How to create a branded hashtag for your business

How to create a branded hashtag

Create your own terms to support your personal brand

Do you have your own branded hashtag? It could help your business stand out and provides an easy way for followers to spread the word about you.

I use branded hashtags to give labels to some of my content on social media. You can do the same, and here’s how.

Listen to an audio summary of this post:

Introduction

There’s a reason why big businesses have their own hashtags on social media: they help with brand recognition and help with cross-platform advertising.

But you don’t have to Nike or McDonald’s to do the same thing. Come up with a good idea and you can nab yourself a hashtag for free.

Check out my video with Madalyn Sklar in which I recommend creating a branded hashtag for your business:

#TwitterSmarter "after" chat with Madalyn Sklar and guest John Espirian talking about using Twitter as an Advanced Search Engine.

Posted by Madalyn Sklar on Thursday, 14 December 2017

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Top tips for creating good hashtags

  • Choose a unique name: if the hashtag you want to use has already been used, it’s not a good idea to try to reuse it for your own purposes.
  • Choose a short name: short hashtags usually work best (long hashtags are better for humorous one-offs).
  • Don’t use punctuation: hashtags can be made up of letters and numbers only. Grammar nerds may moan at you but you can tell them that punctuation simply isn’t supported by hashtags.
  • Make it memorable: use rhymes or alliteration (where two or more words start with the same letter) to help the hashtag sound snappy.
  • Capitalise each word: hashtags aren’t case sensitive but are often easier to read when each word is capitalised e.g. #UnclogYourBlog versus #unclogyourblog.

Did you know?

There’s a special term for writing capitals inside a squashed-together phrase such as UnclogYourBlog.

It’s called CamelCase – because the caps look like the humps of a camel 🐪🐫

CamelCase is good for screen readers, which makes it a win for accessibility.

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How to create a hashtag

Once you have a name in mind, search for it across the social networks. The perfect scenario is to find zero results.

If the hashtag hasn’t been used before, that means you can use it yourself.

What you don’t want is to think of a cool hashtag and then not use it straightaway. That gives people licence to swoop in and use it for themselves.

For my business, I’ve created hashtags for a few different activities:

  • #UnclogYourBlog
  • #LinkedInLearnerLounge
  • #NoPainerExplainer
  • #LearnPlentyIn20
  • #MicroMacTips

Developing my own branded language is a way for me to stand out from other copywriters. You can do the same, no matter what business you’re in.

Sunglasses emoji

Once you have a hashtag that you like and that isn’t being used by anyone else, start using it yourself. That’s how you go about associating the hashtag with you and your account.

Add the hashtag to your social media profiles. This means that when people search for the hashtag, they will also see your account at the top of the search results.

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Are hashtags case sensitive?

Hashtags are not case sensitive. #unclogyourblog is treated the same as #UnclogYourBlog.

However, it’s good to use capitals at the start of each word. This helps with readability and accessibility, meaning that hashtags are easier for humans and screen readers to understand when they include capitals.

Without the capitals, you might read the words incorrectly. Think about the power company Powergen Italia:

  • #PowergenItalia
  • #PowerGenitalia (funny but not the right message!)

Add capitals to make your hashtags more readable and accessible

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Do I have to register a hashtag?

The answer is no – there’s no formal way to register a hashtag.

A hashtag isn’t the same as a social media username, which you do have to register.

So, registration isn’t an issue. But what about creating a hashtag? Can you just make up a hashtag?

Yes. Creating a hashtag is mostly about using your imagination.

If you have an idea for a hashtag and can see that it hasn’t been used before, you can simply start adding it to your posts. Before long, it’ll be seen as ‘yours’. Well, sort of …

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Hashtag hijacking

Because the hashtag isn’t registered, you can’t truly consider it to be yours. If a competitor with a much more engaged following started using it after you, that might drown out your use of the hashtag, and you might have to look elsewhere.

But that’s not a nice thing for them to do, and if they were responsible, they would have searched for the hashtag, seen you were already using it and left it well alone.

Sometimes hashtags will be hijacked and reused by porn/spam accounts. Sadly, apart from blocking the accounts in question, you can’t do anything to stop inappropriate posts being made.

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A tip for event hashtags on Twitter

If you’re attending an event, add the event’s hashtag to your profile. Anyone looking for that event may then see your profile. It usually takes Twitter several hours to update so that search results reflect these changes, so I recommend updating your profile at least 24 hours before the event.

The approach doesn’t work well if lots of people have the same hashtag in their profile, and this is particularly true if the hashtag doesn’t relate to a specific event.

For example, don’t expect that adding #SEO to your profile will have any effect on your visibility in search results.

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Death by hashtag

Beware of the negative effect on readability when you use hashtags too often.

Just because you have a hashtag or 7, don’t cram them in everywhere.

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Let’s wrap up

Hashtags can be a useful way to differentiate your business on Twitter and other social media platforms.

I recommend that all businesses think about creating a branded hashtag and then using it to keep themselves top of mind for their customers.

Do you need help coming up with a hashtag or other marketing angle for your business? Drop me a line at support *at* espirian.co.uk and let’s have a chat.

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Who wrote this?

John Espirian freelance technical copywriter

John Espirian – the relentlessly helpful technical copywriter

I write B2B web content, blogs, user guides and case studies – all aimed at explaining how your products, services and processes work. I also offer LinkedIn profile critiquing and rewriting.

I work from home in Newport, South Wales and support the (formerly) mighty Liverpool FC 🔴⚽️