Don’t try and force weird hashtags on people, Instagram executive warns marketers
Marketers have been urged not to “force something weird and trademarked” on customers when trying to come up with a hashtag for a new campaign by the head of brand development for Instagram Australia.
Speaking at today’s Travel Marketing Summit in a session on social media Sophie Blachford said it was often a “very slow burn” for brands to get their hashtags accepted.
On the same panel Katrina Barry, managing director of youth travel brand Contiki, admitted the brand had “agonised” over whether they should insert the brand name into its brand tagline and popular hashtag #noregrets, which has taken off in its target demographic.
She said the brand had now migrated 95 per cent of its marketing spend to digital channels, with around a third of it on social.
So becoming an actual publisher and creating valuable content for a loyal following is key. #commonsense
Admittedly though, industries such as travel and fashion, where a picture can tell 1000 words, every time, can have ‘photo’s’ liked and shared at the drop of a hat, v a b2b company selling accountancy software…
Keeping a beady eye on hashtags and nicking the best photo’s on a brands page, whilst crediting the ‘owner’, seems to be common practice too. Whats the go there? Is that allowed?
#freshfoodpeople will have a hard time for quite some time, just like #rupertmurdoch does
Interesting pics for #mumbrella http://websta.me/tag/mumbrella
Personally, I see a hashtag as becoming more of a common phrase just to give something context.
just because it’s not picked up by online users, does that mean it’s not effective as part of a campaign?
The more generic, the better. The more widely used, the better. The less ‘campaigny’ and more down to earth, the better.
Use the hashtag as it was designed for – a grouping utility. Think of it as a badge or signpost for content.
loving nib’s #goodtobehuman ,wish I was the marketing genius getting the kudos for that one . Also loving #sorrynotsorry that’s getting about on social media at the moment 🙂