Successfully running a hashtag campaign requires clear direction. Rather than adding in as many hashtags as possible, it's important to have your Key Performance Indicators (KPIs) and data direct you along the way.
It all starts with research
No campaign can be successful without conducting proper research before. When it comes to launching an effective Twitter hashtag campaign you want to research:
What hashtags is your brand is currently associated with?
What hashtags are your competitors are using?
What hashtags are most popular with your target audience?
This data will give you insight into which hashtags you should consider for your campaign. You can find this data and more on Twitter analytics.
Set focused goals
Clearly identifying the KPIs you want to improve will give you the direction you need to successfully launch your campaign. Goals can range from creating brand buzz to encouraging user-generated content.
For example, if the KPI you’re attempting to improve is promoting awareness, you’ll want to focus on metrics such as volume, reach, exposure, and amplification. These will give you an idea of how far your message is spreading.
Design your hashtag around your goals
@bumble_app's goal was to promote their latest feature, photo verification for their dating app used to combat users who create fake profiles (aka catfishing).