Wendy’s has taken advantage of already trending hashtags to boost their social media presence, a recent example being #NationalRoastDay. What started with one simple idea has expanded to reach a large audience of consumers.

When a company uses an effective hashtag, consumer engagement increases. If the hashtag starts trending, the company presence becomes that much more significant and consumers begin to contribute to the company’s advertising, whether they realize it or not.

The beauty of hashtags is that not only are they a form of word-of-mouth advertising, but they give the consumer an active connection with the company as well. Social media teams within the company can respond to the public’s posts, building a one-on-one connection. When the consumer clicks the hashtag, they can see all of the posts with it, increasing the campaign’s presence and the consumer’s brand and product awareness.

While creating an effective hashtag may seem difficult, there are some tips and tricks to be #successful.

  1. Even if your company may not seem like a good fit for a hashtag, get creative! The more creative the hashtag, the less it feels like the consumer is being marketed to and the more favorable brand image the public will have.

  2. Funny hashtags gain extra points! The social media world is especially fond of humor, so long as it is appropriate.

  3. Know current events, and use them to your advantage! There’s a national day for just about anything. If the national day is relevant to your company, put your own twist on it and use it to advertise.

  4. Use hashtags that are already trending- they’re likely to receive more attention. Keep the hashtag short and sweet. Hashtags that are too long are less likely to be used.

Keep this in mind when starting your next advertising campaign.

Creative ways to advertise are becoming more and more important because consumers don’t like to feel like they’re being bombarded. So what are you waiting for? Get on your social media networks and create the newest #craze.


Inigo Communications