Used in everything from daily online conversations to national commercials and billboards, hashtags have become a key element of marketing campaigns. And while popular among social media users, hashtags are used differently depending on the platform. Hashtags on Instagram help organize and categorize images and video content, taking a cue from Twitter’s excellent use of the tool.
Not only do hashtags on Instagram aid in content discovery and optimization, but they’re becoming increasingly important as brands launch heavily visual user-generated campaigns. Here are a few examples of how marketers are turning hashtags into outstanding operations on Instagram.
Lancôme
To help promote its newly launched DreamTone serum, Lancôme successfully combined two popular marketing elements in its #BareSelfie campaign: hashtags and selfies. As we’ve seen, brands have really embraced selfies as part of their marketing campaigns, and Lacôme’s initiative leveraged the trend perfectly.
During the campaign, the brand dared women to post pictures of themselves without makeup. Not only could this help generate engagement among consumers, but it also drove awareness as a social conscious campaign. As a result, more than 500 images were posted with the hashtag #BareSelfie on Instagram. More impressively, the selfie gallery on the company’s website generated a four percent conversion rate for the serum.
Bolthouse Farms
Sometimes great hashtags choose you, as is evident in the case of Bolthouse Farms. When the company was considering which social media platform would be most effective in driving awareness, Instagram was an easy choice. Not only were images powerful marketing tools for the nearly century-old brand, but more than 16,000 photos had already been uploaded to Instagram with the hashtag #bolthousefarms without prompting from the brand.
With faith that Instagram could help tell the Bolthouse Farms story, the brand encouraged consumers to take photos of Bolthouse …read more
Source:: Sprout Social