Get on the Brand Wagon

Ah, hashtags. The little pound sign that went from dialing an operator 📞 to dialing in on culture 🌐. Whether you're hashtagging for fame, fortune, or fun, there’s always the question: are these symbols still relevant in a world where algorithms seem to have more secrets than a spy novel? 🕵️‍♀️

So, I did what any curious brand consultant would do in today’s environment—I asked ChatGPT. 💡 😆

Here are the top five questions I threw at the AI, along with my #IRL 2 cents. 💰

1. Are hashtags still relevant to algorithms and traffic-building?

In short: Yes, but it’s complicated. Hashtags can still boost discoverability, but their golden era might be behind us. Algorithms have gotten sophisticated (thanks to the AI disruptor). They don’t just see your hashtags anymore, they assess the whole package. 

My IRL 2 Cents: I just can’t help using hashtags, and my thinking is they’ll become popular again like vinyl – nostalgic and trendy 😉 Minimally when I see them in use, I pay attention to what comes after the hash. So, I say, use them, but don’t put all your eggs in the #hashtagbasket. 🥚🐣 Make sure your content is pulling its weight, too. 💪

2. If not, why are they still being used?

In short: Hashtags are still used because they offer a quick way to connect with trends, themes, and niche communities. Even if they aren’t driving massive traffic, they’ve become part of the culture.

My IRL 2 Cents: Me, I’m that social media person who won’t let them die. 🙋‍♂️
I figure it's like bringing an umbrella ☂️ on a cloudy day—might not rain, but you’d rather have it than not. 🏖️ #BetterSafeThanWet.

3. Does it make sense to use a branded hashtag, why or why not?

In short: A branded hashtag is like having your own secret handshake 🤝... if it’s actually memorable. When done right, it can build a community or movement around your brand. But if you’re just hashtagging yourself for the sake of it—don’t bother 🚫.

My IRL 2 Cents: If you're gonna go branded, go big 💥. Own it. Create something that people want to engage with (no one wants to #LoveThisCompany2023 🙄). Example? #SOCcess. Yes, I made that up during a former engagement to combine Security Operations Center + Career Success. It could have taken off… if only it had been fully supported. (See bonus tip below 👇.)

4. Which platforms do hashtags matter most?

In short: Instagram is the best for hashtags, while Twitter (or X—whatever we’re calling it these days) still relies on them, though more sparingly. LinkedIn? Facebook? TikTok? Hashtags can give you a viral nudge, but it’s really all about the content.

My IRL 2 Cents: The golden rule 📜: Use them where they count, but don’t clutter your copy with 30 hashtags hoping to game the system 🎰. That’s like showing up to a cocktail party with a megaphone 📢. Awkward.

5. What are examples of outlandish / clever-performing hashtags?

There are some truly iconic ones out there.

#ThrowbackThursday—a classic 🕰️
#TacoTuesday—Yes, please 🌮
#ExplainThe90sToA10YearOld—pure gold ✨

My IRL 2 Cents: Clever or outlandish, hashtags should fit your brand personality. The more authentic, the better. And no, #BuyMyStuffNow is not authentic 🙅‍♀️. For my personal brand, I’ve been using what I consider a classic throwback to the ‘guess what day it is’ ad with #WednesdayWisdom.

BONUS TIP: Ready to roll with a branded hashtag? Here’s your must-do list ✅:

• Promotion: Mention it in your posts, bios, emails, even your packaging if applicable. 🛍️📲
• Consistency: Use it on everything—not just as an afterthought 💭.
• Engagement: Interact with people who use your hashtag. Make them feel seen! 👀👏
• Encouragement: Create a challenge or contest around it. Give people a reason to use it 🎉.

Remember: Your branded hashtag should be more than just a catchphrase; it’s an invitation to join a movement, conversation, or lifestyle 🌟. If you’re not ready to commit, it might end up as #HashtagRegret 😬.

P.S. Back to #SOCcess—had the team fully rallied behind it, we could’ve created something huge 🏔️. But alas, a hashtag without action is just a sad string of characters 🥀.

P.P.S. I say #WhatIsHappening frequently, so why not hashtag that too? 😉