Today, hashtags are everywhere. Many television programs and events now include their own hashtags to encourage viewers to talk about shows online. Even advertisers are working the symbol into commercial spots. But the question still remains if this is an effective tactic.
A good example of just how popular hashtags have become outside of Twitter is this year’s Super Bowl. Of the 36 brands that purchased air time, more than half of them used hashtags in their Super Bowl ads. This is a big jump over last year’s game when only five of the 62 commercials had hashtags.
The social media analytics company Sysomos analyzed the reaction to these hashtags on Twitter and discovered that people preferred to tweet about the brand itself rather than the commercial. This means that brands that used their own name as the hashtag performed better than those that didn’t.