The Hashtag’s first 12 years: how one symbol has changed communication
The hashtag symbol has now celebrated its first 12 years and has literally revolutionised the world of digital communication. It is one of the most important phenomena of the last decade, as it has succeeded in changing the ways in which users interact online.
Its relevance is so far-reaching that it has influenced marketing methods on social networks by introducing new ways of promoting products, companies and brands. This simple, quick little character has brought real evolution in communication itself.
How the hashtag was created
Creation of the hashtag has been attributed to Chris Messina, a Twitter user who, on 23rd August 2007, had the idea of using the symbol ‘#’ to group together conversations linked to a particular topic. The first ever hashtag was #BarCamp.
The idea was so popular with users of the famous social network that in no time at all the hashtag became an official and indispensable symbol. With this new instrument, tracing and following specific conversations became extremely easy and quick (the reason why other platforms also decided to adopt it).
Today, the hashtag is present on practically every social network and not only. People use it to follow conversations about subjects that interest them, or to keep up to date on a particular topic, but also as a means of promoting ideologies and ideas.
To celebrate the hashtag’s twelfth birthday and the huge influence it has had on modern society, Twitter has created a special emoji and launched the trend #hashtagday.
The hashtag and marketing
In addition to communication methods, the hashtag has also changed and widened marketing strategies. One clever use of this important communication instrument allows companies to promote their products and services efficiently, as well as to accurately select the target they should focus on.
By using so-called tag channels, it is in fact possible to obtain greater visibility, thereby consolidating client loyalty. It is also possible to gain a greater, more dynamic control over the company’s brand reputation, as it is sufficient to look for the brand’s hashtag in order to find out what users’ opinions are.
The use of the hashtag in marketing must be carefully considered and pertinent. Although it is present on every social network, its influence and efficiency are closely dependent on the user habits of a particular platform. On Facebook for example, only a small number of carefully selected hashtags are required, while on Instagram as many as ten may be used (as long as they are relevant to the topic in question).
Hashtags in Italy
The hashtag has also met with great success in Italy, even if this has come later compared to in other nations. The use of the hashtag by Italian users often involves the central themes that have always characterised that country: politics, entertainment and football.
Thanks to the inception of the smart TV, television has gradually become more interactive and the use of hashtags to vote for one’s favourite singer, support a favourite team or share in a particular political ideology is now commonplace.
Hashtags are also used for the promotion of important social messages. Those regarding climate change issues, female emancipation or homosexual rights are good examples of causes that have successfully embraced the use of hashtags.
It is fascinating to observe how just a simple little symbol has brought about such considerable evolution in communication, an example of how even the most basic ideas can lead to huge changes.
Translated by Joanne Beckwith
