This is often done without the permission of the hashtag’s creator or without disclosing that they are doing it for marketing purposes.

This article will explain some common ways businesses hashtag jack, why you should avoid this unethical social media marketing tactic and some alternatives.

Ready, let’s do this!

Examples of hashtag hijacking

Here are some of the most common ways businesses attempt to hashtag jack:

Using a popular hashtag without permission or disclosure

Now, technically, you can use any hashtag you want. However, if you’re using a hashtag without the permission of its creator or without disclosing that you’re using it for marketing purposes, you’re crossing a line.

This is especially true if the hashtag is being used to promote a cause or campaign that your business is not affiliated with.

For example, let’s say your local chamber of commerce is running a campaign to promote small businesses in your town.

As part of the campaign, they ask people to use the hashtag #shoplocal.

If you’re not a part of the chamber of commerce and start using the hashtag to promote your own business, you’re hashtag hijacking.

You’re trying to ride on the chamber’s campaign and get attention for your own business without permission or disclosure. This is not cool.

It’s offensive to businesses who pay to be a part of the organization, and it’s misleading to consumers who think they’re supporting a local business when they’re not.

Piggybacking on a trending hashtag

Another common way businesses attempt to hashtag jack is by piggybacking on a trending hashtag.

This is when a business uses a popular, trending hashtag in their social media posts without adding any value or context to the conversation.

They’re just trying to get attention for their own product or brand by riding on the coattails of a trending topic.

For example, let’s say there’s a trending hashtag about a natural disaster. If a business starts using the hashtag to promote its product, they are piggybacking on a trending hashtag.

Image Source: Verizon

This is not only unethical, but it’s also tone-deaf and insensitive. It shows a complete lack of understanding about what the hashtag is being used for and why people are using it.

It’s important to remember that when a natural disaster or other tragedy occurs, people use social media to connect with loved ones, share information, and offer support.

They are not looking to be marketed to.

If you use a trending hashtag to promote your business, you will not only anger and offend people, but you will also damage your brand’s reputation.

Branded Hashtag Hijacking

Another way businesses attempt to hashtag jack is by branded hashtag hijacking.

This is when a business uses a branded hashtag that belongs to another company in its social media posts.

Now when we say “belongs,” we don’t mean that the other business has trademarked the hashtag (although that would be an even bigger no-no).

Yes, you can actually trademark a hashtag. Read this article to learn how.

We simply mean that the other business uses the hashtag to promote their brand.

For example, let’s say you own a pet store and use the hashtag #petsmart in your social media posts.

This is branded hashtag hijacking because Petsmart is a nationwide pet store chain that has been using the hashtag to promote its brand long before you started using it.

Not only is this unethical, but it’s also confusing for consumers. They might see your posts and think you’re affiliated with Petsmart when you’re not.

This can damage your reputation and cost you customers. Or you could end up in court.

#Trademark infringement found against defendant who used @Invisalign hashtag in competitive ads. It’s a new world, taggers! Qualify your claims. pic.twitter.com/VC96sel4Js

— Cobalt LLP (@CobaltLLP) May 9, 2019

These are just a few of the ways businesses attempt to hashtag jack. As you can see, it’s a shady and unethical social media marketing tactic that can backfire.

Think twice if you’re tempted to use a hashtag without permission or disclosure. It’s not worth the risk.

How to avoid hashtag hijacking

Now that you know what hashtag hijacking is and why it’s a bad idea let’s talk about how you can avoid it.

Get Permission

The best way to avoid hashtag hijacking is to get permission before using someone else’s hashtag.

If you’re part of an organization or campaign that allows businesses to use their hashtag, make sure you follow the guidelines.

For example, if you’re part of a chamber of commerce, only use the hashtag when promoting your business to local customers.

If you’re not a member, quit being cheap and join the chamber.

It’s worth it.

The same goes for branded hashtags.

If you want to use a branded hashtag in your social media posts, reach out to the company and ask for permission.

Most companies are happy to let you use their branded hashtag as long as you’re not trying to sell them something.

However, it’s always best to get permission first.

Use Common Sense

If you’re ever unsure about whether or not you should use specific hashtags, err on the side of caution and don’t use it.

It’s not worth the risk of offending someone or damaging your brand’s reputation.

There are plenty of other hashtags out there.

Find one that you can use in your social media campaigns without causing any problems.

Speaking of which, by all means, give your hashtag a once-over. Sometimes they won’t be read like you think they will.

On this Nation Anal Bum Day #NationalAlbumDay we fondly remember one of the greatest viral marketing hashtag fails of all time, Susan Boyle’s Anal Bum Party #susanalbumparty pic.twitter.com/Wd8R9XYBuw

— Derrick Graffius (@TK_Noodle) October 12, 2019

Key Takeaways

Hashtag jacking is a social media marketing tactic that business owners should avoid as it’s unethical, sneaky, and can backfire.

If you’re ever unsure about whether or not you should use a particular hashtag, err on the side of caution and don’t use it.

There are plenty of other hashtags out there. Find one that you can use without causing any problems.

For an in-depth analysis of social media’s broader implications, check out our blog post: Analyzing Social Media it the Right Fit for Every Business?

What does this mean for marketers?

One thing is certain: with the attention and investment that Twitter is receiving from influential figures like Musk, social media marketers can look forward to working with a platform that is once again on the cutting edge of innovation and technology. 

This presents exciting new opportunities for marketers looking to connect with highly engaged audiences and target their marketing efforts more effectively.

Keep reading to learn more about how Musk’s purchase of Twitter could transform the social media landscape and what it means for marketers looking to harness the power of this platform.

