Why Hashtags are important in Influencer Marketing?
The hashtag turned 11 years old this year. The concept of tagging social media groups or topics with a hashtag was developed in 2007 by Chris Messina, a product designer who had been working in the Silicon Valley for years and had the idea when running an internet consulting company. It was Messina’s way of developing a group organising framework for the then little-known social network Twitter.
Today, hashtags are everywhere, and they are truly powerful. In 2009, Twitter added an option for users to search for hashtags, Instagram adopted them in 2010, and Facebook did the same three years later. From simply tagging a lipstick used in creating a makeover look or a new pair of cool trainers to helping oil the wheels of social movements, hashtagging has evolved into a symbol of the digital era and has even transcended the online world and significantly impacted upon real life, with campaigns such as #MeToo and #BlackLivesMatter reverberating around the world with the promise of real change. For any brand, regardless how big or small, hashtags are a way of improving their social media campaigns, and this is no different when it comes to a successful influencer marketing campaign.
First of all, hashtags can help improve your audience reach. In this sense, they are an extremely helpful tool that will boost a post’s engagement and make an influencer marketing campaign more successful. Furthermore, as an important means of organising content, hashtags help targeted audiences to find content relevant to them. The majority of brands use hashtags in their social media posts, and it’s not surprising considering the impact they have. It was also found that a post with at least one hashtag results in approximately 12.6% more engagement, so it’s no wonder we see so many brand endorsements popping up.
Take the shoe and clothing brand Dr. Martens, which chose a mix of influencers, from the fashion designer Dilara Findikoglu to the punk-rap duo Ho9909, for its 2017 ‘Worn Differently’ campaign, highlighting the brand’s beautiful sense of style and the ‘rebellious spirit’ that links the brand with all its influencers. The campaign is both inclusive and aspirational, with the hashtag #WornDifferent attracting more than 20, 000 mentions on Instagram, demonstrating that selected influencers resonate well with Dr. Marten’s audience, which, in turn, builds trust and helps boost sales.
Another example is the jewellery brand Swarowski, which ran the #BrillianceForAll campaign on Valentine’s Day, partnering with several gay and straight couples to celebrate diversity. The campaign included the top fashion influencer Chiara Ferragni, the model Karlie Kloss, and creative director Kim Willecke, and it has since been used over 17,000 times.
If you were wondering how to get the hashtag game right, then read on. When choosing a hashtag for your brand or influencer partnerships, always take the time to make sure it’s the right fit, as it should perfectly sum up the message you want to get across. In addition, check if another brand isn’t already using your chosen hashtag; if so, it’s better to come up with something else, otherwise no one will see your content in a sea of posts. To put it briefly, a good hashtag should be short, relevant, and unique.