Facebook recently introduced support for hashtags – allowing users to view a feed of posts by people and pages about a specific term, with a hashtag. Example, if you search for #Books, you can see posts with #Books, done by pages as well as people; irrespective of whether or not you’re fans or friends with them. Facebook hashtags function just like those of other networking platforms like Twitter, Tumblr, Pinterest, and the Facebook-owned platform, Instagram.
You can now compose posts directly from a hashtag feed, search and discover more content about a topic or event that interests you, and even find out what people on the World Wide Web are talking about!
Hashtags first appeared and were used within the IRC networks, to label groups and topics. IRC is the acronym for Internet Relay Chat – a protocol for live chat or conferencing, mainly designed for group and private communication.
Chris Messina, an open source advocate (now with Google), recommended the use of hashtags on Twitter. And since then, the popularity of hashtags has grown concurrently with the rise in the popularity of Twitter.
Facebook’s approach to advertising has been all about personal interests and social connections. Most people didn’t like this; because in a way it meant spamming their connections with stories that they may not be interested in, or ads about products that one has already purchased. And rightfully so! Because just like you would not want to see ads of products your friends buy, you wouldn’t want them to be subjected to ads of products you buy! Having identified this problem, Facebook eliminated some of its advertising options, including sponsored stories.
The introduction of hashtags will allow Facebook to tap into the broadcast advertising model, and create advertising options with enough potential to be a game changer for online advertising.
There is no doubt that Facebook will launch some new ad targeting options in the near future. And it is very likely that this will include more real-time elements, or, at least, if not more, than hashtag-based targeting.
Hashtags open up a new opportunity for marketing on Facebook. Brands can integrate hashtag-based marketing in their digital marketing strategy to join conversations around big events that are most relevant to their target audience.
So how exactly will brands benefit with advertising options based on hashtags?
1) Brands will be able to connect with (or target) a much wider base of audience members participating in real-time conversations about events, live shows, current topics, and more. Connecting with people according to the hashtags they are talking about will have a two-way benefit. Brands will be able to ensure that they are talking to a relevant, interested audience and brand updates will be visible even to people who haven’t connected with it online.
2) There is a huge potential to learn about attitudes, opinions and sentiments; not just of the fans connected to the page, but everyone, across geographic and physical boundaries, who is interested and talking about a particular event or topic.
3) Brands will be able to track conversations around their campaign a lot more easily and accurately. Knowing what people are saying will help them respond more effectively.
4) Brands that organize Twitter contests and Twitter chats will be able to use hastags to leverage a whole new audience, and a larger, more engaged community on Facebook.
5) Once hashtags are introduced to mobile, a whole new world of possibilities will open up for both, users and marketers. With the second screen and multi screen phenomenon steadily gaining ground, marketers can, and will capitalize on people using mobile devices to share views on live shows and events.
6) Brands with a niche audience will be able to leverage hashtags to identify their markets accurately.
In all likelihood, Facebook will improvise this feature even further by introducing trending hashtags and deeper insights, to allow users to discover richer content and engage in deeper conversations.
Do you think hashtags will become a crucial element of Facebook’s advertising model? Has your digital marketing company started using hashtags on Facebook? Would you use hashtags on Facebook?
Share your thoughts in the comments!
Abhishek is a part of the Ethinos search team and helps client with various search techniques.