A Information to Hashtag Campaigns for Entrepreneurs
If you’re looking for a new campaign idea to increase engagement and brand awareness on social media, we have a great tactic for you to try: hashtag campaigns.
Hashtag campaigns help make your brand message easier to get across, provided it’s done correctly and makes sense to the platform and audience.
To help you decide whether a hashtag campaign is the best idea for your brand, we’re going to explain what exactly a hashtag campaign is, what are the benefits of this type of campaign, how to run such a campaign, and how to do it be able to track their success.
What is a hashtag campaign?
True to its name, a hashtag campaign is a social media marketing campaign that surrounds a specific hashtag that a brand creates and promotes. This is a great way to generate awareness for a brand, product, launch, event, and more.
To run one of these campaigns, your brand would choose a hashtag that best represented the campaign and share content related to and containing that hashtag. It’s all about getting your customers to use the hashtag on related content as well, to reach an even wider audience.
If you build a successful hashtag campaign, you can reach exponentially more people on social media than with a regular ad or organic campaign. You can also increase engagement with the followers who participate and share your hashtag in their own posts.
It’s a great opportunity to grow your brand and increase followers, but you can also use hashtag campaigns to show support for various social topics that reflect your branding mission.
There are different types of hashtag campaigns, from event hashtags to product launches, to those that simply ask questions about a central topic and get your audience’s thoughts and opinions.
Let’s discuss some of the benefits of this type of campaign and why your marketing team should be considering it.
Benefits of a hashtag campaign
Are you excited to introduce the idea of a hashtag campaign to your team or your boss? You have to share some of the benefits alongside your idea, and we have four of them here.
1. Build brand awareness
Hashtag campaigns are a great way to promote your business to a much wider audience. If you’re a relatively new or smaller brand, consider using hashtag campaigns to easily generate attention.
A similar example of a larger brand would be the hashtag campaign #MyCalvins put together by Calvin Klein. Typically, in a hashtag brand awareness campaign, you always want to somehow work your brand name or a very unique product or service name into it so that anyone who comes across the hashtag will be familiar with your company.
Check out this tweet with the hashtag:
They include it in several different posts to get their audiences excited about owning their own “Calvins”. And many of their customers also post pictures with the same hashtag to spread it even further.
Although this started as a campaign a few years ago, Calvin Klein and his audience are still using the hashtag regularly, demonstrating the longevity that branded terms and slogans (which are often easily converted into hashtags!) Can have for your brand.
2. Promotion of products, services and events
You can also use hashtag campaigns as a promotional tool to showcase your company’s product and service offerings as well as upcoming or annual events.
You will see this tactic is widely used on new movies, but it is also a successful strategy for businesses, especially when launching new products, services, facets of a business, etc.
One example of this was Adidas when they launched their new Originals line. They used the hashtag #ORIGINALis on Instagram while working with a number of celebrity influencers to increase the reach of their campaign. The brand now has its own Adidas Originals Instagram profile, proving how successful the launch was in educating and inspiring audiences about the line’s unique identity.
3. Aggregated information
Hashtags are searchable, so creating a hashtag for your audience that you can use to have a discussion on a topic is a great way to put information together in one place.
Twitter chats are a great example of this, but you can also ask thought-provoking questions of your audience and use a hashtag to keep track of all responses and discussions.
A great example of how brands can mimic comes from Jimmy Fallon’s The Tonight Show, where they regularly ask viewers to share funny stories and other information using various hashtags. They then pull tweets using those hashtags to share on the show.
Think about how your brand can use hashtag campaigns to gather information, whether it’s funny or serious.
For a taste of the brand’s humorous hashtag campaign, take a look at Charmin’s # TweetFromTheSeat campaign, where both her Twitter account and followers use the hashtag to joke jokes in line with the brand’s humor about their product.
4. Increase user engagement
Successful hashtag campaigns are great for generating user interactions and getting your followers to tweet or post about your hashtag.
