
Hashtag 101
Oh, the hashtag.
Such a simple and yet incredibly powerful mechanism.
Hashtags are the cornerstone of social media marketing, but somehow they are also the most misused and misunderstood. If you are a social media manager or if you work in digital marketing, chances are you often have to explain what hashtags are, how they work, and why they are important. So I created this guide for you to share with managers and colleagues. I hope it helps save you some time!
Let’s start by recapping: What is a hashtag?
This is a hashtag.

The hashtag was created for Twitter by Chris Messina in 2007. It has come a long way since then. Adding a hashtag (#) at the beginning of any word or non-spaced phrase on social media creates a hyperlink. Click on that link and you will see conversations and content grouped into one convenient stream.

There are basically three types of hashtags out there: the topic-based hashtag, the expressive hashtag and the branded hashtag.
1. The topic-based hashtag
This is the original hashtag. It was created to help people who were talking about a specific subject matter search for other messages or posts on the same subject. By using one of these hashtags, you are automatically looped into a stream of online conversation, so anything you post with the hashtag can be discovered by others. If you wanted to connect with other people talking about social media, for example, you would include #SocialMedia in a tweet. Click here if you want to see what one of these conversation streams looks like.
There are certain topics that have gained popularity over the years. #MondayMotivation is used by many to share inspirational quotes at the start of the work week. #TravelTuesday posts connect people who love seeing the world and dreaming about their next vacation. #ThrowbackThursday is a nostalgic hashtag that encourages people to dig up old photos and think about old memories. There are many other examples, but I am sure you get the point.
2. The expressive hashtag
Younger platforms like Instagram made the expressive hashtag popular across social media. This hashtag is used to emphasize an emotion, opinion or action. Unlike the topic-based hashtag, this hashtag is not really used to search for content. But since hashtags are hyperlinks, any post with an expressive hashtag can be found by others. Some of the top Instagram hashtags used by millennials last year include #dope (noting something cool or impressive), #beastmode (indicating a hard core workout), #swag (complimenting someone’s personal style) and #squad (a popular term for a group of friends).
The expressive hashtag is definitely worth exploring, but remember that they are often used jokingly or sarcastically, and unless someone uses the exact same phrase as you, it will be hard to connect with others.
3. The branded hashtag
The branded hashtag is a unique phrase that organization’s use to connect with new and existing consumers. It is often based on the title of a campaign, product or spokesperson, and is therefore quite useful for marketing. A good branded hashtag becomes a call to action or jumping off point for online conversations. They must be short, specific and easy to remember like the example below.

Branded hashtags should be used sparingly if you want to have real impact. They are best used for product launches, events, contests and other time-bound promotions.
Why use hashtags for marketing?
When it comes to digital marketing, hashtags make it easier for people to discover and connect with your brand. Remember that each type of hashtag serves a different purpose.
Using common hashtags, like topic-based hashtags, is essential for expanding your reach on social media. People with similar interests use hashtags to find information on a particular topic, and to seek out and engage with others. Include hashtags and your content becomes more discoverable on social media.
Expressive hashtags are fun to use and can easily be incorporated into your organization’s social media strategy if it makes sense for your brand. Research the keywords and phrases that are used by your target audience and you will quickly come up with a list of expressive hashtags worth testing and exploring on social media.
Having a unique branded hashtag can also be beneficial for business. Your brand becomes a part of the online conversation and it gives your online community a common way to connect with your organization. If you use a branded hashtag be prepared to promote it at every opportunity, otherwise you could end up in a conversation with yourself.

WWF used a branded hashtag strategy back in 2014, which earned them a Webby Award. They sent an impactful image to each of their Snapchat followers, who were given an option to share the image on Twitter. Forty thousand people obliged and half of all active Twitter users (120 million accounts) ended up seeing the #LastSelfie message in the span of one week.
Apart from a) helping your brand join existing conversations and b) helping others discover your content, hashtags contain useful data to help monitor and evaluate marketing campaigns. With the right tools, you can find out how often people use your hashtags, basic demographics about that audience, and the total reach of their hashtag-based conversations.
