Hashtags are useless: time to reclaim traditional slogans for your creative campaign

19 May, 2024

Initially designed as a tool for categorization and community building, hashtags have permeated every aspect of online communication. From social media posts to marketing campaigns, hashtags are everywhere. However, it's time we reevaluate their effectiveness. I firmly believe that hashtags are useless and should be abandoned in favor of traditional slogans, catchphrases, taglines.

The decline of significant engagement of hashtags

Hashtags were once heralded as revolutionary, a way to build communities and foster engagement around shared interests. But over time, their overuse and misuse have diluted their value. Often, hashtags fail to generate authentic engagement. Instead of creating meaningful connections, they have become mere placeholders, cluttering content rather than enhancing it. In my experience, I've seen countless brands opting for hashtags over poignant, well-crafted slogans, resulting in missed opportunities to truly engage their audience.

The Deterioration of Creativity

The reliance on hashtags has led to a decline in creativity and originality within branding and marketing strategies. Rather than investing time and effort into developing unique, memorable slogans, brands often fall back on generic hashtags. This dependency stifles innovation and creativity. A well-crafted slogan has the power to evoke emotions, create curiosity, and leave a lasting impression—something hashtags rarely achieve. Personally, I’ve witnessed the erosion of creative messaging, where poor word choices and uninspired hashtags have taken the place of compelling brand narratives.

The Case for Traditional Slogans

Traditional slogans have stood the test of time for a reason. They convey brand messages succinctly, fostering genuine connections with the audience. Unlike hashtags, which are often transient and easily forgotten, a powerful slogan can become synonymous with a brand’s identity.

Take Nike’s “Just Do It” or Apple’s “Think Different.” These slogans resonate deeply, invoking a sense of purpose and loyalty. By returning to traditional slogans, brands can reignite their storytelling skill and establish a stronger, more meaningful presence.

The Illusion of Impact

There is a common misconception that using hashtags equates to social or political change. While hashtags can momentarily raise awareness, they often fall short of driving substantial action. Digital activism, fuelled by hashtags, can create an illusion of impact without contributing to real-world change. It’s essential to move beyond the superficiality of hashtags and focus on more substantive actions that drive meaningful progress. True engagement requires more than just a hashtag; it demands genuine efforts and tangible results.

hashtag creativity

The History of Hashtags

As someone who's been actively navigating the internet since the early 2000s, I've had a front-row seat to the evolution of digital communication. One of the most fascinating elements we've seen develop is the hashtag—a symbol that has become integral to how we categorize and find content online.

Early Days: Newsgroups and Chat

Before hashtags became mainstream on social media platforms, they had roots in newsgroups and early chat systems. Back then, the pound symbol (#) was used to denote specific topics or channels. For instance, in IRC (Internet Relay Chat), users would join channels identified by a hashtag, such as #tech or #music. This use allowed for easy navigation and organization within the chaotic digital spaces of the time.

The Twitter Revolution

Fast forward to 2007, and hashtags as we know them today began to take shape on Twitter. It was Chris Messina, a former Google developer, who first suggested using the pound symbol to group related tweets. His vision was to enable people to track conversations on specific topics more effectively. On August 23, 2007, he tweeted:

"how do you feel about using # (pound) for groups. As in #barcamp [msg]?"

This simple idea transformed Twitter into a more navigable platform, allowing users to follow trends and discussions with ease. Hashtags like #FollowFriday and #ThrowbackThursday soon became part of our weekly routines, showcasing their power in creating a sense of community and continuity.

Instagram Integration

When Instagram launched in 2010, it wasn’t long before hashtags found their place here as well. They allowed users to categorize their photos and reach wider audiences by tagging relevant keywords. For instance, a photo of a serene beach sunset might include hashtags like #travel, #sunset, and #vacation, making it discoverable to anyone interested in those themes.
Instagram’s adoption of hashtags took categorization to a visual medium, enabling users to explore images and videos by specific themes or interests. This feature not only helped users grow their audiences but also fostered niche communities around shared interests.

Hashtags Today

Today, hashtags are ubiquitous across numerous social media platforms, including Facebook, LinkedIn, and TikTok. They serve not just as a tool for categorization but also as a means of driving social movements, brand campaigns, and trending topics. From #metoo to #BlackLivesMatter, hashtags have proven their power in rallying voices and spreading awareness on a global scale.

In conclusion, the hashtag's journey from humble beginnings in newsgroups and chat rooms to its current status as a social media staple exemplifies the evolving nature of digital communication. It’s a testament to the ingenuity of internet users in finding ways to make sense of the vast information available online.

hashtags creative

Instagram's Latest Algorithm Update

Interestingly, recent updates to social media algorithms reflect a shift away from hashtags. Platforms like Instagram have begun penalizing posts that rely heavily on hashtags, favouring those with well-crafted descriptions and captions rich in keywords.

This trend is mirrored on TikTok and YouTube, where quality content and strategic keyword usage now take precedence over hashtag spamming. This development underscores the need to focus on substance and relevance in content creation rather than leaning on the crutch of hashtags.

It’s time to rethink our approach to hashtags. We need to opt for more creative and meaningful ways to engage our communities. Brands should invest in crafting impactful slogans that resonate with their audience, fostering genuine connections and loyalty. By shifting away from hashtags, we can reclaim the power of storytelling and make our messaging strategies more substantive and enduring.

Conclusion

In conclusion, hashtags have outlived their usefulness. They have become overused and often fail to generate meaningful engagement. The reliance on hashtags has deteriorated creativity within branding and marketing, leading to uninspired messaging. Traditional slogans, on the other hand, convey brand messages effectively, fostering genuine connections. Moreover, the impact of hashtags on social and political change is often illusory, overshadowed by the need for more substantive actions.

As social media platforms evolve, so should our strategies. With platforms like Instagram, TikTok, and YouTube penalizing hashtag-heavy content in favour of well-crafted descriptions and strategic keywords, it’s clear that the future lies in quality content and meaningful engagement.