Does a slip, from 57% to 50%, of companies using hashtags in their Super Bowl (are we allowed to call it this if we haven’t paid the NFL, maybe I should go with “Big Game”) ads mean that we are tiring of using hashtags in general? Well, if you are looking for someone to weigh in with an expanded conversation about the topic you will have to peruse the internet for another article. Marketing Land’s article counted how many of the companies who showed an ad during the “Big Game” used a hashtag, a social media icon or reference or included a URL in their ad.
Part of me is a bit confused as to why companies would spend 4.5 MILLION DOLLARS just for a 30-second ad ($150,000 per second if you’re playing at home) just to purchase the time on television and lord only knows many other expenses it takes to develop the ad itself, but ignore what has become the norm in our society, hashtags. Have companies become fearful of someone hijacking their hashtags? Have companies or the marketers they hire decided that hashtags can lead to a backlog of negative comments? There used to be a saying that “there’s no such thing as bad publicity”, but this article expands on the idea that those days are behind us.
In a world where our phones have become an extension of our hands and where ROI has tried its darndest to kill print as a medium for advertising, I am as close to shocked as I will get to learn that hashtags took a hit this year. But then we follow the thread of Nationwide’s #MakeSafeHappen and learn that hey, maybe these marketers know what they’re doing not hashtagging everything. Not sure I agree with them, but then again I’m not paid the big bucks to figure it out either.