There's a reason you're seeing hashtags pop up in places outside your social news feeds. Those crisscrossed symbols are making their way into print ads, TV programs, and basically any medium at a marketer's disposal. Their value in amplifying the reach of campaigns and creating conversations around brand messages has made them an essential tool for today's marketers.
The hard part isn't determining that hashtags add value. It's choosing the right one for your brand. After working with top brands on thousands of cross-channel marketing campaigns, we've determined 3 things to consider when picking the perfect hashtag.
1. Make it Concise
Hashtags work best when they're short and to the point. Since hashtags developed on Twitter and its 140-character limit, they're a natural fit for short messaging. A hashtag that #LooksLikeThis allows marketers to integrate them into multiple marketing channels-from a Times Square billboard to the smallest of display ads-with ease. #HashtagsThatAreAsLongAsThis tend to distract rather than attract. They also make it hard for social fans to use and share on networks with character limits. And the obvious: they're ugly and hard to read.
Take Starbucks' #PSL as an example of a concise hashtag done right. It promotes the brand's popular Pumpkin Spice Latte, but condensed for social engagement. The hashtag took off and is now used in-store and throughout marketing campaigns in replacement of the seasonal drink's full name.
Tip: Use hashtags like #PSL that tie to real time events and seasonal occasions, like holidays.
2. Make it Conversational
On social, hashtags are most effective on when they have the power to spark a conversation or be the point of topic. Interactive hashtags encourage engagement and fuel brand relevant User Generated Content. This will also grow your brand's virality through organic word-of-mouth shares. Dunkin Donuts uses their #mydunkin hashtag to get fans to share stories around their DD experiences with tweets, Instagram photos, and Vine videos.
Tip: Use a hashtag that's contextual and easy to integrate into statements. Nike's #makeitcount campaign successfully captured this dual-purpose tactic.
3. Make it Unique
When using an existing hashtag, your brand runs the risk of getting lost in the shuffle. Avoid this by creating original hashtags that make a statement about your brand and reflect your most current messaging. Unique hashtags build momentum for campaigns by setting slogans and generating excitement.
Quaker Oats' #QuakerUp hashtag is on-message. The hearty brand used the hashtag to ask fans how their family kept active, while also incentivizing the campaign with a sweepstakes giveaway of NFL Shop gift cards. When crafted right, unique hashtags can be versatile tools that gain mass appeal.