# Hashtags Are A Double-Edged Sword

## Метаданные

- **Канал:** Gary Vaynerchuk
- **YouTube:** https://www.youtube.com/watch?v=7JDopkobUy8
- **Дата:** 20.02.2015
- **Длительность:** 2:08
- **Просмотры:** 11,632
- **Источник:** https://ekstraktznaniy.ru/video/19750

## Описание

I’m just going to come out and say it: hashtags are not ownable. Period.

I’ll say it again: you cannot own a hashtag. But guess what brands are constantly doing? They’ve come up with a hashtag to promote their business or product or ongoing campaign. Sound familiar? Or how about this: at the end of a TV ad, you hear something like: “Join the conversation on Twitter with #blahblahblah.”

In the context of all this, a lot of people ask me, “Gary, how do I get my hashtag known? How do I get people to use it?”.

My answer is always the same.

You need to understand that anybody, regardless of whether they have anything to do with your campaign or not, will be able to walk in and use that hashtag. They could tweet about something completely unrelated and totally confuse the message you’re trying to get across. Or worse. If you can remember all the way back to 2009, Skittles put out a hashtag and ended up with a lot of really crude things on their hashtag. Even worse, Skittles made their ho

## Транскрипт

### Segment 1 (00:00 - 02:00) []

it is insane to me that people in 2015 still think they can own hashtag culture is very important specifically to Instagram and Twitter and what I'm really talking about is how the utility of a hashtag is actually getting executed look I use # askary B but I'm really just using that for fans that are looking to go down the rabbit hole more than getting it away for awareness saon if you want to go right now like screw you Gary B # asgary B I've lost ship of it I walk into tons of meetings where the Brand's like let's own the hashtag get them we're going to own # spring fever and I'm like what the hell are you talking about no you're not hashtags are not ownable I mean that is what I'm pissed off about like that's why we're making this video I'm just trying to help people to understand when you pick a hashtag anybody in the world can jump into it any hashtag you can create tomorrow I can jump in and make a hashtag and as often times as we've seen in marketing change that conversation and make you look stupid and when Skittles put out that hashtag and then people started putting things that were very crude against it cuz Skittles homepage was a filter and a stream of everybody using the hashtag and then all of a sudden you know body parts and rude and crude things started showing up on their uh on their corporate page because there is no own ability around a hashtag if we googled right now we can find aund mishaps but you know we've seen this happen with McDonald's and Skittles and timans like it's just a lack of understanding how Twitter Works look at the hashtags that are trending and very popular on the two main platforms already and try to figure out how to reverse into them by putting out your piece of content storytelling and then using three or four hashtags that are riding the wave and I wrote about this a million years ago riding the wave of a hashtag don't try to establish one ride the wave of four or five that are working that are tie in and be creative into what you're putting out