Time to read: 4:19 minutes
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1. One (marketing) idea

Most people DO NOT think about hashtags from the end user's point of view (pov).

They think about it selfishly:

• How can hashtags increase our reach?

• How can we create a unique hashtag that our audience can follow?

  • To increase our impressions

• How can hashtags enhance the message we wish to communicate?

I don't see many you's.

And that's the problem. Hashtags were founded from a place of utility. They have been disconnected from their origins.

I will paint a brief picture of its history and provide my thoughts on how to use them and whether they matter.

History of the #

Our protagonist is Chris Messina.

In 2007, he proposed using hashtags on Twitter "to address specific communication challenges on the platform. He aimed to create a simple method for organizing group discussions and enhancing content discoverability without requiring technical expertise."

(Read more on history: https://www.perplexity.ai/page/the-story-of-twitter-hashtags-ImYGjhEUQg2CGBeY3GXCyQ)

He was inspired by Internet Relay Chat (IRC), where the hash symbol was used to designate channels and topics. He also looked to platforms like Flickr and Delicious for ideas on incorporating user-generated tagging.

"Messina deliberately chose not to patent the hashtag concept, believing it should be 'born of the internet, and owned by no one'."

That last part hits (and holds the irony).

We hack hashtags for personal gain. Chris created the hashtags from a place of generosity.

My solution is to return to this humble beginning:

To see the hashtag from the user's pov.

How to use hashtags

To not date this essay, I'm staying 30k feet in the air.

In 2024, TikTok allows you to follow hashtags. While Facebook (Meta) has buried it.

I want to keep this at a higher level rather than be platform-specific to keep it valuable longer.

Key ideas

• 4 or fewer ALWAYS (less is more)

• Think from your audience's pov

• repetition is key with hashtags

• Think in discoverability (location or interest)

Let's begin with creators

I don't use hashtags. I have started on TikTok, as it allows users to follow them. But for LinkedIn, I rarely use them.

For you, I would begin with a personal hashtag. Call this #1.

Is there a word, phrase, or tagline you want to include? Include this on ALL posts and encourage followers to "follow" it to ensure they never miss content. Ensure it's specific to limit overlap.

The next set of hashtags (#2) I use are domain or location-specific. For me, that would be #marketing, #content, or #greenbay. I usually use only 1-2 #2's.

Finally, if you want to add a platform-specific hashtag like #fyp (TikTok) or a brand-related one (#marketersrule), do so (but less is more).

Continue reading this work-in-progress essay

2. One Quote

"Thesis of day trading attention: Figure out where under-priced attention is and learn how to effectively storytell in those places." – Gary Vaynerchuk (Daytrading Attention)

Two things to take away from this quote:

(This is the final quote from this book. It was incredible. Highly rec for those who want to get better at marketing/content/social.)

1. Finding (under-priced) attention

Everything in marketing is about attention—Getting it, holding it, and directing it. But not all "attention" (think impression) is helpful.

You need to find the right attention at the lowest cost.

Display ads give you a jillion impressions. But who really is looking?

"Brands can't just do billboards, print ads, and bad digital banner ads anymore." – Gary Vee

2. Importance of storytelling

Gary didn't mention spamming your product/service. He said storytell.

Sharing (human) stories is the key to great marketing.

Something I'm always trying to improve is my ability to tell stories that get and hold attention.

I'm all right at it, and I have much room to improve.

But the first step is to realize the importance of stories.

3. Episode on Marketing Strategy

Great marketers think like business strategists.

They aim to understand the market and tilt their company's offering to resonate better (as Isaac states).

They focus on the higher aims for maximizing efficiency (deliverables).

Isaac Holmgren is a wise marketer who gets it.

In this episode, he gives a master class on marketing strategy.

He's a few things he shares:

• Marketing is more than just promotion

• Marketers need practical skills (interviewing), not just empathy

• The best marketers are business strategists

• Efficiency shouldn't be the end goal—Focus on what's effective

• Taking naps is a great way to improve productivity and focus

Enjoy 👉 https://podcastonmarketing.transistor.fm/51

4. One (life) Idea

Ambition or acceptance

If you could only have one, which do you choose?

Most (myself included) pick ambition.

Why would I want "acceptance?" Isn't that a basic thing we all do?

I don't.

Rarely do I "accept" the soil God placed me in.

I want more (ambition). I'm not content with what I have—I struggle to accept the "now."

A friend was sharing about a recent mission trip he took to Peru. The local leader was a model for godly ambition paired with acceptance.

Sometimes, it's okay to play a smaller role when you could fill a larger one.

Wherever you are placed, you can deploy gratitude and effort.

Which is better than striving for more and desiring bigger things.

How do you combine ambition with acceptance?

5. One Photo

What was the last state fair you've been to?

(U.P. State Fair 2024)

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– JO (every second counts)