Like any maturing tween, the 11-year-old hashtag is undergoing a series of changes. While it used to be in every other word of a tweet, the hashtag has grown to encompass movements and moments in the world (and some even get their own emoji in tweets). In the age of direct-to-consumer startups and social commerce, the hashtag has turned into a marketing tactic brands use to create communities, awareness and dedicated channels to boost their bottom line and acquire new customers.
“Hashtag marketing is a way to scale [word]-of-mouth marketing and activate your community,” said Kyle Wong, CEO and co-founder of Pixlee, a user-generated content marketing company.
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