Blog / Television Advertising Use of Hashtags is Now Trending

Television Advertising Use of Hashtags is Now Trending

A successful brand is adaptive, and it knows where to market to large audiences. Trends, news, and events allow brands to capitalize on attention on these large platforms by creating content that is relevant to those audiences. Creating relevance in advertisements is easier said than done. Brands must get creative to modify their advertisements on existing channels in order to stand out, especially in an environment where audiences are aware when they are being sold to and are quick to tune out a sales pitch.

While new media giants like Facebook and Twitter dominate in terms of engagement, old media, especially television, remains a powerful platform on which to capture audiences. To enhance the social reach of their TV commercials, brands have begun harnessing the growing power of hashtags. Up until recently, it was common to see an ad promoting a call to action to visit a website URL, but nothing more. Now, URLs have been replaced and phased out by a new preferred choice of marketers, hashtags.

The evidence bears this out: in the 2013 Super Bowl, half of the ads referenced social media in some way. Brands encouraged fans to submit content linked to anything from a brand name (#Doritos) to a tagline (Hyundai’s #pickyourteam).

The benefits of this move could be enormous. Relying on hashtags instead of URLs allows you to connect with a larger pool of people on a deeper level.  Instead of inviting people to visit a website one time and then leave, this new model helps builds a stronger relationship with customers by asking them to participate in a conversation. Rather than a company or brand simply talking to its customers on its site, this system leads to genuine engagement via a two-way relationship. As social media has shown, people appreciate the opportunity to submit their own content, and brands’ use of hashtags in their ads fosters that.

In addition, this model provides companies with more relevant data to analyze. Visitors to a website can only be analyzed in basic demographic terms; on the other hand, social conversations and users themselves provide more targeted, actionable data to analyze. Encouraging social media conversations, in other words, invites people to provide information about themselves—their feelings, desires, and complaints—that can be invaluable to brands.

While hashtags can generate large audiences, it is important as a brand to be able to extract the signal from the noise. Zoomph tracks platforms, like Twitter, allowing marketers to measure relevance of influencers within the conversation and visualize the impact they create when they speak. Listening is a great first step to any campaign, but without in-depth analysis and finding relevant content through conversations with algorithms like ZPoints, marketers lose time and, more importantly, opportunities. The use of hashtags in TV advertising, let alone social media platforms, is not going anywhere, and the brands who can harness and analyze that information will be the most successful.

WP_Term Object ( [term_id] => 725 [name] => Digital Marketing and Strategy [slug] => digital-marketing-strategy [term_group] => 0 [term_taxonomy_id] => 726 [taxonomy] => roles [description] => Make an impact with your brand story by gaining a deep understanding of your audiences and using intelligent social analytics to guide strategic marketing decisions. [parent] => 0 [count] => 93 [filter] => raw )
Digital Marketing & Strategy
WP_Term Object ( [term_id] => 733 [name] => Social Media News and Trends [slug] => social-media-news-trends [term_group] => 0 [term_taxonomy_id] => 734 [taxonomy] => updates [description] => Get the scoop on social news and trends, plus expert analyses, advice, and hacks for joining the most important conversations. [parent] => 0 [count] => 175 [filter] => raw )
News & Trends

See Zoomph In Action

Talk to one of our specialists who will help you measure insights and maximize your sponsorship growth efforts

New Balance’s Next Grand Slam

September 11, 2019

This past weekend saw the conclusion of the final grand slam tournament of the 2019 tennis season. Congratulations to rising star Bianca Andreescu and absolute legend Rafael Nadal on their respective singles championships! However, they… Read More

A Legend and a Breakout Star: A Social Summary of the US Open

September 11, 2019

What a weekend it was at the US Open! Over the weekend we witnessed a first-time Women’s Champion where 19-year old Bianca Andreescu outlasted a comeback from the legend Serena Williams to hoist the trophy for the… Read More

New Instagram Story Analytics Now In Zoomph

August 28, 2019

This year, our team has released several platform updates to adapt to the new Facebook and Instagram integrations to continue to provide the content and insights you need, as well as enhance the data in… Read More

College Football Kickoff 2019 Social Analysis

August 26, 2019

The Camping World Kickoff took place this past weekend, marking the official start to the 2019 college football season. With an exciting rivalry game between University of Florida and University of Miami, we used Zoomph… Read More

All Posts