Is your brand running an event soon? And using social media to promote it? Using a hashtag as part of your event marketing can be a great way to generate interest before, during, and after the event.

However, choose your hashtag wisely, as the wrong one could mean that either no one uses it or it gets lost in a stream of irrelevant posts.

Having a hashtag associated with your event is also a useful way to track conversations about the event – both during and after the event – to analyze whether it was a success.

It can also help attendees see, like, and share what others are posting about the event, ultimately increasing engagement.

Plus, if you don't create your own hashtag, your attendees will likely create one for you, which means you have less control over what it will be.

Here are some tips for choosing and using a successful event hashtag:

1. Make the hashtag relevant

This is common sense. Obviously, a relevant word is better than something seemingly unrelated to the event.

Using the event name or something similar that can be used in a sentence will encourage people to use the hashtag in their posts.

People won't always look up what hashtag to use and may just use what they think is logical, so think about what they might use as a hashtag. Humor, puns, or clever wording can sometimes work, but in general, it's best to keep it simple.

If you're running a regular event, think about a hashtag that can be easily used and adapted for your events next year or in a different location.

2. Don’t make it too long

Keep it short and sweet. Consider using abbreviations if you have a long event name. Short hashtags are easier to read and more likely to be used by attendees. If the hashtag is too long, people won't bother and will make up their own or not use a hashtag at all.

3. Don’t choose a word that’s difficult to spell

If your hashtag is too complicated, it's likely that people will misspell it, and these posts won't come up when you or others search for your event hashtag. Unless they have a large following, these posts won't get much engagement. Basically, you’d be missing out on the promotion of your event.

4. Don’t use words with multiple interpretations

In other words, be unique. Don't use a hashtag that has other meanings or is likely to be used for something else. This is especially likely with acronyms.

If you are unsure, search social media platforms for the hashtag you are thinking of using and see if it is currently being used in other posts. Otherwise, posts about your event will get lost in a stream of unrelated content.

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5. Promote, promote, promote

You might want to consider promoting your hashtag well before the actual event so that it's on people's radars and they know what hashtag to use for your event. Include it on your event website and in all event communications, such as email invitations. 

Use your hashtag in all social media posts about your event, and by the time your event starts, attendees will know which hashtag to use when they want to post about your event. This also helps people who are interested in the event but can't attend to follow the social media posts by searching for your hashtag.

Promotion is key, especially if your chosen hashtag is not the obvious choice for event tweets or variations that could be used.

At the event, make sure the hashtag is visible on all promotional materials and any presentations or banners. Use the hashtag for any posts after the event when you share highlights, interviews, or quotes to keep the momentum going.

6. Engage and respond

Monitor your event hashtag regularly and respond to posts others make about your event.

Like, comment, and thank them for attending, and share their posts on your own social media accounts. User-generated content can be a great way to promote your event with a more human touch and encourage attendees to share their experiences. Done right, it can create a sense of community and deepen your relationship with your attendees. 

These tips should help you create the right hashtag for your event. Be sure to use your hashtag long before the event begins and in all event-related communications afterward. A smart hashtag strategy can not only help you successfully promote your event but also build a better and deeper relationship with your customers and prospects.

Michaela Vogl

Marketing Content Specialist, Brandwatch