Our Digital Journey with the #Hashtag

You may have used the # as a number sign, in programming language, as a pound symbol, or on a tic-tac-toe board, the hashtag has changed the way the world communicates since its inception.

The #Hashtag practice on Twitter took off after hashtags were widely used in tweets relating to the 2007 San Diego forest fires in Southern California. From there its usage – ironically – spread like wildfire and in June 2014 the hashtag was even added to the Oxford English Dictionary.

Hashtag /ˈhaʃtaɡ/

A word or phrase preceded by a hash sign (#), used on social media websites and applications, especially Twitter, to identify messages on a specific topic.

In the ‘Click, Upload, #Hashtag’ cycle of vacationing, we credit our social life more than that very instance. Sometimes, the same place, same people, same food, just look better in someone else’s feed with a bunch of #Tags.

As a content consumer, Hashtags are a valuable way to gain traction on Instagram, follow a trend, to join conversations that are happening around topics relevant to your business, and to reach new people. #Instaworthy

People on Instagram, Twitter, Snapchat & Facebook are interested in what their fans/followers have to say about products they buy/use, the vacation they went on and the dining experiences they had. It is also because of these platforms that our eyes and brains are being re-trained on a regular basis to see more ‘real’ photos from ‘real’ people.

Consumers are today serving as brand ambassadors across all social platforms for many brands and through hashtags they ensure that their conversations are always in the new. Instagram while leading the earned content space; has developed a community centered around user-generated images, videos and hashtags, wherein everyday buyers can turn to other consumers for ideas and inspiration along the purchase journey. #MyChoice

If you didn’t post it, it didn’t happen. Today, being on the internet makes you a content creator. 85% of people (and 97% of Millennials) say they would share a positive travel experience on social media. 76% of people say they would share a positive food or beverage experience on social media. Nearly 52% of people say they post on social media at least once a month about products they’ve purchased. And this user-generated content (UGC) goes a long way in influencing purchasing decisions.

Customers are 6x more likely to purchase a product if the page includes pictures from social media. 60% of consumers say content from a friend or family member influences their purchase decisions, while only 23% say content from celebrities or influencers has impacted their purchasing decisions. 57% of Millennials have made travel plans based on an image or video they saw a friend post on social media. 64% of consumers will actively seek out reviews before they commit to buying the product. Today, UGC has a powerful impact on all parts of the marketing funnel, right from the awareness stage through to the sale, and hashtags have become a key filter in ensuring the right message reaches the relevant audience.

Influencer marketing covers several steps to create branded user-generated content that supports your digital marketing goals. In the last 2 years, “influencer marketing” as a search term on Google Trends has risen by 400%. Companies both big and small are realizing the power of building relationships with influencers.

Google trend report

The great thing about influencer marketing is that you can kill three birds with one stone: Create great content, earn credibility and gain exposure through their network. If you are not currently thinking about what it can do for you, it’s time to take advantage.

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