Most Marketers Aren’t Worried.

Despite Twitter’s history of free-speech issues, a recent poll by searchengineland.com showed that 58% of marketers believe that Musk’s purchase of twitter will be good for marketers, brands, and most importantly, users.

Changes We Predict

Given Elon’s history, here are some things that we can likely expect:

1. Increased investment in artificial intelligence and machine learning

It’s no secret that Musk has a keen interest in these technologies, and Twitter is one of the best platforms for experimenting with them. We could soon see new features that use AI to improve ad targeting or help marketers discover new audiences based on their interests.

2. Increased focus on video content

Video is quickly becoming one of the most important forms of content on social media, and Twitter is already ahead of the curve with its live-streaming capabilities.

With Musk at the helm, we can expect to see even more investment in this area, with new features and integrations that make it easier for marketers to create and share engaging video content.

3. New partnerships with other tech companies

As one of the world’s thought leaders on all things tech, Musk has already shown his willingness to work closely with other tech companies.

We can expect to see Twitter form new partnerships and collaborate more closely with other social media platforms, brands, and influencers in an effort to stay ahead of the curve and continue innovating.

4. A renewed focus on user experience and safety

As one of the biggest social media platforms globally, Twitter has been plagued by issues related to user safety and experience.

With Musk at the helm, we can expect to see this become a top priority for Twitter, with new features and updates that will make it easier for users to find what they’re looking for and stay safe while engaging with the platform.

6. New features and partnerships that could make Twitter more engaging and valuable for users

Twitter, which has 211 million monthly active users worldwide, recorded its first annual loss of $1.1 billion in 2020.

Given Musk’s reputation for innovation, we can expect to see new features and partnerships that could help Twitter regain its momentum and attract new users looking for an engaging social media platform they can trust.

7. More opportunities for marketers to reach highly engaged audiences and target their marketing efforts more effectively.

“I hate advertising,” Elon Musk tweeted in 2019.

I hate advertising

— Elon Musk (@elonmusk) October 28, 2019

With advertising accounting for around 90 percent of Twitter’s revenue, there’s no doubt that Musk will have a lot of work cut out for him.

But that’s ok.

We’re pretty confident that Elon didn’t buy Twitter in an attempt to make a profit.

After all, he’s got more money than God.

He bought Twitter because he knows its power to reach and influence people.

And that’s good news for marketers.

Twitter has always been a powerful marketing tool, but under Musk’s leadership, we can expect to see even more opportunities for marketers to connect with highly engaged users and create more effective marketing campaigns.

Less focus on advertising = more opportunities for organic reach

If Musk is successful in his mission to make Twitter less reliant on advertising, it could mean more opportunities for marketers to reach users organically.

8. A renewed focus on customer service

As one of the world’s most influential figures, Musk is no stranger to customer service.

And with Twitter’s newfound focus on improving user experience and safety, we can expect to see Musk bring his expertise and experience in this area to help Twitter improve its customer service offering.

Whether through features that make it easier for brands to reach out to customers or new partnerships with companies specializing in customer experience and support, we can expect to see Twitter make some significant strides in this area under Musk’s leadership.

9. Improved tools and resources for social media marketers

There once was a time when an electric car was unheard of. But Elon Musk didn’t give up. He persisted and created Tesla- one of the most popular and luxurious car companies globally.

The same can be said about Twitter. It’s a platform that has seen its fair share of ups and downs but continues to persevere.

As a result of Musk’s purchase, we predict that Twitter will emerge as a more robust platform with improved tools and resources for social media marketers.

After all, we already know about his disdain for advertising, so Musk will likely continue to pursue a meaningful and engaging content marketing strategy for Twitter.

And with that comes more opportunities for social media marketers to reach their target audiences and achieve their marketing goals.

10. A more open algorithm

Once, space was reserved for Astronauts. But SpaceX has enabled people like you and me to have a chance to go to space.

In the same way, Twitter’s algorithm has been a mystery- until now. We predict that Musk will work to make Twitter’s algorithm more open so that users and marketers can better understand how the platform works and how they can use it to their advantage.

This would be a significant win for social media marketers who have long been frustrated by the Twitter algorithm’s lack of transparency.

11. Real accounts verification

Fake news! It’s one of the most common complaints about social media platforms today.

But with Musk at the helm, we predict that Twitter will make verified accounts a priority. This would be a significant step forward in combating fake news and would help to restore trust in the platform.

12. An edit button

Crap! I didn’t mean to post that!

We’ve all been there. And it’s one of the most frustrating things about Twitter.

But with Musk at the helm, we predict that an edit button will finally be on its way. This would be a significant game-changer for Twitter and would help to improve the user experience for everyone.

Key Takeaways

As a result of this $44 billion purchase earlier this month, we can expect to see Twitter make some significant changes- many of which will be beneficial for social media marketers.

We predict that there will be a renewed focus on developing creative content marketing strategies, improved customer service, more open tools and resources, and an edit button. These changes could mean big things for social media marketers who are looking to use Twitter as a platform to reach their target audiences.

So if you’re a social media marketer, it’s time to get excited about the future of Twitter!

If you’re a business owner or marketing manager, you should also be aware of the potential implications of this purchase. As Twitter becomes a more attractive platform for social media marketers, we’ll likely see an increase in competition for advertising space and attention from users.

So if you’re not already using Twitter to reach your target audience, now might be the time to start!

What do you all think? Do you agree that we’ll see a major shift in the way that social media marketers use Twitter with this purchase? Share your thoughts in the comments below!