Since the whole point of a hashtag campaign is to get your audience to get the word out, you need to make sure that you make it easy and accessible to your audience in order to maximize engagement.
You’ll also want to carefully search for and review potential hashtag ideas ahead of time. Make sure you are not using common language that is not yet widely used in general conversations and that could reduce the impact of your campaign. It’s another reason to take inspiration from your unique product, brand, and service names.
Finally, read carefully what your hashtag looks like as a single term with no spaces and different styles combined. While it may look legible when capitalized in your official branding style, you can’t always control how the audience types it, and over the years some brands have been surprised by inadvertent alternate readings or spellings.
5. Collect user-generated content
Use a hashtag campaign that gets your customers to create and share photos with your products. In return, your brand can share this content on your own channels as user-generated content.
A great example of a hashtag campaign that generated tons of great Instagram photos was RYU’s #WhatsInYourBag campaign. It centered on a photo contest that raised their followers to well over 40,000 and helped them generate tons of photos to share on their own social feeds.
How to run a hashtag campaign
Now that you know the benefits and have seen some examples of successful hashtag campaigns, let’s talk about how you can run your own.
We’ve put together an easy to understand four step process that will get you on the right track with a hashtag campaign to advance your brand’s social media strategy.
1. Understand your audience
Make sure you know where your audience is and what content they like to interact with so you know what type of hashtag campaign to run.
Keeping up with social media demographics is only part of it. You also need to establish a clear customer personality for your target audience so you can understand their online behavior patterns and create a campaign that they are most likely to interact with.
2. Define your goal
Are you trying to make sales, increase brand awareness, or just generate engagement? The end goal of your campaign will determine the type of hashtag and campaign you run.
If you want to generate engagement, consider creating a hashtag campaign that is designed to gather information or help your audience enjoy your brand. You could also use this as an opportunity to run a photo contest all around a hashtag like we saw at RYU.
If you want to increase your brand awareness, make sure you include at least part of your brand name in the hashtag. Try to find a good word game to have fun with on social media.
And if you’re trying to increase sales, your hashtag campaign will focus on a specific product or service to promote. Try to get customers to participate by sharing photos and tweets about their own experiences with your brand.
3. Make participation easy
If your hashtag campaign is difficult to interact with, your audience won’t. As simple as that.
That means you don’t want to take too many steps. This is the same rule of thumb for social media contests. Don’t make it difficult for yourself to join in or join in. It should be as easy as posting a photo or writing a tweet and inserting your hashtag.
If you’re trying to add additional steps, such as B. Specific guidelines for the type of posts or asking them to take a picture somewhere, you are asking a little too much from your followers and you are unlikely to see how much engagement and reach you would otherwise get.
4. Choose the right platform
Your final step is to choose the right platform to start your hashtag campaign with. You will likely choose between Twitter and Instagram as these are the two most popular platforms for hashtags.
Since these two social networks are very different, deciding which platform is best should be pretty easy. If you’re planning a photo-based hashtag campaign, you’ll want Instagram. If you’re planning a text or conversation-based hashtag campaign, you’ll want Twitter.
However, you can always start a multi-channel hashtag campaign that covers all the basics and reaches an even wider audience.
How to track the success of your hashtag campaign
Once your hashtag campaign has been live for a while, it’s time to measure its success. You should keep the following KPIs in mind:
- Posts: How many posts were made with your hashtag?
- User: How many different users have interacted with your hashtag?
- Engagement: How many likes, shares, clicks and comments did your hashtag get?
- To achieve: How did your hashtag appear on people’s feeds?
- Impressions: How many times has your hashtag been viewed?
By keeping an eye on these various metrics, you can determine the success of your campaign or what may need tweaking to improve performance. You can use a tool like Sprout Social to understand how often your campaign hashtags are used and compared to what your audience is interested in.
Create your own hashtag campaign
Are you ready to target your audience through hashtags? Find the best strategy for your next hashtag campaign. You can find even more ideas for campaigns and social strategies in our latest Sprout Social Index, Edition XVII: Accelerate.