As a marketing tool, Twitter enables us to reach hundreds of millions of active, daily users with perfectly formed posts of just 140 characters. This is increased even further if you use promoted tweets (in which you pay for extra exposure) and further still if you use hashtags. Hashtags are especially useful as our feature covering hashtag uses explains. They were created by users to provide quick-fire access to organic searches on specific topics and so by default, using hashtags can help put your tweets in front of a more targeted audience that is specifically looking for your content. So, handy then? You might think so but sometimes the concise nature of Twitter means that there’s often little room for hashtags to be explained to those who can see them, which is perhaps why Twitter has just launched ‘translated’ hashtags for a trial period.
First spotted by Twitter users in the UK, translated hashtags have thus far extended to the trending topics list of popular hashtags and subjects that the majority of people are tweeting about, as well as casual phrases. Some examples of this are the hashtag #oitnb in which the acronym for the popular Netflix series (Orange Is The New Black) was explained, handy for those who may have heard of the TV phenomenon but are unaware of what it’s about or where the conversations about it are taking place. Meanwhile, on the more mundane side of Twitter hashtags, phrases such as ‘smh’ (shaking my head) or ‘tbt’ (throwback Thursday) have also been explained, making things undoubtedly easier to understand for a crowd unaware of the urbandictionary.
What it means (should the trial be rolled out outside of the UK) is that the potential reach for marketers has been extended, as those who are hashtag savvy and Twitter newbies alike will be able to find and click on the hashtags that apply to them, being as the explanation will help them know whether they would be interested in it or not. Users will be able to gain further access to conversations about the things they love and therefore appropriate advertising will appeal directly to them, making translated hashtags useful for consumers and companies too.
Source:Wall Street Journal