How companies can use hashtags to become #instafamous
Recently, Instagram users have begun to post specific
pictures on certain days of the week. For example, on Mermaid Monday
Instagramers will post pictures of themselves dressed like a mermaid, or a
drawing of their favorite mermaid character, or seashells, or anything
pertaining to mermaids on a Monday. Then, by adding a hashtag to the picture,
#mermaidmonday, these Instagramers are able to connect to the other Mermaid
Monday fanatics who are likely to search that hashtag or be reminded to post
their own artsy mermaid picture on that day. Another popular day is Throwback
Thursday. For this day, users will reminisce on the past by posting either, that
one amazing concert they went to a few years ago, or an embarrassing picture
of when they were young. By simply adding "#throwbackthursday" (or "#tbt") before posting the
picture, people can join in on the nostalgia. Certain themes for different days have
gained and lost popularity, so it is important for Instagramers to keep up with what friends are
posting. Companies can use this trend in social media to their benefit by
monitoring and engaging in it.
(Permission was granted by the above Instagramer for use of this photo.)
If a company has their own Instagram account, they can
involve themselves in the awareness of consumers by leveraging the hashtag to
their benefit. A company could start a social media campaign to have consumers
post a day-specific picture with that day’s hashtag and also tag the company’s
name. They could provide an incentive to add the company’s tag on the picture
by offering a small promotion. For instance, a certain company would promote
that their “#WineWednesday is approaching! Don’t forget to post a picture of
you enjoying that wonderful wine at the end of a long Wednesday…or at the
beginning, we’re not judging… ;) Just post your wine pic with #winewednesday
and @(insertcompanynamehere) and you’ll have a chance to win (insert applicable
discount/deal here)!”
This strategy would successfully engage Instagram users to their brand because it is not asking much of them. The Instagramers are either already posting these pictures or would become excited for the excuse to post another cutesy picture. All that is being asked of them is to simply tag a company’s name for the chance to get a deal or discount. Thus, the company is meeting their target market at a place where the consumer already feels comfortable. People are more likely to engage in promotions if the action required of them is very minimal. This tactic uses a promotion on something that consumers are already doing rather than asking for a new action that would require them to have an extended evaluation of pros and cons. Therefore, companies can easily become #instafamous simply by appealing to their consumers through the hashtag of the day.
This strategy would successfully engage Instagram users to their brand because it is not asking much of them. The Instagramers are either already posting these pictures or would become excited for the excuse to post another cutesy picture. All that is being asked of them is to simply tag a company’s name for the chance to get a deal or discount. Thus, the company is meeting their target market at a place where the consumer already feels comfortable. People are more likely to engage in promotions if the action required of them is very minimal. This tactic uses a promotion on something that consumers are already doing rather than asking for a new action that would require them to have an extended evaluation of pros and cons. Therefore, companies can easily become #instafamous simply by appealing to their consumers through the hashtag of the day.
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