Keeping hashtags simple

Those hashtags created for specific marketing campaigns underperform simple brand hashtags, according to research from L2. For its auto industry analysis, L2 finds, for example, that #buildfordtough received 1/64^th of the mentions of #ford on Instagram, suggesting it simply doesn’t resonate. #M3 was mentioned 1.3 million times on Instagram at the time of the study, compared to 10.9 million for #BMW. “This suggest consumers instinctively tag photos with a brand name rather than a specific model or campaign, and marketing managers should tap into that instinct,” L2 says.