Hashtags have taken over social media marketing. More than half of the television ads that aired during the Super Bowl contained them, and hashtags have been trending through Winter Olympics advertising efforts. As these recent events have proved, social networks that use hashtags – including Twitter, Facebook, Tumblr and Instagram – are a great way to generate buzz around products and services.
Although the use of the pound sign on Twitter started as a way to link search results, hashtags have started to become a major factor in a social media marketing strategy, according to Search Engine Watch. In fact, tweets with a link and a hashtag usually garner the highest engagement compared to other posts.
During special occasions, such as the Super Bowl or Olympics, brands can rely on event-based hashtags to spread the word about their products. This can boost engagement across multiple channels, since many people interact with their mobile devices while watching live broadcasts of sporting events. Hashtags are highly useful for tracking interactions. They can even be used for brand storytelling, the article said. Hashtags are becoming an essential part of social media marketing.