What exactly is a branded hashtag, you ask? It’s a catchy phrase or tagline unique to your brand, used to promote and identify your brand, campaign, event or product on social media. Think of it like a signature – except instead of signing your name, you’re signing your brand’s identity.
There are some serious perks to using a branded hashtag. Here are just a few:
Increased Brand Awareness
Branded hashtags can help your content reach a wider audience beyond your immediate followers. You can make your brand more discoverable and recognisable by consistently using your branded hashtag across all your social media channels.
For example, Nike’s iconic #JustDoIt hashtag has been used in countless campaigns. Most recently, the brand used the hashtag in a campaign featuring Colin Kaepernick, generating praise and controversy. Despite the controversy, the campaign succeeded, with Nike’s online sales increasing by 31% in the days following the launch.
Improved Social Media Engagement
A branded hashtag can be a great way to encourage your followers to engage with your content and join the conversation around your brand. It’s like giving them a secret handshake into your brand’s inner circle.
For example, Coca-Cola’s #ShareACoke campaign encouraged people to share photos of their personalised Coca-Cola bottles on social media using the hashtag. The campaign was a huge success, with over 500,000 images shared on social media and a 2% increase in sales in the US.
Enhanced Brand Loyalty
When your customers or followers use your branded hashtag in their own posts, it creates a sense of community and loyalty around your brand. It’s like being part of a cool kids club without secret treehouse meetings.
For example, In response to the US travel ban in 2017, Airbnb launched the #WeAccept campaign to promote diversity and inclusion. The campaign encouraged people to share photos and stories of their own experiences of diversity using the hashtag. The campaign received widespread media coverage and helped position Airbnb as a socially conscious brand.
Tracking and Analysis
By monitoring your branded hashtag, you can get insights into how people engage with your brand and adjust your social media strategy accordingly.
Using a branded hashtag for your events, in particular, can help increase your event’s visibility and inspire user-generated content. By encouraging attendees to use a consistent hashtag, you can create a cohesive brand identity for your event, encourage participants to share their experiences and gain insights into how people engage with your event.
To summarise, branded hashtags offer a variety of benefits, from boosting brand awareness to spicing up your social media engagement. Just look at Coca-Cola’s #ShareACoke, Airbnb’s #WeAccept, and Nike’s #JustDoIt campaigns – those hashtags united and inspired social media followers everywhere.
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