For those who are not familiar with Jack Layton, the Canadian politician, Mr. Layton is the leader of the New Democratic Party of Canada (NDP) who is seeking to become the next prime minister. The following clip is from the recent leaders’ debate. Jack Layton is the individual who says “hashtag fail”.
Initially, I thought the statement was just a clever attempt to win the Twittersphere vote or a way to show that he is cool and hip however; I realized that it was something that content curators and content marketers can learn from. Hashtags are important when it comes to branding. Let me expand on my thoughts using the case of the content in the video.
- By simply using the phrase, “hashtag fail”, Layton attempts to brand Conservative leader Stephen Harper’s tough-on-crime agenda as a failure. What better way to do it in a world where some of our attention spans are limited to 140 characters? #message
- As the reporter in the clip states, Layton attempts to get his message through to a younger demographic who is familiar with Twitter jargon that might consider voting NDP. #targetaudience
- The phrase, “hashtag fail” has become one of the memorable moments of the campaign to the point that I found the clip posted above by using the keywords, “hashtag” + “fail” in YouTube. #recall
The three hashtags (i.e., #message, #targetaudience and #recall) that I used in this post should prompt content curators to think about how to better use content to market a product or service. Specifically:
- #message – What is the core brand message that you are trying to convey via a blog post, a tweet, video clip or an image?
- #targetaudience - Who are you trying to reach with your message? What are the appropriate social media applications to use in your content strategy?
- #recall – How are you going to create unique content that your target audience will remember you from your competitors?
So now do you think that my parallel comparison between content curators and Jack Layton is that far fetched?
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