Hashtag marketing is hitting the mainstream.
If you listen to ZM on the radio, then you’ll know they’re giving away $1000 to someone who uses the hashtag ‘#zmsummer’ on Instagram or Twitter.
When I first heard about the competition, I jumped onto Twitter and Instagram to see what all the fuss was about – and what I discovered surprised me (I’ll share it with you in a moment).
But first, what’s a hashtag?
A hashtag is a word or phrase preceded by a hash symbol (#), used on social media sites to identify messages on a specific topic.
For example, a cricket tournament between NZ and the West Indies has the hashtag #nzvwi
Instagram vs Twitter
Now for the interesting part, in terms of ZM’s promotion, the use of the #zmsummer hashtag on Instagram has completely dominated compared to it’s use on Twitter (even though Twitter has more NZ users than Instagram).
Number of people who have used the #zmsummer hashtag
- Twitter 137 tweets
- Instagram 5003 posts
*This data collected on Wednesday 8th January 2014. For more info about the competition, see http://www.zmonline.com/zmsummer/
What does all this mean?
According to the station, the typical ZM listener is
- 18-39 years old
- Brand conscious
- Socially active, living life to the fullest
- Young professionals, singles & young families
Demographics sourced from: http://www.radionetwork.co.nz/brands/zm/
If you’re running a social media photo sharing competition, be sure to instagram as an option.
And if you have customers in the demographic above, get onto instagram and connect with them!