Is the Hashtag over? Researchers reveal Super Bowl ads have abandoned them (and Facebook and Twitter) for URLs.
- Out of 66 ads only 30% of them had a hashtag - while 41% included a URL
- This year had a 15% decrease in number of hashtags used in commercials
- Twitter handles were only shown in 5 commercials and Facebook in 4
No surprise. Hashtags don't drive customers to websites - URLs do. Hashtags do relatively nothing, except a mediocre job at organizing content. And hashtags are not owned by anyone, so a "hashtag takeover" is possible - by another brand or by people posting porn to that hashtag. Not a good look when trying to trend something in your brand's favor.
One of the bigger fails in years past was using #CFP for the College Football Playoffs. If you go out to Instagram now and search on #CFP, you'll see a bunch of stuff - football, but more cross-fit professionals.