Blog / Television Advertising Use of Hashtags is Now Trending Topics  

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.

Topics:
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] => 90 [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] => 159 [filter] => raw )
News & Trends

Subscribe to Zoomph's Newsletter

Big Changes Coming to Instagram Hashtag Search on Zoomph (Updated)

December 10, 2018

Editor's note: This blog was initially published on November 28, 2018. It has since been updated to include screenshots and more detailed instructions on how to use Zoomph's newest Instagram features. Twenty-eighteen has been a… Read More

How Leagues Can Drive Change: Social Analysis of “My Cause My Cleats”

December 06, 2018

If you were one of the millions of fans that tuned into any of the NFL’s Week 13 games, you would’ve seen a field peppered with custom cleats of all different colors and styles. Over… Read More

How “The Match” Helped Golf Reach New Heights on Social Media

November 27, 2018

“The Match,” featuring a one-on-one faceoff between Tiger Woods and Phil Mickelson on pay-per-view, was a first of its kind. Streamed through Bleacher Report and BR Live, fans could follow through unique camera angles, mic'd… Read More

47 Essential Facts About Influencer Marketing [Infographic]

November 20, 2018

The rise of the influencer economy has changed the marketing game. Marketers are spending $255 million each month to have influencers promote their brands, swapping out traditional ad buys with expert-driven publicity. The below infographic… Read More

All Posts